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Shift to black, white and a family of blues


Primary brand colors

Willis black and Cloudgate white are our primary colors. They provide simplicity and consistency throughout our brand expression.

Primary Accent Color

Lakefront blue is the color of the switch in our logo. It should be used consistently but sparingly throughout our brand.


Full color palette

Our full palette takes inspiration from colors visible throughout Chicago. The full palette should be used sparingly throughout our brand expression.

97 Switch Brand97 Switch Brand
97 Switch | Home97 Switch Home
97 Switch97 Switch
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