# #696aa5

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

## Values

- Hex: `#696aa5`
- RGB: rgb(105, 106, 165)
- HSL: hsl(239, 25%, 53%)
- OKLCH: oklch(0.549 0.091 282.2)
- Relative luminance: 0.1603
- Nearest named color: Loch Ness (#5f6db0, Δ 2.116) — https://brandsweets.com/colors/loch-ness
- Moods: cool, muted
- Page: https://brandsweets.com/colors/696aa5

## Tints & shades

- Tints (toward white): #797aaf, #8687b6, #9697c0, #a3a3c8, #b3b3d1, #bfc0d9, #cfd0e2, #dcdcea, #ececf4, #f9f9fb
- Shades (toward black): #5c5d99, #525389, #494979, #3f4069, #37385c, #2e2e4d, #24253d, #1b1b2d, #11111d, #08080d

## Harmonies

- Complementary: #a5a469
- Analogous: #6988a5, #8669a5
- Triadic: #a5696a, #6aa569
- Split-complementary: #a58669, #88a569
- Tetradic: #a56988, #a5a469, #69a586

## Colors that go with #696aa5

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 #696aa5: softer than #000 and cool enough to feel like part of the same palette. Seen in: Campus (https://brandsweets.com/palettes/friendly#campus), Plaid (https://brandsweets.com/colors/brands/plaid-com), Hinge (https://brandsweets.com/colors/brands/hinge-co), Jack Daniel's (https://brandsweets.com/colors/brands/jackdaniels-com). — https://brandsweets.com/colors/charcoal
- **Amber** #ffbf00 [pool] — Amber is paired with #696aa5 in 8 real palettes, including Warner Bros.'s brand system and Lemon Squeezy's brand system, as the accent. Seen in: Warner Bros. (https://brandsweets.com/colors/brands/warnerbros-com), 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). — https://brandsweets.com/colors/amber
- **Cobalt Blue** #0047ab [pool] — Designers have shipped Cobalt Blue with #696aa5: 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), Hershey's (https://brandsweets.com/colors/brands/hersheys-com), General Mills (https://brandsweets.com/colors/brands/generalmills-com). — https://brandsweets.com/colors/cobalt
- **Crimson** #dc143c [pool] — Crimson is paired with #696aa5 in 15 real palettes, including Marvel's brand system and Retro Pop, as the accent. Seen in: Marvel (https://brandsweets.com/colors/brands/marvel-com), Retro Pop (https://brandsweets.com/palettes/playful#retro-pop), Netflix (https://brandsweets.com/colors/brands/netflix), Ulta Beauty (https://brandsweets.com/colors/brands/ulta-com). — https://brandsweets.com/colors/crimson
- **Deep Sky Blue** #00bfff [pool] — Designers have shipped Deep Sky Blue with #696aa5: 5 real palettes, including Astro's brand system and Deep Water, as the supporting colour. Seen in: Astro (https://brandsweets.com/colors/brands/astro-build), Deep Water (https://brandsweets.com/palettes/dark#deep-water), Venmo (https://brandsweets.com/colors/brands/venmo-com), Calm (https://brandsweets.com/colors/brands/calm-com). — https://brandsweets.com/colors/deepskyblue
- **Denim** #1560bd [pool] — Designers have shipped Denim with #696aa5: 14 real palettes, including Campus and The New York Times's brand system, as the lead colour. Seen in: Campus (https://brandsweets.com/palettes/friendly#campus), The New York Times (https://brandsweets.com/colors/brands/nytimes-com), American Express (https://brandsweets.com/colors/brands/americanexpress-com), Discover (https://brandsweets.com/colors/brands/discover-com). — https://brandsweets.com/colors/denim
- **Firebrick** #b22222 [pool] — Designers have shipped Firebrick with #696aa5: 6 real palettes, including Honda's brand system and Campbell's's brand system, as the supporting colour. Seen in: Honda (https://brandsweets.com/colors/brands/honda-com), Campbell's (https://brandsweets.com/colors/brands/campbells-com), AT&T (https://brandsweets.com/colors/brands/att-com), Wendy's (https://brandsweets.com/colors/brands/wendys-com). — https://brandsweets.com/colors/firebrick
- **Dark Olive Green** #556b2f [harmony: complementary] — Dark Olive Green sits directly opposite #696aa5 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/darkolivegreen

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

- On white (#ffffff): 4.99:1 — AA pass, AA-large pass, AAA fail. Fix: AAA: text → #525389 (7.1:1)
- On black (#000000): 4.21:1 — AA fail, AA-large pass, AAA fail. Fix: AA: text → #7071a9 (4.62:1); AA: background → #f5f5f5 (4.58:1); AAA: text → #9393be (7.16:1)

## Palette tool

Open this color locked as the lead with four explored companions: https://brandsweets.com/palettes/new/696aa5-a09cc4-df964e-251f2d-e9edf1?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: "#696aa5" })`), `check_contrast` (with fixes), `generate_palette` (explore around locks), `suggest_palette` (mood/industry → curated-first), `list_palettes`.