University of Massachusetts Amherst

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Color

Official UMass Colors

Color evokes an emotional response to a communication and acts as a unifying visual component. The official colors of UMass Amherst are maroon, white, and black. These three colors play a vital role in establishing a clear and powerful image and in defining the UMass brand.

 
WEB:
Hex: #881c1c
RGB: R136 G28 B28

PRINT:
Pantone 202
CMYK: C9 M100 Y64 K48

UMass Maroon

Maroon plays a major role in establishing our identity and is a key factor in our branding efforts. UMass Maroon should be implemented consistently across all media paired with the complementary white and black.

PMS 202 C is the official match to UMass maroon.


Primary Colors

UMass Maroon, with our preferred white and black, are the university’s signature colors and an important component of our brand. Using this palette consistently creates an additional layer of distinction for our university.

 
PMS 202 C
HEX: #881c1c
RGB: 136 28 28
CMYK: 9 100 64 48
 
Black
HEX: #000000
RGB: 0 0 0
 
 
White
HEX: #ffffff
RGB: 255 255 255
 

PMS 202 is the official match to UMass Maroon for offset printing applications on matte-, dull-, or gloss-coated paper.
 
PMS 201 should be used when printing on uncoated paper. Ink will absorb into uncoated paper and, in many cases, dry as a darker color. The PMS 201 color on uncoated stock is a closer match to the color of PMS 202 on coated stock.

For screen printing, heat transfer or embroidery needs of university wordmarks on merchandise; please contact the UMass Trademark and Licensing Administration at eszymbor@umass.edu / dpcurley@umass.edu or 413-577-8125.

Please be sure to use PMS 7427 C for UMass Amherst Athletic logos or wordmarks and PMS 202 /PMS 201 for official university wordmarks.

The four-color process mix that corresponds to PMS 202 (coated paper) is 9% cyan, 100% magenta, 64% yellow, and 48% black.

The four-color process mix for PMS 201 (uncoated paper) is 8% cyan, 89% magenta, 59% yellow, and 22% black.

Use spot color when possible to guarantee consistency in printed materials.
For digital output, the printer will convert your spot color to CMYK.


Secondary and Accent Colors

To assist designers with color choices, the university encourages the use of the secondary color palette providing additional range to branding UMass Amherst.

Secondary Colors

 
PMS 7504
HEX: #94795d
RGB: 148 121 93
CMYK: 17 36 52 38
 
PMS 7503
HEX: #a89968
RGB: 168 153 104
CMYK: 10 15 50 29
 
Cool Gray 10
HEX: #63666a
RGB: 99 102 106
CMYK: 40 30 20 66
 
Warm Gray 5
HEX: #aca39a
RGB: 172 163 154
CMYK: 11 13 16 32
 
PMS 1245
HEX: #c69214
RGB: 198 146 20
CMYK: 6 35 99 18
 
PMS 471
HEX: #b86125
RGB: 184 97 37
CMYK: 5 71 100 23
 
PMS 1675
HEX: #a8431e
RGB: 168 67 30
CMYK: 5 83 100 27
 
PMS 5793
HEX: #b3b995
RGB: 179 185 149
CMYK: 19 6 34 12
 
PMS 7496
HEX: #76881d
RGB: 118 136 29
CMYK: 46 6 100 42
 
PMS 302
HEX: #003b5c
RGB: 0 59 92
CMYK: 100 48 12 58
 
PMS 5415
HEX: #5b7f95
RGB: 91 127 149
CMYK: 56 24 11 34
 
PMS 7458
HEX: #71b2c9
RGB: 113 178 201
CMYK: 53 3 8 9
 
PMS 490
HEX: #5d2a2c
RGB: 93 42 44
CMYK: 26 85 85 72
 
PMS 7449
HEX: #41273b
RGB: 65 39 59
CMYK: 65 98 21 83

This palette is meant to complement UMass Maroon and has been developed to provide variety and visual interest in university communications projects. This palette was inspired by colors found throughout our campus and our beautiful landscape.

Secondary colors can be included through photography, graphic elements, and color blocking. It is important to remember that the secondary color palette is just that: a secondary choice to complement our primary palette of UMass Maroon, white, and black, and should never overpower those colors.

Accent Colors

 
HEX: #333333
RGB: 51 51 51
 
HEX: #666666
RGB: 102 102 102
 
HEX: #999999
RGB: 153 153 153
 
HEX: #aaaaaa
RGB: 170 170 170
 
HEX: #cccccc
RGB: 204 204 204
 
HEX: #eeeeee
RGB: 238 238 238
 
HEX: #beb395
RGB: 190 179 149
 
HEX: #dbd3ba
RGB: 219 211 186
 
HEX: #ece9d4
RGB: 236 233 212

Print Color Practices and Grouping

When using color specifically as a design element, try to pair vivid colors with neutral colors, letting one dominate the other. For example, if your dominant colors are vivid, then your accents should be neutral.
 
Additionally, if one element dominates, the others should appear smaller. For all materials, one element should draw the eye while the others work to complement or accent.
 
UMass Maroon should always be present.


Notes on Color Formats

What are PMS, CMYK, RGB and HEX?

These are  the “recipes” used in creating colors to gauge the accuracy and consistency of a color from printer to printer and screen to screen.

Most in-office printers can only print in CMYK (the colors of ink—cyan, magenta, yellow, and black—in a printer cartridge), or RGB (red, green, and blue). For best results, make sure you convert any PMS colors to the appropriate CMYK or RGB equivalents.

Hex is the HTML/CSS equivalent of colors. However, most websites today can read CMYK or RGB without any difficulty.