Business Insider color palette
MediaBusiness Insider uses a distinctive teal blue as its primary brand color, complemented by a clean, neutral palette for readability and authority. The color system emphasizes professionalism and clarity across digital and print platforms.
businessinsider.comBusiness Insider colors
Click any swatch to copy its hex. Hover for RGB and HSL.
Brand colors
The colors people recognise.- Insider Teal BluePrimary0, 86, 132
- Insider Light BlueSecondary0, 133, 178
- Insider Accent BlueAccent0, 179, 230
Surfaces
Page, cards and dividers.- Insider WhiteBackground255, 255, 255
- Insider Light GraySurface245, 247, 250
- Insider Border GrayBorder209, 213, 219
Text
Three tiers of copy.- Insider BlackText34, 34, 34
- Insider Dark GraySecondary text68, 68, 68
- Insider Muted GrayMuted text107, 114, 128
Semantic
Feedback and state colors.- Insider Success GreenSuccess46, 133, 64
- Insider Warning YellowWarning246, 195, 67
- Insider Error RedError215, 38, 61
- Insider Info BlueInfo0, 86, 132
Use Business Insider's colors in your project
Pick a format, copy or download. Everything below is generated from the exact hex values above.
business-insider-palette-colors.css · Paste into your global stylesheet.
:root {
--info: #005684;
--error: #D7263D;
--accent: #00B3E6;
--border: #D1D5DB;
--primary: #005684;
--success: #2E8540;
--surface: #F5F7FA;
--warning: #F6C343;
--secondary: #0085B2;
--text-muted: #6B7280;
--background: #FFFFFF;
--text-primary: #222222;
--text-secondary: #444444;
}Contrast and accessibility
Every text tone tested against every surface, per WCAG 2.1.
Text on background
Needs 4.5:1 for body text
15.9:1
Pass
Text on surface
Needs 4.5:1 for body text
14.8:1
Pass
Secondary text on background
Needs 4.5:1 for body text
9.7:1
Pass
Secondary text on surface
Needs 4.5:1 for body text
9.1:1
Pass
Muted text on background
Needs 3:1 for large text
4.8:1
Pass
Muted text on surface
Needs 3:1 for large text
4.5:1
Pass
Business Insider background, border and text colors
The quiet part of the Business Insider palette: page background, card surfaces, dividers and the three text tones that sit on them. Click a value to copy it.
- Insider WhiteBackground
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- Insider Light GraySurface
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- Insider Border GrayBorder
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- Insider BlackText
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- Insider Dark GraySecondary text
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- Insider Muted GrayMuted text
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About Business Insider's colors
Business Insider’s palette is anchored by a deep teal blue, conveying trust and authority, with supporting neutrals for clarity. The use of blue tones aligns with the brand’s journalistic integrity and digital-first approach.
Primary teal blue is paired with lighter blues for hierarchy.
Neutral grays and white provide balance and readability.
Accent blue is used sparingly for highlights and calls to action.
Psychology
Blue evokes trust, professionalism, and calm, supporting Business Insider’s role as a reliable news source. The neutral tones reinforce objectivity and clarity in content presentation.
Evolution
The core teal blue has remained consistent since the brand’s inception, maintaining strong visual identity. Minor adjustments to gray tones and accent blues have improved digital accessibility and modernized the UI.
Where Business Insider uses each color
- Primary
Insider Teal Blue is used for the logo, navigation bar, and key action buttons.
- Secondary
Insider Light Blue appears in secondary buttons, links, and section headers.
- Accent
Insider Accent Blue is used for highlights, badges, and interactive elements.
- Backgrounds
Insider White and Light Gray are used for page backgrounds and content surfaces.
- Text
Insider Black and Dark Gray are used for primary and secondary text, while Muted Gray is for metadata and less prominent information.
- Semantic
Success Green, Warning Yellow, and Error Red are used for alerts, notifications, and status indicators.
Business Insider color questions
Hex codes, RGB values, neutrals and how to use the palette.
The primary Business Insider brand color hex code is #005684, known as Insider Teal Blue. This color is used prominently in the logo and navigation.
The RGB value for Insider Teal Blue (#005684) is 0, 86, 132. For print, its approximate CMYK is 100, 35, 0, 48.
Business Insider uses #F5F7FA (Insider Light Gray), #D1D5DB (Insider Border Gray), #444444 (Insider Dark Gray), and #6B7280 (Insider Muted Gray) throughout its UI for backgrounds, borders, and text. These neutrals ensure content readability and a clean layout.
Use Insider Teal Blue (#005684) for primary branding and navigation, with secondary and accent blues for supporting elements. Neutrals and semantic colors should be applied for backgrounds, text, and status indicators to maintain clarity and accessibility.
The secondary color is Insider Light Blue, #0085B2, and the accent is Insider Accent Blue, #00B3E6. 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 Business Insider's colors consistently when it generates UI.
Make something in the spirit of Business Insider
Start from this palette's mood and get an original 13-color system for your own project, contrast-checked and ready to export.