Color is an important tool for creating visual brand consistency. Primary, secondary and accent palettes have been identified for use in all applications. The consistent use of these colors will infuse communications materials with a stronger sense of the James Madison University’s brand identity.
RGB and CMYK Colors
Color is an important tool for creating visual brand consistency. Please make sure you are using the correct color mode for your communication channel.
- RGB Colors: for anything to appear on a screen (web, email, social media, etc).
- CMYK Colors: for print applications.
Learn more about the importance of using the correct color mode.
RGB Colors
Primary Colors
JMU PURPLE
69R 0G 132B
#450084
JMU GOLD
203R 182G 119B
#CBB677
Secondary Colors
|
MEDIUM PURPLE |
LIGHT PURPLE |
|
DARK GOLD |
LIGHT GOLD |
|
SLATE GRAY |
DARK GRAY |
|
MEDIUM GRAY |
LIGHT GRAY |
Web Accent Colors
|
DARK GREEN |
DARK BLUE |
|
MEDIUM GREEN |
MEDIUM BLUE |
|
LIGHT GREEN |
LIGHT BLUE |
|
RED |
Web Color Rules
- We are no longer using the color Marigold, except for HTML buttons (examples below)
- Red is only used for inline icons, warnings, link hover, etc.
- Blue and Green may be used as background color border banner
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
- 5% Accent Colors
Primary Colors
JMU PURPLE
92C 98M 0Y 0K
PMS 2685
JMU GOLD
0C 9M 50Y 24K
PMS 4515
Secondary Colors
|
MEDIUM PURPLE |
LIGHT PURPLE |
|
DARK GOLD |
LIGHT GOLD |
|
SLATE GRAY |
DARK GRAY |
|
MEDIUM GRAY |
LIGHT GRAY |
PMS Metallic Colors
(for print only)
|
METALLIC PURPLE |
METALLIC GOLD |
Print Color Rules
PMS Colors:
When spot colors are requested or required, the Pantone Matching System (PMS) colors are to be used.
CMYK Colors:
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.
Keeping color accurate (ASE files)
If you use Adobe products, the easy way to have all the exact colors at your fingertips is to import one of JMU’s ASE files. ASE stands for Adobe Swatch Exchange, and that is just what we are doing - handing you the JMU color builds as already saved Swatches.
- Download the JMU ASE files. There are two: one for CMYK (print) and one for RGB (screens).
- Go to the Swatches panel in your Adobe software product.
- Use the flyout menu on the Swatches panel to select Open Swatch Library > Other Library... and navigate to your .ase file. In some products you may see Import Swatches... or Load Swatches...
- Make sure you choose the .ase file that is appropriate for the item that you will be creating -- CMYK for anything that will be printed, or RGB for anything viewed on a screen. Several of JMU’s colors are not simply straight conversions from one to the other so this is important.
Accessible text and background color combinations for web
The combinations below are approved for use. Do not use combinations that are not shown here because of contrast issues and legibility.
Use the drop-down menu to choose between HEX and RGB values for the colors below.
Background colors to use with text color
Black: HEX: #000000
HEX: #AD9C65
HEX: #CBB677
HEX: #F4EFE1
HEX: #B2B2B2
HEX: #D6D6D6
HEX: #B599CE
HEX: #DACCE6
HEX: #ADCC23
HEX: #DEEBA7
HEX: #D2EBF5
Background colors to use with text color
Slate: HEX: #333333
HEX: #AD9C65
HEX: #CBB677
HEX: #F4EFE1
HEX: #B2B2B2
HEX: #D6D6D6
HEX: #B599CE
HEX: #DACCE6
HEX: #ADCC23
HEX: #DEEBA7
HEX: #D2EBF5
Background colors to use with text color
JMU Purple: HEX: #450084
HEX: #AD9C65
HEX: #CBB677
HEX: #DFD2AA
HEX: #EAE1C6
HEX: #F4EFE1
HEX: #DACCE6
HEX: #D6D6D6
Background colors to use with text color
White: HEX: #FFFFFF
HEX: #450084
HEX: #333333
HEX: #595959
HEX: #3C738B
HEX: #5F791C
Background color to use with text color
Gold: HEX: #CBB677
HEX: #333333
Background colors to use with text color
Dark Gray: HEX: #595959
HEX: #DACCE6
HEX: #F4EFE1
HEX: #D6D6D6
Text colors to use with background color
White: HEX: #FFFFFF
HEX: #450084
HEX: #333333
HEX: #595959
HEX: #3C738B
HEX: #5F791C
Web button and background color combinations
Purple buttons can be used with light purples, gray and gold background colors; yellow buttons work with light purple backgrounds, gray and gold, and the lightest secondary shades. Do not put the buttons on any other background color than these:
Light Blue
Light Grey
Light Gold
Light Purple
Light Green
Light Grey
Light Gold
Light Purple
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Mon - Fri 8 a.m. - 5 p.m.
