White is our most frequently used colour, it forms the basis on which our logo sits, it gives emphasis to our images and messages and helps create a neutral and clean design language.

These are the A1 brand colours: Hot Red, Black, White, Cool Blue, and a palette of Grey tones.

A1 Hot Red


CMYK: 0/95/100/0

HEX: #da291c

RGB: 218/41/28

A1 Black


CMYK: 50/30/30/100

HEX: #000000

RGB: 0/0/0

A1 White


CMYK: 0/0/0/0

HEX: #ffffff

RGB: 255/255/255

A1 Cool Blue


CMYK: 55/10/10/20

HEX: #6295ac

RGB: 98/149/172

A1 Light Grey


CMYK: 0/0/0/10

HEX: #f2f2f2

RGB: 242/242/242

A1 Grey


CMYK: 0/0/0/30

HEX: #bcbcbc

RGB: 188/188/188

A1 Medium Grey


CMYK: 0/0/0/50

HEX: #999999

RGB: 153/153/153

A1 Dark Grey


CMYK: 0/0/0/70

HEX: #666666

RGB: 102/102/102

A1 Heavy Grey


CMYK: 0/0/0/90

HEX: #333333

RGB: 51/51/51

Colour Use

A1 Hot Red

We use Hot Red as a tool for highlighting information: 
Primary highlight, Offer disruptors, Price disruptors, Illustrations

A1 Cool Blue

Cool Blue is a tertiary accent colour, used when a piece of communication already contains reds and greys and added differentiation is required: 
Secondary highlight, Product features, Merchandise, Auxiliary design elements, Icons & visuals

A1 Black

We use Black for:
Offer disruptors, Typography, Prices, Icons

A1 Greys

Grey tones are used for:
Tertiary highlight, Differentiation, Illustration

Indicative colour balance

This indicator shows the balance of colour that you should normally find in A1 communications.


Communication (Style 1)

  • A1 Red used for a disruptor
  • A1 White used for all text

Communication (Style 2)

  • A1 Red used for a price disruptor
  • A1 Black used for a benefit disruptor
  • A1 Black used for all text


Left page

  • A1 Hot Red used for a disruptor
  • A1 Cool Blue used as secondary highlights
  • A1 Grey used for a chapter identifier
  • A1 Black used for all text

Right page

  • A1 Hot Red used as a primary highlight
  • A1 Cool Blue used as secondary highlight
  • A1 Greys used to create differentiation
    between columns and rows
  • A1 Black used for all text

Get all the colour codes for your A1 projects!