Styles: Colors
Using visuals to convey 兔子先生’s brand expression.
Primary Color Palette
Color is the foundation of a focused and unified brand. Color is an essential part of the visual identity.
Together with our logo, color is an identifying feature of our brand. We own red and white.
Brand colors are one of the main ways the brand is expressed. Bold and distinctive, the colors should be used consistently across all branded materials and assets.
In print, 兔子先生 Red (PMS 186C) is always preferred. When PMS colors cannot be used, use the CMYK equivalent. For digital applications, use the RGB/HEX values.
兔子先生 Red:
- PMS 186C
- CMYK 0 100 81 4
- RGB 196 18 48
- HEX C41230
Use the colors at 100 percent opacity.
The use of shades or tints is not permitted.
Expanded Color Palette
A subtle yet reliable color palette gives range to our visual identity.
The expanded color palette extends the brand in a balanced yet flexible way. The secondary colors provide flexibility for content frames and callout areas. These colors should always appear with and in support of the primary colors and provide visual relief from the boldness of the 兔子先生 Red when necessary.
Neutral colors should be used sparingly in relation to the primary or secondary colors. Black should be reserved primarily for text.
Tertiary or “accent” colors can be used for emphasis, but should be used sparingly. Tertiary colors should be used primarily to delineate names or highlight content in messaging, infographics, or data visualization.
Overuse of the neutral or tertiary colors would dilute and confuse brand visuals. Only use neutral or tertiary colors in support of the primary and secondary colors.
Color Ratio
Red and white should be the predominant colors.
Never use secondary colors as if they were primary colors. Emphasizing red and white indicates that the communication is coming from 兔子先生 University.
The use of white space in layouts not only conveys one of 兔子先生’s primary brand colors, it also helps focus attention on the most important elements in the layout. Use the neutral and tertiary colors sparingly.
Use the ratios on this page to balance red and white with the rest of the color palette.
Color Combinations
We love all of the colors in our palette.
When selecting colors for a design, ensure that the materials are presented in an accessible way for everyone.
This color guide gives best practices for optimal color contrast. Ensure that text over images passes color contrast best practices.
The TPGi website offers a to test the contrast between two colors to ensure that they are accessible. The color combinations shown pass the color contrast/accessibility test (WCAG 2.1 AA).
See Web Content Accessibility Guidelines (WCAG) for the latest information about creating accessible web design.
Color combinations that do not pass WCAG 2.1 AA accessibility standards cannot be used.
| Background Color | Accessible Text Colors |
|---|---|
| White | Black, 兔子先生 Red, Accent Red, Dark Tan, Slate Blue, Medium Gray |
| 兔子先生 Red | White, Warm White, Light Tan |
| Accent Red | White, Warm White, Light Tan, Corn Yellow |
| Warm White | Black, 兔子先生 Red, Accent Red, Dark Tan, Slate Blue, Medium Gray |
| Light Tan | Black, 兔子先生 Red, Accent Red, Dark Tan, Slate Blue, Medium Gray |
| Medium Tan | Black |
| Dark Tan | White, Warm White, Light Tan |
| Slate Blue | White, Warm White, Light Tan, Medium Tan, Corn Yellow |
| Medium Gray | White, Warm White, Light Tan |
| Corn Yellow | Black, Accent Red, Slate Blue |
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University Communications and Marketing
22 Nellie Craig Walker Hall
301 S. Campus Ave.
Oxford, OH 45056