About Huedentity

The history

Innovation

Founded in 2020 and officially launched in 2023, Huedentity emerged from the collective experiences of creative professionals who felt the limitations of existing colour selection and classification practices. Undeterred, we embarked on an intense colour research journey to find better ways to create personalised harmonies and shift the focus from mathematical to human centred approaches.


The collaboration with Innovate UK Edge led us to establish the trademark, the Human Centred Colour System® as a foundation for our new colour selection and harmony creation methodology. In 2021, we received a 100 Ones to Watch CreaTech award from the Creative Industries Council, marking a turning point in the Huedentity journey.

The mission

Color identity

The Huedentity project offers a dive into how our personal world of colours contributes to our identity, informs our social roles, and shapes our frame of reference. While all start with wearing what resonates with us, we also promote to surround oneself with personal colours that help extend beyond our physical body, and truly fill our living space. That is when ‘my place’ starts to get its meaning and our comfort in life grows beyond the basics.

  • Innovative skin tone matching
  • Contextual colour palettes
  • Colour trend considerations
  • Versatile custom assets

The people

Passion

Huedentity is a community of creative professionals, designers, and technologists bound by a shared passion for transforming how we perceive and interact with colours. We come from all walks of life and welcome every curious individual who feels our project resonates and wants to collaborate on custom solutions.

Crafting identity

Huedentity blends art and science to provide contemporary guidance and refined kits that aid in discovering one's visual identity: huedentity. Our packages are extremely practical in providing all the necessary ingredients to build and manage one's own huedentity.

New perspective

Colours aren't static hues but living, breathing entities. We aim to transform the way colours are selected and used, by placing the human component at the heart of the harmony creation process.

Gotta love thy colours

Human Centered Color System®

At the heart of Huedentity lies the Human Centred Colour System®. Its two pillars: the experimental insights of the Coloroid system (Nemcsics, 2009) and the time-tested rules of the Munsell system (Munsell, 1905).

Personal palettes

Whether you are an established brand, a seasoned creative or just colour curious, Huedentity invites you to explore the possibilities available with your personal palette.

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