Understanding which color build to use for your project
Please note the specific color values set for digital, print and specialty printing. They have been chosen based on years of review and prototyping, dialing in the color values with our trusted vendors and partners.
For digital work
Most screens are red, green and blue, or RGB, (computer, phone, media player, television, etc.). The pixels have little subpixels that just show red, green or blue.
If an RGB version of the logo is accidentally used in digital CMYK space, it can print in unexpected ways as each printer will interpret the colors differently.
For print work
Cyan, magenta, yellow and black, or CMYK for short, is a subtractive, reflected light color system. All colors start with white "paper," to which different color "inks" are added to absorb (subtract) light that is reflected.
If a CMYK version of the logo is accidentally used in digital RGB space, it looks washed out and diminished.
Web color palette
Based on the ASU brand primary and secondary color palettes, the Unity Design System (UI kit) designates specific color use and combinations, and introduces a web-specific greyscale and alerts palette, for asu.edu.
All color uses and combinations have been optimized for accessibility and are detailed in the Unity Design System (UI kit) for asu.edu. The UDS color palette encompasses all colors and hex codes approved for use on asu.edu.
Print color palette
Custom spot colors: “ASU Maroon” and “ASU Gold”
ASU has established custom spot colors that will ensure better color consistency across all executions, digital and print. The previous Pantone (PMS) colors have been retired.
The custom spot colors are based on the L*a*b color space which mathematically describes all perceivable colors in the three dimensions:
- “L” for lightness.
- “a” for green to red.
- “b” for blue to yellow.
One of the most important attributes of the L*a*b model is device independence. This means that the colors are defined independently of their nature of creation or the device they are displayed or printed on.
L*a*b colors for coated papers
ASU Maroon
Coated*
L = 33.11%
A = 43.17%
B = 7.02%
C = 43.74%
H = 9.23%
ASU Gold
Coated*
L = 81.06%
A = 10.15%
B = 71.44%
C = 72.16%
H = 81.91%
L*a*b colors for uncoated papers
ASU Maroon
Uncoated*
L = 36.88%
A = 41.64%
B = 6.72%
C = 42.18%
H = 9.17%
ASU Gold
Uncoated*
L = 82.95%
A = 11.78%
B = 66.56%
C = 67.59%
H = 79.96%
For print vendors manufacturing ink: Only use yellow, rubine, Pantone process blue and neutral black when mixing ink to match these color chips
Black
CMYK 60-40-40-100
RGB 0-0-0
HTML #000000
White
CMYK 0-0-0-0
RGB 255-255-255
HTML #FFFFFF
Metallic ink colors
Metallic ink colors are sophisticated and powerful and used only in print applications.
- These ink colors are not to be used in digital mediums.
- Metallic ink colors are never to replace colors in the ASU logo.
- They are to be used only as supporting spot colors, not to be converted to process colors.
Approved metallic ink colors:
Foil stamping
Foil stamping is a specialty printing process that uses heat, pressure, metal dies and a thin sheet of metal foil film.
- Both maroon and gold foil must be used if replacing colors in an ASU logo (may not be all maroon or all gold).
- Foiled stationery such as business cards, notecards and letterheads are reserved for President Crow’s Executive Committee.
Allowed foil colors:
- Maroon: HCS X621 foil.
- Gold: Great Western 138 foil.
Order your color swatch book
Visit asuprintonline.asu.edu to order a swatch book created to support you and your contracted printers in managing the ASU colors.
The swatch book includes printed samples of the full ASU color palette in an effort to obtain color consistency across all ASU-branded collateral.
Questions about colors?
Many variables in the printing process can affect color reproduction, including paper color, quality, texture and various finishing processes. Please contact the Print and Imaging Lab with any questions you may have.
