University of Louisville
2323 S. Brook St.
Louisville, KY 40208
Our brand palette evokes our personality. In 1913, A&S Dean (and eventual UofL President) John Patterson's wife Ellen suggested that the university adopt cardinal and black as the official school colors. Since then, we have been the Fighting Cardinals and our brand has been inextricably linked to these bold colors.
Primary Color Palette
Nothing says “UofL” quite like Cardinal Red. Our primary colors are the bedrock of our brand. As such it is imperative that these colors be present and prominent in all communications. Reproduction of our brand palette must be consistent across all platforms and materials.
Because our primary palette is high in contrast and bold in spirit, use of each must be judicious. Please refer to the color distribution chart below for advice on how to employ our brand colors effectively.
Cardinal Red
Pantone: PMS 1797
CMYK: 0 100 99 4
RGB: 173 0 0
Web: AD0000
Black
Pantone: Black
CMYK: 40 30 30 100
RGB: 0 0 0
Web: 000000
White
Pantone: White
CMYK: 0 0 0 0
RGB: 255 255 255
Web: FFFFFF
Secondary Color Palette
Our secondary palette is divided into two families: historic and vibrant. When considering using accent colors, please remember that these should always serve in a supplementary role, never as the dominant color focus of an application.
Historic Accents
These colors have a classic academic quality and complement the primary palette.
Brandeis Ash
This symbol indicates more information is availablePantone: PMS 7543 C
CMYK: 49 31 33 0
RGB: 139 157 161
Web: 8B9DA1
Patterson Red
This symbol indicates more information is availablePantone: 187 C
CMYK: 0 97 80 42
RGB: 154 18 32
Web: 9A1220
Swain Tobacco
This symbol indicates more information is availablePantone: 7531 C
CMYK: 40 42 63 30
RGB: 122 108 83
Web: 7A6C53
Strong Bronze
This symbol indicates more information is availablePantone: PMS 117 C
CMYK: 0 31 87 23
RGB: 202 148 47
Web: CA942F
Jefferson Parchment
This symbol indicates more information is availablePantone: PMS 7402 C
CMYK: 0 4 49 18
RGB: 217 201 130
Web: D9C982
Parkway Field Laurel
This symbol indicates more information is availablePantone: PMS 5787 C
CMYK: 34 0 54 14
RGB: 152 189 131
Web: 98BD83
Vibrant Accents
These colors are more energetic and should be used as accents when tonally appropriate.
Loyalty
Pantone: PMS 3025 C
CMYK: 100 18 0 60
RGB: 0 78 116
Web: 004E74
Progress
Pantone: 7466 C
CMYK: 79 0 42 9
RGB: 0 168 157
Web: 00A89D
Courage
Pantone: 7548 C
CMYK: 0 27 100 0
RGB: 254 190 16
Web: FEBE10
Innovation
Pantone: 7745 C
CMYK: 20 0 87 23
RGB: 170 180 58
Web: AAB43A
Color Distribution
Below is a general suggestion for the distribution of colors within the UofL palettes for any given design. Emphasis is placed on white space, followed by our primary brand colors. Secondary colors should be used as accents and therefore not dominate a design.
30% Primary
60% Whitespace
10% Accent
Color Application
While the UofL palette is rich in saturation, often it is inappropriate to use it at full strength as the colors may dominate or overpower.
Particularly useful in on-screen applications (web, mobile, presentations, etc.), our primary colors—excluding Cardinal Red and Patterson Red—and all secondary accent colors may be tinted to any strength.
Note Cardinal Red and Patterson Red may not be tinted at all, as doing so produces an unfavorable color.
Download
Adobe Illustrator swatch files are available for download.
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