HANDSHAKE BRAND GUIDELINES 2021 31 Color Proper and consistent use of colors is critical to establishing a brand system that is recognizable to our audience. Incongruent use of color can erode the visual identity and may create misleading design brand communications. Follow the set guidelines and err on the side of simplicity to avoid making common mistakes. Here are a few samples of misusing of the brand color palette. INCORRECT USAGE ▶ DO NOT USE GRADIENTS Text Text DO NOT USE ONLY GRAYSCALE DO NOT USE COLORS THAT ARE NOT IN OUR BRAND PALETTE DO NOT SET TEXT AGAINST COLORS WITH LOW CONTRAST Text Text DO NOT USE COLORS COMBINATIONS THAT HAVE BAD CONTRAST DO NOT ADJUST THE OPACITY OF THE COLOR PALETTE