Our palette has been designed in four levels:
The signature colour that identifies the university.
Vibrant tones that are used sparingly within the system.
Block coloursSubtle tones intended for colouring larger flat spaces without overpowering photography.
A warm alternative to white for backgrounds.
For digital applications always use the specified RGB breakdowns for each colours. The colour breakdowns in this guide have been formulated for optimum results on coated matt sheets. If printing in CMYK, always use the exact colour breakdowns specified.
Alternative stocks or substrates, however, may react differently to colour. If using uncoated stocks or applying colour to alternative substrates (as part of a signage programme for example) always test where possible and visually match to the specified Pantone® ink to get the best results.
All colour is emotive, and our colour palette is bright, optimistic and warm - it has been designed to reflect the values, energy and vitality of the University of Dundee.
Colour is a key part of our visual signature but care should be taken not to use too many colours within a given piece of design at any one time.
The central blue core colour is at the heart of our identity. The University shield and wordmark can be reproduced in the core colour and it can also be applied to icons and typography. In certain situations, where there are no images present, it can also be used as a background colour.
Three complementary highlight colours have been specified to add vibrancy to the identity. These colours can only be used for typography, icons or delicate line work. These colours are not to be used for background colours or large block areas and should always be used sparingly.
The block colours are intended for colouring larger flat spaces. They are subtle and can be used behind photography without overpowering the images. Normal usage might include posters and report covers, blocks of pull-out content within documents and digital applications, colour for graphs etc.
The block colours are not intended to be used for typography, icons or fine line work, and should not be used as consistent background colour throughout a document (for example on multiple pages within a prospectus or report).
A background colour has been developed to act as a warmer colour alternative to white for page backgrounds. In certain print executions the paper stock may serve as an alternative to using this background colour. White is also permissible as a background colour where appropriate.
Much of the colour and vibrancy of our brand comes from imagery. Because we use multiple images that layer over each other there is an option to apply gradient maps (a post-production treatment that adds an overlay of colour to photography). Gradient maps can help ensure images harmonise when layered together.
This stylistic element can be applied in different ways, and this mix helps to give us a unique look and feel to our photography.
For further information about applying gradient maps please see photography guidelines.
For more in-depth support and guidance, please contact Creative Services.Contact Creative Services