Brand colours · SaaS
Brand colours for SaaS startups
A ready-to-use palette for a SaaS 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 SaaS company.
How it should feel
Most B2B tools use the same blue. Buyers comparing six tabs cannot tell you apart. So Northbeam goes a different way, using northbeam indigo as its signature and mint pulse for the moments that matter.
Fonts: Plus Jakarta Sans for headings, Inter for body text.
The palette
Four colours, each with one job. Click any swatch to copy its hex code.
Northbeam Indigo
#3B4BD8 · RGB 59, 75, 216A clean indigo signals competence and works for buttons, links and charts.
Mint Pulse
#2BC48A · RGB 43, 196, 138A fresh green for success states and the positive line in a chart.
Graphite
#141821 · RGB 20, 24, 33Cool near-black for dense tables and dashboards.
Cloud
#F4F6FB · RGB 244, 246, 251A very light blue-grey that keeps long sessions easy on the eyes.
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 SaaS 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 Northbeam | 16.4 : 1 | Pass AA |
| Text on primary | Aa Northbeam | 6.6 : 1 | Pass AA |
| Accent on dark | Aa Northbeam | 7.9 : 1 | Pass AA |
| Primary on light | Aa Northbeam | 6.1 : 1 | Pass AA |
| Light on dark | Aa Northbeam | 16.4 : 1 | Pass AA |
What to know about colour in SaaS
The palette is only a start. These are the traps we see most in this industry.
What the category already owns
Most B2B tools use the same blue. Buyers comparing six tabs cannot tell you apart.
Avoid
- A brand colour too close to your error or warning colours.
- More than one bright colour in the product UI, which makes dashboards noisy.
Design your palette inside a real dashboard with a chart, a table and three buttons. SaaS colours live in the product, not on the homepage.
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 SaaS 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 SaaS startup?
Start from a primary that the category does not already own. Most B2B tools use the same blue. Buyers comparing six tabs cannot tell you apart. The sample palette here uses Northbeam Indigo (#3B4BD8) as the primary with Mint Pulse (#2BC48A) 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 SaaS 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.
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