Color
Our brand colors serve to unify our diverse community of dealerships and are organized around two core palettes. Primary palettes are monochromatic, while secondary palettes incorporate tonal blues.
01
Primary Brand Palette
Jet Black
Hex #: 000000
CMYK: 0 / 0 / 0 / 100
RGB: 0 / 0 / 0
Pantone: Black 6 C
Warm Silver
Hex #: E5E5E5
CMYK: 0 / 0 / 0 / 10
RGB: 229 / 229 / 229
Pantone: 663 C
Warm Grey
Hex #: A3A5A8
CMYK: 3 / 2 / 0 / 34
RGB: 163 / 165 / 168
Pantone: Cool Gray 6 U
The primary brand palette exists to bring unity to the entire Bob Moore Auto Group family. All dealerships share this foundational palette when promoting the Bob Moore Auto Group connection to their organization.
To ensure color consistency across all media, we utilize Pantone spot colors and CMYK process colors for print use and RGB and HEX values for on-screen and web applications. It’s important to note that print processes, substrates, and screen calibrations vary and can alter the colors’ appearance—even with specified formulas. Request draw-downs and paper samples from the printer when possible, and ensure vendors make any adjustments necessary to achieve BMAG color standards.
The primary brand palette of neutral grays should be used whenever possible. Reserve the electric blue for use on external marketing and advertising, but only as an accent color.
02
Secondary Brand Palette
Electric Blue
Hex #: 123FD4
CMYK: 76 / 58 / 0 / 17
RGB: 18 / 63 / 212
Pantone: 2728 C
Jet Black
Hex #: 000000
CMYK: 0 / 0 / 0 / 100
RGB: 0 / 0 / 0
Pantone: Black 6 C
Warm Silver
Hex #: E5E5E5
CMYK: 0 / 0 / 0 / 10
RGB: 229 / 229 / 229
Pantone: 663 C
The secondary brand palette was created to build association with specific services that Bob Moore Auto Group offers, including the e-commerce program and the electric car program. This palette is intended to set apart these programs as unique to the organization and can be cross-utilized by all dealerships.
To ensure color consistency across all media, we utilize Pantone spot colors and CMYK process colors for print use and RGB and HEX values for on-screen and web applications. It’s important to note that print processes, substrates, and screen calibrations vary and can alter the colors’ appearance—even with specified formulas. Request draw-downs and paper samples from the printer when possible, and ensure vendors make any adjustments necessary to achieve BMAG color standards.
The primary brand palette of neutral grays should be used whenever possible. Reserve the electric blue for use on external marketing and advertising, but only as an accent color.
03
Internal DRIVE Program Palette
Navy
Hex #: 01D1D2C
CMYK: 70 / 34 / 0 / 83
RGB:13 / 29 / 44
Pantone: 533 C
Light Blue
Hex #: B3C8DD
CMYK: 19 / 10 / 0 / 13
RGB: 179 / 200 / 221
Pantone: 5445 C
Blue
Hex #: 4275AC
CMYK: 62 / 32 / 0 / 33
RGB: 66 / 117 / 172
Pantone: 7684 C
The additional brand palette was created to build association with the employee education and support program known as DRIVE. These colors and the brand palette associated with them are used primarily for internal use and are not intended to be used on customer facing promotions or applications.
DRIVE is a valuable internal tool for employees to internalize company values and priorities. In all applications, the correct DRIVE logo, typeface, and color palette should be used.
