Absolut color palette
Food & DrinkAbsolut's brand identity is defined by its iconic deep blue, representing purity and clarity, paired with a minimalist neutral palette. The color system is consistent across packaging, digital, and print materials.
absolut.comAbsolut colors
Click any swatch to copy its hex. Hover for RGB and HSL.
Brand colors
The colors people recognise.- Absolut BluePrimary0, 39, 118
- Absolut WhiteSecondary255, 255, 255
- Absolut SilverAccent167, 169, 172
Surfaces
Page, cards and dividers.- Absolut Light GrayBackground245, 245, 245
- Absolut Pale GraySurface230, 231, 232
- Absolut Border GrayBorder209, 211, 212
Text
Three tiers of copy.- Absolut Blue TextText0, 39, 118
- Absolut CharcoalSecondary text51, 51, 51
- Absolut Muted GrayMuted text127, 127, 127
Semantic
Feedback and state colors.- Absolut Success GreenSuccess75, 181, 67
- Absolut Warning YellowWarning255, 180, 0
- Absolut Error RedError215, 38, 61
- Absolut Info BlueInfo0, 153, 216
Use Absolut's colors in your project
Pick a format, copy or download. Everything below is generated from the exact hex values above.
absolut-palette-colors.css · Paste into your global stylesheet.
:root {
--info: #0099D8;
--error: #D7263D;
--accent: #A7A9AC;
--border: #D1D3D4;
--primary: #002776;
--success: #4BB543;
--surface: #E6E7E8;
--warning: #FFB400;
--secondary: #FFFFFF;
--text-muted: #7F7F7F;
--background: #F5F5F5;
--text-primary: #002776;
--text-secondary: #333333;
}Contrast and accessibility
Every text tone tested against every surface, per WCAG 2.1.
Text on background
Needs 4.5:1 for body text
12.4:1
Pass
Text on surface
Needs 4.5:1 for body text
10.9:1
Pass
Secondary text on background
Needs 4.5:1 for body text
11.6:1
Pass
Secondary text on surface
Needs 4.5:1 for body text
10.2:1
Pass
Muted text on background
Needs 3:1 for large text
3.7:1
Pass
Muted text on surface
Needs 3:1 for large text
3.2:1
Pass
Absolut background, border and text colors
The quiet part of the Absolut palette: page background, card surfaces, dividers and the three text tones that sit on them. Click a value to copy it.
- Absolut Light GrayBackground
- HEX
- RGB
- HSL
- Absolut Pale GraySurface
- HEX
- RGB
- HSL
- Absolut Border GrayBorder
- HEX
- RGB
- HSL
- Absolut Blue TextText
- HEX
- RGB
- HSL
- Absolut CharcoalSecondary text
- HEX
- RGB
- HSL
- Absolut Muted GrayMuted text
- HEX
- RGB
- HSL
About Absolut's colors
Absolut's palette is anchored by a rich blue, symbolizing purity and modernity, complemented by clean whites and subtle grays for clarity and neutrality. The color system is designed for high contrast and legibility across all brand touchpoints.
Primary blue contrasts sharply with white backgrounds.
Accent silver and grays provide subtle depth and hierarchy.
Supporting colors are used sparingly to maintain focus on the blue.
Psychology
The deep blue conveys trust, quality, and sophistication, aligning with Absolut's premium positioning. Neutral tones reinforce a sense of simplicity and timelessness.
Evolution
Absolut's color palette has remained remarkably stable, with the blue established as a core brand asset since the 1980s. Minor adjustments to gray tones have been made for digital clarity, but the primary blue has not changed.
Where Absolut uses each color
- Primary
Absolut Blue is used for the logo, primary navigation, and key call-to-action buttons.
- Secondary
Absolut White serves as the main background on packaging and digital interfaces.
- Accent
Absolut Silver is used for bottle caps, borders, and subtle UI highlights.
- Backgrounds
Absolut Light Gray and Pale Gray are used for website backgrounds and secondary sections.
- Text
Absolut Blue and Charcoal are used for headings and body text, with Muted Gray for less prominent information.
- Semantic
Success Green, Warning Yellow, Error Red, and Info Blue are reserved for status messages and notifications in digital applications.
Absolut color questions
Hex codes, RGB values, neutrals and how to use the palette.
The official Absolut brand color is Absolut Blue, with the hex code #002776.
Absolut Blue is RGB(0, 39, 118) and CMYK(100, 67, 0, 54). The hex code is #002776.
Absolut uses Light Gray (#F5F5F5), Pale Gray (#E6E7E8), Border Gray (#D1D3D4), and Muted Gray (#7F7F7F) for backgrounds, surfaces, and secondary text.
The palette should prioritize Absolut Blue for brand recognition, with white and grays supporting clarity and hierarchy. Accent and semantic colors are used sparingly for emphasis and status indications.
The secondary color is Absolut White, #FFFFFF, and the accent is Absolut Silver, #A7A9AC. Together with the primary they make up the three brand colors at the top of this page.
6 of 6 text and background pairings meet WCAG 2.1 AA contrast. The contrast section above shows every pairing with its exact ratio.
Use the export block on this page. It gives you CSS custom properties, a Tailwind config, W3C design tokens or a shadcn/ui theme built from these exact hex values, with copy and download buttons.
Yes. Export the Claude Code skill, Cursor rules or Codex prompt from the same block. The agent then applies Absolut's colors consistently when it generates UI.
Make something in the spirit of Absolut
Start from this palette's mood and get an original 13-color system for your own project, contrast-checked and ready to export.