03
Color
The palette
Our brand color palette is centered around Core Green, a bold distillation of what Instant stands for. Growth, momentum, and the energy of revenue moving in the right direction. Though one singular color, our usage of green pushes boundaries, from clean and precise to vibrant and electric, always signaling that something is working.
Green is constant. It never recedes into the background and never gets diluted. It is reserved for the moments that demand the most attention: calls to action, key metrics, highlights, and brand signatures. When in doubt, use less color, not more.
Core Green doesn't stand alone. It morphs with Lime Green to form the Instant gradient, a dynamic shift from deep electric green to bright, vibrant lime. Used across digital applications, the gradient adds energy and dimension to the brand, taking our signature color from bold and flat to alive and in motion. It is the most expressive color element in the system and should be treated as such.
#43D100
Core Green
CMYK: 68, 0, 100, 18RGB: 67, 209, 0HEX: #43D100
#43D100
#9CF713
Green Gradient
CMYK: 68, 0, 100, 18 → 37, 0, 92, 3RGB: 67, 209, 0 → 156, 247, 19HEX: #43D100 → #9CF713
#9CF713
Lime Green
CMYK: 37, 0, 92, 3RGB: 156, 247, 19HEX: #9CF713
Neutrals
Alongside our greens, the Instant palette is grounded in a tight set of dark and light neutrals. These are the surfaces everything lives on. They create the depth, contrast, and premium feel that makes the greens hit harder when they appear.
#FFFFFF
Pure White
CMYK: 0, 0, 0, 0RGB: 255, 255, 255HEX: #FFFFFF
#202235
#0F101F
Dark Base Gradient
CMYK: 40, 36, 0, 79 → 52, 48, 0, 88RGB: 32, 34, 53 → 15, 16, 31HEX: #202235 → #0F101F
#0F101F
Instant Black
CMYK: 52, 48, 0, 88RGB: 15, 16, 31HEX: #0F101F
Grayscale
A supporting set of gray shades used to create hierarchy across digital assets and the website. These are not brand colors. They exist purely to help organize information, soften secondary text, and reduce the visual weight of elements that should sit behind the primary content. Use them to guide the eye, not to decorate.
#F2F2F4
Gray 1
CMYK: 0, 0, 1, 5RGB: 242, 242, 244HEX: #F2F2F4
#D4D3DB
Gray 2
CMYK: 3, 3, 0, 14RGB: 212, 211, 219HEX: #D4D3DB
#B6B5C2
Gray 3
CMYK: 6, 7, 0, 24RGB: 182, 181, 194HEX: #B6B5C2
#898798
Gray 4
CMYK: 10, 11, 0, 40RGB: 137, 135, 152HEX: #898798
#5C5A6B
Gray 5
CMYK: 14, 16, 0, 58RGB: 92, 90, 107HEX: #5C5A6B
#2E2D38
Gray 6
CMYK: 18, 20, 0, 78RGB: 46, 45, 56HEX: #2E2D38
Expressive gradients
A supporting set of gradients are available for use in one-off executions such as ads, social graphics, and campaign visuals. These are not part of the everyday brand palette and should be used sparingly. What keeps them feeling on brand is their grounding in either Instant's core green tones or neutral darks and lights, always staying within the established color family whether in a light or dark context. They add visual depth and energy to a composition without introducing anything that feels foreign to the brand.
#393939
#010101
Black Gradient
CMYK: 0, 0, 0, 78 → 0, 0, 0, 99RGB: 57, 57, 57 → 1, 1, 1HEX: #393939 → #010101
#040407
#46B91B
Dark Green Gradient
CMYK: 43, 43, 0, 97 → 62, 0, 85, 27RGB: 4, 4, 7 → 70, 185, 27HEX: #040407 → #46B91B
#F9FAF5
#B3FE66
Light Green Gradient
CMYK: 0, 0, 2, 2 → 30, 0, 60, 0RGB: 249, 250, 245 → 179, 254, 102HEX: #F9FAF5 → #B3FE66
#00142C
#040516
Blue Gradient
CMYK: 100, 55, 0, 83 → 82, 77, 0, 91RGB: 0, 20, 44 → 4, 5, 22HEX: #00142C → #040516
Color Modes
No color system can perfectly represent the full extent of what we see with our eyes in the wider world. Different color modes serve different purposes depending on medium. RGB and HDR color space offer the most vibrant on-screen color, while CMYK and Pantone is used for print, with some limitations in vibrancy and range.
RGB
The standard color mode for all digital applications. Used across websites, apps, social media, and screen-based communications. RGB delivers the most accurate representation of Core Green and the Instant gradient in everyday digital contexts. Always the starting point for any digital production.
HDR / P3
An extended color gamut used in high-end digital displays, including modern smartphones, tablets, and professional monitors. P3 allows Core Green to appear even more vibrant and saturated than standard RGB on supported screens. Used for premium digital productions where display quality is a priority and the output environment supports it.
Pantone
The standard for physical and printed brand applications where color consistency is critical across different materials and suppliers. Use Pantone values when producing merchandise, event materials, packaging, or any physical brand asset where Core Green must match precisely regardless of the printing process or substrate.
CMYK
Used for standard print production including collateral, documents, and marketing materials. CMYK has a narrower color gamut than RGB or Pantone, meaning Core Green will appear less vibrant in print. This is expected. Always proof CMYK outputs before going to press and use the approved CMYK values to get as close to the brand color as the medium allows.
Accessibility
Good accessibility starts with legible text. In digital design, this means ensuring strong contrast between text and background colors. Instant follows WCAG guidelines, aiming for AA compliance as a minimum standard across all digital applications.
The Core Green does not meet AA contrast requirements when used as text on white or light backgrounds. For this reason, green text on light backgrounds is restricted to large display headings set in Semi Bold or heavier weights only. At this scale and weight, the text remains legible and impactful without compromising the reading experience. Never use Core Green as body copy or small text on a light background.
On dark backgrounds, Core Green meets AA requirements and can be used freely as a text and UI element.
Core Green
→
Passes AA
Lime Green
→
Passes AA
Pure White
→
Passes AA
On dark backgrounds
Core Green
→
Does not pass
Lime Green
→
Does not pass
Instant Black
→
Passes AA
On light backgrounds
Incorrect Usage
The Dark Base Gradient is the foundation, used primarily to fill the frame when creating assets in our dark mode. White is for primary text and structural elements. Green is for accents, highlights, and calls to action. The gradient is reserved for hero moments only. This is the primary brand experience, dark, focused, and energetic.
Don't use the wrong color
Never introduce colors that are not part of the Instant palette. The system is intentionally tight. Adding unauthorized colors, even ones that feel close, dilutes the brand and creates inconsistency across touchpoints.
Don't substitute Core Green
Use only the approved Core Green hex value. Never eyedrop, approximate, or substitute a similar green. Small shifts in hue make Core Green look muddy or off-brand, and are especially noticeable when placed alongside the approved color.
Don't eyedrop CMYK or RGB values
Always use the provided color values for each mode. Eyedropping from a screen or approximating values introduces small but visible shifts that cause inconsistency across print and digital applications.
Don't create unauthorized gradients
Background gradients in digital assets can be built from any combination of approved Instant brand colors. Never introduce colors outside the palette into a gradient, even subtly. A gradient that pulls toward an outside color, a muddy midpoint, or an unsaturated tone is off brand regardless of where it starts and ends.
Core Green
Don't remove green from brand applications
Core Green should be present in any external facing brand application where color is available. Removing it creates ambiguity and weakens brand recognition. If Core Green cannot be used, default to the approved single color variants.
Pantone
→
CMYK
→
RGB
→
Screen
P3
→
Screen
Don't use the wrong color mode
Use RGB for all screen applications. Use CMYK and Pantone for print. HDR/P3 is used selectively for high-impact digital advertising where maximum color vibrancy is the goal, making Core Green appear as bold and visible as possible to our audience.
Last Updated April 2026 © Instant