New London Burgundy HC-61 is a red paint color from Benjamin Moore. It has a hex value of #764C4F, LRV 10 and a warm (pink) undertone. Its closest cross-brand match is Madder from Hirshfield's (nearly identical), with 49 more equivalents across other brands.
Ref. #764C4F · HC-61
New London Burgundy
10%LRV Value
Warm (Pink)Undertone
New London Burgundy Technical Profile
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New London Burgundy in Every Brand
The closest equivalent to New London Burgundy in each major paint brand, ranked by how close the match reads. Always verify with a physical sample. How we calculate match accuracy →
Benjamin MooreNew London Burgundy
Nearly identical
Hirshfield'sMadder
Madder
Hirshfield's
Nearly identical
Evolution
Vista Paint
Nearly identical
Autumn Hills
Behr
Nearly identical
Moving Melody
Valspar
Nearly identical
Chianti
PPG
Nearly identical
Burnt Crimson
Dunn-Edwards
Nearly identical
County Road
Dutch Boy
Very similar
Preference Red
Farrow & Ball
Very similar
Alaea
Sherwin-Williams
Very similar
Rich Leather
Kilz
Very similar
Wood .05
Colorhouse
Visible difference
Seeing a close call? Order a peel-and-stick sample of New London Burgundy — or sample it next to its top matches — Samplize buy 8 peel-and-stick samples, get 2 free.
Recommended Pairings
Colors That Work With New London Burgundy
Timeless pairing with clean white trim and a tonal accent wall
Side Walls
New London Burgundy
#764C4F
Accent Wall
Tonal Shift
A warm shift that adds depth without clashing.
#937762
Trim & Molding
Pure White
Crisp white trim for a clean, traditional look.
#FFFFFF
Color Palettes for New London Burgundy
Color harmonies based on color theory — each swatch links to the closest matching paint.
Opposite on the color wheel — creates vibrant contrast
New London Burgundy Room Palettes
Color schemes built around this color — each swatch links to the closest matching paint.
Warm & Inviting
Warm tones with cozy appeal — welcoming and comfortable
Cool & Calm
Cool hues with soft contrast — serene and restful
Bold Contrast
Complementary hues with punch — dynamic and striking
Similar Benjamin Moore Colors
Other Benjamin Moore colors close to New London Burgundy.
More red colors from other brands
Cross-brand colors in the red family — useful when you want a similar look from a different brand.
New London Burgundy — Frequently Asked Questions
What undertone does New London Burgundy have?
New London Burgundy by Benjamin Moore has a warm (pink) undertone and sits in the red color family. The undertone shifts with light — warmer under 2700K bulbs, cleaner and cooler under 4000K daylight — so sample New London Burgundy in your own space before committing.
What colors match New London Burgundy from other brands?
The closest cross-brand equivalents to New London Burgundy are Madder by Hirshfield's (a near-identical match), Evolution by Vista Paint (a near-identical match), Autumn Hills by Behr (a near-identical match) — the best options for getting New London Burgundy's look from a brand your local store carries. Confirm with a physical sample, since sheen and lighting shift the final result.
What is the LRV of New London Burgundy?
New London Burgundy has a Light Reflectance Value (LRV) of 9.6, on a scale where 0 is pure black and 100 is pure white — that makes it a deep, dramatic color best saved for accent walls, dining rooms, and cozy spaces where atmosphere matters more than reflected light.
Explore More with New London Burgundy
Related Reading
How to Match Paint Colors Across Brands
The science behind Delta E and CIEDE2000 — find a Behr equivalent of any Sherwin-Williams shade, or a Benjamin Moore alternative when your store is out of stock.
Understanding Paint Color Undertones
Why New London Burgundy's warm (pink) undertone matters more than its surface color — and how to read undertones in any paint chip.