The colors chosen for the logo mark are an important part of the brand. By tying specifically to the University of Florida, they reinforce the University-based point of pride locally, regionally and nationally.
The blue and orange are tremendously meaningful – they evoke a deep emotional connection for Floridians. Like the University, UF Health has a long history here and a long history of connection to UF. That intertwinement is part of everything we do, so it’s fitting that it’s reflected in the colors that represent us.
Below are the primary and secondary color palettes for the UF Health identity and communications. While the primary and secondary palettes are acceptable for all use, they aren’t the only ones we can use. UF Health Communications reserves the right to introduce additional colors into the color palette.
This palette is meant to be a guide for publications and products and to complement the primary palette. Additional guidelines on colors:
- It is acceptable to extract a primary color from the dominant image of the piece.
- White/reverse text or logos are not to be used over neutral colors.
- Neutral color treatments will not be acceptable for newsprint because of a lack of accurate and effective reproduction.
Note: The primary spot colors (orange and blue) use PMS 287 and 172, respectively. We use the CMYK metrics for alternative spot colors (orange=49-1; blue=205-1) because they reproduce more accurately to match our primary spot colors of 287 and 172. Do not auto-convert PMS 287 and 172 to CMYK, use the CMYK values listed. You’ll note a difference in the vibrancy of the top two primary colors (blue and orange).
It’s important to note that the colors below represent how they’d appear on the Web. In print and other media, they may appear slightly differently. Also, different color printers, monitors, and projectors will display these colors slightly differently. Please use the palettes below as representative examples rather than exact matches.
For additional color options that offer consistency with University of Florida products please visit the UF Brand Center.
General Printing and Color Specifications
When printing corporate marketing materials, we will primarily use four-color process printing. This color printing method is common to advertising and marketing materials that use full color photography. The four-color process system of printing uses four different primary inks to simulate a near full spectrum of colors by using various dot sizes when printed. These four colors (often referred to as process colors) are Cyan, Magenta, Yellow and Black.
- It is recommended that the spot color Pantone 287 be used in business cards, letterhead and signage to maintain the brand.
Sometimes the four-color process printing is not preferred, specifically when using a limited color palette. For this, spot colors are used. Spot colors are a pre-mixed ink color (commonly called a PMS, or Pantone color) used to print each plate of the image. These colors can be selected from printed samples (swatch booklets) and matched with extreme accuracy. Because each color must be printed with a separate plate (on the printing press), the fewer colors needed to print the job, the less expensive it will be, and vice versa. The limitation of this method of printing is that it can handle only solid patches of color. Blends and gradientssize-thumbnail” do not print well, and full-color photographs are simply out of the question.
- For example, two-color jobs would include Pantone 287 (blue) and Pantone 172 (orange).