Brand Standards

Color

Color Application

Color serves as a powerful tool for communication and brand recognition. The color choices and pairings we make convey Clemson’s brand personality and values and evoke specific feelings and associations that align with it.

Color

Color Application

Color serves as a powerful tool for communication and brand recognition. The color choices and pairings we make convey Clemson’s brand personality and values and evoke specific feelings and associations that align with it.

Pairing Colors

When selecting color pairings, consider the foundational relationships of color. Color relationships refer to the ways in which colors interact with each other and how they can be combined or contrasted to create pleasing visual compositions:

• COMPLEMENTARY
• SPLIT COMPLEMENTARY
• ANOLOGOUS
• TRIADIC

Split-Complementary Colors: This relationship is a variation of the complementary colors. Instead of using the direct opposite color, it uses two adjacent colors to the complementary color.

Analogous colors: Analogous colors are next to each other on the color wheel. They share similar undertones and create a harmonious, cohesive look when used together.

Triadic colors: Triadic colors are evenly spaced around the color wheel, forming a triangle. When used together, they create a balanced and dynamic color scheme.

Complementary Colors: Complementary colors are pairs of colors that are opposite each other on the color wheel.

Meaningful Pairings

Consistent and meaningful use of color reinforces brand recognition, making it a vital element in establishing a lasting and memorable brand presence.

Monochromatic Colors: Monochromatic color schemes are based on a single color but use variations in brightness, value and saturation of that color. This creates a visually harmonious palette.

Contextual and Cultural Considerations: The interpretation of color can vary, and the context in which colors are used can significantly influence their meaning. It's important to consider what meanings and associations might come with selected color pairings.

Corporate

Sustainable

Spirited

Military

Studious

Expressive

Inclusive

Modern

Gradients

Color gradients are visual effects that involve a smooth transition of colors from one hue to another. Gradients are created by blending or interpolating between two or more colors to create a gradual shift in color tones.

Gradients can add depth to designs and work well in backgrounds or overlays on imagery. They can also, however, occasionally create print production issues. To prevent these issues, avoid using directly complementary colors in gradients, as they can tend to go brown or grey in transition. Gradients work best with analogous or monochromatic color relationships.

Color Contrast for Accessibility

Adequate color contrast is an important aspect to keep in mind when selecting colors. For digital materials such as websites, applications and electronic documents, federal guidelines require colors to hit a measurable contrast criteria stated in the WCAG color contrast standards. For Clemson, we strive to meet WCAG AA color contrast standards as indicated.

• 3:1 color contrast ratio for text that is at least 24px and normal weight or 18.5px and bold
• 4.5:1 color contrast ratio for text 19px normal weight and lower.

Note that these values are in units of pixels not pts, which some common word processors default to as their font units.

14pt = apx. 18.5px
18pt = apx. 24px