PMS 032 C
PMS Opaque White
PMS Pantone Black C
PMS 7527 C
PMS 7529 C
Chili, Salt and Pepper are the primary colors for any Grubhub communication. Use Cream and Cappuccino when you need a neutral background.
Black is exclusively for typography — don’t use it as a background color.
As different CMYK print processes and paper stock can lead to color variation make sure to always match to the defined Pantone colors (PMS).
PMS 349 C
PMS 7631 C
PMS 506 C
PMS 2597 C
PMS 2746 C
PMS 360 C
PMS 137 C
PMS 673 C
PMS 2665 C
PMS 311 C
PMS 374 C
PMS 1215 C
PMS 699 C
PMS 2567 C
PMS 2975 C
Our range of brand colors is as diverse as the food we bring to our diners.
Primary colors can be combined with one color group to add depth and vibrancy to communications.
It’s not mandatory to use all 3 colors of a color spectrum — the goal is to use as many or as few colors needed to communicate what we need.
The 15 secondary colors are divided into 5 spectrums of 3 colors. Each spectrum is made up of colors that look great together, ranging from darkest (first row) through medium (second row) to lightest (third row).
Always start with the colors from the primary spectrum, adding one spectrum per application to the mix.
This allows us to be creative while ensuring that every piece of communication is on brand.
You can choose color spectrums randomly or link them to specific occasions. Chocolate, Pumpkin and Banana for Thanksgiving? Use spectrum 2. Valentines Day? Spectrum 3 might be a good choice.
Color may vary in CMYK production — always match to PMS.
Secondi + highlight
When using one of the five color spectrums you can apply up to (all) three colors together, regardless of which is used for the background and which for the foreground.
You can use the three colors to achieve different hierarchy levels — for example, a bright color on dark background draws more attention than a medium one.
For illustration-heavy, more complex or topic specific applications you can be even more colorful.
After choosing a spectrum, you can replace one (never more) color with a color from another spectrum.
For example, if your subject is Los Angeles related and you want to hint at the Lakers’ colors, you could choose spectrum 4 and replace one color with banana.
When choosing the replacement highlight color, make sure it is sufficiently different from all colors in your spectrum, with enough contrast.
Never use more than three Secondi colors at the same time — all three of one spectrum is OK, or two of the spectrum plus the replacement highlight.
The rules around use of color might sound a little overwhelming in the beginning but don’t worry: Once you get the hang of it, it’s easy!
You can always use the Primi colors Red, Salt and Pepper, Cream and Cappuccino. You will probably not need to use all of them together but you can, if necessary.
For the Secondis, choose one spectrum you want to add for your application. All three colors of the spectrum can be used together.
There may be instances where a drop of color will help you get the point across. In those cases, replace one color in your spectrum with one from another.
The examples above show how everything works. From one single color of a spectrum in the top row, down to the full spectrum in the third row.
The last row shows examples where one spectrum color has been replaced to make the application feel richer and more direct. For example, an Apple green for the salad, or Rose for the raw fish in the sushi.
Highlight color don’ts
This table shows which highlight colors cannot be used on the different colors within each spectrum. A lack of contrast would not allow the color to show up properly.