What term is used for a coordinated set of colors employed together in branding?

The term "Color Palette" refers to a coordinated set of colors that are employed together in branding. This concept is crucial for creating a cohesive visual identity that can enhance brand recognition and evoke specific emotions or associations in the audience. A color palette not only includes the primary colors of a brand but may also define secondary and accent colors, ensuring that all visual materials—such as logos, websites, and marketing collateral—maintain a consistent aesthetic.

By carefully selecting and using a specific color palette, brands can convey their values, establish personality, and create visual impact. The choice of colors can influence consumer perceptions and behaviors, making the color palette an essential consideration in branding strategies. It brings unity and helps the audience to easily identify and connect with the brand.