# #696d96

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

## Values

- Hex: `#696d96`
- RGB: rgb(105, 109, 150)
- HSL: hsl(235, 18%, 50%)
- OKLCH: oklch(0.548 0.064 279.7)
- Relative luminance: 0.1614
- Nearest named color: Bureaucracy (#746c8f, Δ 1.884) — https://brandsweets.com/colors/bureaucracy
- Moods: cool, muted
- Page: https://brandsweets.com/colors/696d96

## Tints & shades

- Tints (toward white): #787ba1, #878aab, #9395b4, #a2a4be, #b1b3c9, #c0c1d3, #cfd0de, #dbdce6, #eaeaf0, #f9f9fb
- Shades (toward black): #5e6287, #56597b, #4b4e6c, #434560, #383b51, #2e3042, #262736, #1b1c27, #13141b, #08090c

## Harmonies

- Complementary: #969369
- Analogous: #698396, #7c6996
- Triadic: #96696c, #6c9669
- Split-complementary: #967c69, #839669
- Tetradic: #966983, #969369, #69967c

## Colors that go with #696d96

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 #696d96: 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), Bloomberg (https://brandsweets.com/colors/brands/bloomberg-com), Hermès (https://brandsweets.com/colors/brands/hermes-com). — https://brandsweets.com/colors/charcoal
- **Dark Olive Green** #556b2f [harmony, pool: complementary] — Dark Olive Green sits directly opposite #696d96 on the wheel — the strongest contrast one hue can give another, so use it small: a button, a link colour, one highlight. Seen in: Magazine Ochre (https://brandsweets.com/palettes/editorial#magazine-ochre), Clay & Linen (https://brandsweets.com/palettes/warm#clay-and-linen). — https://brandsweets.com/colors/darkolivegreen
- **Amber** #ffbf00 [pool] — Amber is paired with #696d96 in 6 real palettes, including Beach Hut and Lemon Squeezy's brand system, as the supporting colour. Seen in: Beach Hut (https://brandsweets.com/palettes/light#beach-hut), Lemon Squeezy (https://brandsweets.com/colors/brands/lemonsqueezy-com), Wired (https://brandsweets.com/colors/brands/wired-com), McDonald's (https://brandsweets.com/colors/brands/mcdonalds-com). — https://brandsweets.com/colors/amber
- **Champagne** #f7e7ce [pool] — 5 real palettes, including Midnight Luxe and Coffee Bar put Champagne beside #696d96, as that palette's text colour. Seen in: Midnight Luxe (https://brandsweets.com/palettes/luxury#midnight-luxe), Coffee Bar (https://brandsweets.com/palettes/dark#coffee-bar), BrandSweets (https://brandsweets.com/colors/brands/brandsweets), Forest Floor (https://brandsweets.com/palettes/dark#forest-floor). — https://brandsweets.com/colors/champagne
- **Cobalt Blue** #0047ab [pool] — Designers have shipped Cobalt Blue with #696d96: 6 real palettes, including Fintech Trust and Ink & Paper, as the lead colour. Seen in: Fintech Trust (https://brandsweets.com/palettes/cool#fintech-trust), Ink & Paper (https://brandsweets.com/palettes/minimal#ink-and-paper), Glacier (https://brandsweets.com/palettes/cool#glacier), Hershey's (https://brandsweets.com/colors/brands/hersheys-com). — https://brandsweets.com/colors/cobalt
- **Copper** #b87333 [pool] — Designers have shipped Copper with #696d96: 5 real palettes, including Dusk and Riverbed, as the accent. Seen in: Dusk (https://brandsweets.com/palettes/cool#dusk), Riverbed (https://brandsweets.com/palettes/muted#riverbed), Atelier (https://brandsweets.com/palettes/elegant#atelier), Desert Road (https://brandsweets.com/palettes/warm#desert-road). — https://brandsweets.com/colors/copper
- **Crimson** #dc143c [pool] — Crimson is paired with #696d96 in 14 real palettes, including Retro Pop and Marvel's brand system, as the lead colour. Seen in: Retro Pop (https://brandsweets.com/palettes/playful#retro-pop), Marvel (https://brandsweets.com/colors/brands/marvel-com), Wendy's (https://brandsweets.com/colors/brands/wendys-com), McDonald's (https://brandsweets.com/colors/brands/mcdonalds-com). — https://brandsweets.com/colors/crimson
- **Deep Sky Blue** #00bfff [pool] — Designers have shipped Deep Sky Blue with #696d96: 4 real palettes, including Deep Water and Astro's brand system, as the lead colour. Seen in: Deep Water (https://brandsweets.com/palettes/dark#deep-water), Astro (https://brandsweets.com/colors/brands/astro-build), Venmo (https://brandsweets.com/colors/brands/venmo-com), Telegram (https://brandsweets.com/colors/brands/telegram-org). — https://brandsweets.com/colors/deepskyblue

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

- On white (#ffffff): 4.97:1 — AA pass, AA-large pass, AAA fail. Fix: AAA: text → #525575 (7.2:1)
- On black (#000000): 4.23:1 — AA fail, AA-large pass, AAA fail. Fix: AA: text → #6f729b (4.56:1); AA: background → #f5f5f5 (4.56:1); AAA: text → #9395b4 (7.2:1)

## Palette tool

Open this color locked as the lead with four explored companions: https://brandsweets.com/palettes/new/696d96-9e9cc4-df8d4e-241f2d-e9eef1?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: "#696d96" })`), `check_contrast` (with fixes), `generate_palette` (explore around locks), `suggest_palette` (mood/industry → curated-first), `list_palettes`.