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.
CMYK: 100, 53, 2, 16RGB: 0, 76, 151 HEX: 004C97
CMYK: 91, 4, 100, 25RGB: 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.
CMYK: 85, 21, 0, 0RGB: 0, 156, 222 HEX: 009CDE
CMYK: 45, 1, 0, 1RGB: 141, 200, 232 HEX: 8DC8E8
CMYK: 77, 0, 100, 0RGB: 67, 176, 42 HEX: 40A829
CMYK: 46, 0, 90, 0RGB: 151, 210, 0 HEX: 97C800
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.
CMYK: C: 92 M: 18 Y: 94 K: 61RGB: R: 33 G: 87 B: 50 HEX: 215732
CMYK: C: 100 M: 60 Y: 10 K: 53RGB: R: 0 G: 56 B: 101 HEX: 003865
President’s Gold (Reserved)
President’s Gold is reserved for use by Institutional Communications.
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.
Pantone: Warm Gray 4
CMYK: 0, 4, 9, 24RGB: 182, 173, 165 HEX: B6ADA5
CMYK: 0, 31, 98, 0RGB: 255, 184, 28 HEX: FFB81C
CMYK: 16, 69, 98, 73RGB: 103, 66, 48 HEX: 674230
CMYK: 0, 87, 85, 0RGB: 224, 60, 49 HEX: E03C31
CMYK: 4, 88, 0, 0RGB: 223, 25, 149 HEX: DF1995
CMYK: 28, 0, 100, 0RGB: 196, 214, 0 HEX: C4D600
CMYK: 76, 90, 0, 0RGB: 117, 59, 189 HEX: 753BBD
CMYK: 95, 2, 22, 0RGB: 0, 171, 200 HEX: 00ABC8
Color Use by 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.
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
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