Ash Grey was engineered to be the silent partner to Brunswick. Developed through a distillation of our primary brand color, Brunswick, this secondary color is a 20% tint over a neutral white base.
This is how to style standard menu items with this color. Top headings use our subtle color while main menu items are in our high contrast color.
Every color has four color options for linework. Use these colors (and linework in general) to create structure, and do it intentionally.Â
Captions should be small and subtle. For Ash Grey, use (variable not found). This allows the caption to be visible, but avoids making it a domineering element.
If you need a colorful intro for Ash Grey using our serif font, Freight, use #007749.
Ash Grey serves as the essential atmospheric layer within the GFF visual identity. Its strength lies in its neutrality. It possesses a cool, mineral quality that complements both digital interfaces and physical architectural renderings. By utilizing a color derived directly from Brunswick’s DNA, we ensure that even the lightest elements of our brand remain connected to our core identity. It acts as a sophisticated alternative to pure white, softening the visual experience and providing a subtle, textured backdrop that feels intentional rather than default.
In application, Ash Grey is the workhorse of our secondary palette. It is most effective when used to define boundaries: such as in linework, secondary containers, or background washes: without competing for the viewer’s attention. It provides a high-end, gallery-like feel to layouts, allowing photography and primary brand colors to take center stage. When paired with Brunswick, it creates a high-contrast yet harmonious relationship that feels grounded, professional, and timeless.
Our “standard” text color for Ash Grey is #2e2e2e. Unless you need a colorful, high contrast, or subtle block of text in your layout, this is the color you should use.
Our contrast color is always True Black or True White. Our “contrast” text color in this case is #000000. Use it in good health.Â
Sometimes you might want to use a subtle color with Ash Grey as a way of including a soft note, quiet quote, or something different. Use #9aa19c.
The Standard Button uses colors specifically designed for Ash Grey. The Transparent Button allows the color to come through. The Contrast Button makes the button as visible as possible. The Ash Grey Button is for use elsewhere.
When you need a shade that is a touch lighter or darker than Ash Grey, use one of the two shades below.
We think this is the closest match to Ash Grey in the Prisma Color Market collection.
If you’re looking for Ash Grey in a color wheel, go with one of the following options from the Pantone and Benjamin Moore color wheels.
This is the full list of hex codes used on this page. Drag and copy any hex code that you need.