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Hub High Five

October 2021

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Help us make the Hub High Five even better

Every month, the ASU Enterprise Marketing Hub team delivers brand updates, enterprise initiatives, tools and resources to inform the ASU marketing community about what’s next. 

We want to know what kind of information and tools you want, need or would like more of. To start, we’ve created a short questionnaire where you can share what you find useful about the current Hub High Five content and what you think would provide even more value to you and other community members. Please take a few minutes to complete the questionnaire and help us improve the Hub High Five! 

Share your thoughts

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Sharing enterprise stories of excellence

Thank you to the communicators across ASU who share content that is included in ASU Thrive magazine. Did you know that the content in the magazine is available for reuse in your channels as well? Magazine stories can be shared in editorial contexts and most stories and photos can be shared in any context, including marketing and advertising. In fact, for magazine features, there are usually a number of outtakes from photo coverage that are not in the magazine, but are available to communicators.

Magazine story blocks are available in Salesforce Marketing Cloud for inclusion in your emails and many of the photos are available in brand galleries. Designs from the magazine can be requested for repurposing or reprinting. For example, in the most recent issue, units have requested reprints of the semiconductors coverage. Reuses include handouts of the articles for sharing at conferences and a 36-by-48-inch wall print of the map showing major companies in the Valley.

All units at ASU may access free copies of the magazine to hand out at events or with your audiences. The Print and Imaging Lab maintains stock of back issues and will deliver to campus locations. We look forward to sharing stories of excellence with all ASU audiences!

Access Thrive photos      Request Thrive designs

Order copies of Thrive for delivery

hope for the holidays

Hope (and resources) for the holidays

If it feels like you’ve been working double time since the pandemic hit, you’re not alone. How about some reassurance that your hard work is going to pay off and it’s all going to be worth it? That’s the idea behind the concept for a university wide holiday video and email called Hope for the Holidays. ASU has been a home for hope since its doors opened in 1886. We measure that hope by many metrics, from the number of first-generation college graduates to the breakthrough initiatives that help our planet prosper. ASU innovators give us all hope. The holiday video will be available for distribution by Dec. 1.

We invite all units to build upon this theme in your own holiday communications and remind you that if your holiday communications involve printing or you’re looking for a personalized gift, such as a canvas, a photo print or mounted wall art, now is the best time to reach out to the Print and Imaging Lab.

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core design principals

Core design principles

Are you new to creating communications for the ASU brand or just need a refresher? The new Core design principles page on the brand guide outlines how to effectively express brand values through design. 

As you may know, ASU is a branded house with one brand versus a house of brands or a collection of brands.

ASU’s creative tools are part of our “branded house,” within which all elements are based on and related to the cornerstone of the core brand. This cohesive approach creates a consistent presence in the marketplace. We have simple clear systems for audiences to easily understand, reducing visual noise and creating harmony among designed pieces from many departments. 

Our design moves carry meaning, visually reinforcing overall messages of excellence and the tenets of our brand platform. While we may design items in different departments, our audiences often experience our materials all together — in their mailboxes, in their inboxes, in tours on campus and more. When the creative decisions of different departments veer from the brand guidelines, it creates extra noise in the experience for the user, undermining our collective and individual goals of engagement.

Learn more

Here is what you will find on this page:

  • An overview of what the ASU brand looks like visually. 
  • The ASU color palette and how to use it boldly.
  • Details on fonts and typography.
  • Guidance on icons and patterns. 
Asu brand palette

Update to the brand palette: New gray color

The ASU color palette reflects ASU's optimistic and bold nature and differentiates us from other universities. It includes a collection of primary, secondary, metallic ink and foil colors. With the launch of Web Standards 2.0 and the ASU Unity Digital Design System, a new monochromatic gray scale of seven steps was developed to account for varying contrast needs and accessibility best practices. The new warmer gray was developed based on ASU Gold and ASU Maroon. To ensure alignment with this new scale, ASU Gray for print has also been updated.

Old ASU Gray New ASU Gray
Spot: ASU Gray 431 C
CMYK: 15-0-0-70
RGB: 92-102-112
HTML: #5C6670
Spot: ASU Gray 424C
CMYK: 2-0-4-66
RGB: 116-116-116 
HTML: #747474


As a reminder, here are some helpful guidelines when working with ASU colors:

ASU primary colors

  • Maroon and gold are recognizable as brand-specific colors and should always be considered as the first choice for color elements in your project. ASU has built brand equity in maroon and gold. These two colors define who we are as an educational institution.
  • White and black serve as foundational colors that allow maroon and gold to shine.
  • Maroon, gold, black and white are ASU's primary colors.

ASU secondary colors

  • The use of secondary colors should be done sparingly and with the intent of complementing the primary color palette.
  • These colors should not be used in a dominant way or in lieu of the primary colors. If maroon, gold, black and white have already been used in the project, the secondary palette can be useful when used in limited ways. Remember, these colors can have a negative effect when used in large areas of a project.
  • The secondary palette is helpful when building complex data visualizations and maps that require multiple colors for clearer reading.

It can be tricky to remember all of these color values. Luckily, you may not have to! With Adobe Creative Cloud Libraries you can manage, organize and access colors, design assets and more in your favorite Creative Cloud apps. These libraries allow us to work more efficiently and ensure creative consistency. Make sure to follow the official ASU Creative Cloud Library.


Explore ASU colors in-depth       Follow the ASU Creative Cloud Libraries