# #396da7

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

## Values

- Hex: `#396da7`
- RGB: rgb(57, 109, 167)
- HSL: hsl(212, 49%, 44%)
- OKLCH: oklch(0.526 0.108 252.7)
- Relative luminance: 0.146
- Nearest named color: Campanula (#3473b7, Δ 2.718) — https://brandsweets.com/colors/campanula
- Moods: cool, modern
- Page: https://brandsweets.com/colors/396da7

## Tints & shades

- Tints (toward white): #4079ba, #5489c4, #6796cb, #7ea5d3, #91b3d9, #a4c0e0, #bbd0e8, #ceddee, #e4edf6, #f7fafc
- Shades (toward black): #346398, #2f5989, #2a4f7a, #24456a, #1f3b5b, #1a314c, #15273d, #101e2e, #0a141e, #050a0f

## Harmonies

- Complementary: #a77439
- Analogous: #39a4a7, #3d39a7
- Triadic: #a7396d, #6da739
- Split-complementary: #a73d39, #a4a739
- Tetradic: #a739a4, #a77439, #39a73d

## Colors that go with #396da7

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 #396da7: softer than #000 and cool enough to feel like part of the same palette. Seen in: Amazon (https://brandsweets.com/colors/brands/amazon-com), 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). — https://brandsweets.com/colors/charcoal
- **Sea Green** #2e8b57 [harmony, pool: triadic] — Sea Green completes a triad with #396da7 — 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 #396da7 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 #396da7 in 8 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] — 8 real palettes, including Activision's brand system and Pixar's brand system put Blue beside #396da7, 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
- **Cobalt Blue** #0047ab [pool] — Designers have shipped Cobalt Blue with #396da7: 10 real palettes, including Fintech Trust and Glacier, as the lead colour. Seen in: Fintech Trust (https://brandsweets.com/palettes/cool#fintech-trust), Glacier (https://brandsweets.com/palettes/cool#glacier), General Mills (https://brandsweets.com/colors/brands/generalmills-com), Hershey's (https://brandsweets.com/colors/brands/hersheys-com). — https://brandsweets.com/colors/cobalt
- **Copper** #b87333 [pool] — Designers have shipped Copper with #396da7: 4 real palettes, including Dusk and Notion's brand system, as the accent. Seen in: Dusk (https://brandsweets.com/palettes/cool#dusk), Notion (https://brandsweets.com/colors/brands/notion), Desert Road (https://brandsweets.com/palettes/warm#desert-road), Riverbed (https://brandsweets.com/palettes/muted#riverbed). — https://brandsweets.com/colors/copper
- **Crimson** #dc143c [pool] — Crimson is paired with #396da7 in 17 real palettes, including McDonald's's brand system and State Farm's brand system, as the supporting colour. Seen in: McDonald's (https://brandsweets.com/colors/brands/mcdonalds-com), State Farm (https://brandsweets.com/colors/brands/statefarm-com), Wendy's (https://brandsweets.com/colors/brands/wendys-com), Retro Pop (https://brandsweets.com/palettes/playful#retro-pop). — https://brandsweets.com/colors/crimson

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

- On white (#ffffff): 5.36:1 — AA pass, AA-large pass, AAA fail. Fix: AAA: text → #2f5989 (7.21:1)
- On black (#000000): 3.92:1 — AA fail, AA-large pass, AAA fail. Fix: AA: text → #4079ba (4.66:1); AA: background → #ededed (4.58:1); AAA: text → #6f9bce (7.26:1)

## Brands using this color

- **British Airways** — secondary #3468ad (Δ 1.976) — https://brandsweets.com/colors/brands/britishairways-com
- **Discover** — secondary #1e71ac (Δ 1.986) — https://brandsweets.com/colors/brands/discover-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/396da7-9caac4-df564e-1f202d-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: "#396da7" })`), `check_contrast` (with fixes), `generate_palette` (explore around locks), `suggest_palette` (mood/industry → curated-first), `list_palettes`.