Turo color palette
TravelTuro's brand color system is anchored by a distinctive deep purple, complemented by a minimalist grayscale palette for digital clarity. The colors reflect a modern, trustworthy, and premium travel platform identity.
turo.comTuro colors
Click any swatch to copy its hex. Hover for RGB and HSL.
Brand colors
The colors people recognise.- Turo PurplePrimary75, 15, 73
- Turo WhiteSecondary255, 255, 255
- Turo TealAccent0, 194, 165
Surfaces
Page, cards and dividers.- Turo Light GrayBackground248, 248, 248
- Turo Surface GraySurface243, 243, 243
- Turo Border GrayBorder224, 224, 224
Text
Three tiers of copy.- Turo BlackText24, 24, 24
- Turo PurpleSecondary text75, 15, 73
- Turo Muted GrayMuted text110, 110, 110
Semantic
Feedback and state colors.- Turo TealSuccess0, 194, 165
- Turo YellowWarning255, 192, 67
- Turo RedError224, 62, 47
- Turo BlueInfo45, 127, 249
Use Turo's colors in your project
Pick a format, copy or download. Everything below is generated from the exact hex values above.
turo-palette-colors.css · Paste into your global stylesheet.
:root {
--info: #2D7FF9;
--error: #E03E2F;
--accent: #00C2A5;
--border: #E0E0E0;
--primary: #4B0F49;
--success: #00C2A5;
--surface: #F3F3F3;
--warning: #FFC043;
--secondary: #FFFFFF;
--text-muted: #6E6E6E;
--background: #F8F8F8;
--text-primary: #181818;
--text-secondary: #4B0F49;
}Contrast and accessibility
Every text tone tested against every surface, per WCAG 2.1.
Text on background
Needs 4.5:1 for body text
16.7:1
Pass
Text on surface
Needs 4.5:1 for body text
16.0:1
Pass
Secondary text on background
Needs 4.5:1 for body text
13.5:1
Pass
Secondary text on surface
Needs 4.5:1 for body text
12.9:1
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
4.6:1
Pass
Turo background, border and text colors
The quiet part of the Turo palette: page background, card surfaces, dividers and the three text tones that sit on them. Click a value to copy it.
- Turo Light GrayBackground
- HEX
- RGB
- HSL
- Turo Surface GraySurface
- HEX
- RGB
- HSL
- Turo Border GrayBorder
- HEX
- RGB
- HSL
- Turo BlackText
- HEX
- RGB
- HSL
- Turo PurpleSecondary text
- HEX
- RGB
- HSL
- Turo Muted GrayMuted text
- HEX
- RGB
- HSL
About Turo's colors
Turo's palette is centered on a signature purple for brand recognition, with supporting neutrals for a clean, digital-first experience. The accent teal and semantic colors provide clarity and accessibility.
Primary purple contrasts with white and light grays for readability.
Teal accent is used for highlights and actions.
Semantic colors (red, yellow, blue) are reserved for status and feedback.
Psychology
Purple conveys creativity, sophistication, and trust, aligning with Turo's modern marketplace positioning. Teal and neutrals add a sense of clarity and approachability.
Evolution
Turo's color palette has remained consistent since its major rebrand, maintaining the deep purple as its core identity. Minor adjustments to grays and accent colors have improved digital accessibility.
Where Turo uses each color
- Primary
Used for the logo, primary buttons, and key navigation highlights.
- Secondary
Applied to backgrounds, cards, and secondary UI elements.
- Accent
Highlights calls to action, links, and interactive states.
- Backgrounds
Light gray backgrounds are standard for app screens and web pages.
- Text
Black and purple are used for primary and secondary text, ensuring contrast.
- Semantic
Teal, yellow, red, and blue are used for success, warning, error, and informational states respectively.
Turo color questions
Hex codes, RGB values, neutrals and how to use the palette.
The primary Turo brand color is Turo Purple, hex code #4B0F49.
Turo Purple (#4B0F49) in RGB is (75, 15, 73); in CMYK it is approximately (0.00, 0.80, 0.03, 0.71).
Turo uses Turo Light Gray (#F8F8F8), Turo Surface Gray (#F3F3F3), and Turo Border Gray (#E0E0E0) for backgrounds and UI surfaces.
Use Turo Purple (#4B0F49) for primary branding and actions, neutrals for backgrounds, and semantic colors for status indicators. Maintain high contrast for accessibility across all digital applications.
The secondary color is Turo White, #FFFFFF, and the accent is Turo Teal, #00C2A5. 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 Turo's colors consistently when it generates UI.
Make something in the spirit of Turo
Start from this palette's mood and get an original 13-color system for your own project, contrast-checked and ready to export.