Colour
PV is a black-and-white brand with one accent. Near-black and white carry the page; pink marks the moments that matter. The website has a dark mode and a light mode, and both use this palette.
Core palette
PV Black
The background of the dark site, and the colour of the mark on light grounds.
White
Text on dark, and the background of the light site.
PV Pink
The accent on dark: highlights, live states, small marks. Never a large fill.
Pink Ink
The accent on white. A deeper pink that keeps text readable.
Spectrum
Four colours that only appear in motion: the rotating word on the homepage and the Spectrum logo animation. They pass through and settle back to ink. Never use them as fills, backgrounds or in illustrations.
PV Pink
Violet
Cyan
Amber
Neutrals
On dark
Paper
Stone
Night
On light
Ink
Graphite
Line
Mist
Proportions
Most of every layout is black or white. Greys hold secondary text and lines. Pink stays small: a few words, a dot, a line.
Contrast
Body text needs a contrast of at least 4.5:1; large headlines 3:1. These pairings pass.
White
20.9:1 · AAA
PV Pink
11.1:1 · AAA
Stone
5.3:1 · AA
Ink
18.7:1 · AAA
Pink Ink
5.0:1 · AA
Graphite
6.8:1 · AA
Don’t
Fill large areas with pink
Set body text in pink on white
Use Pink Ink, and only for short text.
Use the spectrum as a gradient background
Add new brand colours
Status colours in the platform are for status only.
© 2026 Primitive Vision AI Developing Services