# #440b98

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

## Values

- Hex: `#440b98`
- RGB: rgb(68, 11, 152)
- HSL: hsl(264, 87%, 32%)
- OKLCH: oklch(0.36 0.194 290.3)
- Relative luminance: 0.0374
- Nearest named color: Galactic Civilization (#442288, Δ 3.681) — https://brandsweets.com/colors/galactic-civilization
- Moods: cool, vivid, technical, modern
- Page: https://brandsweets.com/colors/440b98

## Tints & shades

- Tints (toward white): #520dba, #5f0fd7, #6f1aef, #8137f1, #9658f3, #ab79f6, #bd96f8, #d2b7fa, #e4d4fc, #f9f5fe
- Shades (toward black): #3d0a8a, #37097c, #330872, #2c0764, #260656, #200548, #190439, #150330, #0f0221, #080113

## Harmonies

- Complementary: #60990b
- Analogous: #0b1999, #8a0b99
- Triadic: #99430b, #0b9943
- Split-complementary: #998a0b, #19990b
- Tetradic: #990b19, #60990b, #0b998a

## Colors that go with #440b98

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

- **Royal Blue** #4169e1 [harmony, pool: analogous] — Royal Blue is #440b98's neighbour on the wheel, so the two read as one family — use it for hover states, gradients and secondary surfaces. Seen in: Discord (https://brandsweets.com/colors/brands/discord), Nivea (https://brandsweets.com/colors/brands/nivea-com), Nokia (https://brandsweets.com/colors/brands/nokia-com), Wayfair (https://brandsweets.com/colors/brands/wayfair-com). — https://brandsweets.com/colors/royalblue
- **Cobalt Blue** #0047ab [pool] — Designers have shipped Cobalt Blue with #440b98: 4 real palettes, including Zillow's brand system and Tide's brand system, as the supporting colour. Seen in: Zillow (https://brandsweets.com/colors/brands/zillow-com), Tide (https://brandsweets.com/colors/brands/tide-com), Purina Pro Plan (https://brandsweets.com/colors/brands/chewy-com), Unilever (https://brandsweets.com/colors/brands/unilever-com). — https://brandsweets.com/colors/cobalt
- **Crimson** #dc143c [pool] — Crimson is paired with #440b98 in 5 real palettes, including Pepsi's brand system and Casper Sleep's brand system, as the supporting colour. Seen in: Pepsi (https://brandsweets.com/colors/brands/pepsi-com), Casper Sleep (https://brandsweets.com/colors/brands/casper-com), Wells Fargo (https://brandsweets.com/colors/brands/wellsfargo-com), Nintendo (https://brandsweets.com/colors/brands/nintendo-com). — https://brandsweets.com/colors/crimson
- **Midnight Blue** #191970 [pool] — 5 real palettes, including Visa's brand system and Fintech Trust put Midnight Blue beside #440b98, as the supporting colour. Seen in: Visa (https://brandsweets.com/colors/brands/visa-com), Fintech Trust (https://brandsweets.com/palettes/cool#fintech-trust), Blue Mono (https://brandsweets.com/palettes/cool#blue-mono), Gillette (https://brandsweets.com/colors/brands/gillette-com). — https://brandsweets.com/colors/midnightblue
- **Steel Blue** #4682b4 [pool] — Designers have shipped Steel Blue with #440b98: 4 real palettes, including FedEx's brand system and Hershey's's brand system, as the accent. Seen in: FedEx (https://brandsweets.com/colors/brands/fedex-com), Hershey's (https://brandsweets.com/colors/brands/hersheys-com), Fintech Trust (https://brandsweets.com/palettes/cool#fintech-trust), Glacier (https://brandsweets.com/palettes/cool#glacier). — https://brandsweets.com/colors/steelblue
- **Olive Green** #808000 [harmony: complementary] — Olive Green sits directly opposite #440b98 on the wheel — the strongest contrast one hue can give another, so use it small: a button, a link colour, one highlight. — https://brandsweets.com/colors/olive
- **Charcoal** #36454f [role, pool] — Charcoal is the text near-black for #440b98: softer than #000 and cool enough to feel like part of the same palette. Seen in: dbt Labs (https://brandsweets.com/colors/brands/getdbt-com), Boeing (https://brandsweets.com/colors/brands/boeing-com). — https://brandsweets.com/colors/charcoal
- **Denim** #1560bd [pool] — Designers have shipped Denim with #440b98: 3 real palettes, including Slack's brand system and Warbyparker's brand system, as the lead colour. Seen in: Slack (https://brandsweets.com/colors/brands/slack-com), Warbyparker (https://brandsweets.com/colors/brands/warbyparker-com), Unilever (https://brandsweets.com/colors/brands/unilever-com). — https://brandsweets.com/colors/denim

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

- On white (#ffffff): 12.02:1 — AA pass, AA-large pass, AAA pass
- On black (#000000): 1.75:1 — AA fail, AA-large fail, AAA fail. Fix: AA: text → #904ff3 (4.6:1); AA: background → #a1a1a1 (4.65:1); AAA: text → #ae7ef6 (7.11:1); AAA: background → #c7c7c7 (7.11:1)

## Brands using this color

- **Peacock** — secondary #400094 (Δ 1.498) — https://brandsweets.com/colors/brands/peacocktv-com
- **dbt Labs** — accent #3d189a (Δ 1.877) — https://brandsweets.com/colors/brands/getdbt-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/440b98-b19cc4-dfd34e-2b1f2d-e9eaf1?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: "#440b98" })`), `check_contrast` (with fixes), `generate_palette` (explore around locks), `suggest_palette` (mood/industry → curated-first), `list_palettes`.