- Brand Positioning
- Our Voice
- Visual Identity
- Using the Brand
It should always be reproduced in its original form — meaning no tints or shades may be derived from it, nor may multiply or overlay effects be applied to it. When possible, it should be printed using the Pantone Matching System value (PMS 1665). If spot colors are not available, only the CMYK values listed on this page should be used.
Although our color system relies heavily on Beaver Orange, black and white, we understand the need to complement that palette with a robust set of additional colors. To meet that need, we’ve developed a full set of colors to help tailor our pieces to a variety of audiences and messages.
Our secondary palette represents our four grant designations — land, sea, sun and space — as well as the dynamic and vibrant environments found throughout our state.
These colors should be used occasionally and sparingly. Under no circumstances should any of them become the predominant color for a school, department, institute or center.
Never use Pine Stand and Luminance together in large fields or in close proximity in any instance.
No values other than those listed on this page may be used. Tints and shades of these colors are not permitted. The only exceptions to this rule are Paddletail Black and Bucktooth White.
SPOT COLOR ONLY
We have added a color from the Pantone Matching System Neons. Its primary role is to be used in small doses in print as a spot color only, serving to catch the viewer's eye. Please contact University Marketing for guidance on the best use of this color.
Our audiences usually meet us digitally first, way before they ever experience us in person. To translate our brand thoughtfully for our digital communications, we’ve created web-specific values for our color palette, using the HEX and RGB variations listed. These have been optimized for digital use and should not be altered in any way.
We want our communications to resonate with all audiences, so be thoughtful when choosing color combinations for digital communications. Our digital color palette has been optimized for compliance with the Americans with Disabilities Act (ADA) — an equal-opportunity law for people with disabilities — so that it’s visually effective and functionally useful for everyone. For more information on contrast and compliance, please visit webaim.org/resources/contrastchecker.
Since some users may override page colors, color should not be the only way information is conveyed. Make sure information is available even if colors are altered. This can mean adding another cue, such as an underline to show a link or an icon to reinforce the meaning.