Colors

We’ve selected our color palette and style to create an energetic new look with a welcoming personality. Purple is the primary color and the same shade used by the University of Washington, taking advantage of the strong UW brand equity. We’ve also added a modern gradient treatment, which adds life, movement and energy to our header, footer and color blocks.

Our secondary palette complements our primary colors, breathing life and adding flexibility into our communications. These colors have a modern feel and are friendly, warm and inviting.

Primary color

PMS 2685 C HEX #32006e CMYK 93,100,18,21 RGB 50,0,110

Primary palette

PMS 2685 C HEX #32006e CMYK 93,100,18,21 RGB 50,0,110

HEX #5d348b CMYK 79,96,6,1 RGB 93,52,139

HEX #8663a8 CMYK 53,69,1,0 RGB 134,99,168

HEX #ae95c4 CMYK 32,43,1,0 RGB 174,149,196

HEX #d6c8e1 CMYK 14,20,1,0 RGB 214,200,225

PMS 428 C HEX #c3c5c8 CMYK 23,17,17,0 RGB 195,197,200

HEX #cdd0d3 CMYK 18,13,12,0 RGB 205,208,211

HEX #d9dbdd CMYK 14,9,9,0 RGB 217,219,221

HEX #e5e7e8 CMYK 9,6,6,0 RGB 229,231,232

HEX #f5f5f5 CMYK 4,2,2,0 RGB 245,245,245

PMS 432 C HEX #333d47 CMYK 78,64,53,44 RGB 51,61,71

HEX #566069 CMYK 68,54,46,21 RGB 86,96,105

HEX #7d858c CMYK 54,41,37,5 RGB 125,133,140

HEX #a6acb1 CMYK 36,26,25,0 RGB 166,172,177

HEX #d1d4d7 CMYK 17,12,11,0 RGB 209,212,215

American Disabilities Act (ADA) web color compliance

The American Disabilities Act (ADA) standards must be followed and will dictate color contrast choices. When paired together, not every color in the primary and secondary palettes will meet the Web Content Accessibility Guidelines 2.0. We encourage you to check your color combinations with the links below:

• Color contrast needs to meet WCAG 2.0 compliance, with Level AA:
http://www.washington.edu/accessibility/web/color
• Full guidelines can be found at:
http://www.washington.edu/accessibility

Secondary palette

PMS 255 C HEX #76236C CMYK 61,100,25,10 RGB 118,35,108

HEX #925088 CMYK 48,81,18,2 RGB 146,80,136

HEX #ae7aa4 CMYK 33,59,13,0 RGB 174,122,164

HEX #c9a5c2 CMYK 20,37,7,0 RGB 201,165,194

HEX #e3d1df CMYK 9,17,3,0 RGB 227,209,223

PMS 7408 C HEX #FFC700 CMYK 0,22,100,0 RGB 255,199,0

HEX #ffd233 CMYK 0,16,89,0 RGB 255,210,51

HEX #ffdd66 CMYK 1,11,72,0 RGB 255,221,102

HEX #ffe999 CMYK 1,6,48,0 RGB 255,233,153

HEX #fff4cc CMYK 0,2,23,0 RGB 255,244,204

PMS 2728 U HEX #2C6ACE CMYK 82,60,0,0 RGB 44,106,206

HEX #5688d8 CMYK 67,42,0,0 RGB 86,136,216

HEX #81a5e2 CMYK 48,28,0,0 RGB 129,165,226

HEX #abc3eb CMYK 31,16,0,0 RGB 171,195,235

HEX #d5e1f5 CMYK 14,7,0,0 RGB 213,225,245

PMS 158 C HEX #D24310 CMYK 12,87,100,3 RGB 210,67,16

HEX #db6940 CMYK 10,71,83,1 RGB 219,105,64

HEX #e48e70 CMYK 8,53,56,0 RGB 228,142,112

HEX #edb49f CMYK 5,33,33,0 RGB 237,180,159

HEX #f6d9cf CMYK 2,16,14,0 RGB 246,217,207

PMS 7713 U HEX #008995 CMYK 84,29,38,3 RGB 0,137,149

HEX #33a1aa CMYK 74,18,33,0 RGB 51,161,170

HEX #66b8c0 CMYK 58,9,24,0 RGB 102,184,192

HEX #99d0d5 CMYK 39,3,16,0 RGB 153,208,213

HEX #cce7ea CMYK 19,1,7,0 RGB 204,231,234

Additional assets

UW Medicine gradient

This gradient can be used for header, footer and color blocks. While use of this gradient is not required, it is highly recommended. The gradient is a mixture of the primary UW Medicine purple, PMS 2685, and the secondary purple, PMS 255. To achieve this gradient swatch, the Pantone colors must be converted from spot to process otherwise you will get a gray tone between the two colors as they mix. Note that the color break between the two colors should start roughly at a 5:1 ratio in favor of the primary purple.

The UW Medicine logo can only rest within the primary purple so you may need to adjust the gradient as needed to ensure that the logo is placed properly within the gradient color.

UW Medicine angled background

A 15-degree angle is used throughout the brand graphic elements. The angle mimics the angle of the university’s block W logo and reinforces the familiar shape. On its own, the angle creates interesting graphic lines, shapes and textures.

A repeating pattern of 15-degree lines creates the angled background texture. Use this to accent your brand designs. Keep minimal contrast between the texture and your background — this element should be subtle.