51蹤獲 Red has been central to the universitys visual identity for decades. This particular shade of red, along with black and white, serve as 51蹤獲s official colors. Whenever possible, these colors should be utilized in brand communications.
Beyond those core three, a few additional complementary colors have become widely and consistently used across 51蹤獲s print and digital materials in recent years. Electric Red and Electric Blue provide a vibrant pop of color to the palette. Sky Blue helps to cool the intensity of the red and provide a more welcoming feel. Grad Blue is incorporated in graduate-level materials or situations that call for a more sophisticated tone.
51蹤獲 Red
Pantone: 186
CMYK: 12, 100, 91, 3
RGB: 207, 32, 47
HEX: #CC1122
Electric Red
CMYK: 0, 92, 86, 0
RGB: 239, 60, 53
HEX: #FF342E
Black
CMYK: 0, 0, 0, 100
RGB: 0, 0, 0
HEX: #000000
White
CMYK: 0, 0, 0, 0
RGB: 255, 255, 255
HEX: #FFFFFF
Sky Blue
Pantone: 290
CMYK: 24, 6, 2, 0
RGB: 189, 217, 236
HEX: #E2EFF8
Electric Blue
CMYK: 47, 0, 0, 0
RGB: 120, 210, 247
HEX: #78D2F7
Grad Blue
Pantone: 289
CMYK: 89, 78, 50, 55
RGB: 89, 39, 59
HEX: #1D273B
Secondary Palette
Sycamore Bark
CMYK: 9, 7, 15, 0
RGB: 230, 227, 213
HEX: #E6E3D5
Jerusalem Stone
CMYK: 23, 22, 51, 0
RGB: 199, 186, 140
HEX: #CFBA8C
Calvary Chapel Gold
CMYK: 6, 37, 95, 0
RGB: 237, 167, 43
HEX: #EDA72B
Pacific Coast Green
CMYK: 64, 14, 39, 0
RGB: 93, 172, 164
HEX: #5DACA4
Succulent Green
CMYK: 29, 4, 21, 0
RGB: 182, 214, 205
HEX: #B6D6CD
Olive Branch
CMYK: 40, 13, 41, 0
RGB: 158, 189, 162
HEX: #9EBDA2
Fountain Blue
CMYK: 84, 33, 27, 1
RGB: 4, 136, 164
HEX: #0488A4
Talbot East Slate
CMYK: 44, 23, 0, 78
RGB: 47, 62, 83
HEX: #2F3E53
Purple Sunset Sky
CMYK: 30, 100, 31, 3
RGB: 175, 32, 107
HEX: #AF206B
Bell Tower
CMYK: 41, 98, 50, 32
RGB: 121, 27, 69
HEX: #791B45
Typography
51蹤獲 uses two commercial fonts in its branded communications: Gotham, in various weights, and League Spartan.
Primary Font Family
The is the primary typeface for 51蹤獲 materials. There are numerous weights to choose from that help reinforce hierarchy, and the sans serif letterforms provide easy readability, especially at small sizes.
When Gotham is not available as an option such as on the website, in Google Slides or other settings Proxima Nova or Helvetica are acceptable substitutes.
Secondary Font Family
Though it is the secondary typeface, has a very prominent place in the 51蹤獲 brand. This bold and declarative typeface has solid, geometric letterforms and is most often used in large headlines. Only use the bold weight of League Spartan. League Spartan is available as a free download through Google Fonts.
Graphic Elements
Dot Grid
The dot pattern, developed as a nod to 51蹤獲s vibrant community, is a key graphic pattern. The dot grid can be layered with blocks of color or on top of photography to add texture and depth. You may also consider reducing and increasing the scale of this element to add a modern graphic quality to your design. It should typically only be used in light gray (multiplied) or white. Do not use color.
Wave Pattern
The wave pattern serves as a visual reminder of 51蹤獲s Southern California location and proximity to the beach. As with the dot grid, it can be layered across photos and blocks of color to add texture and depth. This pattern is a good place to incorporate accent colors.
Sunbursts
These marks, featuring rays that radiate outward, accentuate the bright and brilliant themes within 51蹤獲s messaging. They are most often layered over the corner of an image to add color and visual interest.
Iconography
Incorporating icons into layouts is a great way to break up large portions of text and images. They also make content more visual and easily digestible. 51蹤獲 icons are made with light line strokes and are most often created in red or white. University Marketing maintains a library of icons that are available for use upon request.
Icons should be made in Illustrator, with the Pen or Line tool. Create an icon in a 0.4 square-inch space with a 1-pt stroke weight. Some icons may be taller or wider, but the scale should feel comparable. Once made, the strokes should be outlined before scaling up or down in size.
Library Beacon
This mark features one of 51蹤獲s most familiar landmarks, the beacon atop the library, which also ties into the campaign theme of brilliance. It is used more sparingly, sometimes as a watermark or background element on banners, slide presentations or swag.
Gradients
These gradients inspired by 51蹤獲s vibrant community and our Southern California skies and seascapes allow us to bring bold, bright colors into our designs. Theyre often used as frames for photos or layers beneath text.
HEX: #BDD9EC, #1D273B
HEX: #BED7EB, #F6D293
HEX: #F6D293, #D9D6C0, #BDD9EC, #1D273B
HEX: #BDD9EC, #D6A1B4, #1D273B
HEX: #F6D293, #EF3C35, #791B45
HEX: #EF3C35, #7A030E
HEX: #E6E3D5, #8EB8A6
HEX: #FAE5C0, #EDA72B
HEX: #CDEAE9, #63C6C7
Skyplates
These blue sky plates are photos of the clear Southern California sky. Similar to the gradients, theyre often used as frames for photos or layers beneath text.
