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Color

Primary colors

Beyond our logo, color is the most recognizable aspect of our brand identity. Using color appropriately is one of the easiest ways to make sure our materials reflect a cohesive UMass Dartmouth brand.

Note that while our brand colors may be used in many different combinations, UMassD Blue should be dominant throughout any given piece (or series of pieces).

UMassD Blue
PMS 2955 C

CMYK: 100; 78; 36; 28
RGB: 0; 55; 100
Hex: #003764

UMassD Gold
PMS 1235 C

CMYK: 0; 29; 91; 0
RGB: 255; 185; 21
Hex: #feC24d

Secondary colors 

Secondary colors are used in combination with primary colors, and in the ratios depicted below in color usage

Golden Hour
PMS 172 C

CMYK: 0; 86; 99; 0
RGB: 255; 70; 19
Hex: #ff4613

Maritime
PMS 908 C

CMYK: 86; 5; 7; 0
RGB: 0; 174; 221
Hex: #00aedd

Metro Blue
PMS 543 C

CMYK: 35; 11; 3; 0
RGB: 161; 197; 225
Hex: #a1c5e1

Color usage

Our color palette should be utilized differently when communicating to various audiences. While blue is always the dominant color, some audiences utilize equal prominence of gold. The following ratios are not a hard and fast rule, but rather a general guideline to follow when preparing marketing and internal collateral.

Prospective undergraduate students

UMassD Blue UMassD Gold Maritime Golden Hour Metro Blue

Prospective graduate students

UMassD Blue UMassD Gold Metro Blue Golden Hour Maritime

Alumni

UMassD Blue Metro Blue UMassD Gold Maritime Golden Hour

Internal audiences

UMassD Blue UMassD Gold Maritime Golden Hour Metro Blue

UMassD college colors

Blue is always the dominant color, gold and the secondary colors are used as an accent. The college colors are primarily used for signage and for special circumstances.

  PMS CMYK RBG HEX Use
  172 0/86/99/0 255/70/19 #ff4613 CVPA
  187 22/100/85/14 172/26/47 #ab192e Arts & Sciences
  7550  17/42/90/0 213/154/60 #d5993c Law
  368 64/0/100/0 102/188/70 #66bc46 Engineering
  3125 75/10/17/0 0/173/201 #00adc9 SMAST
  292 58/17/0/0 94/175/228 #5dafe4 Nursing & Health Sciences
  279 72/37/0/0 70/138/201 #468ac9 Athletics
  2935 100/68/4/1 0/93/166 #005da3 Charlton
  268 81/100/12/2 91/45/130 #5a2c82 Library
  NA 25/25/20/2 192/182/187 #c0b6bb Neutral
  60% K 0/0/0/60 128/130/133 #808284 Neutral

UMassD additional web colors

The university website leverages additional colors for UI elements.

  PMS CMYK RBG HEX Use
    86/45/2/0 51/122/183 #337ab7 Link color
    100/83/38/36 0/46/83 #002e53 Utility bar
    98/79/48/58 3/32/56 #032038 Main menu
    4/3/3/0 241/241/241 #f1f1f1 Page gutters
    3/2/2/0 245/245/245 #f5f5f5 Page controls
    6/4/4/0 237/237/237 #ededed Optional background for content
    13/10/11/0 218/218/218 #dadada UI borders
    64/57/56/33 82/82/82 #525252 Left nav item text
    69/63/62/58 51/51/51 #333 Text color

Alert/status colors

  PMS CMYK RBG HEX Use
        #d9edf7 Info
        #fcf8e3 Warning
        #8a0d0d Danger
        #dff0d8 Success

 

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