Amethyst Branding Guidelines

How to incorporate the Amethyst brand into your content

What is This Page?

This page is useful for anyone looking to use Amethyst assets for purposes such as featuring our logo in a news publication or for someone who simply wants to design something that needs to follow Amethyst's branding guidelines.

General Rules

We want to make it as easy as we can for you to showcase the Amethyst brand in your content. However, in order to prevent misuse and guarantee the consistency of our brand, please adhere to the following guidelines.

  • Amethyst should always be typed out with a capital A and lowercase letters for the rest. Examples of how not to style the name are amethyst, AMETHYST and AmEtHySt.

  • When using the Amethyst brand, you must make it very clear you are not affiliated with the Amethyst Foundation or any of its products. For example, disambiguation can take the form of a visible disclaimer, or mentioning Amethyst as a 3rd-party entity. This does not apply if you are working on official Amethyst Foundation content.

The Amethyst Foundation reserves the right to revoke at its own discretion the authorization to use the Amethyst brand in any content. Branding rules can be updated at any time.


The logo is a depiction of the Amethyst brand; therefore please respect the branding guidelines while using it. Usage does not require explicit approval from the Amethyst Foundation as long as you adhere to the requirements below.

Light Backgrounds

On light backgrounds, the standard logo with the Amethyst gradient should be used with transparency in the middle section. Download the standard logo

The Standard Amethyst Logo

Dark Backgrounds

On dark backgrounds, the monochrome white verison of the logo may be used. Download the white logo

The White Amethyst Logo

Any Background

Alternatively, you can also use the standard gradient logo with the middle section filled in with white on any background. Download the filled logo

The Filled Amethyst Logo


Deeper Purple #3e1b93
Deep Purple #4f29d0
Mid Purple #7f41ef
Bright Purple #dfadff
Deeper Plum #84286f
Deep Plum #a84a82
Mid Peach #f27ea2
Bright Peach #ffa6a6
Dark #282631
Alternative Dark #2e2a39
Light #ffffff
Alternative Light #fafaff
Error #e56d94
Information #2e2a39
Success #89fb89
Warning #ffeca0


Amethyst (mid-purple - deep-purple)
Wine (deep-plum - mid-purple)
Sunrise (deep-plum - bright-peach)
Sunset (mid-peach - deep-plum)


Headers use the Arvo font while body content uses the Karla font. Primary text uses a color value of rgba(40, 38, 49, 0.85) while secondary text uses rgba(40, 38, 49, 0.65). All sizes are based off a 16px baseline.

Header Level 1 2.4rem Header Level 2 2.0rem Header Level 3 1.5rem Header Level 4 1.3rem Header Level 5 1.2rem Header Level 6 1.1rem Subtitle Text 1.4rem

The body text uses the primary text color and has a size of 1.1rem which makes it easily readable to anyone.

There is also a smaller version of the body text which can be used for things that don't require as much attention. It uses the secondary text color and has a size of 0.9rem.