Brand colours · Healthtech
Brand colours for healthtech startups
A ready-to-use palette for a healthtech brand, tested for contrast and shown on a real app screen, pitch deck and business card. Copy the hex codes, or use it to see what good looks like before you choose your own.
Meet the sample brand
To show the palette working, we built it for a fictional healthtech company.
How it should feel
Hospitals and insurers own hospital blue and white. It feels institutional, not personal. So Carely goes a different way, using care green as its signature and warm apricot for the moments that matter.
Fonts: Lexend for headings, Source Sans 3 for body text.
The palette
Four colours, each with one job. Click any swatch to copy its hex code.
Care Green
#2E8C7A · RGB 46, 140, 122A soft clinical green that feels calm rather than sterile.
Warm Apricot
#F2A07B · RGB 242, 160, 123A human, warm accent for people and reminders.
Deep Pine
#12302B · RGB 18, 48, 43Dark green-black reads as careful and grown-up.
Gauze
#F3F7F5 · RGB 243, 247, 245A cool, clean background with a hint of green.
A good split: mostly light, dark for text, primary for key moments, accent sparingly.
The palette in use
Colours only prove themselves on real things. Here it is on the three places a healthtech startup shows up first.
App screen
Pitch deck slide
Business card, front and back
Contrast check
Text must stay readable. We checked each pairing against the WCAG standard, where 4.5 to 1 passes for body text.
| Use | Sample | Ratio | Result |
|---|---|---|---|
| Body text | Aa Carely | 13.1 : 1 | Pass AA |
| Text on primary | Aa Carely | 4.6 : 1 | Pass AA |
| Accent on dark | Aa Carely | 6.8 : 1 | Pass AA |
| Primary on light | Aa Carely | 3.8 : 1 | Large text only |
| Light on dark | Aa Carely | 13.1 : 1 | Pass AA |
What to know about colour in healthtech
The palette is only a start. These are the traps we see most in this industry.
What the category already owns
Hospitals and insurers own hospital blue and white. It feels institutional, not personal.
Avoid
- Bright red outside of real alerts: in health, red means danger.
- Very light text that older patients cannot read.
Run every text colour through a contrast check at 7 to 1, not just 4.5. Many of your users are older or reading while unwell.
Choose your own in four steps
Use the sample as a reference, then make it yours.
Write your positioning
Colour follows strategy. Know who you serve and how you want them to feel first.
Map the competition
Screenshot five healthtech competitors and note the colours they own. Pick a lane nobody holds.
Build four colours
A primary, an accent, a dark and a light. Check contrast before anything else.
Test it on real things
Your app, a deck slide and the place customers meet you offline. Fix what fails.
Questions
What are good brand colours for a healthtech startup?
Start from a primary that the category does not already own. Hospitals and insurers own hospital blue and white. It feels institutional, not personal. The sample palette here uses Care Green (#2E8C7A) as the primary with Warm Apricot (#F2A07B) as the accent.
How many colours should a startup brand have?
Four is enough: a primary, an accent, a dark for text and a light for backgrounds. Use them roughly 60, 30 and 10 percent, with the accent the smallest share.
Can I use this palette for my own brand?
Yes, it is free to use as a starting point. Change at least the primary so it fits your positioning and stands apart from your competitors.
How does Astitva choose brand colours?
Astitva writes your brand strategy from a short brief, suggests a palette that fits it, checks the text contrast and then uses the same colours across your logo, brand book and pitch deck.
More for healthtech founders
Every guide for this industry, in one place.
Get a palette made for your startup
Astitva writes your brand strategy from a short brief, picks colours that fit it, checks contrast, and uses them across your logo, brand book and pitch deck.
Start free with 50 credits