ASU Brand Guide - Elements of the Brand
Elements of the ASU brand

Color palette

The ASU color palette reflects ASU's optimistic and bold nature and differentiates it from other universities. It includes a collection of primary, secondary, metallic ink and foil colors.

To maintain aligned color hierarchy across all communications, refer to the color wheel below for color proportions. The chart is not meant to be taken literally, but rather to serve as a visual reference when choosing colors to represent the brand.

 Follow ASU’s official Adobe Creative Cloud Library to gain access to ASU’s color palette.

ASU Color Wheel

ASU primary colors

Things to consider when using the ASU color palette:

  • Maroon and gold are recognizable as brand-specific colors and should be first choice considerations when selecting color elements for your project. 
  • White and black serve as foundational contrast colors that allow maroon and gold to shine.

Maroon and gold, black and white are ASU's primary colors.

Over many years, ASU has built brand equity in maroon and gold. These two colors define who we are as an educational institution.

ASU Brand Guide Core Design Color Maroon Gold color block

ASU Maroon

CMYK 10-97-37-43

RGB 140-29-64

HTML #8C1D40

ASU Gold

CMYK 0-21-88-0

RGB 255-198-39



ASU secondary colors

The use of secondary colors should be done sparingly and with the intent of complementing the primary color palette.

The secondary palette is helpful when building complex data visualizations and maps that require multiple colors for clearer reading.

These colors are not to 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 may be useful when used in limited ways. Remember, these colors can have a negative effect when used in large areas of a project.

Core Design Principles

ASU Brand Guide Core Design Color Secondary Colors block

ASU Green 368C

CMYK 60-0-100-0

RGB 120-190-32

HTML #78BE20

ASU Blue 299C

CMYK 80-15-0-0

RGB 0-163-224

HTML #00A3E0

ASU Orange 1575C

CMYK 0-60-85-0

RGB 255-127-50


ASU Grey 424C

CMYK 2-0-4-66

RGB 116-116-116 

HTML #747474


Understanding which color build to use for your project

Color Variation graphic

Color Variation graphic 2

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 

All color uses and combinations have been optimized for accessibility and are detailed in the Unity Design System (UI kit) for The UDS color palette encompasses all colors and hex codes approved for use on

UI Kit color palette

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

Maroon and Gold color block

ASU Maroon
L = 33.11%
A = 43.17%
B = 7.02%
C = 43.74%
H = 9.23%

ASU Gold
L = 81.06%
A = 10.15%
B = 71.44%
C = 72.16%
H = 81.91%


L*a*b colors for uncoated papers

Maroon and Gold color block

ASU Maroon
L = 36.88%
A = 41.64%
B = 6.72%
C = 42.18%
H = 9.17%

ASU Gold
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 and White Color Block


CMYK 60-40-40-100

RGB 0-0-0

HTML #000000


CMYK 0-0-0-0

RGB 255-255-255




Metallic ink colors

Metallic ink swatches

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:

ASU Brand Guide Core Design Color Metallic Ink color block

Metallic Maroon 8862

For print only

Metallic Gold 8384

For print only

Metallic Grey 8403

For print only

Metallic Copper 876

For print only

Foil stamping

Executive stationery

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.

Color swatch book

Order your color swatch book

Visit 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.