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If you think of big brands that you know and recognize and picture their packaging and ads around the world, Pantone is probably part of the solution so that local printers can match the color direction from the brand’s color palette. The Pantone color system is a worldwide color system that includes swatch books so that colors are the same around the world, no matter where they are printed.

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✅ Printed materials at professional printer.

If a CMYK version of the logo is accidentally used in digital RGB space, it looks washed out and diminished. All colors start with white “paper,” to which different color “inks” are added to absorb (subtract) light that is reflected. The UDS color palette encompasses all colors and hex codes approved for use on asu.edu.Ĭyan, magenta, yellow and black, or CMYK for short, is a subtractive, reflected light color system.

✅ Print, ONLY if your printer specifies that they will do the color conversion to CMYK.īased on the ASU brand primary and secondary color palettes, the Unity Design System (UI kit) designates specific color use and combinations, and introduces a web-specific grayscale and alerts palette, for asu.edu.Īll color uses and combinations have been optimized for accessibility and are detailed in the Unity Design System (UI kit) for asu.edu.

If an RGB version of the logo is accidentally used in digital CMYK space, it can print in unexpected ways as each printer will interpret the colors differently. The pixels have subpixels that just show red, green or blue. Most screens are red, green and blue, or RGB, (computer, phone, media player, television, etc.).

Pink native cacti flowers and the vivid colorful sunsets of the Sonoran Desert surround us in Arizona.

Copper - via mining - is one of the original 5 C’s, commerce drivers, for Arizona as it is abundant in our geology.

Turquoise is native to the geology of our state and has commonly been used by our Indigenous communities to create art.These new colors connect to Arizona - our ecology, geology, people, communities and history: The new colors were chosen as a reference to honor our sense of place.

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In 2022, ASU Copper, Turquoise and Pink were added to the secondary color palette after a rigorous process involving in-depth color research and a series of community design studios to understand the needs and challenges of those using the ASU color palette in their daily communications work.

The secondary palette is helpful when building complex data visualizations such as charts, graphs and maps that may require several colors for clearer reading and comprehension.

These colors are not to be used in a dominant way or in lieu of the primary colors. If ASU Maroon, Gold, Rich Black and White have already been used in a project, the secondary palette may be useful when used in limited ways.

They should complement the primary brand color palette.

The use of secondary colors should be done sparingly and with the intention, ideally adding meaning or clarity to the creative item.

Maroon text on a black background and black text on a maroon background.

Gold text on white background, white text on a gold background.

Color combinations should meet or exceed AA level.

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Test the contrast of your text and background color pairings, using Hex code or HTML values.

Without strong contrast, many sighted readers will struggle to read your text - or worse, they may choose not to.

For all colors, be aware of accessibility when selecting background and text color combinations.

See Understanding which color build to use for your project.

Use the correct color formula for your project, whether digital, print or web, to ensure colors are accurately represented.

ASU Gray should always be the primary gray in use.

ASU grayscale is a scale of seven grays that can be used when lighter and darker gray values are needed for designs, beyond ASU Gray.

They may not be used without ASU Maroon or ASU Gold to represent the brand and they may not overpower (appear in larger quantities than) the primary brand colors.

ASU Green, Blue, Orange, Copper, Turquoise, Pink and Gray are considered secondary colors for the ASU brand.

Unless printing in one color (black ink), black and white should not be used without a primary brand color - ASU Maroon or ASU Gold - to represent the brand.

ASU Rich Black and White serve as foundational contrast colors that allow maroon and gold to shine.

ASU Maroon and ASU Gold are recognizable as brand-specific colors and should be first choice considerations when selecting color elements for your project.

Things to consider when using the ASU color palette: