# #694da3

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

## Values

- Hex: `#694da3`
- RGB: rgb(105, 77, 163)
- HSL: hsl(260, 36%, 47%)
- OKLCH: oklch(0.491 0.134 296.1)
- Relative luminance: 0.1096
- Nearest named color: Passion Flower (#6f5698, Δ 3.415) — https://brandsweets.com/colors/passion-flower
- Moods: cool, modern
- Page: https://brandsweets.com/colors/694da3

## Tints & shades

- Tints (toward white): #7659b1, #846ab9, #927bc1, #a18dc9, #b2a1d3, #c0b3db, #cec4e3, #ddd5eb, #ebe7f4, #f9f8fc
- Shades (toward black): #604695, #553e84, #4c3776, #433168, #3a2a5a, #2f2249, #261c3b, #1d152d, #120d1c, #09070e

## Harmonies

- Complementary: #86a34d
- Analogous: #4d5ba3, #954da3
- Triadic: #a3694d, #4da369
- Split-complementary: #a3954d, #5ba34d
- Tetradic: #a34d5b, #86a34d, #4da395

## Colors that go with #694da3

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 #694da3: 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 #694da3: 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] — 5 real palettes, including Pixar's brand system and Activision's brand system put Blue beside #694da3, as the accent. Seen in: Pixar (https://brandsweets.com/colors/brands/pixar-com), Activision (https://brandsweets.com/colors/brands/activision-com), Tesco (https://brandsweets.com/colors/brands/tesco-com), CVS (https://brandsweets.com/colors/brands/cvs-com). — https://brandsweets.com/colors/blue
- **Crimson** #dc143c [pool] — Crimson is paired with #694da3 in 12 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 #694da3: 12 real palettes, including Linkedin's brand system and The New York Times's brand system, as the lead colour. Seen in: Linkedin (https://brandsweets.com/colors/brands/linkedin-com), The New York Times (https://brandsweets.com/colors/brands/nytimes-com), HP (https://brandsweets.com/colors/brands/hp-com), American Express (https://brandsweets.com/colors/brands/americanexpress-com). — https://brandsweets.com/colors/denim
- **Midnight Blue** #191970 [pool] — 15 real palettes, including Marvel's brand system and Paramount+'s brand system put Midnight Blue beside #694da3, as the supporting colour. Seen in: Marvel (https://brandsweets.com/colors/brands/marvel-com), Paramount+ (https://brandsweets.com/colors/brands/paramountplus-com), Fintech Trust (https://brandsweets.com/palettes/cool#fintech-trust), Kraken (https://brandsweets.com/colors/brands/kraken-com). — https://brandsweets.com/colors/midnightblue
- **Red** #ff0000 [pool] — Red is paired with #694da3 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 #694da3 in 8 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), Wayfair (https://brandsweets.com/colors/brands/wayfair-com), Stripe (https://brandsweets.com/colors/brands/stripe). — https://brandsweets.com/colors/royalblue

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

- On white (#ffffff): 6.58:1 — AA pass, AA-large pass, AAA fail. Fix: AAA: text → #65499c (7.03:1)
- On black (#000000): 3.19:1 — AA fail, AA-large pass, AAA fail. Fix: AA: text → #8166b7 (4.52:1); AA: background → #d6d6d6 (4.53:1); AAA: text → #a18dc9 (7.17:1)

## 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/694da3-ae9cc4-dfc94e-2a1f2d-e9ebf1?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: "#694da3" })`), `check_contrast` (with fixes), `generate_palette` (explore around locks), `suggest_palette` (mood/industry → curated-first), `list_palettes`.