# #396bb1

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

## Values

- Hex: `#396bb1`
- RGB: rgb(57, 107, 177)
- HSL: hsl(215, 51%, 46%)
- OKLCH: oklch(0.528 0.123 257.2)
- Relative luminance: 0.1456
- Nearest named color: Campanula (#3473b7, Δ 2.233) — https://brandsweets.com/colors/campanula
- Moods: cool, modern
- Page: https://brandsweets.com/colors/396bb1

## Tints & shades

- Tints (toward white): #4277c2, #5685c8, #6d96d0, #80a4d6, #93b2dc, #a6bfe2, #bacde9, #d1def0, #e4ecf6, #f7f9fd
- Shades (toward black): #3462a2, #2f5992, #294d7f, #244470, #1f3a60, #1a3151, #152841, #0f1c2e, #0a131f, #05090f

## Harmonies

- Complementary: #b17f39
- Analogous: #39a7b1, #4339b1
- Triadic: #b1396b, #6bb139
- Split-complementary: #b14339, #a7b139
- Tetradic: #b139a7, #b17f39, #39b143

## Colors that go with #396bb1

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 #396bb1: softer than #000 and cool enough to feel like part of the same palette. Seen in: Hinge (https://brandsweets.com/colors/brands/hinge-co), Jack Daniel's (https://brandsweets.com/colors/brands/jackdaniels-com), Starlink (https://brandsweets.com/colors/brands/starlink-com), Amazon (https://brandsweets.com/colors/brands/amazon-com). — https://brandsweets.com/colors/charcoal
- **Sea Green** #2e8b57 [harmony, pool: triadic] — Sea Green completes a triad with #396bb1 — three hues spaced evenly round the wheel, the classic way to get energy into a palette without a clash. Seen in: Lemon Squeezy (https://brandsweets.com/colors/brands/lemonsqueezy-com), Intel (https://brandsweets.com/colors/brands/intel-com), Jack Daniel's (https://brandsweets.com/colors/brands/jackdaniels-com), Netflix (https://brandsweets.com/colors/brands/netflix). — https://brandsweets.com/colors/seagreen
- **Sienna** #a0522d [harmony, pool: complementary] — Sienna sits directly opposite #396bb1 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 #396bb1 in 9 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] — 11 real palettes, including Activision's brand system and Pixar's brand system put Blue beside #396bb1, 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), BBC (https://brandsweets.com/colors/brands/bbc-com). — https://brandsweets.com/colors/blue
- **Cobalt Blue** #0047ab [pool] — Designers have shipped Cobalt Blue with #396bb1: 10 real palettes, including General Mills's brand system and Fintech Trust, as the supporting colour. Seen in: General Mills (https://brandsweets.com/colors/brands/generalmills-com), Fintech Trust (https://brandsweets.com/palettes/cool#fintech-trust), Glacier (https://brandsweets.com/palettes/cool#glacier), Intel (https://brandsweets.com/colors/brands/intel-com). — https://brandsweets.com/colors/cobalt
- **Cornflower Blue** #6495ed [pool] — Designers have shipped Cornflower Blue with #396bb1: 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
- **Crimson** #dc143c [pool] — Crimson is paired with #396bb1 in 16 real palettes, including State Farm's brand system and McDonald's's brand system, as the lead colour. Seen in: State Farm (https://brandsweets.com/colors/brands/statefarm-com), McDonald's (https://brandsweets.com/colors/brands/mcdonalds-com), Netflix (https://brandsweets.com/colors/brands/netflix), Ulta Beauty (https://brandsweets.com/colors/brands/ulta-com). — https://brandsweets.com/colors/crimson

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

- On white (#ffffff): 5.37:1 — AA pass, AA-large pass, AAA fail. Fix: AAA: text → #2f5992 (7.08:1)
- On black (#000000): 3.91:1 — AA fail, AA-large pass, AAA fail. Fix: AA: text → #3e75c1 (4.52:1); AA: background → #ebebeb (4.5:1); AAA: text → #7199d1 (7.18:1)

## Brands using this color

- **The New York Times** — secondary #346eb7 (Δ 1.141) — https://brandsweets.com/colors/brands/nytimes-com
- **British Airways** — secondary #3468ad (Δ 1.156) — https://brandsweets.com/colors/brands/britishairways-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/396bb1-9ca8c4-df5d4e-201f2d-e9f0f1?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: "#396bb1" })`), `check_contrast` (with fixes), `generate_palette` (explore around locks), `suggest_palette` (mood/industry → curated-first), `list_palettes`.