02 — Color System · EurekaGO Brand Playbook

A

Color Philosophy

Color is not decoration.
It is operational signal.

The EurekaGO palette is built around one central idea: restraint with precision. Black and white do the structural work. Azure — and only azure — marks what is alive, active, and operating.

Adding color where the system doesn't call for it dilutes the signal. Every use of azure should feel like a status light turning on — meaningful because it doesn't compete with anything else.

Ink is structural authority

Black defines the skeleton — logo, type, borders. It communicates that the system knows where it is.

White is active space

Dominant in web layouts. White is not emptiness — it is the arena where the content works.

Azure is the only color that moves

Interactive states, live data, the operational layer. Reserved at master brand level. Verticals can own their own signal colors.

Neutrals carry warmth

The gray scale is slightly warm — not cold or sterile. It references craft, paper, physical systems. The energy is human before it is digital.

B

Primary Palette

Two colors form the structural skeleton of EurekaGO. They appear in every touchpoint, at every scale. No substitutes.

Ink

#0A0A0A

Role

Logo, headlines, body text, structural borders. The default text color for all web and print surfaces. Not pure black — slightly warm to avoid harshness on screen.

Logo Headlines Body text UI borders

White

#FFFFFF

Role

Default web background. The dominant surface for EurekaGO digital products. Maximizes legibility and frames content with clarity. Also used for reversed logo on dark surfaces.

Web bg Cards Reversed logo Print paper

C

Azure — The Operative Signal

Azure is the only color that carries functional meaning at master brand level. It identifies the operative, live, data-driven layer of the system. The canonical value is used for interactive UI elements, data visualizations, and the halo mark. The scales are derived from the mark's concentric rings.

Canonical Azure

Azure

#00AEEF

The primary operative color. UI interactive states, live data indicators, CTA buttons, link hover. The only blue allowed in master brand.

Usage boundaries

Azure signals that something is operational — a live metric, an interactive element, an active state. It should never be used decoratively or as a general accent. If azure appears, it means: this part of the system is working right now.

Do not use azure for body text, backgrounds, or structural elements. Do not use it in combination with other saturated hues at master brand level.

Light Scale — Halo (Light Version)

L1 — Inner

#5FD1E1

Most saturated ring. Closest to the mark core.

L2 — Middle

#A5E4EB

Mid-ring. Transitional tone.

L3 — Outer

#D5F0F2

Lightest ring. Fades toward transparent.

Derived from the light halo animation (v19). Used on white/light surfaces and as tint backgrounds in editorial layouts.

Dark Scale — Halo (Dark Version)

D1 — Inner

#082329

Deep teal-black. Inner ring on dark surfaces.

D2 — Middle

#07454E

Mid teal. Structural depth.

D3 — Outer

#057688

Outer ring. Most visible on ink backgrounds.

Derived from Illustrator source files (DARK version). Used on ink/black surfaces only. Verified from actual Illustrator files — not to be lightened or mixed.

Source fidelity rule: The azure scale values are extracted directly from the Illustrator source files for the halo mark. They are not interpolated or approximated. Any variation from these values — even if visually similar — represents an unauthorized color in the system.

Azure as system gene: Azure (#00AEEF) threads through every product in the portfolio as the shared operative signal — live states, AI activity, interactive elements. It is not a brand color owned by any single vertical. For eureka!BIKE, azure is both the brand primary and the system gene simultaneously — an intentional overlap reflecting BIKE's position as the dominant vertical. For eureka!LEDGER (monochromatic identity), azure appears only at the UI layer, never in brand communications.

D

Neutral Scale

Thirteen steps from Ink to White. The entire scale carries a warm, slightly yellow-beige bias — this prevents the cold, clinical feel of pure neutral grays and aligns with the tactile, craft-informed quality of the brand. The midpoint anchors at Cream (#F5F3EC), the warm off-white used for editorial and secondary surfaces.

G01

#0A0A0A

Ink

G02

#1A1917

Pitch

G03

#2C2A26

Obsidian

G04

#3E3C37

Graphite

G05

#524F49

Slate

G06

#6B6860

Flint

G07

#8A8780

Fog

G08

#A8A59E

Pebble

G09

#C2BFB8

Linen

G10

#D6D3CC

Chalk

G11

#E4E2DB

Mist

G12 ★

#F5F3EC

Cream

G13

#FFFFFF

White

Dark range (G01–G05)

Backgrounds for inverted sections. Provides depth without going fully black. Use for section dividers in hero zones.

Mid range (G06–G09)

Supporting text, captions, UI labels, divider lines. Never use for primary text — contrast is insufficient at small sizes.

Light range (G10–G12)

Borders, subtle backgrounds, rule lines, card surfaces. G12 Cream is the warm secondary surface — preferred over cold gray.

E

Background Usage

Six approved surface types. Each has a defined context and text treatment. Do not use surfaces outside this matrix.

Primary Surface

Body copy and data live here. Maximum legibility.

Active

White — #FFFFFF

Default web & app background. Ink text. The primary arena.

Secondary Surface

Sidebar panels, quote blocks, feature sections.

Editorial

Cream — #F5F3EC

Warm secondary panels. Use to create soft visual separation without borders.

Signal Surface

Data highlights, feature callouts, live status.

Live

Azure Tint L3 — #D5F0F2

Operative highlights only. Not for general section backgrounds. Use sparingly to signal system activity.

Ink Surface

Hero sections, full-bleed closers, mark display.

Impact

Ink — #0A0A0A

High-impact sections. Reversed logo (white). Azure as only accent. No warm grays on ink.

Deep Surface

Sidebar on dark layouts, code blocks, data panels.

Data

Obsidian G03 — #2C2A26

Slightly elevated from Ink. Use for layered dark interfaces or to create depth within ink sections.

Azure Surface

Buttons, badges, live indicators. Not section backgrounds.

Operative

Azure — #00AEEF

UI components only — CTAs, active states, badges. Never as a full section background.

F

Contrast & Accessibility

WCAG 2.1 contrast ratios for the most common color pairings in the system. AA (4.5:1) is the minimum for normal text. AA Large (3:1) applies to text 18pt+ or 14pt bold. AAA (7:1) is the enhanced target for critical copy.

Sample	Pairing	Ratio	WCAG	Approved use

G

Usage Rules

Do

Use Ink (#0A0A0A) as the default text color on all light surfaces.
Use White (#FFFFFF) as the primary web background.
Reserve Azure (#00AEEF) for interactive and operative elements only.
Use Cream (#F5F3EC) as the warm secondary surface for editorial panels and callouts.
On Ink backgrounds, use White for body text and Azure as the only accent.
Use the dark azure scale (D1–D3) exclusively on Ink surfaces.
Keep azure scale colors (light or dark) within mark-related contexts — don't scatter them in UI.
Test all text against WCAG 2.1 AA as a minimum. Target AAA for body copy.

Don't

Don't use Azure as a section background or page fill.
Don't introduce warm grays outside the defined 13-step scale.
Don't use cold/blue-shifted grays — the warmth bias is intentional and non-negotiable.
Don't combine Azure with other saturated hues at master brand level.
Don't place mid-range neutrals (G06–G09) as primary text — they fail WCAG AA.
Don't use light azure tints (L1–L3) on cream or warm backgrounds — the contrast is insufficient.
Don't simulate the dark halo scale from the light version — they are separate, independently sourced systems.
Don't add new colors to the master brand palette without a system-level decision.

Color hierarchy on any surface

1st

Structure

Ink / White

2nd

Surface

Cream / Obsidian

3rd

Signal

Azure only

4th

Support

G06–G10 neutrals

H

Vertical Color System

Each brand in the portfolio follows the same pattern: Primary · Cream · Ink · White — + Azure as shared system gene. Azure is the genetic thread — the operative signal that runs through every product in the portfolio. It always appears last, separated from the palette proper, because it belongs to the system, not the vertical. The primary color is what differentiates each brand.

The endorser logo always appears in Ink or White regardless of vertical color. EurekaGO Studio inherits the master brand identity directly — no separate color.

GO

Master brand. White is the dominant surface — clean, authoritative, clear. Fuchsia is the signal: CTAs, accents, the single disruptive note. Cream for editorial sections. Ink reserved for text and footer only. Azure as operative gene.

Fuchsia

#E0007A

Cream

#F5F3EC

Ink

#0A0A0A

White

#FFFFFF

Azure ∞

#00AEEF

Also applies to STUDIO — development arm, inherits EurekaGO palette, no independent color

BIKE

Cycling industry data infrastructure. PIM/DAM, B2B marketplace, B2C marketplace, ecommerce, WMS, CMS — one normalized dataset propagating across all commercial layers. 190k+ products. ~980 connected retailers. Azure is the primary brand color — intentional overlap with the system gene. Dominant vertical.

Azure (primary)

#00AEEF

Cream

#F5F3EC

Ink

#0A0A0A

White

#FFFFFF

Azure ∞

#00AEEF

OUTDOORS

Outdoor industry data infrastructure — normalized product catalog, B2B/B2C marketplace, ecommerce, inventory network for the outdoor supply chain. Vertical taxonomy built for climbing, trail running, skiing, camping. White dominant surface. Forest is the signal: CTAs, eyebrow labels, data accents. Cream for editorial sections. Ink for text and footer. Azure at UI layer only.

Forest

#278244

Cream

#F5F3EC

Ink

#0A0A0A

White

#FFFFFF

Azure ∞

#00AEEF

LEDGER

Accounting document classification and automation — scan, classify, file. Monochromatic identity: Ink dominant, Fog for secondary text and eyebrow labels, Cream for editorial sections. No saturated primary color. Azure strictly at operative UI layer: confidence score bars, live status indicators, pipeline badges. Never in brand communications or identity.

Fog G07

#8A8780

Cream

#F5F3EC

Ink

#0A0A0A

White

#FFFFFF

Azure ∞

#00AEEF

SKI

Snow sports data infrastructure — ski, snowboard, skialp, clothing, equipment. Vertical taxonomy for the snow sector. White dominant surface. Arctic is the signal: CTAs, eyebrow labels, data accents — cold, precise, altitude. Cream for editorial sections. Ink for text and footer. Azure at UI layer only.

Arctic

#0072A8

Cream

#F5F3EC

Ink

#0A0A0A

White

#FFFFFF

Azure ∞

#00AEEF

GYM

Fitness industry data infrastructure — gyms, equipment, supplements, clothing, wellness. Lemon is the signal: pure yellow, energy, metabolic intensity. White dominant surface. Cream for editorial sections. Ink for text and footer. Azure at UI layer only.

Lemon

#F5CC00

Cream

#F5F3EC

Ink

#0A0A0A

White

#FFFFFF

Azure ∞

#00AEEF

MOTO

Motorcycle industry data infrastructure — parts, aftermarket, clothing, protection, accessories. Race red is the signal: saturated, adrenaline, MotoGP energy. White dominant surface. Cream for editorial sections. Ink for text and footer. Azure at UI layer only.

Race

#E01010

Cream

#F5F3EC

Ink

#0A0A0A

White

#FFFFFF

Azure ∞

#00AEEF

AUTO

Automotive industry data infrastructure — parts, aftermarket, tuning, clothing, accessories. Cobalt is the signal: engineering precision, deep and authoritative. Distinct from Arctic SKI (colder, brighter) and Azure gene (lighter cyan). White dominant surface. Cream for editorial sections. Ink for text and footer. Azure at UI layer only.

Cobalt

#1A4A96

Cream

#F5F3EC

Ink

#0A0A0A

White

#FFFFFF

Azure ∞

#00AEEF

FASHION

Fashion industry data infrastructure — clothing, accessories, brand apparel. The only vertical where color communicates aspiration before operations. Velvet is the signal: editorial luxury, premium positioning, investor-facing. White dominant surface. Cream for editorial sections. Ink for text and footer. Azure at UI layer only.

Velvet

#8B2FA0

Cream

#F5F3EC

Ink

#0A0A0A

White

#FFFFFF

Azure ∞

#00AEEF

The Azure gene rule: Azure (#00AEEF) is the shared genetic marker of the EurekaGO system — present in every product as the operative, live, data layer. It is not part of the vertical palette; it sits outside it, at the end, always separated. For eureka!BIKE it doubles as the primary brand color by design: BIKE is the dominant vertical and the overlap is intentional. For eureka!LEDGER, azure exists only at the UI layer — it never appears in brand communications or identity. Cream (#F5F3EC) is the warm secondary surface shared across all verticals as the editorial background. The endorser lockup always renders in Ink or White, never in any vertical color. Full portfolio primary colors: GO Fuchsia #E0007A · BIKE Azure #00AEEF · OUTDOORS Forest #278244 · LEDGER Fog #8A8780 · SKI Arctic #0072A8 · GYM Lemon #F5CC00 · MOTO Race #E01010 · AUTO Cobalt #1A4A96 · FASHION Velvet #8B2FA0.