Jeep color palette
AutomotiveJeep's color identity is defined by a rugged, utilitarian palette centered on black and earthy neutrals, reflecting its off-road heritage. The brand uses minimal color, focusing on strong contrasts and robust, practical tones.
jeep.comJeep colors
Click any swatch to copy its hex. Hover for RGB and HSL.
Brand colors
The colors people recognise.- Jeep BlackPrimary0, 0, 0
- Jeep GraphiteSecondary84, 83, 77
- Jeep Olive GreenAccent110, 122, 91
Surfaces
Page, cards and dividers.- Jeep WhiteBackground255, 255, 255
- Jeep Light GraySurface244, 244, 244
- Jeep Border GrayBorder209, 209, 207
Text
Three tiers of copy.- Jeep Black TextText0, 0, 0
- Jeep Graphite TextSecondary text84, 83, 77
- Jeep Muted GrayMuted text136, 135, 127
Semantic
Feedback and state colors.- Jeep Olive GreenSuccess110, 122, 91
- Jeep SandstoneWarning184, 155, 94
- Jeep Deep RedError169, 68, 66
- Jeep Slate BlueInfo74, 100, 114
Use Jeep's colors in your project
Pick a format, copy or download. Everything below is generated from the exact hex values above.
jeep-palette-colors.css · Paste into your global stylesheet.
:root {
--info: #4A6472;
--error: #A94442;
--accent: #6E7A5B;
--border: #D1D1CF;
--primary: #000000;
--success: #6E7A5B;
--surface: #F4F4F4;
--warning: #B89B5E;
--secondary: #54534D;
--text-muted: #88877F;
--background: #FFFFFF;
--text-primary: #000000;
--text-secondary: #54534D;
}Contrast and accessibility
Every text tone tested against every surface, per WCAG 2.1.
Text on background
Needs 4.5:1 for body text
21.0:1
Pass
Text on surface
Needs 4.5:1 for body text
19.1:1
Pass
Secondary text on background
Needs 4.5:1 for body text
7.7:1
Pass
Secondary text on surface
Needs 4.5:1 for body text
7.0:1
Pass
Muted text on background
Needs 3:1 for large text
3.6:1
Pass
Muted text on surface
Needs 3:1 for large text
3.3:1
Pass
Jeep gray and neutral colors
The quiet part of the Jeep palette: page background, card surfaces, dividers and the three text tones that sit on them. Click a value to copy it.
- Jeep WhiteBackground
- HEX
- RGB
- HSL
- Jeep Light GraySurface
- HEX
- RGB
- HSL
- Jeep Border GrayBorder
- HEX
- RGB
- HSL
- Jeep Black TextText
- HEX
- RGB
- HSL
- Jeep Graphite TextSecondary text
- HEX
- RGB
- HSL
- Jeep Muted GrayMuted text
- HEX
- RGB
- HSL
About Jeep's colors
Jeep's palette is grounded in black, earthy greens, and muted neutrals, evoking durability and outdoor adventure. The restrained use of color emphasizes function and clarity.
Primary black contrasts with white and light gray backgrounds.
Accent olive green is used sparingly for highlights and calls to action.
Neutral grays unify UI elements and text.
Psychology
The black and gray tones communicate strength, reliability, and ruggedness, while olive green connects to nature and adventure. The palette is designed to feel trustworthy and practical.
Evolution
Jeep's color palette has remained consistent for decades, focusing on black, white, and earth tones. Occasional updates have refined the neutrals, but the core identity has been stable.
Where Jeep uses each color
- Primary
Used for the Jeep logo, primary navigation, and key headlines.
- Secondary
Appears in navigation backgrounds, footers, and secondary UI elements.
- Accent
Applied to buttons, links, and subtle highlights across the website.
- Backgrounds
White and light gray backgrounds provide contrast and readability.
- Text
Black and graphite are used for primary and secondary text, with muted gray for less prominent information.
- Semantic
Olive green signals success, sandstone for warnings, and deep red for errors in UI feedback.
Jeep color questions
Hex codes, RGB values, neutrals and how to use the palette.
The Jeep primary color hex code is #000000. This is used for the logo and main brand elements.
Jeep Black (#000000) is RGB(0, 0, 0) and CMYK(0, 0, 0, 100). Use this exact value for all primary branding.
Jeep uses Graphite (#54534D), Light Gray (#F4F4F4), and Border Gray (#D1D1CF) for UI backgrounds and text. These neutrals maintain a rugged, utilitarian appearance.
Use Jeep Black (#000000) for logos and key text, neutrals for backgrounds and surfaces, and Olive Green (#6E7A5B) as a restrained accent. Maintain high contrast and avoid introducing non-brand colors.
The secondary color is Jeep Graphite, #54534D, and the accent is Jeep Olive Green, #6E7A5B. 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 Jeep's colors consistently when it generates UI.
Make something in the spirit of Jeep
Start from this palette's mood and get an original 13-color system for your own project, contrast-checked and ready to export.