Blueand

Blueand is a term used in branding and design to describe a visual strategy centered on the color blue, typically paired with neutral typography and supporting hues to convey trust, calm, and collaboration. It is not a formal standard but a flexible descriptor that designers apply to palettes, narratives, and product identities.

The term is a portmanteau of blue and and, and it has circulated in design discourse since the rise of online marketing. There is no official definition, trademark, or guideline attached to blueand; its meaning shifts with context and the goals of a campaign or product.

In practice, a blueand palette often centers on a range of blue tones—navy, slate, azure—augmented by whites, grays, or soft accent colors. The approach favors clean typography, ample negative space, and straightforward iconography to reinforce a sense of reliability and openness.

Blueand is also used as a brand or project name by various creative and technology entities, reflecting the versatility and broad appeal of blue as a core brand attribute. Because it is not standardized, applications of blueand can vary significantly between industries and regions.

See also: color psychology; branding; color palettes.