# #40698c

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

## Values

- Hex: `#40698c`
- RGB: rgb(64, 105, 140)
- HSL: hsl(208, 37%, 40%)
- OKLCH: oklch(0.506 0.073 245.7)
- Relative luminance: 0.1309
- Nearest named color: Astral (#376f89, Δ 2.111) — https://brandsweets.com/colors/astral
- Moods: cool, modern
- Page: https://brandsweets.com/colors/40698c

## Tints & shades

- Tints (toward white): #4a78a1, #5788b2, #6994ba, #7ea3c4, #93b2cd, #a8c1d7, #bdd0e0, #cedce9, #e3ebf2, #f8fafc
- Shades (toward black): #3a5e7e, #355673, #2f4c65, #2a445b, #23394d, #1d2f3f, #182734, #121d26, #0d151c, #060a0e

## Harmonies

- Complementary: #8c6340
- Analogous: #408c89, #40438c
- Triadic: #8c4069, #698c40
- Split-complementary: #8c4043, #8c8940
- Tetradic: #89408c, #8c6340, #438c40

## Colors that go with #40698c

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 #40698c: softer than #000 and cool enough to feel like part of the same palette. Seen in: Harbour (https://brandsweets.com/palettes/cool#harbour), Amazon (https://brandsweets.com/colors/brands/amazon-com), Campus (https://brandsweets.com/palettes/friendly#campus), Gusto (https://brandsweets.com/colors/brands/gusto-com). — https://brandsweets.com/colors/charcoal
- **Sienna** #a0522d [harmony, pool: complementary] — Sienna sits directly opposite #40698c on the wheel — the strongest contrast one hue can give another, so use it small: a button, a link colour, one highlight. Seen in: BrandSweets (https://brandsweets.com/colors/brands/brandsweets), Dyson (https://brandsweets.com/colors/brands/dyson-com). — https://brandsweets.com/colors/sienna
- **Amber** #ffbf00 [pool] — Amber is paired with #40698c in 6 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), Beach Hut (https://brandsweets.com/palettes/light#beach-hut). — https://brandsweets.com/colors/amber
- **Blue** #0000ff [pool] — 4 real palettes, including Activision's brand system and Pixar's brand system put Blue beside #40698c, 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 #40698c: 7 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), Ink & Paper (https://brandsweets.com/palettes/minimal#ink-and-paper), Hershey's (https://brandsweets.com/colors/brands/hersheys-com). — https://brandsweets.com/colors/cobalt
- **Copper** #b87333 [pool] — Designers have shipped Copper with #40698c: 4 real palettes, including Dusk and Desert Road, as the accent. Seen in: Dusk (https://brandsweets.com/palettes/cool#dusk), Desert Road (https://brandsweets.com/palettes/warm#desert-road), Riverbed (https://brandsweets.com/palettes/muted#riverbed), Clay & Linen (https://brandsweets.com/palettes/warm#clay-and-linen). — https://brandsweets.com/colors/copper
- **Crimson** #dc143c [pool] — Crimson is paired with #40698c in 17 real palettes, including Wendy's's brand system and Retro Pop, as the lead colour. Seen in: Wendy's (https://brandsweets.com/colors/brands/wendys-com), Retro Pop (https://brandsweets.com/palettes/playful#retro-pop), McDonald's (https://brandsweets.com/colors/brands/mcdonalds-com), State Farm (https://brandsweets.com/colors/brands/statefarm-com). — https://brandsweets.com/colors/crimson
- **Deep Sky Blue** #00bfff [pool] — Designers have shipped Deep Sky Blue with #40698c: 4 real palettes, including Deep Water and Venmo's brand system, as the lead colour. Seen in: Deep Water (https://brandsweets.com/palettes/dark#deep-water), Venmo (https://brandsweets.com/colors/brands/venmo-com), 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): 5.81:1 — AA pass, AA-large pass, AAA fail. Fix: AAA: text → #385b7a (7.13:1)
- On black (#000000): 3.62:1 — AA fail, AA-large pass, AAA fail. Fix: AA: text → #4c7ba4 (4.68:1); AA: background → #e3e3e3 (4.52:1); AAA: text → #739cbf (7.24:1)

## Brands using this color

- **The New York Times** — accent #326891 (Δ 1.622) — https://brandsweets.com/colors/brands/nytimes-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/40698c-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: "#40698c" })`), `check_contrast` (with fixes), `generate_palette` (explore around locks), `suggest_palette` (mood/industry → curated-first), `list_palettes`.