Color palette

SBA’s color palette is designed to embody the spirit of American entrepreneurship. Its highly saturated hues feel simultaneously bold and welcoming, modern and familiar.

Primary colors

Using red, white, blue, and grey as the anchor colors, the color palette gives SBA’s brand a patriotic feel and subtly signals SBA’s position as a federal agency. Additionally, blue is traditionally used in business communications to convey trust, confidence, and credibility, and thus will resonate with small business owners. Red is an energy color and captures the passion and enthusiasm that characterizes many entrepreneurs. White allows the eye to rest, and grey lends a modern feel while providing a neutral backdrop for imagery and graphic elements.

Accessibility

• Note that the SBA Gray (#969696) should not be used for text or as a background for white text. An alternative dark gray (#686868) may be used in such instances.
• All font and/background color combinations must at least meet the WCAG AA level contrast ratio for that text size. For more information, visit WebAIM's Contrast Checker.

Secondary colors

These accent colors add style and sophistication to the primary colors in the palette and also subtly suggest the diverse, vibrant nature of the American small business community. These colors are used to complement the primary colors and make specific design elements such as calls-to-action and buttons “pop.”