03
Colour

Red is a signal.

Two locked brand colours — #F05C49 and #000000 — a warm neutral scale that lets them breathe, and three UI-only colours. Pairings are judged on accessibility and on visual quality: off-white on red is the preferred display pairing; black on red is kept for small, functional text.

Palette

Locked brand colours first. “Paper” #F7F5F2 is the off-white / cream used on red and as the default warm ground.
Brand red
#F05C49 · RGB 240 92 73
LOCKED
The signal: marker, red-mode surfaces, active states, error border/icon, display numerals on black.
Brand black
#000000 · RGB 0 0 0
LOCKED
Text, lines, info block, primary buttons, inverse surfaces.
White
#FFFFFF · RGB 255 255 255
Core
Digital and document ground; text on black.
Off-white (paper)
#F7F5F2 · RGB 247 245 242
Support
Off-white · the default warm ground for static graphics, editorial pages and stationery.
Mist
#EFEEEB · RGB 239 238 235
Support
Sunken fills: inputs, table stripes, disabled, info panels.
Line
#D9D9D9 · RGB 217 217 217
Support
Hairlines and cell dividers. Never text.
Silver
#A6A6A6 · RGB 166 166 166
Support
Muted text on black and charcoal only.
Gray
#6B6B6B · RGB 107 107 107
Support
Muted text on white, paper, mist: captions, meta, keys.
Graphite
#404040 · RGB 64 64 64
Support
Secondary text: supporting copy, tables.
Charcoal
#1C1C1C · RGB 28 28 28
Support
Dark UI panels, video frames, hover of black buttons.
Red tint
#FDECE9 · RGB 253 236 233
UI only
Selected rows, booked slots. A tint of brand red — never in communication.
Success
#1E7A4C · RGB 30 122 76
UI only
Confirmed / available status in product UI.
Warning
#8A5300 · RGB 138 83 0
UI only
Limited availability / pending in product UI.

Colour pairing matrix — tested

Each pairing rendered at real use. Preferred = first choice · Allowed = fine · Conditional = only within the rule below · Avoid = do not use. Contrast is WCAG 2.x; large text needs 3 : 1, body 4.5 : 1.
Display ≥ 40 px web / 80 @1080
Body text
Labels · captions
Numerals
CTA label
Off-white on red
3.05 : 1
Real growth.
Preferred
Meeting rooms in every Egypt branch, booked by the hour with screen and Wi-Fi.
Avoid
MEETING ROOM · EGYPT
Conditional
3+1
Preferred
BOOK A ROOM →
Conditional
White on red
3.32 : 1
Real growth.
Allowed
Meeting rooms in every Egypt branch, booked by the hour with screen and Wi-Fi.
Avoid
MEETING ROOM · EGYPT
Conditional
3+1
Allowed
BOOK A ROOM →
Conditional
Black on red
6.33 : 1
Real growth.
Allowed
Meeting rooms in every Egypt branch, booked by the hour with screen and Wi-Fi.
Conditional
MEETING ROOM · EGYPT
Preferred
3+1
Allowed
BOOK A ROOM →
Preferred
Red on off-white
3.05 : 1
Real growth.
Conditional
Meeting rooms in every Egypt branch, booked by the hour with screen and Wi-Fi.
Avoid
MEETING ROOM · EGYPT
Avoid
3+1
Conditional
BOOK A ROOM →
Avoid
Red on black
6.33 : 1
Real growth.
Preferred
Meeting rooms in every Egypt branch, booked by the hour with screen and Wi-Fi.
Avoid
MEETING ROOM · EGYPT
Allowed
3+1
Preferred
BOOK A ROOM →
Avoid
Black on off-white
19.30 : 1
Real growth.
Preferred
Meeting rooms in every Egypt branch, booked by the hour with screen and Wi-Fi.
Preferred
MEETING ROOM · EGYPT
Preferred
3+1
Preferred
BOOK A ROOM →
Preferred
Off-white on black
19.30 : 1
Real growth.
Preferred
Meeting rooms in every Egypt branch, booked by the hour with screen and Wi-Fi.
Preferred
MEETING ROOM · EGYPT
Preferred
3+1
Preferred
BOOK A ROOM →
Preferred

Rules by use

This replaces “text on red is always black”.
UsePreferredAllowed / conditionalAvoid
Display textOff-white on red (3.05 : 1, large text) — warmer and lighter than black; black or off-white on off-white/blackWhite on red (3.32) for video/print white ink · black on red for short, heavy statements · red on black/off-white for 1–3 words ≥ 40 pxRed and black words mixed in one headline
Body textBlack on off-white / white · off-white on blackBlack on red: ≤ 25 words, ≥ 16 px web / 28 px @1080 (6.33 : 1)Off-white or white body on red (fails 4.5 : 1) · red body anywhere
Labels · captionsBlack on red · gray on off-white · silver on blackOff-white labels on red only ≥ 18 px bold web / 30 px @1080Red labels on light grounds · gray on black
NumeralsOff-white on red · red on black · black on off-whiteRed on off-white ≥ 80 px @1080Red numerals on mist or photos
CTABlack button + white label · on red/black/photo: off-white button + black labelRed button + black label on light grounds (campaign only, one per view)Red button + white label · outlined button on photos
LogoMaster on white / off-whiteMaster on an off-white plate over red, black or photography (interim)Master directly on red, black or photos · any recoloured logo · official white/mono masters = owner asset required
UIBlack text, red only as marker, active 4 px bar, error borderRed tint for selected rows (UI only)Red text, red links, red fills behind content
Social graphicsOff-white grounds with one red signal · partial red field (≤ 60%) with off-white display typeFull-bleed red: max 1 post in 6, 1 ad in 3Red + black + photo on one surface competing · second reds or tints

Proportions by mode

Approximate share of surface (brown = photograph).
Pure minimal
Campaign · field
Night / proof
Photo hero
Digital UI

Do / Avoid

✓ Do
Offer · sample
Book three hours, the fourth is on us.
Meeting rooms in every Egypt branch. Sample offer.
Book →
Red field + off-white display; body in black on off-white.
✕ Don’t
Heavy black headline, white small body and the logo directly on red.
✓ Do
Private offices
24/7
Access to your office, always.
Off-white numeral on red: warm, legible, one signal.
✕ Don’t
Red numeral, red body and a red/black mixed headline on off-white.
Principle
Red is a signal, off-white is its partner.
Rule
Brand colours never change. On red, display type is off-white; small functional text is black. The logo only sits on white/off-white (or an off-white plate).
When to use
Every surface.
When not to use
—
Do
  • Test every new pairing at its real size
  • Keep red below 10% except field/red modes
Don’t
  • White or off-white body copy on red
  • Recolouring the logo for red or black grounds
  • Tints of red as brand colours