Color
The primary MoveDetroit color motif is pairing brand colors with black, rather than with white.
Volt is the primary brand color of MoveDetroit and will be a key driver of brand recognition.
Volt should be used in the vast majority of brand communications that necessitate color, and can operate both as a large field of color or as a subtle pop.
Cobalt, Shock, and Flare are the secondary brand colors of MoveDetroit and provide an expanded palette for when Volt is an insufficient carrier of meaning.
Cobalt, Shock, and Flare should be used sparingly as accent colors so as to not overwhelm the primary brand identity. Possible uses include data visualization and seasonal campaigns or social media graphics.
The primary MoveDetroit color motif is pairing brand colors with black (rather than with white). Black can act as either the background or foreground when paired with any MoveDetroit brand color.
This graphic shows the approved color combinations from the MoveDetroit palette, in addition to what combinations to avoid.
The MoveDetroit brand only shows up as black on brand colors (and vice versa) or white on brand colors (and vice versa).
Pairing colors that are too similar in tone or brightness can make text and graphics hard to read, reducing clarity and accessibility. Since the MoveDetroit brand colors are very vibrant, avoid pairing brand colors with one another to mitigate accessibility concerns.
Approved Avoid
Pick a background and a logo color.
The MoveDetroit brand can use color in targeted ways to communicate to different audiences.
For the B2C (or Community) audience, Volt can be used liberally to inject energy and brand recognition into community-facing communications.
For the B2B (or Coalition) audience, the brand should primarily show up in black and white, with the occasional pop of Volt acting as a subtle, branded accent.
Winter 2027
Winter 2027
MoveDetroit can also strategically combine color with photography to communicate to different audiences.
For the B2C (or Community) audience, MoveDetroit should lean into editorial photography and colorful branding moments.
For the B2B (or Coalition) audience, MoveDetroit should prioritize documentary-style shots of the city and its inhabitants. The imagery should offer ample negative space so that a black or white MoveDetroit logo or brand foundation lockup can be cleanly included and not compete with image content.
