Avis color palette
AutomotiveAvis uses a bold red-centric color palette that emphasizes clarity and brand recognition in the automotive rental industry. The palette is dominated by 'Avis Red' with supporting neutrals and minimal accent colors.
avis.comAvis colors
Click any swatch to copy its hex. Hover for RGB and HSL.
Brand colors
The colors people recognise.- Avis RedPrimary204, 32, 49
- Avis WhiteSecondary255, 255, 255
- Avis BlackAccent35, 31, 32
Surfaces
Page, cards and dividers.- Avis Light GrayBackground245, 245, 245
- Avis Surface GraySurface229, 229, 229
- Avis Border GrayBorder209, 211, 212
Text
Three tiers of copy.- Avis BlackText35, 31, 32
- Avis Medium GraySecondary text102, 102, 102
- Avis Muted GrayMuted text167, 169, 172
Semantic
Feedback and state colors.- Avis Success GreenSuccess67, 176, 42
- Avis Warning OrangeWarning249, 165, 26
- Avis Error RedError210, 38, 48
- Avis Info BlueInfo0, 114, 206
Use Avis's colors in your project
Pick a format, copy or download. Everything below is generated from the exact hex values above.
avis-palette-colors.css · Paste into your global stylesheet.
:root {
--info: #0072CE;
--error: #D22630;
--accent: #231F20;
--border: #D1D3D4;
--primary: #CC2031;
--success: #43B02A;
--surface: #E5E5E5;
--warning: #F9A51A;
--secondary: #FFFFFF;
--text-muted: #A7A9AC;
--background: #F5F5F5;
--text-primary: #231F20;
--text-secondary: #666666;
}Contrast and accessibility
Every text tone tested against every surface, per WCAG 2.1.
Text on background
Needs 4.5:1 for body text
15.0:1
Pass
Text on surface
Needs 4.5:1 for body text
12.9:1
Pass
Secondary text on background
Needs 4.5:1 for body text
5.3:1
Pass
Secondary text on surface
Needs 4.5:1 for body text
4.6:1
Pass
Muted text on background
Needs 3:1 for large text
2.2:1
Fail
Muted text on surface
Needs 3:1 for large text
1.9:1
Fail
Avis gray and neutral colors
The quiet part of the Avis palette: page background, card surfaces, dividers and the three text tones that sit on them. Click a value to copy it.
- Avis Light GrayBackground
- HEX
- RGB
- HSL
- Avis Surface GraySurface
- HEX
- RGB
- HSL
- Avis Border GrayBorder
- HEX
- RGB
- HSL
- Avis BlackText
- HEX
- RGB
- HSL
- Avis Medium GraySecondary text
- HEX
- RGB
- HSL
- Avis Muted GrayMuted text
- HEX
- RGB
- HSL
About Avis's colors
Avis's color system is anchored by a vivid red, symbolizing energy and urgency, supported by clean whites and strong blacks for contrast. The palette is direct and focused, reflecting the brand's straightforward approach.
Red and white provide high contrast for legibility.
Black is used for emphasis and text.
Gray tones support UI clarity and separation.
Psychology
Red conveys excitement, action, and confidence, aligning with Avis's promise of fast and reliable service. The use of white and gray tones ensures the red remains dominant and attention-grabbing.
Evolution
The Avis palette has remained stable for decades, with 'Avis Red' as its defining element. Minor adjustments have been made to gray tones for digital clarity, but the core identity is unchanged.
Where Avis uses each color
- Primary
Avis Red is used for the logo, primary buttons, and key calls to action.
- Secondary
Avis White serves as the main background and negative space in print and digital.
- Accent
Avis Black is used for headlines, navigation bars, and logo text.
- Backgrounds
Avis Light Gray appears in UI backgrounds and form fields.
- Text
Avis Black and Medium Gray are used for primary and secondary text, respectively.
- Semantic
Green, orange, red, and blue are reserved for status indicators, alerts, and notifications in digital interfaces.
Avis color questions
Hex codes, RGB values, neutrals and how to use the palette.
The official Avis brand color is 'Avis Red' with the hex code #CC2031.
Avis Red (#CC2031) is RGB(204, 32, 49) and CMYK(0, 100, 81, 20).
Avis uses several grays: Light Gray (#F5F5F5), Surface Gray (#E5E5E5), Border Gray (#D1D3D4), Medium Gray (#666666), and Muted Gray (#A7A9AC) for UI and backgrounds.
Avis Red (#CC2031) should be the dominant color for branding and actions, with whites and grays for backgrounds and black for text. Accent and semantic colors are reserved for specific UI states and alerts.
The secondary color is Avis White, #FFFFFF, and the accent is Avis Black, #231F20. Together with the primary they make up the three brand colors at the top of this page.
4 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 Avis's colors consistently when it generates UI.
Make something in the spirit of Avis
Start from this palette's mood and get an original 13-color system for your own project, contrast-checked and ready to export.