# #696d9b

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

## Values

- Hex: `#696d9b`
- RGB: rgb(105, 109, 155)
- HSL: hsl(235, 20%, 51%)
- OKLCH: oklch(0.55 0.072 279.9)
- Relative luminance: 0.1631
- Nearest named color: Bureaucracy (#746c8f, Δ 2.384) — https://brandsweets.com/colors/bureaucracy
- Moods: cool, muted
- Page: https://brandsweets.com/colors/696d9b

## Tints & shades

- Tints (toward white): #787ca5, #8588ad, #9497b8, #a3a6c2, #b3b5cc, #bfc1d4, #cecfde, #dddee9, #eaeaf1, #f9f9fb
- Shades (toward black): #5e628d, #565981, #4b4f71, #414462, #393c56, #2f3146, #252637, #1b1c28, #12131c, #08090c

## Harmonies

- Complementary: #9b9769
- Analogous: #69869b, #7e699b
- Triadic: #9b696d, #6d9b69
- Split-complementary: #9b7e69, #869b69
- Tetradic: #9b6986, #9b9769, #699b7e

## Colors that go with #696d9b

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 #696d9b: 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
- **Amber** #ffbf00 [pool] — Amber is paired with #696d9b in 6 real palettes, including Lemon Squeezy's brand system and Beach Hut, as the lead colour. Seen in: Lemon Squeezy (https://brandsweets.com/colors/brands/lemonsqueezy-com), Beach Hut (https://brandsweets.com/palettes/light#beach-hut), 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] — 4 real palettes, including Midnight Luxe and Coffee Bar put Champagne beside #696d9b, 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 #696d9b: 7 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
- **Crimson** #dc143c [pool] — Crimson is paired with #696d9b in 13 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 #696d9b: 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), Telegram (https://brandsweets.com/colors/brands/telegram-org). — https://brandsweets.com/colors/deepskyblue
- **Denim** #1560bd [pool] — Designers have shipped Denim with #696d9b: 12 real palettes, including Campus and Discover's brand system, as the lead colour. Seen in: Campus (https://brandsweets.com/palettes/friendly#campus), Discover (https://brandsweets.com/colors/brands/discover-com), The New York Times (https://brandsweets.com/colors/brands/nytimes-com), American Express (https://brandsweets.com/colors/brands/americanexpress-com). — https://brandsweets.com/colors/denim
- **Dark Olive Green** #556b2f [harmony: complementary] — Dark Olive Green sits directly opposite #696d9b 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): 4.93:1 — AA pass, AA-large pass, AAA fail. Fix: AAA: text → #52557a (7.14:1)
- On black (#000000): 4.26:1 — AA fail, AA-large pass, AAA fail. Fix: AA: text → #6f739f (4.63:1); AA: background → #f5f5f5 (4.52:1); AAA: text → #9194b6 (7.12:1)

## Palette tool

Open this color locked as the lead with four explored companions: https://brandsweets.com/palettes/new/696d9b-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: "#696d9b" })`), `check_contrast` (with fixes), `generate_palette` (explore around locks), `suggest_palette` (mood/industry → curated-first), `list_palettes`.