Color Usage Guide

The Golden Rule: One of the Primary Colors must be the dominant, non-photographic color on page or spread in terms of coverage and/or visual weight. Exception: a tertiary color can be the dominant color, IF it is being used for color-coding of a suite of brochures, sections of a multiple page document, tabs, etc. Example: a suite of brochures presented together (financial aid, living groups, academic programs, etc.). If possible, one or more primary colors should still be present.

Don’t Mess With the Logo: The logo must NEVER be used in (or reversed on) a tertiary or any other color. The color of the University of Idaho logo is ONLY acceptable in four formats:

1. Gold (PMS 874c)
2. Black
3. Silver or Gray
4. White (reversed on Gold, Black, Silver/Gray or a Photo)

Go Metallic When Possible: Budget permitting, the metallic gold and metallic silver should be used in print publications as additional spot colors. This adds quality and sophistication, and is the most accurate presentation of the University’s brand.

Limit Color Transparencies: Black, white or gray transparency blocks or gradients work well behind text because the transparency does not create color problems. Transparent blocks of color can result in muddiness and poor color representation (i.e. gold turns a blue sky brown). Depending on the photo overlay, the color transparency will behave differently, causing inconsistencies and other problems. However, with the proper considerations, color transparencies can also work well behind body copy.

Use White On Photography: When placing graphics or headlines directly over a photo, always use white. Gold or gray typically do not contrast well against photography, and results in poor readability. Black graphics and headlines may work well over a light photo, but it can look visually heavy and too masculine for the University’s brand. Black or white body text is acceptable over photos.

Use Large Blocks Of Silver & Gold With Caution: The official colors generally look best in smaller amounts. Large color blocks of silver and gold look best in metallic, but in general, try to let these colors be subtle and striking.

Accentuate the Positives: The Tertiary and Accent Colors are designed to be a support palette, and should be used appropriately.

1. Avoid Large Color Blocks: Expansive use of the tertiary palette can be very visually powerful, and can overwhelm the University’s brand. As stated above, color-coding is the only approved method of using a tertiary color as the dominant color on the page or spread in terms of coverage or visual weight. As a general rule, an accent color should not exceed more than 10-20% of the visual weight of the page or spread.
2. Best for Text, Tabs, Line Work & Small Fill Areas: As an accent palette, the colors work well as subheads, bars, dividers, etc.
3. Combine Wisely: Ultimately, the design needs to look like the University of Idaho. This palette was selected because of these colors found in jewel tones and in nature, and because they are complementary of silver and gold. However, the University’s identity is always paramount. All University materials must be clearly branded through the use of Idaho’s primary colors and approved combinations.
4. Unacceptable Combinations: Certain color combinations create immediate brand associations of other competitor institutions, and therefore, must be avoided. Other pairings, simply do not work as well together. Additionally, yellow should not be used in substitute for the University’s approved gold color.

Selecting Colors: Consult the University’s marketing, publications, printing and web specialists for professional assistance when selecting colors for communications.