Jack Daniel's color palette
Food & DrinkJack Daniel's brand color identity is defined by a classic, bold black and white palette, reflecting its heritage and timelessness. The brand uses black as its primary color, with white and silver accents and a range of dark grays for supporting UI and packaging elements.
jackdaniels.comJack Daniel's colors
Click any swatch to copy its hex. Hover for RGB and HSL.
Brand colors
The colors people recognise.- Jack BlackPrimary0, 0, 0
- Jack WhiteSecondary255, 255, 255
- Jack SilverAccent192, 192, 192
Surfaces
Page, cards and dividers.- Barrel CharcoalBackground24, 24, 24
- Distillery SlateSurface35, 35, 35
- Label Border GrayBorder60, 60, 60
Text
Three tiers of copy.- Jack WhiteText255, 255, 255
- Jack SilverSecondary text192, 192, 192
- Muted GrayMuted text160, 160, 160
Semantic
Feedback and state colors.- Charcoal SuccessSuccess74, 74, 74
- Whiskey GoldWarning184, 134, 11
- Barrel RedError139, 0, 0
- Info GrayInfo110, 110, 110
Use Jack Daniel's's colors in your project
Pick a format, copy or download. Everything below is generated from the exact hex values above.
jack-daniels-palette-colors.css · Paste into your global stylesheet.
:root {
--info: #6E6E6E;
--error: #8B0000;
--accent: #C0C0C0;
--border: #3C3C3C;
--primary: #000000;
--success: #4A4A4A;
--surface: #232323;
--warning: #B8860B;
--secondary: #FFFFFF;
--text-muted: #A0A0A0;
--background: #181818;
--text-primary: #FFFFFF;
--text-secondary: #C0C0C0;
}Contrast and accessibility
Every text tone tested against every surface, per WCAG 2.1.
Text on background
Needs 4.5:1 for body text
17.8:1
Pass
Text on surface
Needs 4.5:1 for body text
15.7:1
Pass
Secondary text on background
Needs 4.5:1 for body text
9.8:1
Pass
Secondary text on surface
Needs 4.5:1 for body text
8.6:1
Pass
Muted text on background
Needs 3:1 for large text
6.8:1
Pass
Muted text on surface
Needs 3:1 for large text
6.0:1
Pass
Jack Daniel's gray, dark and neutral colors
Jack Daniel's runs a dark interface, so these grays carry the layout: background, sidebar surfaces, dividers and three tiers of text. Click a value to copy it.
- Barrel CharcoalBackground
- HEX
- RGB
- HSL
- Distillery SlateSurface
- HEX
- RGB
- HSL
- Label Border GrayBorder
- HEX
- RGB
- HSL
- Jack WhiteText
- HEX
- RGB
- HSL
- Jack SilverSecondary text
- HEX
- RGB
- HSL
- Muted GrayMuted text
- HEX
- RGB
- HSL
About Jack Daniel's's colors
Jack Daniel's color palette is rooted in monochrome, using black, white, and metallic silver to evoke tradition and authenticity. The restrained palette emphasizes clarity and brand recognition.
Black and white provide strong contrast for legibility.
Silver is used as an accent for premium cues.
Dark grays create depth and hierarchy in UI and packaging.
Psychology
Black conveys sophistication, strength, and heritage, aligning with the brand's legacy. White and silver add clarity and a sense of premium quality.
Evolution
Jack Daniel's palette has remained stable for decades, consistently using black and white as its core. Minor adjustments in gray tones and metallic accents have been made for digital and print consistency.
Where Jack Daniel's uses each color
- Primary
Jack Black is used for backgrounds, packaging, and the main logo.
- Secondary
Jack White appears in logo elements, text, and label details.
- Accent
Jack Silver is used for metallic label accents and UI highlights.
- Backgrounds
Barrel Charcoal and Distillery Slate are used for website and app backgrounds.
- Text
Jack White and Jack Silver are used for primary and secondary text on packaging and digital interfaces.
- Semantic
Whiskey Gold and Barrel Red are used sparingly for alerts or highlights in digital contexts.
Jack Daniel's color questions
Hex codes, RGB values, neutrals and how to use the palette.
The official Jack Daniel's primary brand color is black, with the hex code #000000.
Jack Black is #000000 in hex, which is RGB(0,0,0) and CMYK(0,0,0,100).
Jack Daniel's uses Barrel Charcoal (#181818), Distillery Slate (#232323), and Label Border Gray (#3C3C3C) for neutral backgrounds and UI elements.
Use Jack Black (#000000) as the dominant color, with Jack White (#FFFFFF) for text and accents, and Jack Silver (#C0C0C0) for highlights or metallic finishes.
The secondary color is Jack White, #FFFFFF, and the accent is Jack Silver, #C0C0C0. 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 Jack Daniel's's colors consistently when it generates UI.
Make something in the spirit of Jack Daniel's
Start from this palette's mood and get an original 13-color system for your own project, contrast-checked and ready to export.