JMU Identity Colors
Primary web colors
Dark Purple |
Purple |
Light Purple |
Dark Gold |
Gold |
Light Gold |
Slate |
Dark Gray |
Gray |
Light Gray |
Accent colors for web
HEX #5F791C |
HEX #ADCC23 |
HEX #DEEBA7 |
HEX #3C738B |
HEX #5498B6 |
HEX #D2EBF5 |
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HEX #A4232B |
HEX #FFBD00 |
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
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 |
Purple |
Light Purple |
Dark Gold |
Gold |
Light Gold |
Slate |
Light Gray |
Yellow |
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.