UW Tacoma Brand Colors

Color is foundational to establishing a brand’s visual identity. It should be instantly recognizable, cultivate cultural connections and provide a positive backdrop for brand expression. Be thoughtful and consistent in using them, but also enjoy the opportunity to show the UW’s true colors.

The UW’s purple and gold colors were selected by students in the 1890s. These colors continue to radiate the University’s vibrant traditions and deep roots.

The color palette is broken down into three sections. The primary colors are most deeply associated with the UW and should be used most often. Accent colors should be used sparingly and not cover more than 15% of any given design. Accent colors may not be used for official University logos. Neutral colors are colors that don’t compete with the primary and secondary palette. They are usually used for text, callout boxes, and borders or lines.

See design examples to see how the colors work together.

When designing the color scheme of a website or document, be sure to consider whether there is sufficient contrast between foreground and background colors to meet accessibility standards.

Primary Colors

Accent Colors

Neutral Colors