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).

Secondary colors 

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

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

Prospective graduate students

Alumni

Internal audiences

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.

UMassD additional web colors

The university website leverages additional colors for UI elements.