Color

Consistent color use is one of the key components of a strong brand. The UWF color palette has five layers: the primary palette, secondary palette, tertiary palette, accent palette and Argonaut Athletics palette. UWF is easily identified by its palette of blues and greens. When working with our institutional colors, always use the color values as follows to ensure uniformity.

Primary Institutional Color Palette

UWF’s primary palette consists of two colors: UWF Blue (Pantone™ 2945), UWF Green (Pantone™ 356). These strong colors do best when used singly as the dominant color in collateral, with UWF Blue serving as the preferred choice.

UWF Blue

Pantone: 2945C

CMYK: 100, 53, 2, 16
RGB: 0, 76, 151
HEX: 004C97
UWF Green

Pantone: 356C

CMYK: 91, 4, 100, 25
RGB: 0, 122, 51
HEX: 007A33

Secondary Institutional Color Palette

Colors in the secondary palette accent our core colors and infuse marketing materials with depth, energy and brilliance. Whether you’re selecting a single secondary color or several, our primary colors should be prominent on all collateral with secondary colors playing a supporting role.

Nautilus Blue

Pantone: 2925C

CMYK: 85, 21, 0, 0
RGB: 0, 156, 222
HEX: 009CDE
Luna Blue

Pantone: 2905C

CMYK: 45, 1, 0, 1
RGB: 141, 200, 232
HEX: 8DC8E8
Cannon Green

Pantone: 361C

CMYK: 77, 0, 100, 0
RGB: 67, 176, 42
HEX: 40A829
Spring Green

Pantone: 375C

CMYK: 46, 0, 90, 0
RGB: 151, 210, 0
HEX: 97C800
Armadillo Grey

60% Black

Tertiary Institutional Color Palette

Colors in our tertiary palette encourage variety among designs. They add sophistication and provide additional flexibility. Tertiary colors can be included as accents but should be limited and should not be used without elements of the Primary and/or Secondary colors. Please note that President’s Gold is reserved for use by Institutional Communications.

Pine

Pantone: 357C

CMYK: C: 92 M: 18 Y: 94 K: 61
RGB: R: 33 G: 87 B: 50
HEX: 215732
Midnight

Pantone: 2955C

CMYK: C: 100 M: 60 Y: 10 K: 53
RGB: R: 0 G: 56 B: 101
HEX: 003865
President’s Gold (Reserved)

Pantone: 871

Reserved Use

President’s Gold is reserved for use by Institutional Communications.

Accent Palette

Colors in our accent palette can be used as needed, but should be implemented sparingly. Use them as small highlights in things such as subheads or small graphic elements. This palette is comprised of suggested colors, although users are not limited to these.

Sand

Pantone: Warm Gray 4

CMYK: 0, 4, 9, 24
RGB: 182, 173, 165
HEX: B6ADA5
Marigold

Pantone: 1235C

CMYK: 0, 31, 98, 0
RGB: 255, 184, 28
HEX: FFB81C
Earth

Pantone: 7603C

CMYK: 16, 69, 98, 73
RGB: 103, 66, 48
HEX: 674230
Camelia

Pantone: 179C

CMYK: 0, 87, 85, 0
RGB: 224, 60, 49
HEX: E03C31
Azalea

Pantone: 225C

CMYK: 4, 88, 0, 0
RGB: 223, 25, 149
HEX: DF1995
Lime

Pantone: 382C

CMYK: 28, 0, 100, 0
RGB: 196, 214, 0
HEX: C4D600
Regal

Pantone: 266C

CMYK: 76, 90, 0, 0
RGB: 117, 59, 189
HEX: 753BBD
Ocean

Pantone: 3125C

CMYK: 95, 2, 22, 0
RGB: 0, 171, 200
HEX: 00ABC8

Color Use

Color Use by Audience

While all UWF communication pieces are strongest when utilizing our primary and secondary palettes, there are instances where the use of additional colors is necessary. When determining whether to include additional colors, consider the audience. Our audiences are broken down into two major categories—external and internal. External would include any mass communication, or pieces aimed at alumni, donors and friends of the University. Internal includes current UWF students, faculty and staff. Use the chart below as a rule of thumb for the amount of color to use outside of the primary and secondary palette.

Color Use by Tone

Use the chart below as a guide for use of color depending on the tone of your message. Our colors are flexible ranging from subtle to bold and formal to casual. For example, in the intersection between bold and casual you will find colors appropriate for an internal audience. Materials geared toward current students or faculty and staff will usually call for a more casual tone and would benefit from these color choices. In the middle of the chart, you will find colors that are more appropriate for an external audience. Consider your audience and tone thoughtfully when selecting colors for a piece.

Argonaut Athletics Color Palette

UWF’s athletics palette consists of four colors, which are reserved for athletic marketing materials. Limited exceptions are made on a case-by-case basis.

Argo Blue

Pantone: 285C

Reserved Use
Argo Navy

Pantone: 282C

Reserved Use
Argo Green

Pantone: 3405C

Reserved Use
Argo Gray

Pantone: 421C

Reserved Use

Color Palette Assets

The downloadable zip file below includes Pantone, CMYK and web versions of the institutional palettes. These palettes can be imported into Adobe Illustrator and Adobe InDesign for easy reference.

Color Palette Zip

Gradient Assets

The downloadable zip file below includes suggested gradients in vector PDF files using both our print and web palettes. These gradients can be added to communication pieces for visual interest.

Gradient Assets Zip

Institutional Palette Paint Matching

This document outlines the paint equivalent of the UWF institutional color palette to ensure the consistent use of official UWF colors across campus. Listed inside are the BEHR brand colors that best translate our institution’s colors into interior paint.

Paint Matching Guide