Color
Consistent color use is vital for strong brand recognition. The UWF color palette has four layers: the primary palette, secondary palette, tertiary palette and the accent palette. UWF is differentiated 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
Our primary blue has been reimagined as a rich Argo Navy, and our primary green is now a brighter and more energetic Argo Green. This new pairing comprises our primary palette, introducing a sense of growth and optimism while rooting our brand in prestige. It emphasizes our modern coastal identity while maintaining strong visibility and impact.
-
Argo Navy
Pantone: 281C
CMYK: 100, 85, 5, 36
RGB: 0, 32, 91 HEX: 00205B -
Argo Green
Pantone: 355C
CMYK: 91, 0, 100, 0
RGB: 0, 163, 70 HEX: 00A346
Secondary Institutional Color Palette
Colors in the secondary palette compliment 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. The colors below are listed in order of priority.
-
Heritage Blue
Pantone: 2935C
CMYK: 100, 52, 0, 0
RGB: 0, 94, 166 HEX: 005EA6 -
Cannon Green
Pantone: 356C
CMYK: 91, 4, 100, 25
RGB: 0, 122, 51 HEX: 007A33 -
Luna Blue
Pantone: 2905C
CMYK: 45, 1, 0, 1
RGB: 141, 200, 232 HEX: 8DC8E8 -
Nautilus Blue
Pantone: 2925C
CMYK: 85, 21, 0, 0
RGB: 0, 156, 222 HEX: 009CDE -
Pine
Pantone: 357C
CMYK: 92, 18, 94, 61
RGB: 33, 87, 50 HEX: 215732 -
Spring Green
Pantone: 375C
CMYK: 46, 0, 90, 0
RGB: 151, 210, 0 HEX: 97D200
Tertiary Institutional Color Palette
Colors in our tertiary palette reflect our metallics and 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.
-
Heritage Gold
Pantone: 871C
CMYK: 20, 25, 60, 25
RGB: 163, 145, 97 HEX: A39161 -
President’s Silver
Pantone: 877C
CMYK: 13, 8, 11, 26
RGB: 178, 180, 178 HEX: B2B4B2President’s Silver can be used in tints and swapped for the non metallic process version when needed.
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.
-
Sun
Pantone: 108C
CMYK: 0, 5, 98, 0
RGB: 254, 219, 0 HEX: FEDB00 -
Earth
Pantone: 7603C
CMYK: 16, 69, 98, 73
RGB: 103, 66, 48 HEX: 674230 -
Sand
Pantone: Warm Gray 4
CMYK: 0, 4, 9, 24
RGB: 182, 173, 165 HEX: B6ADA5 -
Lime
Pantone: 382C
CMYK: 28, 0, 100, 0
RGB: 196, 214, 0 HEX: C4D600 -
Ocean
Pantone: 3125C
CMYK: 95, 2, 22, 0
RGB: 0, 171, 200 HEX: 00ABC8 -
Marigold
Pantone: 1235C
CMYK: 0, 31, 98, 0
RGB: 255, 184, 28 HEX: FFB81C -
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 -
Regal
Pantone: 266C
CMYK: 76, 90, 0, 0
RGB: 117, 59, 189 HEX: 753BBD
Argonaut Athletics Color Palette
Our consolidated color palette no longer includes an alternative palette for Argonaut Athletics. However, as we work toward updating Athletic branding, this palette will continue to be used temporarily in the transition. UWF’s athletics palette consists of four colors, which are reserved for athletic marketing materials.
-
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 Contrast Guidelines
UWF is subject to accessibility standards for color used in web content. Use the UWF Brand Color Contrast Guidelines or the WebAIM Contrast Checker when combining colors for digital use, whether that is for web, an evite or a PDF.
Color Palette Assets
The downloadable zip file below includes Pantone, CMYK and web versions of the institutional palettes. These palettes are not interchangeable and must be used according to their purpose. These palettes can be imported into Adobe Illustrator and Adobe InDesign for easy reference.
UWF Color Palette (zip)Institutional Palette Paint Matching
The UWF Paint Color Guide outlines the paint equivalent of the UWF institutional color palette to ensure the consistent use of official UWF colors across campus. Listed on the PDF are the BEHR and Sherwin-Williams brand colors that best translate our institution’s colors into interior paint.