Color spec
| Brand | Benjamin Moore |
| Name | New London Burgundy |
| SKU | HC-61 |
| Hex | #754B4E |
| RGB | 117, 75, 78 |
| HSL | 356°, 22%, 38% |
| LRV | 10 |
| Undertone | warm red tone |
| Family | Red |
About Benjamin Moore New London Burgundy
With an LRV of 10, New London Burgundy is a deep, dramatic shade. It soaks up light in north-facing rooms and looks richest where strong daylight hits it. 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. Warm artificial light softens it; cool LED can make it look flat, so match your bulbs to the mood you want.
New London Burgundy works best as a feature — a single wall, built-ins, a study or dining room — rather than wrapping a whole bright space. Reds bring energy and appetite, classic in dining rooms and front doors.
Closest matches by brand
15 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
Behr
PPG / Glidden
Glidden
Dutch Boy
HGTV Home by Sherwin-Williams
Dunn-Edwards
Farrow & Ball
Diamond Vogel
Hirshfield's
Rodda
C2 Paint
Clare
Annie Sloan
Kompozit
Similar Benjamin Moore colors
closest in the Benjamin Moore deckThe nearest shades to New London Burgundy within Benjamin Moore'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 #754B4E in HSL space. Pair New London Burgundy 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.
Benjamin Moore New London Burgundy Equivalents at Other Brands
Matching New London Burgundy 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 Benjamin Moore HC-61 directly — these equivalents are for when you'd rather stay inside one brand's own deck.
Behr Equivalent of New London Burgundy
Behr's nearest match is Fired Brick (PPF-50), visually identical in normal room light (ΔE 1.09). It sits at the same lightness (LRV 9 vs 10) and carries a warm red undertone, so it substitutes for New London Burgundy without repainting risk. See the full Fired Brick swatch →
PPG / Glidden Equivalent of New London Burgundy
The closest PPG / Glidden equivalent of New London Burgundy is Chianti (PPG13-06). At ΔE 0.95 the two are indistinguishable on a wall — it carries the same warm red undertone and sits at the same lightness (LRV 9 vs 10). If PPG / Glidden is your counter, order Chianti and you'll get the same color. See the full Chianti swatch →
Glidden Equivalent of New London Burgundy
Glidden's nearest match is Chianti (PPG13-06), visually identical in normal room light (ΔE 1.24). It sits at the same lightness (LRV 9 vs 10) and carries a warm red undertone, so it substitutes for New London Burgundy without repainting risk. See the full Chianti swatch →
Dutch Boy Equivalent of New London Burgundy
At Dutch Boy, the closest color to New London Burgundy is County Road (407-6DB) — very close at ΔE 3.05, though not an exact twin. It sits at the same lightness (LRV 10 vs 10) and carries a warm red undertone; sample both side by side if the room gets strong natural light. See the full County Road swatch →
Dunn-Edwards Equivalent of New London Burgundy
Dunn-Edwards's nearest match is Burnt Crimson (DEC705), visually identical in normal room light (ΔE 1.95). It sits at the same lightness (LRV 10 vs 10) and carries a warm red undertone, so it substitutes for New London Burgundy without repainting risk. See the full Burnt Crimson swatch →
Farrow & Ball Equivalent of New London Burgundy
At Farrow & Ball, the closest color to New London Burgundy is Preference Red (NO. 297) — very close at ΔE 2.41, though not an exact twin. It runs slightly darker (LRV 8 vs 10) and carries a warm red undertone; sample both side by side if the room gets strong natural light. See the full Preference Red swatch →
Diamond Vogel Equivalent of New London Burgundy
At Diamond Vogel, the closest color to New London Burgundy is Fruitful Orchard (0101) — very close at ΔE 2.92, though not an exact twin. It sits at the same lightness (LRV 10 vs 10) and carries a warm red undertone; sample both side by side if the room gets strong natural light. See the full Fruitful Orchard swatch →
Hirshfield's Equivalent of New London Burgundy
The closest Hirshfield's equivalent of New London Burgundy is Madder (H0002). At ΔE 0.63 the two are indistinguishable on a wall — it carries the same warm red undertone and sits at the same lightness (LRV 10 vs 10). If Hirshfield's is your counter, order Madder and you'll get the same color. See the full Madder swatch →
Rodda Equivalent of New London Burgundy
Rodda has no exact twin of New London Burgundy. The nearest is Cayenne (CA218) at ΔE 3.83 — close, but the difference shows next to trim and in side light. It sits at the same lightness (LRV 9 vs 10). Compare large swatches before substituting. See the full Cayenne swatch →
C2 Paint Equivalent of New London Burgundy
The closest C2 Paint equivalent of New London Burgundy is Oxford (C2-506). At ΔE 0.68 the two are indistinguishable on a wall — it carries the same warm red undertone and sits at the same lightness (LRV 9 vs 10). If C2 Paint is your counter, order Oxford and you'll get the same color. See the full Oxford swatch →
Clare Equivalent of New London Burgundy
At Clare, the closest color to New London Burgundy is Vintage (PNT100-DP-67) — very close at ΔE 2.57, though not an exact twin. It sits at the same lightness (LRV 10 vs 10) and carries a warm red undertone; sample both side by side if the room gets strong natural light. See the full Vintage swatch →
Annie Sloan Equivalent of New London Burgundy
Annie Sloan has no exact twin of New London Burgundy. The nearest is Primer Red (PRIMER RED) at ΔE 4.74 — close, but the difference shows next to trim and in side light. It sits at the same lightness (LRV 11 vs 10). Compare large swatches before substituting. See the full Primer Red swatch →
Kompozit Equivalent of New London Burgundy
At Kompozit, the closest color to New London Burgundy is Casandra (0088) — very close at ΔE 3.44, though not an exact twin. It sits at the same lightness (LRV 9 vs 10) and carries a warm red undertone; sample both side by side if the room gets strong natural light. See the full Casandra swatch →