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Show your true colours.

Colour Scheme

A brand can express its character on many levels. One of them is the colour world which is created around it. Which colours evoke the right feelings? How intensely are they used? In what combination?

Colour Values Copy link to this element

The defined colour world is divided into two palettes: Primary colours and secondary colours. They each fulfil specific purposes, but sometimes also complement each other in order to draw the eye and guide it.

Primary Colours Copy link to this element

In line with their name, primary colours should be the first to be used - they are often combined with photos and should not distract in these combinations, but rather convey a calm and self-confident strength. Secondary colours should be used exclusively as supporters that need to follow special rules.

Pantone: White
C: 0 M: 0 Y: 0 K: 0
R: 255 G: 255 B: 255
HEX: #ffffff

  • Background

  • Headlines

  • Sublines

  • Flow texts (social media)

Pantone: 485C
C: 0 M: 100 Y: 100 K: 0
R: 220 G: 0 B: 0
HEX: #dc0000

  • Logo flag
  • Vibe
  • Headlines
  • Sublines
  • CTA-Buttons (banner)

Pantone: Black
C: 40 M: 40 Y: 40 K: 100
R: 0 G: 0 B: 0
HEX: #000000

  • Interim headlines
  • Body texts (Editorial)
  • URL

* For headlines from approx. 12 pt, as well as light typefaces and body texts, we recommend 100% black to avoid any register problems in print.

Secondary Colours Copy link to this element

In order to clearly contrast with the saturated primary colours, the secondary colours are kept in a pastel palette. When used in combination, the primary colours automatically become hierarchically more prominent and stand out visibly. The colours provided are labelled with keywords that underline their content. These are associations meant to serve as inspiration, however, you are also welcome to invent your own denominations.
The secondary colours unfold their effect in infographics, editorial illustrations, maps or GIFs, for example. They are not used in standard advertising materials.

The colour gradations listed here are permissible. The exact way they should be used in illustrations is explained in more detail in the “Illustrations“ chapter.

Moss

Where moss grows, nature thrives. Sustainability is not just a hope but a truth.

Pantone 2246C
         
         
CMYK        
13/0/13/0 31/0/30/0 45/0/43/0     55/10/53/15 65/20/63/35
RGB        
235/243/233 189/222/195 155/206/168 116/163/127 76/119/89
HEX        
ebf3e9 bddec3 9bcea8 74a37f 4c7759

Powidl

Powidl in a yeast dumpling is a cultural asset, some even claim it is art. And it's all the more believable when you see how young and savour it with enthusiasm. Whether topped with melted butter or served with vanilla sauce is up to one’s individual creativity.

Pantone 2099C
         
         
CMYK        
9/12/0/0 21/29/0/0 30/41/0/0 40/52/0/15 55/65/0/38
RGB        
235/230/243 207/190/222 188/161/205 150/121/169 101/75/123
HEX        
ebe6f3 cfbede bca1cd 9679a9 654b7b

Danube

Standing by the Danube, watching its constant movement, you feel the calm and relaxation, your thoughts clear and you gain your inner balance.

Pantone 3577C
         
         
CMYK        
15/2/3/2 35/4/7/4 50/5/10/5 60/10/10/15 80/35/30/15
RGB        
221/236/243 173/212/228 130/193/215 93/164/194 40/120/143
HEX        
ddecf3 add4e4 82c1d7 5da4c2 28788f

Marigold

As the poppies gently waft in the sunrise, your mind wanders: pure pleasure. And you remember that layer of sweet poppies sprinkled over the yeast dumpling.

Pantone 2438C
         
         
CMYK        
0/13/15/0 0/35/40/0 0/50/57/0 10/66/67/10 20/70/77/35
RGB        
247/234/222 248/186/153 243/152/111 206/105/77 151/77/48
HEX        
f7eade f8ba99 f3986f ce694d 974d30

Dandelion

The dandelion shines unexpectedly brightly. It radiates powerful joy and energy under the sun.

Pantone 1205C
         
         
CMYK        
0/4/22/0 1/7/44/0 0/11/62/0 0/11/62/30 0/11/62/60
RGB        
255/244/212 255/234/166 255/255/121 197/174/96 133/119/65
HEX        
fff4d4 ffeaa6 ffe179 c5ae60 857741

Mushroom

Walking into the forest and looking for mushrooms, this searching and finding may bring you back to yourself. After leaving the forest, you usually feel more grounded: down to earth and sometimes realising that you need to spend more time together.

Pantone 4254C
         
         
CMYK        
8/12/14/0 20/30/38/0 30/46/58/0 30/46/58/30 30/46/58/55
RGB        
237/226/218 213/183/160 190/146/113 149/115/89 110/86/66
HEX        
ede2da d5b7a0 be9271 957359 6e5642

Granite

Walking barefoot over the granite stones in the garden in summer and enjoying the peace and quiet. The warmed stones ground you and clarify your thoughts.

Pantone Cool Gray 7
         
         
CMYK        
5/3/4/10 6/4/6/25 11/9/9/45 25/20/20/60 25/20/20/77
RGB        
227/229/228 198/198/196 153/153/153 107/107/107 74/74/74
HEX        
e3e5e4 c6c6c4 999999 6b6b6b 4a4a4a

Areas of application

The Austria Tourism red therefore always stands out clearly and retains its dominance in every constellation. The hierarchy thus always remains clear. For example, in applications such as editorials the vibe, logo and headlines are kept in Austria Tourism red, while illustrations are always used in pastel colours

 

Areas of application

  • Maps

  • Infographics

  • Editorial illustrations

  • Coloured text boxes (social media)

  • GIFs (social media)

Next chapter

Typography

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