# #694d9d

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

## Values

- Hex: `#694d9d`
- RGB: rgb(105, 77, 157)
- HSL: hsl(261, 34%, 46%)
- OKLCH: oklch(0.488 0.126 297.7)
- Relative luminance: 0.1075
- Nearest named color: Passion Flower (#6f5698, Δ 2.915) — https://brandsweets.com/colors/passion-flower
- Moods: cool, muted
- Page: https://brandsweets.com/colors/694d9d

## Tints & shades

- Tints (toward white): #7558ad, #8369b5, #947dbf, #a28ec7, #b09fd0, #beb0d8, #ccc1e1, #ddd6eb, #ebe7f3, #f9f8fc
- Shades (toward black): #604790, #574082, #4c3871, #423163, #392a55, #302348, #271d3a, #1b1429, #120d1b, #09070e

## Harmonies

- Complementary: #819d4d
- Analogous: #4d599d, #914d9d
- Triadic: #9d694d, #4d9d69
- Split-complementary: #9d914d, #599d4d
- Tetradic: #9d4d59, #819d4d, #4d9d91

## Colors that go with #694d9d

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 #694d9d: 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), Harbour (https://brandsweets.com/palettes/cool#harbour). — https://brandsweets.com/colors/charcoal
- **Sea Green** #2e8b57 [harmony, pool: split] — Sea Green is a split-complement of #694d9d: nearly opposite, so it still pops against it, without the vibrating edge of a true complement. Seen in: Jack Daniel's (https://brandsweets.com/colors/brands/jackdaniels-com), Netflix (https://brandsweets.com/colors/brands/netflix), Paramount+ (https://brandsweets.com/colors/brands/paramountplus-com), Next.js (https://brandsweets.com/colors/brands/nextjs-org). — https://brandsweets.com/colors/seagreen
- **Blue** #0000ff [pool] — 4 real palettes, including Pixar's brand system and Tesco's brand system put Blue beside #694d9d, as the accent. Seen in: Pixar (https://brandsweets.com/colors/brands/pixar-com), Tesco (https://brandsweets.com/colors/brands/tesco-com), Activision (https://brandsweets.com/colors/brands/activision-com), CVS (https://brandsweets.com/colors/brands/cvs-com). — https://brandsweets.com/colors/blue
- **Crimson** #dc143c [pool] — Crimson is paired with #694d9d in 11 real palettes, including Wells Fargo's brand system and Marvel's brand system, as the lead colour. Seen in: Wells Fargo (https://brandsweets.com/colors/brands/wellsfargo-com), Marvel (https://brandsweets.com/colors/brands/marvel-com), Netflix (https://brandsweets.com/colors/brands/netflix), Ulta Beauty (https://brandsweets.com/colors/brands/ulta-com). — https://brandsweets.com/colors/crimson
- **Denim** #1560bd [pool] — Designers have shipped Denim with #694d9d: 13 real palettes, including Linkedin's brand system and HP's brand system, as the lead colour. Seen in: Linkedin (https://brandsweets.com/colors/brands/linkedin-com), HP (https://brandsweets.com/colors/brands/hp-com), The New York Times (https://brandsweets.com/colors/brands/nytimes-com), Costco (https://brandsweets.com/colors/brands/costco-com). — https://brandsweets.com/colors/denim
- **Midnight Blue** #191970 [pool] — 15 real palettes, including Marvel's brand system and Fintech Trust put Midnight Blue beside #694d9d, as the supporting colour. Seen in: Marvel (https://brandsweets.com/colors/brands/marvel-com), Fintech Trust (https://brandsweets.com/palettes/cool#fintech-trust), Paramount+ (https://brandsweets.com/colors/brands/paramountplus-com), FIFA (https://brandsweets.com/colors/brands/fifa-com). — https://brandsweets.com/colors/midnightblue
- **Red** #ff0000 [pool] — Red is paired with #694d9d in 4 real palettes, including L'Oréal's brand system and Walgreens's brand system, as the supporting colour. Seen in: L'Oréal (https://brandsweets.com/colors/brands/loreal-com), Walgreens (https://brandsweets.com/colors/brands/walgreens-com), Twitch (https://brandsweets.com/colors/brands/twitch-tv), Pizza Hut (https://brandsweets.com/colors/brands/pizzahut-com). — https://brandsweets.com/colors/red
- **Royal Blue** #4169e1 [pool] — Royal Blue is paired with #694d9d in 10 real palettes, including Guinness's brand system and Fivetran blue's brand system, as the supporting colour. Seen in: Guinness (https://brandsweets.com/colors/brands/guinness-com), Fivetran blue (https://brandsweets.com/colors/brands/fivetran-com), Stripe (https://brandsweets.com/colors/brands/stripe), Wayfair (https://brandsweets.com/colors/brands/wayfair-com). — https://brandsweets.com/colors/royalblue

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

- On white (#ffffff): 6.67:1 — AA pass, AA-large pass, AAA fail. Fix: AAA: text → #654a96 (7.06:1)
- On black (#000000): 3.15:1 — AA fail, AA-large pass, AAA fail. Fix: AA: text → #8369b5 (4.65:1); AA: background → #d6d6d6 (4.59:1); AAA: text → #a28ec7 (7.23:1)

## Palette tool

Open this color locked as the lead with four explored companions: https://brandsweets.com/palettes/new/694d9d-af9cc4-dfcb4e-2a1f2d-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: "#694d9d" })`), `check_contrast` (with fixes), `generate_palette` (explore around locks), `suggest_palette` (mood/industry → curated-first), `list_palettes`.