Colors

Colors play a vital role in representing a brand.

When colors are thoughtfully selected, they can evoke specific emotions, reinforce brand recognition, and communicate the brand's essence without uttering a single word.

Primary Palette

Orange is our primary color and it should always be the star in any given print or digital branded application.

DiDi Orange

  • PMS 1655 C
  • HEX #FC4D02
  • sRGB 252 | 77 | 3
  • CMYK 0 | 77 | 100 | 0

Light DiDi

  • PMS P 75-1 C
  • HEX #F5EDEB
  • sRGB 245 | 237 | 235
  • CMYK 3 | 8 | 7 | 0

Color shades

  • HEX #932600
  • HEX #C23802
  • HEX #FC4C02
  • HEX #F8936A
  • HEX #FFDCD2
  • HEX #EDE6E3

"Orange is the
happiest color"

Frank Sinatra

Secondary palette (print)

Our secondary colors complement our primary palette as accents. As they’re less ownable, they should not be used on their own unless within our own ecosystem.

Mustard

CMYK 0 | 30 | 100 | 0

HEX #ECB731

Light Mustard

CMYK 0 | 2 | 9 | 0

HEX #FDF7E7

Secondary palette (digital)

Just like in our print palette, orange is our star color and the rest should be treated as accents unless within our own ecosystem.

You can use the variety of shades and tints found between the darkest and lightest versions of each color shown here. This allows for flexibility when needed.

DiDi Orange

HEX #FC4C02

RGB 252 | 77 | 3

  • HEX #932600
  • HEX #C23802
  • HEX #FC4C02
  • HEX #F8936A
  • HEX #FFDCD2
Avoid using Raisin Black and colors from local competitors as a background.

Good & Poor Color Contrast

Good Color Contrast

Following WCAG guidelines for increased inclusion and legibility, these are the color combinations we recommend for typography.

Use Raisin Black for typography when setting texts against our lighter tints.

Aa

Background #FC4C02
Text #FFFFFF

PassAA

Aa

Background #FFDCD2
Text #3A2932

PassAAA

Bad Color Contrast

These color combinations do not pass WCAG accessibility guidelines, please avoid them.

When setting typography on the darker shades from our palette, avoid using the lighter tints for the font and use white instead, as this favours legibility.

Aa

Background #FC4C02
Text #FFDCD2

PassFAIL