Recording...
Spin Results
Wheel Entries
Add, edit, and colorize
0
Naming the company was the easy part — now you need a palette. Spin the brand color picker for a complete identity-ready system covering primary, accent, neutral, and surface colors with contrast checks baked in.
Paste your list below, one item per line
Brand color decisions outlast almost every other decision you make in a brand’s early life. The logo will get redrawn, the tagline will shift, the website will be rebuilt three times — but the primary brand color will likely persist for a decade or more, because changing it means rewriting every touchpoint at once. So getting it right early saves enormous downstream cost.
The brand color picker is built for that decision. Each spin returns a five-role palette — primary, secondary, accent, neutral, surface — that’s already been tested against WCAG accessibility standards and color-blindness simulations. The result is a palette you could ship to engineering tomorrow, not a moodboard you’d still need to refine into a real design system.
For solo founders without design partners, this collapses a multi-day decision into a five-minute conversation with the wheel. For design teams, it’s a faster way to explore the option space than starting from a blank Figma canvas.
Tech and SaaS — blues and purples dominate (Slack, Asana, Linear, Notion). Reads trustworthy and competent. Risk: every B2B SaaS looks the same. The spinner’s contrarian mode pulls toward unconventional choices like terracotta or olive when this category is selected.
Finance — deep blue and green for trust and growth. Black and gold for premium positioning. Avoid red (debt, danger) unless used as a clear accent.
Wellness and beauty — soft pastels, sage greens, blush pinks, and warm neutrals. Modern wellness has shifted toward muted earth tones (Glossier’s pink, Aesop’s amber).
Food and beverage — warm reds, oranges, and yellows stimulate appetite. Green signals fresh or organic. Black plus gold reads premium (Bordeaux wine, dark chocolate).
Retail and fashion — depends heavily on positioning. Luxury leans monochrome and minimal (Chanel, Yves Saint Laurent); fast fashion uses brights and high contrast (Zara, Uniqlo).
Each spin labels which role each color plays, so you can drop the palette into a design system without re-engineering the relationships.
Brand colors will eventually live in user interfaces, and UIs have to be accessible. The WCAG accessibility standard requires 4.5:1 contrast between text and background for normal body text (AA), or 7:1 for AAA compliance. Your primary brand color almost always fails as a body-text color — it’s too saturated — which is why brand systems include separate neutral colors for body text.
The spinner checks every palette against both AA and AAA thresholds for body and large text, against both light and dark surfaces. It also generates tint and shade ramps from the primary (50, 100, 200, all the way to 900) so you have a full range of accessible variants ready for use in production UI.
This matters more than it used to. Accessibility lawsuits against US-based companies have spiked, and most enterprise procurement processes now require WCAG compliance documentation. Building it in at the palette stage is far cheaper than retrofitting later.
Once you’ve picked a palette, the real work is operationalizing it. A useful brand palette ships with tint and shade scales (lighter and darker variants of each color), named tokens that map roles to semantic names (primary-500, accent-hover, surface-elevated), and rules for when each color is used.
The spinner’s export menu generates all of this automatically. Tokens drop into your design system as CSS variables, Tailwind theme extensions, or Style Dictionary JSON. Tint and shade ramps are generated by adjusting lightness in HSL space, which produces more perceptually even variants than naive RGB math.
If you’re building out a broader visual identity, our random palette spinner offers more freeform palette exploration, and the hex color spinner is great for sourcing specific accent shades.