JD.com 京东 Color Palette

Select any value to copy it.

• JD Red

  Primary

  #E1251Brgb(225, 37, 27)hsl(3, 79%, 49%)

  Closest in ArchiveScarlet Core Bright
  Closest in Archive: Scarlet Core Bright

• White

  Neutral

  #FFFFFFrgb(255, 255, 255)hsl(0, 0%, 100%)

  Closest in ArchiveWarm Gray Veil
  Closest in Archive: Warm Gray Veil

• Slate

  Neutral

  #333333rgb(51, 51, 51)hsl(0, 0%, 20%)

  Closest in ArchiveTrue Gray Nocturne
  Closest in Archive: True Gray Nocturne

Can it carry text? (WCAG contrast)

Each color as text on white and on black. AA means body text passes. Select a ratio to open the pair in the contrast checker.

• JD RedAaon white4.69:1AAJD Red: Open in contrast checkerAaon black4.48:1Large text onlyJD Red: Open in contrast checker
• WhiteAaon white1.00:1Not for textWhite: Open in contrast checkerAaon black21.00:1AAWhite: Open in contrast checker
• SlateAaon white12.63:1AASlate: Open in contrast checkerAaon black1.66:1Not for textSlate: Open in contrast checker

About this palette

JD's #E1251B red is applied with the discipline of a fast-moving consumer goods brand. The mascot dog (Joy) wears the same red collar across every campaign. The red signals vitality and trust simultaneously — the qualities a self-operated retailer needs.

Copy as code

Every token name carries the brand, so two brands can share one stylesheet.

:root {
  --jd-red: #e1251b;
  --jd-white: #ffffff;
  --jd-slate: #333333;
}

@theme {
  --color-jd-red: #e1251b;
  --color-jd-white: #ffffff;
  --color-jd-slate: #333333;
}

module.exports = {
  theme: {
    extend: {
      colors: {
        "jd-red": "#e1251b",
        "jd-white": "#ffffff",
        "jd-slate": "#333333",
      },
    },
  },
};

Source: https://about.jd.com/ · As of 2026-05-03 · This page is an unofficial reference. Color values are factual sRGB hex codes and not subject to copyright; the JD.com 京东 name and any associated marks belong to their owner. Request removal via support.

More from China Internet