# #440d96

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

## Values

- Hex: `#440d96`
- RGB: rgb(68, 13, 150)
- HSL: hsl(264, 84%, 32%)
- OKLCH: oklch(0.358 0.191 290.7)
- Relative luminance: 0.0372
- Nearest named color: Galactic Civilization (#442288, Δ 3.384) — https://brandsweets.com/colors/galactic-civilization
- Moods: cool, vivid, technical, modern
- Page: https://brandsweets.com/colors/440d96

## Tints & shades

- Tints (toward white): #5310b7, #5f12d3, #701eeb, #823aee, #975bf1, #ac7cf4, #bd98f6, #d2b9f9, #e4d5fb, #f9f6fe
- Shades (toward black): #3e0c88, #370b7a, #330a71, #2d0963, #260754, #200646, #190538, #15042f, #0f0321, #080213

## Harmonies

- Complementary: #5f960d
- Analogous: #0d1b96, #880d96
- Triadic: #96440d, #0d9644
- Split-complementary: #96880d, #1b960d
- Tetradic: #960d1b, #5f960d, #0d9688

## Colors that go with #440d96

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 #440d96'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 #440d96: 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 #440d96 in 6 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
- **Steel Blue** #4682b4 [pool] — Designers have shipped Steel Blue with #440d96: 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 #440d96 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 #440d96: 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 #440d96: 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
- **Taupe** #483c32 [pool] — Taupe is paired with #440d96 in 3 real palettes, including Datadog's brand system and Boeing's brand system, as that palette's text colour. Seen in: Datadog (https://brandsweets.com/colors/brands/datadoghq-com), Boeing (https://brandsweets.com/colors/brands/boeing-com), Gillette (https://brandsweets.com/colors/brands/gillette-com). — https://brandsweets.com/colors/taupe

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

- On white (#ffffff): 12.04:1 — AA pass, AA-large pass, AAA pass
- On black (#000000): 1.74:1 — AA fail, AA-large fail, AAA fail. Fix: AA: text → #9151f0 (4.64:1); AA: background → #a1a1a1 (4.66:1); AAA: text → #af80f4 (7.22:1); AAA: background → #c7c7c7 (7.12:1)

## Brands using this color

- **Peacock** — secondary #400094 (Δ 1.473) — https://brandsweets.com/colors/brands/peacocktv-com
- **dbt Labs** — accent #3d189a (Δ 1.948) — 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/440d96-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: "#440d96" })`), `check_contrast` (with fixes), `generate_palette` (explore around locks), `suggest_palette` (mood/industry → curated-first), `list_palettes`.