2.2.7 Basics/The design/Basic elements The colors An essential part of our look Blue, white and gray are our primary colors. Our new characteristic blueis featured in all applications, including our distinctive logo. We have a wide range of secondary colors that may only be used as accent colors in tables and graphics. These secondary colors are different for each target group. Our business-to-consumercommunication features full, vivid colors, while more reduced, reserved colors are used in business-to-businessmedia. Red is used for both target groups to create eye-catching elements. It is possible to use basically any predefined secondary color as long as it is used consistently throughout the media. For example, if green has been selected as an accent color for an informational brochure, no other secondary colors may be used as accents in the same medium. 32