Brand Color Palette Generator
Choose a brand mood and get a five-color palette with its real WCAG contrast ratios calculated — not just five colors that look nice together, but a check on whether they read.
Bold palette
Why contrast, not just color, matters
A striking accent color can still fail as body text if it sits too close in luminance to its background — the classic example is light gray text on a white card. This tool doesn’t just show you swatches; it runs the primary color against the palette’s light neutral and the accent color against its dark neutral through the WCAG contrast formula, so you can see at a glance whether either pairing clears the 4.5:1 threshold used for readable text.
A palette is one piece of a starter identity. Pair it with a name, a monogram, and a tagline to see the whole picture start to come together.
Frequently Asked Questions
What is a WCAG contrast ratio, and why does it matter for a brand palette?
It's a formula from the Web Content Accessibility Guidelines that measures how much two colors stand apart in relative luminance, from 1:1 (identical) to 21:1 (black on white). A ratio of at least 4.5:1 is the standard threshold for readable body text — a beautiful palette is only useful if the text built from it is legible.
How is the contrast ratio calculated?
Each color's relative luminance is computed from its sRGB channels using the WCAG formula, then the ratio is (lighter + 0.05) / (darker + 0.05). This tool checks the primary color against the light neutral and the accent color against the dark neutral — the two pairings most likely to carry text.
Does the palette change every time I pick the same mood?
No. Each mood maps to one fixed, curated five-color set, so picking "Bold" always returns the same palette and the same contrast numbers — consistent enough to reload and compare against a competitor's site later.
What do primary, secondary, accent, and neutral actually mean?
Primary is your dominant brand color, used for its main visual identity; secondary supports it in larger blocks; accent is a punchier color for calls to action and highlights; and the two neutrals are the light and dark tones everything else — text, backgrounds, borders — is built from.
Creative and accessibility-checking tool only. It has no bearing on trademark, industry, or legal color conflicts — it only measures readable contrast between the palette's own colors.