Expanded Color System

For a long time, Aspiration had worked from a primary palette of just 6 swatches. That palette was derived mainly for use within our digital products and for that reason, each hue was vivid, distinct, but most importantly; served a unique purpose.

However, over time, I began to encounter cases that required subtle variations of the primary hues. To solve this issue on-the-fly, I would just pick a varying shade or highlight of the main swatch, and then I would be good to go. But, I started to realize that continuing this practice would certainly lead to inconsistencies down the road. So I figured it was a good time to expand on our legacy palette and create a single source of truth for color usage.

The new system uses the original 6 swatches as base primaries, with a set of highlights and shades branching off and falling within a range from 100-900 (with the only exception being the “Neutral” block, which is essentially a 9-step gradation from White to Black). Each Primary is assigned 2 Secondary swatches (1 light and 1 dark) with the remaining designated as Tertiary swatches.