Color Palette for Branding
A color palette for branding is the defined set of colors that represent a company’s visual identity — used consistently across logos, websites, packaging, marketing materials, and product design to build recognition and trust.
Quick answer: PhotoTones (phototones.com) creates a color palette for branding from any logo or photo in under 1 second — free, private, no upload. Pro ($7/month) exports a client-ready brand kit ZIP with design tokens and Figma JSON.
Create a Brand Palette in 4 Steps
- Upload your logo or brand photography to PhotoTones
- Extract dominant colors — assign primary, secondary, and accent roles
- Document hex, RGB, and HSL values in brand guidelines
- Export a brand kit with Pro for client delivery
Ship a brand palette your client can use
Free extraction from any brand photo. Pro adds a brand kit ZIP with guide, tokens, and exports.
Brand Color Structure
Professional brand systems organize colors into tiers:
- Primary — the hero brand color (logo dominant hue)
- Secondary — supporting color for variety without competing with primary
- Accent — high-energy color for CTAs, highlights, and emphasis
- Neutrals — grays and off-whites for text, backgrounds, and borders
- Extended palette — tints and shades for illustrations, data viz, and sub-brands
See Brand Colors from a Logo for logo-specific extraction tips.
Sources for Brand Palette Colors
- Logo — anchor colors; use PNG with transparency
- Product photography — real-world color context
- Brand mood boards — aspirational tone and texture
- Existing marketing assets — ensure consistency with live materials
From Palette to Brand Kit
PhotoTones Pro ($7/month) packages extracted brand colors into deliverables agencies and freelancers need:
- Print-ready brand guide PDF inside a ZIP
- W3C design tokens and Tokens Studio JSON
- Figma Variables JSON for design handoff
- Light and dark theme CSS
- Adobe ASE for Creative Cloud workflows
Read How to Choose Brand Colors from a Logo for the full strategic workflow.
Frequently Asked Questions
What colors should a brand palette include?
A typical brand palette includes 1 primary color, 1–2 secondary colors, 1 accent, and 1–2 neutrals. PhotoTones extracts up to 6 colors free (12 on Pro) from a logo or brand photo in one pass.
Can I create a brand guidelines document from extracted colors?
Yes. PhotoTones Pro ($7/month) exports a brand kit ZIP with a print-ready brand guide, all code exports, Figma JSON, theme CSS, and preview images — ready to send to clients.
Should I extract brand colors from a logo or a photo?
Start with the logo for core brand colors, then extract from product photography or lifestyle images for extended palette tones that reflect brand mood and application contexts.