# #2368a9

A color — cool, vivid, technical, modern. Deterministic analysis from BrandSweets (no inference).

## Values

- Hex: `#2368a9`
- RGB: rgb(35, 104, 169)
- HSL: hsl(209, 66%, 40%)
- OKLCH: oklch(0.508 0.124 250.7)
- Relative luminance: 0.1312
- Nearest named color: Brilliant Blue (#0075b3, Δ 3.689) — https://brandsweets.com/colors/brilliant-blue
- Moods: cool, vivid, technical, modern
- Page: https://brandsweets.com/colors/2368a9

## Tints & shades

- Tints (toward white): #2878c3, #3487d5, #4994da, #62a3df, #7cb2e4, #95c1e9, #afd0ef, #c4dcf3, #ddebf8, #f7fafd
- Shades (toward black): #1f5e98, #1d568c, #194c7b, #17446e, #13395d, #102f4c, #0d273f, #0a1d2f, #071522, #030a11

## Harmonies

- Complementary: #a96423
- Analogous: #23a9a7, #2325a9
- Triadic: #a92368, #68a923
- Split-complementary: #a92325, #a9a723
- Tetradic: #a723a9, #a96423, #25a923

## Colors that go with #2368a9

Named partners (harmony on the OKLCH wheel, co-occurrence in curated palettes and brand systems, and the neutrals that carry it), best first:

- **Charcoal** #36454f [role, pool] — Charcoal is the text near-black for #2368a9: softer than #000 and cool enough to feel like part of the same palette. Seen in: Amazon (https://brandsweets.com/colors/brands/amazon-com), Hasbro (https://brandsweets.com/colors/brands/hasbro-com), Hinge (https://brandsweets.com/colors/brands/hinge-co), Jack Daniel's (https://brandsweets.com/colors/brands/jackdaniels-com). — https://brandsweets.com/colors/charcoal
- **Crimson** #dc143c [harmony, pool: triadic] — Crimson completes a triad with #2368a9 — three hues spaced evenly round the wheel, the classic way to get energy into a palette without a clash. Seen in: McDonald's (https://brandsweets.com/colors/brands/mcdonalds-com), State Farm (https://brandsweets.com/colors/brands/statefarm-com), Costco (https://brandsweets.com/colors/brands/costco-com), Target : Expect More. Pay Less. (https://brandsweets.com/colors/brands/target-com). — https://brandsweets.com/colors/crimson
- **Rust** #b7410e [harmony, pool: split] — Rust is a split-complement of #2368a9: nearly opposite, so it still pops against it, without the vibrating edge of a true complement. Seen in: Etsy (https://brandsweets.com/colors/brands/etsy-com), Wayfair (https://brandsweets.com/colors/brands/wayfair-com), Magazine Ochre (https://brandsweets.com/palettes/editorial#magazine-ochre), Semrush (https://brandsweets.com/colors/brands/semrush-com). — https://brandsweets.com/colors/rust
- **Sienna** #a0522d [harmony, pool: complementary] — Sienna sits directly opposite #2368a9 on the wheel — the strongest contrast one hue can give another, so use it small: a button, a link colour, one highlight. Seen in: Dyson (https://brandsweets.com/colors/brands/dyson-com). — https://brandsweets.com/colors/sienna
- **Amber** #ffbf00 [pool] — Amber is paired with #2368a9 in 8 real palettes, including McDonald's's brand system and Lemon Squeezy's brand system, as the lead colour. Seen in: McDonald's (https://brandsweets.com/colors/brands/mcdonalds-com), Lemon Squeezy (https://brandsweets.com/colors/brands/lemonsqueezy-com), Warner Bros. (https://brandsweets.com/colors/brands/warnerbros-com), Wikipedia (https://brandsweets.com/colors/brands/wikipedia-org). — https://brandsweets.com/colors/amber
- **Blue** #0000ff [pool] — 9 real palettes, including Activision's brand system and Pixar's brand system put Blue beside #2368a9, as the accent. Seen in: Activision (https://brandsweets.com/colors/brands/activision-com), Pixar (https://brandsweets.com/colors/brands/pixar-com), Tesco (https://brandsweets.com/colors/brands/tesco-com), CVS (https://brandsweets.com/colors/brands/cvs-com). — https://brandsweets.com/colors/blue
- **Cornflower Blue** #6495ed [pool] — Designers have shipped Cornflower Blue with #2368a9: 5 real palettes, including Coca-Cola's brand system and Gopro's brand system, as the supporting colour. Seen in: Coca-Cola (https://brandsweets.com/colors/brands/coca-cola-com), Gopro (https://brandsweets.com/colors/brands/gopro-com), NBA (https://brandsweets.com/colors/brands/nba-com), Blue Mono (https://brandsweets.com/palettes/cool#blue-mono). — https://brandsweets.com/colors/cornflowerblue
- **Deep Sky Blue** #00bfff [pool] — Designers have shipped Deep Sky Blue with #2368a9: 5 real palettes, including Venmo's brand system and Deep Water, as the supporting colour. Seen in: Venmo (https://brandsweets.com/colors/brands/venmo-com), Deep Water (https://brandsweets.com/palettes/dark#deep-water), Astro (https://brandsweets.com/colors/brands/astro-build), Telegram (https://brandsweets.com/colors/brands/telegram-org). — https://brandsweets.com/colors/deepskyblue

## Contrast (WCAG 2.x, as text)

- On white (#ffffff): 5.79:1 — AA pass, AA-large pass, AAA fail. Fix: AAA: text → #1e5b94 (7.05:1)
- On black (#000000): 3.62:1 — AA fail, AA-large pass, AAA fail. Fix: AA: text → #2878c3 (4.56:1); AA: background → #e3e3e3 (4.51:1); AAA: text → #569bdc (7.12:1)

## Brands using this color

- **Activision** — secondary #0768af (Δ 1.393) — https://brandsweets.com/colors/brands/activision-com
- **McDonald's** — accent #006bae (Δ 1.425) — https://brandsweets.com/colors/brands/mcdonalds-com
- **British Airways** — secondary #3468ad (Δ 1.478) — https://brandsweets.com/colors/brands/britishairways-com
- **Slack** — primary #1264a3 (Δ 1.797) — https://brandsweets.com/colors/brands/slack-com
- **Slack** — accent #1264a3 (Δ 1.797) — https://brandsweets.com/colors/brands/slack-com

## Fonts for this mood

- technical: https://brandsweets.com/fonts/mood/technical
- modern: https://brandsweets.com/fonts/mood/modern

## Palette tool

Open this color locked as the lead with four explored companions: https://brandsweets.com/palettes/new/2368a9-9cacc4-df4e4e-1f212d-e9f1f1?lock=0&style=vibrant
(Humans lock/regenerate in the tool; the URL is the state — read `lock=` back to see what they kept.)

## Connect an agent

Point any MCP client at the BrandSweets colors endpoint for the same engine:

- Endpoint: https://mcp.brandsweets.com/colors/mcp
- Tools: `analyze_color` (e.g. `analyze_color({ color: "#2368a9" })`), `check_contrast` (with fixes), `generate_palette` (explore around locks), `suggest_palette` (mood/industry → curated-first), `list_palettes`.