
Style Guide
Colors
Our primary color is Pantone Process Blue, known as BCBS Blue. There are additional supporting blue equity colors in our secondary color palette, ranging from BCBS Ultra Light Blue to BCBS Dark Blue. This secondary palette also includes BCBS White and BCBS Black to allow a full range of contrast. To complement and accent, we have a tertiary color palette of three warm colors: BCBS Light Brown, BCBS Brown and BCBS Red.
An Important Note on Color
These colors are targets by which our color equity success can be gauged. While the color builds listed below are the Pantone matches to each swatch, all are device-dependent. Variables such as output devices, dot gain, print rotation, ink accuracy and variables in paper all affect color reproduction.
How Much Color Matters
The ratio of our color groups to one another also helps to define our color equity. A majority Primary, Secondary color ratio should always be kept. The example ratios above are within tolerance. Use the Primary and Secondary colors as dominant and the Tertiary to accent.
Primary Color
BCBS Blue
PANTONE Process Blue C
CMYK: 100 / 10 / 0 / 10
RGB: 0 / 148 / 215
HEX: 0099CC
Secondary Colors
BCBS White
PANTONE WHITE
CMYK: 0 / 0 / 0 / 0
RGB: 255 / 255 / 255
HEX: FFFFFF
BCBS Ultra Light Blue
PANTONE 552 C
CMYK: 22 / 2 / 3 / 3
RGB: 190 / 214 / 219
HEX: BED6DB
BCBS Light Blue
PANTONE 2905 C
CMYK: 44 / 1 / 0 / 0
RGB: 143 / 202 / 231
HEX: 8FCAE7
BCBS Medium Blue
PANTONE 3025 C
CMYK: 100 / 24 / 11 / 52
RGB: 0 / 81 / 114
HEX: 005172
BCBS Dark Blue
PANTONE 540 C
CMYK: 100 / 57 / 12 / 61
RGB: 0 / 51 / 89
HEX: 003359
BCBS Black
PANTONE PROCESS BLACK C
CMYK: 0 / 0 / 0 / 100
RGB: 30 / 30 / 30
HEX: 1E1E1E
Tertiary Colors
BCBS Light Brown
PANTONE 4545 C
CMYK: 3 / 5 / 25 / 4
RGB: 220 / 214 / 178
HEX: DCD6B2
BCBS Brown
PANTONE 140 C
CMYK: 13 / 42 / 100 / 56
RGB: 117 / 84 / 24
HEX: 755418
BCBS Red
PANTONE 1805 C
CMYK: 5 / 96 / 76 / 21
RGB: 170 / 39 / 47
HEX: AA272F
BCBS Orange
PANTONE 1495 C
CMYK: 0 / 44 / 89 / 0
RGB: 255 / 143 / 28
HEX: FF8F1C