Abstract: A digital video color signal generation system for converting image or graphics data into a color video display format transforms source image or graphics data into a single data word comprising three separate groups of data bits which define the video display to be produced in terms of intensity, hue and saturation characteristics, and stores such data bit groups in respectively corresponding fields in a memory to allow independent user control of one or more of such characteristics. The data bit groups corresponding to hue and saturation are employed for simultaneously addressing storage locations in memory devices which contain digital color reference data representing symmetrically mapped combinations of hue and saturation values, which data are read-out and delivered to respectively associated multiplying digital-to-analog converters for producing red, blue and green color video signals.