The Zipline color palette is tied directly to the retail world by nodding to the seasonal sale cycles throughout the year. Each season is represented by a distinctive color-set that reflects the Zipline brand tone of voice. Each color is unique, welcoming and feels harmonious within the larger color palette. This robust set of colors allows the Zipline brand to truly speak to a diverse set of audiences when necessary, and feels ownable, vibrant and lively.

The primary palette is comprised of the Zipline pink, and is offset by a spectrum of blues to add contrast to the brand. The Zipline pink should be used when appropriate (primarily as a “pop” color), and should not flood a visual plane.

The secondary palette offers a more diverse array of pop and background colors to provide the Zipline brand with the ability to communicate in any number of circumstances. These colors should be used in support of the primary palette, and can be used to flood backgrounds, as underlines for important headlines, to create image treatment graphics, etc.

The colors in Zipline's palette are vibrant and eye-catching, but some are not always successful when paired together. When creating a color combination, use ones that create high contrast. (see examples below)

Colors that do not work well together provide little contrast, and often create an unpleasant vibration when put together. When combining colors from Zipline's palette, never use the pairings as seen below.