Our Colors – DFA Brand Guide

our
Colors

Color can emphasize, support or even change the interpretation of a message. The colors that are used to represent our brand need to reflect the core values and purpose that drive us every day. They need to be recognizable, distinctive and memorable, and they need to work within our brand guidelines to create a simple, powerful and cohesive expression of who we are.

Primary Colors

An all-American navy, a future-focused cyan blue and an agrarian barn red make up the core Dairy Farmers of America colors. Taking cues from our mission and our audiences, these three colors best represent our Cooperative.

Visionary Blueclick to expand

Complementing our American-focused palette is Visionary Blue. This color communicates both our pioneering spirit as well as the energy and joy that comes from moments shared over dairy.

pantone 298c

cmyk
c: 67 m: 2 y: 0 k: 0

rgb
r: 65 g: 182 b: 230

html/hex
see digital section

American Navyclick to expand

As the cornerstone of our brand, American Navy represents our commitment to farmers across the country. The strong sophistication communicates a steadfast, professional and trustworthy organization.

pantone 294c

cmyk
c: 100 m: 69 y: 7 k: 30

rgb
r: 0 g: 47 b: 108

html/hex
#002f6c

Barn Redclick to expand

As a cooperative of dairy farmers, it seems natural that a red reflective of our iconic barns would be part of our brand. While those buildings are commonplace on farms, this color is typically reserved for our primary logo or small accents.

pantone 201c

cmyk
c: 7 m: 100 y: 68 k: 32

rgb
r: 137 g: 34 b: 53

html/hex
#9d2235

Secondary Colors

Our secondary color palette expands the spectrum to offer additional options used in concert with our primary palette. These colors should also be used sparingly for a variety of uses including: highlighting information, accenting a design, distinguishing iconography, adding variety to booklet and brochure content and creating color fields.

Grazing Green

PANTONE 368c

CMYK
C: 54 M: 0 Y: 100 K: 0

RGB
R: 120 G: 190 B: 33

HTML/HEX
78BE21

Sunset Orange

PANTONE 158c

CMYK
C: 0 M: 62 Y: 95 K: 0

RGB
R: 245 G: 127 B: 41

HTML/HEX
F47E28

Butter Yellow

PANTONE 7408c

CMYK
C: 0 M: 29 Y: 100 K: 0

RGB
R: 246 G: 190 B: 0

HTML/HEX
F6BEOO

Tractor Red

PANTONE 485c

CMYK
C: 0 M: 95 Y: 100 K: 0

RGB
R: 218 G: 41 B: 28

HTML/HEX
DA291C

Milk White

CMYK
C: 0 M: 0 Y: 0 K: 0

RGB
R: 255 G: 255 B: 255

HTML/HEX
FFFFFF

Subtle Silver

PANTONE 427c

CMYK
C: 0 M: 0 Y: 0 K: 15

RGB
R: 217 G: 217 B: 217

HTML/HEX
D9D9D9

Slate Gray

PANTONE 426c

CMYK
C: 0 M: 0 Y: 0 K: 90

RGB
R: 38 G: 38 B: 38

HTML/HEX
262626

Midnight Black

PANTONE Black 6c

CMYK
C: 0 M: 0 Y: 0 K: 100

RGB
R: 0 G: 0 B: 0

HTML/HEX
000000

Examples

Color Ratios

With our color system, it’s imperative that the ratio between colors is balanced.

Photography and white space are our primary focus for layouts with Visionary Blue as the foundation. American Navy provides this ratio and serves to provide additional contrast and character while our greys offer contrast for typography and backgrounds to create greater hierarchy.

Barn Red and our secondary palette serve to add visual interest or align to a specific business line or topic.

The above graphic can be a useful tool showcasing how colors should be balanced.