The New York Times
The New York Times palette as deployed on nytimes.com. The brand is paper-toned and ink-led: a near-black "Ink" body color on a bright white canvas, with a small accent set — a desaturated link blue ("Reading Blue"), the masthead's deep red ("Masthead Red"), and a tight gray scale used for rules, captions, and meta. The result reads as authoritative print on screen.
15 swatches 12 light roles 12 dark roles
Swatches
ink-black
#121212
Primary body text; the deep ink of a newspaper print page.
ink-medium
#363636
Secondary text; deck and byline weight.
ink-light
#5A5A5A
Tertiary text; meta, timestamps, kicker labels.
gray-light
#727272
Quiet meta text; disabled captions.
gray-rule
#979797
Hairline rule between stories; column dividers.
gray-border
#C7C7C7
Heavier border; card outlines.
gray-divider
#DFDFDF
Section divider; quiet block boundary.
gray-tint
#EBEBEB
Pull-quote background; chip surface.
gray-surface
#F7F7F7
Alternating row tint; subtle inset surface.
paper
#F8F8F8
Newsprint-like off-white; quiet section canvas.
white
#FFFFFF
Primary page canvas; the bright digital sheet.
reading-blue
#346EB7
In-copy link color; the desaturated NYT blue.
reading-blue-hover
#2B8AD8
Brighter blue for link hover and interactive emphasis.
masthead-red
#D0021B
Breaking-news red; masthead-bridge accent.
masthead-red-bright
#F4564A
Brighter red used in live-update pulses and tags.
Mode role mappings
Light mode (12 roles)
accent
→ masthead-red accent-hover
→ masthead-red-bright background
→ white border
→ gray-divider error
→ masthead-red primary
→ reading-blue primary-hover
→ reading-blue-hover surface
→ paper surface-elevated
→ white text-primary
→ ink-black text-secondary
→ ink-medium text-tertiary
→ ink-light Dark mode (12 roles)
accent
→ masthead-red-bright accent-hover
→ masthead-red background
→ ink-black border
→ ink-light error
→ masthead-red-bright primary
→ reading-blue-hover primary-hover
→ reading-blue surface
→ ink-medium surface-elevated
→ ink-light text-primary
→ white text-secondary
→ gray-divider text-tertiary
→ gray-border Provenance
- Source
- https://www.nytimes.com/
- License
Proprietary — All Rights Reserved- Attribution
- The New York Times Company — palette values captured from the deployed HTML and inline styles on nytimes.com. The New York Times, its masthead, and associated marks are property of The New York Times Company.
- Imported
-
2026-05-19 - Notes
- Hex values extracted from the live nytimes.com homepage on 2026-05-19; no public brand guide located. The masthead red (#D0021B) appears in editorial breaking-news labels and legacy print bridges; #346EB7 is the in-copy link blue. Cheltenham, Imperial, and Franklin are NYT proprietary typefaces and are not publicly distributed.