Colour families

Fundamental or basic colour elements that serves as a building block for creating a consistent and cohesive colour palettes within a design system.

Teals

Teal, along with its shades and tints, will anchor our brand in a world that is ownable to WestJet.

TL14 Hex: #152D32
TL17 Hex: #1C383C
TL21 Hex: #154E55
TL25 Hex: #017F7C
TL33 Hex: #00AAA6
TL66 Hex: #89C7C2
TL87 Hex: #CCEEED
TL93 Hex: #E5F2F3

‍

Neutrals

Meant to exist as a foundation to the primaries. It serves as an optimal backdrop for content.

Black Hex: #000000
GR40 Hex: #666666
GR58 Hex: #949494
GR71 Hex: #B2B5B6
GR86 Hex: #DBDCDC
GR94 Hex: #F0F0F0
GR97 Hex: #F7F7F7
White Hex: #FFFFFF

‍

Dark mode neutrals

White Hex: #FFFFFF
BG69 Hex: #9FB7C2
BG61 Hex: #89A4AF
BG16 Hex: #0F3744
BG11 Hex: #002D3A
BG08 Hex: #00212B
BG05 Hex: #001219
BG02 Hex: #000109

‍

Accents

Colours like neon moss, add visual emphasis to programs such as sales and loyalty tiers.

Messaging colours

The type of messaging block and colour of the messaging block depends on if the message is positive or negative.

RD35 Hex: #B00121
RD93 Hex: #FFDDDD

YL53 Hex: #FDAC10
YL83 Hex: #FFE3AC

TL33 Hex: #00AAA6
TL87 Hex: #CCEEED

‍

Retail colours

Aurora Green is only ever used for specific retail purposes. Its used is to highlight sales, vacation packages and special offerings.

Aurora Hex: #CFFF4E

‍

Rewards colours

Colours employed to symbolize and distinguish the various programs and campaigns present in our rewards program. For 2025 colours please reach out to the Digital Design team.

Teal Hex: #00AAA6
Silver Hex: #9CB1BC
Gold Hex: #D49B42
Platinum Hex: #53737B

‍

Colour balance

Optimal colour usage creates an intuitive and visually pleasing interface. Use whitespace to let elements breathe, employ colour to guide users, and keep the design simple for clarity and ease of use.