Visual Identity

Color

blue background with graphic element

Primary Brand Colors

The primary and secondary color palettes play a crucial role in visually reinforcing the brand’s identity and personality. The primary palette represents the brand’s reliability and responsibility. These core colors are used prominently to highlight key brand and product moments, ensuring a consistent and confident presence.

Primary Color Usage

Blue 600, Violet 800, White, and Black are the dominant colors in our palette and should be used most often. These colors are used as text, as well as full background colors for the majority of applications.

Neutral

Name:

White

Hex:

#ffffff

RGB:

255, 255, 255

CMYK:

0, 0, 0, 0

PMS:

N/A

Name:

Light Grey

Hex:

#e0e0e0

RGB:

224, 224, 224

CMYK:

14, 10, 8, 0*

PMS:

Cool Grey 2 C

Name:

Dark Grey

Hex:

#777777

RGB:

119, 119, 119

CMYK:

50, 40, 34, 17*

PMS:

Cool Grey 9 C

Name:

Off Black

Hex:

#1d1d1d

RGB:

29, 29, 29

CMYK:

76, 65, 66, 90*

PMS:

419 C

Blue

Name:

200 Blue

Hex:

#d1ecf7

RGB:

209, 236, 247

CMYK:

15, 4, 0, 0*

PMS:

642 C

Name:

400 Blue

Hex:

#98cbea

RGB:

152, 203, 234

CMYK:

38, 4, 0, 0 *

PMS:

291 C

Name:

600 Blue

Hex:

#005cba

RGB:

0, 92, 186

CMYK:

93, 55, 0, 0*

PMS:

2144 C

Name:

800 Blue

Hex:

#102753

RGB:

16, 39, 83

CMYK:

100, 78, 0, 57*

PMS:

281 C

Violet

Name:

200 Violet

Hex:

#e3d5ff

RGB:

227, 213, 255

CMYK:

8, 17, 0, 0*

PMS:

2085 C

Name:

400 Violet

Hex:

#beade1

RGB:

190, 173, 225

CMYK:

23, 34, 0, 0*

PMS:

264 C

Name:

600 Violet

Hex:

#8e4fbe

RGB:

142, 79, 190

CMYK:

57, 73, 0, 0*

PMS:

2076 C

Name:

800 Violet

Hex:

#4c0980

RGB:

76, 9, 128

CMYK:

81, 100, 0, 9*

PMS:

3555 C

Secondary Brand Colors

The Veracyte secondary palette provides flexibility and warmth, balancing the formal tones of the primary palette. These colors are used to add contrast and highlight key moments, bringing in the brand’s optimism and creativity.

Amber

Name:

200 Amber

Hex:

#ffc39a

RGB:

255, 195, 154

CMYK:

0, 19, 40, 0*

PMS:

712 C

Name:

400 Amber

Hex:

#fdaa72

RGB:

253, 170, 114

CMYK:

0, 36, 66, 0*

PMS:

714 C

Name:

600 Amber

Hex:

#ff6e0c

RGB:

255, 110, 12

CMYK:

0, 66, 99, 0*

PMS:

1585 C

Name:

800 Amber

Hex:

#ae4b19

RGB:

174, 74, 25

CMYK:

0, 71, 100, 34*

PMS:

2021 C

Rose

Name:

200 Rose

Hex:

#ffc1ca

RGB:

255, 193, 202

CMYK:

0, 23, 1, 0*

PMS:

496 C

Name:

400 Rose

Hex:

#f79a9d

RGB:

247, 154, 157

CMYK:

0, 45, 29, 0*

PMS:

3572 C

Name:

600 Rose

Hex:

#f3555a

RGB:

243, 85, 90

CMYK:

0, 75, 57, 0*

PMS:

178 C

Name:

800 Rose

Hex:

#af090f

RGB:

175, 9, 15

CMYK:

0, 100, 96, 6*

PMS:

3517 C

Aqua

Name:

200 Aqua

Hex:

#cdf3ed

RGB:

205, 243, 237

CMYK:

24, 0, 11, 0*

PMS:

573 C / 60%

Name:

400 Aqua

Hex:

#b2f4e8

RGB:

178, 244, 232

CMYK:

26, 0, 6, 0*

PMS:

317 C

Name:

600 Aqua

Hex:

#49a3a8

RGB:

73, 163, 168

CMYK:

73, 8, 33, 6*

PMS:

6137 C

Name:

800 Aqua

Hex:

#003c4a

RGB:

0, 60, 74

CMYK:

100, 8, 20, 76*

PMS:

309 C

Olive

Name:

200 Olive

Hex:

#ccddb0

RGB:

204, 221, 176

CMYK:

16, 0, 31, 0*

PMS:

2274 C

Name:

400 Olive

Hex:

#96a677

RGB:

150, 166, 119

CMYK:

38, 18, 47, 8*

PMS:

4179 C

Name:

600 Olive

Hex:

#587234

RGB:

88, 114, 52

CMYK:

47, 7, 93, 43*

PMS:

3508 C

Name:

800 Olive

Hex:

#335328

RGB:

51, 83, 40

CMYK:

55, 6, 98, 64*

PMS:

4216 C

Riverstone

Name:

200 Riverstone

Hex:

#a3beab

RGB:

163, 190, 171

CMYK:

34, 11, 25, 0*

PMS:

5585 C

Name:

400 Riverstone

Hex:

#719a92

RGB:

113, 154, 146

CMYK:

53, 16, 38, 7*

PMS:

623 C

Name:

600 Riverstone

Hex:

#3d5853

RGB:

61, 88, 83

CMYK:

71, 36, 48, 39*

PMS:

5477 C

Name:

800 Riverstone

Hex:

#21302d

RGB:

33, 48, 45

CMYK:

87, 31, 69, 86*

PMS:

5535 C

Note

* Color output may vary based on printer settings. Before printing, please consult with the vendor to print test in order to properly reflect the PMS swatches shown here.

Color Proportion

The color palette is designed to consistently reinforce the brand, bringing cohesion and interest to layouts and presentations. The primary and secondary color palettes play a crucial role in visually reinforcing the brand’s identity and personality.

Primary Colors

Primary Colors

Veracyte’s primary palette of blue, purple, white, and black embodies our steadfast commitment to partnering with clinicians in their mission to provide answers and certainty for cancer patients. Each color represents a layer of support, empathy, and clarity—core qualities that clinicians deliver to their patients every day.

Secondary Colors

Secondary Colors

The Veracyte secondary palette has been expanded to allow each product brand to have its own primary, secondary, and tertiary color groups. The color groups give each product a broad spectrum to express its unique offerings within the Veracyte brand system.

Have Questions?

If you have questions about the guidance given here, please contact brand@veracyte.com.

Last Updated

June 5, 2026