Color spec
| Brand | Behr |
| Name | New Penny |
| SKU | S-H-210 |
| Hex | #9D3123 |
| RGB | 157, 49, 35 |
| HSL | 7°, 64%, 38% |
| LRV | 9 |
| Undertone | warm red tone |
| Family | Red |
About Behr New Penny
At LRV 9, New Penny is about as dark as paint gets — it reads near-black on a wall and reveals its character only in direct daylight or under warm bulbs. Its red undertone is the part to watch: it gets picked up by whatever sits next to it, so test it against your trim, floor and the room's main light before committing. In rooms with little natural light it can feel heavy, so reserve it for spaces you want to feel enveloping.
New Penny earns its keep as a statement: accent walls, a front door, cabinetry, a moody powder room, or exterior trim where you want sharp contrast. Reds bring energy and appetite, classic in dining rooms and front doors.
Closest matches by brand
9 brands within ΔE 5The closest matches per brand by ΔE2000, computed against each brand's full deck. Only colors within ΔE 5 (close enough to substitute on a wall) are shown — brands with no real match are left off. Tap any swatch for its full single-color spec; tap the brand title to browse all red from that brand.
Sherwin-Williams
Benjamin Moore
Valspar
Dutch Boy
HGTV Home by Sherwin-Williams
Magnolia Home
Hirshfield's
Backdrop
Kompozit
Similar Behr colors
closest in the Behr deckThe nearest shades to New Penny within Behr's own range, ranked by perceptual color distance — useful when you want the same look a touch lighter, darker, or warmer.
Coordinated palette
Generated by hue-rotating #9D3123 in HSL space. Pair New Penny with one accent and one neutral — the swatches below are starting points, not final picks.
Accessibility (WCAG contrast)
WCAG 2.1: AA = 4.5:1 normal text · AA Large = 3:1 large text · AAA = 7:1 normal text.
Behr New Penny Equivalents at Other Brands
Matching New Penny from a different paint counter? Below is the single closest color in each major US deck and how close it really is. Remember that any paint store can also custom-tint Behr S-H-210 directly — these equivalents are for when you'd rather stay inside one brand's own deck.
Sherwin-Williams Equivalent of New Penny
Sherwin-Williams has no exact twin of New Penny. The nearest is Rave Red (SW 6608) at ΔE 3.91 — close, but the difference shows next to trim and in side light. It runs slightly lighter (LRV 11 vs 9). Compare large swatches before substituting. See the full Rave Red swatch →
Benjamin Moore Equivalent of New Penny
At Benjamin Moore, the closest color to New Penny is Deep Rose (2004-10) — very close at ΔE 2.82, though not an exact twin. It runs slightly lighter (LRV 11 vs 9) and carries a warm red undertone; sample both side by side if the room gets strong natural light. See the full Deep Rose swatch →
HGTV Home by Sherwin-Williams Equivalent of New Penny
HGTV Home by Sherwin-Williams has no exact twin of New Penny. The nearest is Ruby Red Slippers (HGSW 1072) at ΔE 3.91 — close, but the difference shows next to trim and in side light. It runs slightly lighter (LRV 11 vs 9). Compare large swatches before substituting. See the full Ruby Red Slippers swatch →
Magnolia Home Equivalent of New Penny
At Magnolia Home, the closest color to New Penny is Brave And Bold (JG-32) — very close at ΔE 3.03, though not an exact twin. It sits at the same lightness (LRV 10 vs 9) and carries a warm red undertone; sample both side by side if the room gets strong natural light. See the full Brave And Bold swatch →