# #2d72ae

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

## Values

- Hex: `#2d72ae`
- RGB: rgb(45, 114, 174)
- HSL: hsl(208, 59%, 43%)
- OKLCH: oklch(0.538 0.117 248.2)
- Relative luminance: 0.1565
- Nearest named color: Campanula (#3473b7, Δ 1.569) — https://brandsweets.com/colors/campanula
- Moods: cool, modern
- Page: https://brandsweets.com/colors/2d72ae

## Tints & shades

- Tints (toward white): #3382c7, #448ecf, #5d9dd5, #71a9da, #89b8e1, #9ec4e6, #b6d3ec, #cadff1, #e3eef8, #f7fafd
- Shades (toward black): #29679e, #255d8e, #20527e, #1c486d, #194061, #153551, #112a41, #0d2031, #081520, #040b10

## Harmonies

- Complementary: #ae692d
- Analogous: #2daeaa, #2d31ae
- Triadic: #ae2d72, #72ae2d
- Split-complementary: #ae2d31, #aeaa2d
- Tetradic: #aa2dae, #ae692d, #31ae2d

## Colors that go with #2d72ae

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 #2d72ae: softer than #000 and cool enough to feel like part of the same palette. Seen in: Amazon (https://brandsweets.com/colors/brands/amazon-com), Auth0 (https://brandsweets.com/colors/brands/auth0-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 #2d72ae — three hues spaced evenly round the wheel, the classic way to get energy into a palette without a clash. Seen in: State Farm (https://brandsweets.com/colors/brands/statefarm-com), McDonald's (https://brandsweets.com/colors/brands/mcdonalds-com), Wendy's (https://brandsweets.com/colors/brands/wendys-com), NASCAR (https://brandsweets.com/colors/brands/nascar-com). — https://brandsweets.com/colors/crimson
- **Rust** #b7410e [harmony, pool: split] — Rust is a split-complement of #2d72ae: 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), Semrush (https://brandsweets.com/colors/brands/semrush-com), Magazine Ochre (https://brandsweets.com/palettes/editorial#magazine-ochre), Wayfair (https://brandsweets.com/colors/brands/wayfair-com). — https://brandsweets.com/colors/rust
- **Sienna** #a0522d [harmony, pool: complementary] — Sienna sits directly opposite #2d72ae 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 #2d72ae in 9 real palettes, including Lemon Squeezy's brand system and McDonald's's brand system, as the lead colour. Seen in: Lemon Squeezy (https://brandsweets.com/colors/brands/lemonsqueezy-com), McDonald's (https://brandsweets.com/colors/brands/mcdonalds-com), Wired (https://brandsweets.com/colors/brands/wired-com), Warner Bros. (https://brandsweets.com/colors/brands/warnerbros-com). — https://brandsweets.com/colors/amber
- **Blue** #0000ff [pool] — 9 real palettes, including Activision's brand system and Pixar's brand system put Blue beside #2d72ae, 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), Readymag (https://brandsweets.com/colors/brands/readymag-com). — https://brandsweets.com/colors/blue
- **Cobalt Blue** #0047ab [pool] — Designers have shipped Cobalt Blue with #2d72ae: 10 real palettes, including Glacier and Hershey's's brand system, as the accent. Seen in: Glacier (https://brandsweets.com/palettes/cool#glacier), Hershey's (https://brandsweets.com/colors/brands/hersheys-com), General Mills (https://brandsweets.com/colors/brands/generalmills-com), Fintech Trust (https://brandsweets.com/palettes/cool#fintech-trust). — https://brandsweets.com/colors/cobalt
- **Cornflower Blue** #6495ed [pool] — Designers have shipped Cornflower Blue with #2d72ae: 4 real palettes, including Coca-Cola's brand system and NBA's brand system, as the supporting colour. Seen in: Coca-Cola (https://brandsweets.com/colors/brands/coca-cola-com), NBA (https://brandsweets.com/colors/brands/nba-com), Gopro (https://brandsweets.com/colors/brands/gopro-com), Webflow (https://brandsweets.com/colors/brands/webflow-com). — https://brandsweets.com/colors/cornflowerblue

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

- On white (#ffffff): 5.09:1 — AA pass, AA-large pass, AAA fail. Fix: AAA: text → #245a8a (7.23:1)
- On black (#000000): 4.13:1 — AA fail, AA-large pass, AAA fail. Fix: AA: text → #307abb (4.63:1); AA: background → #f2f2f2 (4.54:1); AAA: text → #599bd4 (7.06:1)

## Brands using this color

- **Discover** — secondary #1e71ac (Δ 1.056) — https://brandsweets.com/colors/brands/discover-com
- **Discover** — accent #2477ab (Δ 1.652) — https://brandsweets.com/colors/brands/discover-com
- **Linkedin** — primary #0073b1 (Δ 1.721) — https://brandsweets.com/colors/brands/linkedin-com
- **Capital One** — accent #0276b1 (Δ 1.792) — https://brandsweets.com/colors/brands/capitalone-com
- **AT&T** — secondary #0072b2 (Δ 1.815) — https://brandsweets.com/colors/brands/att-com
- **Lemon Squeezy** — accent #0075ad (Δ 1.832) — https://brandsweets.com/colors/brands/lemonsqueezy-com

## Fonts for this mood

- 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/2d72ae-9cadc4-df4e51-1f212d-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: "#2d72ae" })`), `check_contrast` (with fixes), `generate_palette` (explore around locks), `suggest_palette` (mood/industry → curated-first), `list_palettes`.