A palette built around the Prime Kreatives mark — deep navy structure, warm antique gold detail, and a set of supporting tones for everything the logo doesn't cover.
The mark reads best on light backgrounds. On navy, indigo, or any dark surface, use the reversed version (white mark, Prime Gold wordmark) rather than placing the primary logo directly on the color — it loses contrast otherwise.
Primary, secondary, submark and favicon as transparent PNGs.
| Foreground | Background | Ratio | Result |
|---|---|---|---|
| Paper | Prime Navy | 12.9 : 1 | Pass — AA & AAA |
| Prime Navy | Prime Gold | 4.6 : 1 | Pass — AA (normal text) |
| Paper | Prime Gold | 2.8 : 1 | Pass — large text / UI only |
| Prime Navy | Warm Sand | 7.6 : 1 | Pass — AA & AAA |
| Paper | Blue Slate | 6.0 : 1 | Pass — AA |
| Prime Gold | Warm Sand | 1.6 : 1 | Fail — avoid this pairing for text |
Prime Navy should anchor every layout as the dominant color — matching the logo's own weight — for headers, primary buttons & brand backdrops.
Prime Gold carries the crown's meaning of quality. Use it for the logo, one accent per screen, or premium touches — never as a large fill.
Blue Slate is the working color for body copy and UI on light backgrounds — legible and quieter than full navy.
Always place the mark on paper, white, or its approved navy card — never directly on Blue Slate, Amber, or Sand, where contrast drops.
Warm, high-contrast serif that echoes the wordmark.
Clean, friendly sans for paragraphs, buttons and UI.
Monospace for eyebrows, codes, captions and specs.
| Style | Font | Weight | Size / line | Notes |
|---|---|---|---|---|
| Display | Fraunces | 500 | 60 / 1.05 | -0.01em, navy or paper |
| Heading 2 | Fraunces | 500 | 30 / 1.15 | Prime Navy |
| Heading 3 | Fraunces | 500–600 | 19 / 1.25 | Cards and sub-sections |
| Body | Work Sans | 400 | 16 / 1.5 | Blue Slate or Ink on light |
| Button / UI | Work Sans | 600 | 14 / 1.2 | Sentence case |
| Label | Space Mono | 400–700 | 11 / 1.4 | Uppercase, +0.12em tracking |
Fallbacks: Fraunces → Georgia, Work Sans → Arial, Space Mono → monospace. All three are free on Google Fonts. The logo wordmark is supplied artwork — use the logo files for it, not a typed font.
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Creative Director
prime.kreatives@outlook.com