JMU Identity Colors

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Primary web colors


Dark Purple HEX #450084 R: 69 G: 0 B: 132 for titles, background color, linked text, buttons	Purple HEX #B599CE R: 181 G: 123 B: 206 use for icons, graphic elements	Light Purple HEX #DACCE6 R: 218 G: 204 B: 230 use for graphic elements, background color

Dark Gold HEX #AD9C65 R: 173 G: 156 B: 101 use for titles and graphic elements	Gold HEX #CBB677 R: 203 G: 182 B: 119 graphic elements	Light Gold HEX #F4EFE1 R: 244 G: 239 B: 225 background color


Slate HEX #333333 R: 51 G: 51 B: 51	Dark Gray HEX #595959 R: 89 G: 89 B: 89	Gray HEX #B2B2B2 R: 178 G: 178 B: 178	Light Gray HEX #D6D6D6 R: 214 G: 214 B: 214

Accent colors for web


HEX #5F791C R: 95 G: 121 B: 28	HEX #ADCC23 R: 173 G: 204 B: 35	HEX #DEEBA7 R: 222 G: 235 B: 167

HEX #3C738B R: 60 G: 115 B: 139	HEX #5498B6 R: 84 G: 152 B: 182	HEX #D2EBF5 R: 210 G: 235 B: 245

HEX #A4232B R: 164 G: 35 B: 43	HEX #FFBD00 R: 255 G: 189 B: 0

Web color guidelines

Never put JMU Purple with yellow
Never use tints of the red or yellow accent colors
Red is only used for inline icons, warnings, link hover, etc.
Blue and green may be used as
- background color
- border
- banner
Never combine JMU Purple or Gold with green, blue, or yellow
Never use red or yellow as a background color

Web color balance

The overall ratio of color on a page should be about:

60% White space and grey
30% Brand Colors
10% Secondary Colors
Red and Yellow are accents and their percentage may not be more than 5% of the page area.

Web text and background color combinations (HEX values)

These combinations are approved, do not use combinations that are not shown here because of contrast issues and legibility.

Background colors with text color #33333

#AD9C65

#CBB677

#F4EFE1

#B2B2B2

#D6D6D6

#B599CE

#DACCE6

#ADCC23

#DEEBA7

#D2EBF5

#FFBD00

Background colors with text color #450084

#AD9C65

#CBB677

#DFD2AA

#EAE1C6

#F4EFE1

#DACCE6

#D6D6D6

Background colors with text color #FFFFFF

#450084

#333333

#595959

#3C738B

#5F791C

Background colors with text color #595959

#B599CE

#DACCE6

#F4EFE1

#B2B2B2

#D6D6D6

Text colors on background color white (#FFFFFF)

#450084

#333333

#595959

#3C738B

#5F791C

Background colors with text color #CBB677

#333333

H2 & H3 only: background colors with text color #FFFFFF

#5498B6

H2 & H3 only: text colors on background color white (#FFFFFF)

#5498B6

Email colors


Dark Purple HEX #450084 for titles, background color, linked text, buttons	Purple HEX #B599CE use for icons, graphic elements	Light Purple HEX #DACCE6 use for graphic elements, background color

Dark Gold HEX #AD9C65 use for titles and graphic elements	Gold HEX #CBB677 graphic elements	Light Gold HEX #F4EFE1 background color

Slate HEX #333333 paragraph text, captions, subheads	Light Gray HEX #D6D6D6 background color	Yellow HEX #FFBD00: only used for buttons

Print color palette

Color is an important tool for creating consistency among communications materials. Primary and secondary palettes have been identified for use in all applications. The consistent use of these colors will infuse the communications materials with a stronger sense of brand identity.

When appearing in a publication that allows the designation of spot colors, the Pantone Matching System (PMS) colors are to be used.

Publications that are produced using process colors (CMYK) can reproduce the Pantone colors closely, although not identically, by specifying the percentages of the four separations that make up the color.

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University Communications and Marketing

Ice House
MSC 3608
127 W. Bruce Street
Room 412
Harrisonburg, Virginia 22807

marketingemail@jmu.edu
(540) 568-3712
Fax: 540-568-4737

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