Colour – Careem

Our colour palette is ownable and fresh — setting us apart in the competition. It flexes across our entire brand and can be used in many different ways.

Download assets

Core colour palette

Our core palette forms the foundation of the colour palette for our brand. All of the colours are designed to work together.

Careem Green

Pantone 7479C
RGB: 0 231 132
CMYK: 78 0 80 0
#00E784

Forest Green

Pantone 7729C
RGB: 0 73 62
CMYK: 91 42 69 49
#00493E

Light Green

Pantone 573C
RGB: 214 255 234
CMYK: 25 0 18 0
#D6FFEA

Desert Sky Blue

Pantone 635C
RGB: 166 237 242
CMYK: 36 0 11 0
#A6EDF2

Midnight Blue

Pantone 2766C
RGB: 0 25 66
CMYK: 100 88 15 41
#001942

Off White

Pantone N/A
RGB 250 255 252
CMYK: 3 0 3 0
#FAFFFC

Pantone 7729C
RGB: 0 73 62
CMYK: 91 42 69 49
#00493E

Pantone 7479C
RGB: 0 231 132
CMYK: 78 0 80 0
#00E784

Core Careem Plus

Hierarchy of colour usage

This scale gives an indication of where to use certain colours and how much prominence they have within the brand.

USAGE:
Careem Green represents Careem at the highest level. It is used as much as possible as the core colour. It should also feature as a ‘green thread’ throughout our brand when other colours are more dominant.

Pantone 7479C
RGB: 0 231 132
CMYK: 78 0 80 0
#00E784

USAGE:
Our Forest Green is used for Plus but also as a contrast colour to our Careem green and lighter colours.

Pantone 7729C
RGB: 0 73 62
CMYK: 91 42 69 49
#00493E

USAGE:
Our Light Green is used in the same way as our Forest Green. We use it as a highlight colour and contrast colour as much as possible.

Pantone 573C
RGB: 214 255 234
CMYK: 25 0 18 0
#D6FFEA

USAGE:
Our Desert Sky Blue is another extension of our palette which allows us to create some beautiful gradients with our core ‘Careem Green’. We also use it as a highlight colour, but more sparingly.

Pantone 635C
RGB: 166 237 242
CMYK: 36 0 11 0
#A6EDF2

USAGE:
Our Midnight Blue is another extension of our palette which allows us to create some high contrast moments. We use it when we need to make text more deep and more legible on layouts.

Pantone 2766C
RGB: 0 25 66
CMYK: 100 88 15 41
#001942

USAGE:
Our Off White should be used in scenarios where the text is harder to read ontop of one of our core colours, such as our Core Green and Forest Green.

Pantone N/A
RGB 250 255 252
CMYK: 3 0 3 0
#FAFFFC

Secondary colour palette

Our secondary colours are category specific, and should only be used with services within the relevant categories. (Refer to architecture section for service categories)

Pay

Pantone 540C
RGB: 0 12 38
CMYK: 100 57 12 66
#000C26

Get

Pantone 2665C
RGB: 127 95 250
CMYK: 68 70 0 0
#7F5FFA

Eat

Pantone 7487C
RGB: 128 255 128
CMYK: 49 0 71 0
#80FF80

Go

Pantone 2736C
RGB 56 55 228
CMYK: 100 80 0 0
#3837E4

Highlight colour for graphic elements

Contrast colour for type legibility

Secondary colours Usage

The Green Thread

The green thread runs throughout our touch points and the usage is defined by the customer journey.

OVERVIEW

This is an overview of how we use colour across our Core and Category services.

Gradients: CORE BRAND

Our core gradient is used as the main background within our core brand. This is supplied in the downloads link as ready to use.

Core gradient Plus gradient Pay gradients Get gradients Eat gradients Go gradients

How to use gradients Gradients in layouts

Tertiary Colour PALETTE

The tertiary colour palette has an extensive variety of shades to give us more flexibility when creating illustrations and icons. Its usage in both cases needs to be approved by Careem’s brand team, until illustration and iconography guidelines are released.

Some of the colours can also be used as images backgrounds – more information in Art Direction.

UI colour PALETTE

UI Colour Palette

Our UI colour palette is an extension of our brand palette. These are some examples of the most common uses.

CORE UI PALETTE

Our core UI palette forms the foundation of the colour palette for our Super App. All of the colours are designed to work together.

SECONDARY UI PALETTE

Our secondary UI palette forms the foundation of the colour palette for our Super App. All of the colours are designed to work together.

Careem Green

#00E784

Midnight Blue

#001942

Purple

#855DFF

Desert Sky Blue

#A6EDF2

Red

#FF0040

Orange

#FB6704

UI colour palette usage

Our colour palette is used across our digital experience in many different ways.

CTA

Our CTAs use our core green and become our ‘green thread’ throughout our digital experience.

Celebratory moments

Our celebratory moments or splash screens use our graphic language in the correct category colour as a takeover. Our green thread is used on top for copy details and CTA.

Service tiles

Our service panels use our graphic language when they are featured large scale within the digital experience, and have a ‘hero’ presence such as this example on the right.

Things to avoid

Never make a compostition without our core Careem Green