Brand Identity & Visual Standards

Guidelines for creating UofL-branded marketing materials and websites

Required Web Elements


For on-screen applications (web, mobile, video, etc.), our brand colors must be observed.

.cardinalred {
    /* Not including rgba since our Cardinal Red may not be tinted */
    background-color: #AD0000;
.black {
    background-color: rgba(0,0,0,1);
    background-color: #000;
.white {
        background-color: rgba(255,255,255,1);
        background-color: #FFF;
.brandeisash {
    background-color: rgba(139,157,161,1);
    background-color: #8B9DA1;
.pattersonred {
    background-color: rgba(154,18,32,1);     
    background-color: #9A1220;
.swaintobacco {
    background-color: rgba(122,108,83,1);   
    background-color: #7A6C53;
.strongbronze {
    background-color: rgba(202,148,47,1);   
    background-color: #CA942F;
.jeffersonparchment {
    background-color: rgba(217,201,130,1);  
    background-color: #D9C982;
.parkwayfieldlaurel {
    background-color: rgba(152,189,131,1);  
    background-color: #98BD83;
.loyalty {
    background-color: rgba(0,78,116,1); 
    background-color: #004E74;
.progress { /* Note if using Bootstrap this class name might clash */
    background-color: rgba(0,168,157,1);
    background-color: #00A89D;
.courage {
    background-color: rgba(254,190,16,1);
    background-color: #FEBE10;
.innovation {
    background-color: rgba(170,180,58,1);   
    background-color: #AAB43A;
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By default, typography on all websites should follow the standard brand regulations.

font-family: "Gotham SSm A", "Gotham SSm B", "HelveticaNeue", "Helvetica Neue", Helvetica, Arial, sans-serif;

To inquire about whether the university provides a site license for Gotham, Mercury and Knockout, please contact

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Headers & Footers


The UofL header (topmost section of a website) must include an official logo in the top-left position on every page. By default, this will be the wordmark.

Units that qualify for secondary logos should use the alternate configuration due to the economy of size. All logo use in the header must follow the guidelines included in this site. Additionally, the logo should serve as a link to the root or homepage of whatever property the logo represents (e.g. If the primary UofL wordmark is used, the link should direct to; if the College of Arts and Sciences sub-brand mark is used, the link element should point to

Google Custom Search, which powers the search of all UofL websites, allows additional search functionality that permits users to query the current site in addition to the default search of all content. Allowing users to narrow the scope of their search can be particularly helpful in some instances, however it is never intended to be the default operational method.

Because content creation and ownership is a distributed responsibility at UofL, spread across many departments and offices, it cannot be guaranteed that content relevant to a standard user session will be contained on a single site. Therefore, by increasing the scope and querying all websites, the likelihood of successfully finding pertinent information also increases.

For example, if a user browsing the College of Business website decides mid-session to look for scheduling a tour, that information is owned/contained outside of the College of Business website. By restricting users to the current site by default, actionable information will be missed. Therefore it is prudent to start with a search of the broadest content, and allow users to narrow the scope if needed.

The UofL search box must appear on all UofL websites in a top-right position to ensure a consistent user experience for those users visiting multiple UofL websites. By default, all search inputs within the header of a UofL website must query "All Sites," with an optional secondary toggle to narrow the scope of search to the current site root.

It is optional to include the "Search This Site" functionality, but again it may not be the default method of search on any UofL site.

More information on the Google Custom Search solution


A global University of Louisville footer must follow the contents of all web pages on the domain, and must include links to the content areas as listed below. This global footer ensures quick, easy access for users to common UofL services:

<ul class="nav nav-pills">
<li><a href="">Contact</a></li>
<li><a href="">Privacy Statement</a></li>
<li class="dropdown dropup"><a class="dropdown-toggle" href="#" data-toggle="dropdown">Apply</a>
<ul class="dropdown-menu">
<li><a href="">Undergraduate</a></li>
<li><a href="">Transfer</a></li>
<li><a href="">Graduate</a></li>
<li><a href="">Dentistry</a></li>
<li><a href="">Law</a></li>
<li><a href="">Medicine</a></li>
<li><a href="">MBA</a></li>
<li><a href="">International</a></li>
<li><a href="">Online Learning</a></li>
<li><a href="">Jobs</a></li>
<li><a href="">Donate</a></li>
<li><a href="">Emergency</a></li>

Any deviation from this standard must be approved by the Office of Communication & Marketing by calling 502-852-6171 or by email at

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Communications & Marketing

University of Louisville

2323 S. Brook St.

Louisville, KY 40208

(502) 852-6171