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Color Palette

Color overview

Color usage needs to support and reflect the direct and plain spoken message. A stripped-down palette can create a sense of urgency, forthrightness and a ‘tell-it-like-it-is’ attitude. It serves to keep messaging clear and simple.

Primary colors

In addition to maroon and gold, consider black and white key colors in our primary color palette. Black type on a white ground or knockout type on an image will provide a strength and clarity in our messaging. Reducing the reliance on maroon and gold does not weaken brand recognition. In fact, reserving specific white clear space for the logo and its iconic school colors ensures that it does not have visual competition, and that it will always shine. Over many years ASU has developed equity in our core colors of maroon and gold and it is intended that this tradition continues. These two colors should still define who we are as an educational institution.

black
CMYK 60, 40, 40, 100
(coated)
CMYK 30, 30, 30, 100
(uncoated)
RGB 0, 0, 0
HTML #000000
123
CMYK 0, 21, 88, 0
(coated)
CMYK 0, 28, 98, 0
(uncoated)
RGB 255, 179, 16
HTML #FFB310
208
CMYK 10, 97, 37, 43
(coated)
CMYK 11, 94, 35, 31
(uncoated)
RGB 153, 0, 51
HTML #990033
white
CMYK 0, 0, 0, 0
(coated)
CMYK 0, 0, 0, 0
(uncoated)
RGB 255, 255, 255
HTML #FFFFFF

Note: When using uncoated stock and trying to match spot PMS 208 or PMS123, it has been shown that starting with PMS 207 or PMS109 will give better results. It is recommended that a press-check is done to ensure color accuracy.

Note: Primary Colors for Merchandise and Outdoor uses:

In certain applications, PMS 208 can reproduce too red and can lean towards pink. Licensees/retailers prefer to use the darker shade of maroon of PMS 216. The Brand Council advocates using PMS 216 for all ASU logos and marks that currently use PMS 208 when those marks are used in merchandise, banners or signage that will be used outdoors.

Some university designers will notice that the CMYK breakdown has changed slightly from that used in the past. This was in response to discrepancies of matching PMS 123 and PMS 208 across different mediums and stock types. It was decided that starting with a new baseline should alleviate confusion and help beginning and experienced designers get the outcome desired. Because of advances in printing technology and newer stock types being available, the PANTONE COLOR BRIDGE® coated and uncoated system was established. PANTONE has developed their product line by creating side-by-side printed comparisons of solid PANTONE MATCHING SYSTEM Colors and their closest four-color process equivalent.

Neutral colors

431
CMYK 45, 27, 17, 51
(coated)
CMYK 45, 24, 14, 44
(uncoated)
RGB 79, 85, 87
HTML #4F5557
402
CMYK 10, 13, 16, 29
(coated)
CMYK 10, 9, 13, 32
(uncoated)
RGB 175, 165, 147
HTML #AFA593
white
CMYK 0, 0, 0, 0
(coated)
CMYK 0, 0, 0, 0
(uncoated)
RGB 255, 255, 255
HTML #FFFFFF

Secondary colors

When more color is desired, pure bright colors feel clear and direct. However, these colors can have a negative effect when used too liberally. Use of these colors should be done sparingly and with the intent of complementing the core color palette.

370
CMYK 64, 5, 100, 24
(coated)
CMYK 50, 3, 97, 19
(uncoated)
RGB 86, 142, 20
HTML #568E14
2925
CMYK 84, 21, 0, 0
(coated)
CMYK 67, 12, 0, 0
(uncoated)
RGB 0, 142, 214
HTML #008ED6
1505
CMYK 0, 52, 80, 0
(coated)
CMYK 0, 43, 82, 0
(uncoated)
RGB 244, 124, 0
HTML #F47C00
402
CMYK 10, 13, 16 29
(coated)
CMYK 10, 9, 13, 32
(uncoated)
RGB 175, 165, 147
HTML #AFA593

Things to consider when using our color palette:

  • Maroon and gold are recognizable as brand-specific colors and should always be considered for use in your project.
  • Consider the addition of black and white as new primary colors in our color palette to serve as foundational color that allow maroon and gold to shine. 
  • Consider the tone of your project when utilizing color. The use of too many bright colors can appear overly primary. The use of too many dark colors as well as a liberal use of black can appear too serious. Use color to accurately reflect the message you are trying to convey. 
  • Light colors can have a tendency to be recessive and can get lost on a white colored background. ASU is big and bold.
  • Be careful not to try to use every color in our palette.The use of too many colors can have a negative effect on messaging.
  • Bright colors are intended to be used as accent colors and provide contrast as needed.
This page was last modified on March 6, 2013