Color
Like our logo, our colors are one of the most recognizable aspects of our visual identity. Consistently and appropriately using our colors is an effective way to ensure our communications are recognizably Grand Valley.
Primary Color Palette
GVSU Blue, black, and white are Grand Valley’s official colors. They are rooted in our history and identity as an institution. While all three are appropriate to use when representing Grand Valley, GVSU Blue should always be included in your design (with the exception of black and white printing) and should be the dominant color on any communications from GVSU.
GVSU Blue
PMS 286
CMYK 100/75/0/0
RGB 0/50/160
Hex #0032A0
Black
CMYK 0/0/0/100
RGB 0/0/0
Hex #000000
White
CMYK 0/0/0/0
RGB 255/255/255
Hex #FFFFFF
Secondary Color Palette
You may choose from the following complementary secondary colors to create visual interest and variety, for navigation, charts and graphs, or to set a tone or feeling.
Link Blue
Process Cyan
CMYK 100/0/0/0
RGB 14/203/240
Hex #0ECBF0
Big Lake
PMS 3265
CMYK 75/0/43/0
RGB 61/209/204
Hex #3DD1CC
Midnight
PMS 655
CMYK 100/73/0/61
RGB 19/21/92
Hex #13155C
Arboretum
PMS 2091
CMYK 91/100/0/0
RGB 74/12/110
Hex #4A0C6E
Carillon Brick
PMS 4265
CMYK 14/57/63/28
RGB 186/111/76
Hex #BA6F4C
Archway
PMS 4247
CMYK 13/18/26/0
RGB 222/193/151
Hex #DEC197
Our approved secondary colors are inspired by our campuses and are colors that compliment and enhance GVSU Blue. These colors are used frequently in communications produced by University Marketing and other campus communicators. By using them for your communications, you will leverage existing branding and achieve a more professional and cohesive look. You may use these colors at their full value, or use tints of them (you are not limited to the tint examples shown).
Using Color
Consider these guidelines when designing with color:
- Lead with GVSU Blue
- Consider your audience and their familiarity with GVSU (less familiar = more blue; more familiar = less blue)
- Consider your message (recruiting students = more blue; on-campus event = less blue)
- Use the provided color breakdowns provided for all colors
- Use PMS or CMYK when designing materials intended for print
- Use RGB or Hex when designing for digital applications and on-screen viewing
- Consider readability/legibility in print
- Make sure text and background color contrast meet WCAG 2.0 AA guidelines for web and digital designs
Avoid these common design problems:
- Eyedrop or guess at color breakdowns
- Tie meaning solely to color
- Use color combinations that are too close to other Michigan/Midwest universities
Color Accessibility
Color combinations in your designs must meet accessibility standards.
When communicating emphasis or hierarchy, use size, shape, font weight, or placement in addition to color. Remember, not everyone will be able to differentiate color by itself. Consider those with colorblindness when choosing images and colors, and avoid statements on your website such as “choose the green button to go to the next page.”
Be sure that your colors meet contrast standards in accordance with WCAG 2.0 AA accessibility guidelines. This allows individuals with low visibility to properly distinguish foreground and background colors, especially in text and graphic elements. It is best to check your color choices using a color contrast checker such as the WebAIM Color Contrast Checker.