Visual Identity
The Dartmouth visual identity system comprises several elements that together create a look and feel that is distinctly Dartmouth. Find downloads and Dartmouth’s style guide.
Color Palette
Much of who we are and what we cultivate at Dartmouth comes from the natural environment around us. Therefore our color palette is inspired by where we study, work, and play.
Contents
1. Print Color Palette
Primary Color
Dartmouth Green
PMS 349
CMYK: 95, 0, 100, 50
RGB: 0, 105, 62
Secondary Colors
Forest Green, Snow White and Midnight Black are our secondary colors, and their use is always paired with Dartmouth Green.
Forest Green
PMS 627
CMYK: 93, 33, 75, 75
RGB: 18, 49, 43
Snow White
CMYK: 0, 0, 0, 0
RGB: 255, 255, 255
Midnight Black
CMYK: 50, 50, 50, 100
RBG: 0, 0, 0
Tertiary Colors
When color beyond the primary and secondary palettes is needed for distinction, the tertiary colors can be used, but cannot overpower the use of Dartmouth Pine Green.
River Blue
PMS 291
CMYK: 33, 3, 0, 0
RGB: 155, 200, 235
River Navy
PMS 541
CMYK: 100, 57, 0, 38
RGB: 0, 60, 115
Spring Green
PMS 367
CMYK: 32, 0, 59, 0
RBG: 165, 215, 95
Summer Yellow
PMS 127
CMYK: 0, 16, 65, 0
RGB: 245, 220, 105
Bonfire Orange
PMS 1375
CMYK: 0, 40, 90, 0
RGB: 255, 160, 15
Bonfire Red
PMS 7427
CMYK: 0, 100, 65, 28
RGB: 157, 22, 46
Tuck Orange
PMS 179
CMYK: 0, 79, 100, 0
RGB: 230, 60, 47
Autumn Brown
PMS 161
CMYK: 0, 52, 100, 64
RGB: 100, 60, 32
Winter Gray
PMS 665
CMYK: 11, 20, 0, 10
RGB: 200, 188, 208
Granite Gray
PMS 438
CMYK: 58, 63, 59, 40
RGB: 88, 69, 69
2. Digital Color Palette
Following web accessibility guidelines ensures that everyone, regardless of disability, will be able to use our websites. We have developed a web palette that meets WCAG (Web Content Accessibility Guidelines) standards and maintains consistency with the Dartmouth brand. When creating content for Dartmouth’s websites, please adhere to the color palette and recommended text and background color combination examples below.
Primary Color
Dartmouth Green
RGB: 0, 105, 62
#00693e
Secondary Colors
In the secondary web palette we have added shades of gray, a useful addition for creating web content.
Forest Green
RGB: 18, 49, 43
#12312b
Snow White
RGB: 255, 255, 255
#ffffff
Midnight Black
RGB: 0, 0, 0
#000000
Web Gray 1
RGB: 247, 247, 247
#f7f7f7
Web Gray 2
RGB: 226, 226, 226
#e2e2e2
Granite Gray
RGB: 66, 65, 65
#424141
Tertiary Colors
The tertiary colors should be used sparingly, for buttons and links only.
Autumn Brown
RGB: 100, 60, 32
#643c20
Bonfire Red
RGB: 157, 22, 46
#9d162e
Tuck Orange
RGB: 227, 45, 28
#e32d1c
Summer Yellow
RGB: 245, 220, 105
#f5dc69
Spring Green
RGB: 196, 221, 136
#c4dd88
River Navy
RGB: 0, 60, 115
#003c73
River Blue
RGB: 38, 122, 186
#267aba
Web Violet
RGB: 138, 105, 150
#8a6996
Bonfire Orange
RGB: 255, 160, 15
#ffa00f
Recommend Usage
Primary Page Elements
We recommend these text and background color combinations for the main pages and primary elements of the site.
Secondary Page Elements
We recommend these text and background color combinations for secondary webpage elements.
Buttons/Links
We recommend these text and background color combinations for buttons, links, and call outs on web pages.
3. Dos and Don'ts
The Dartmouth palette should not be altered in any case. See below for specific examples of dos and don'ts.
Don't use secondary or tertiary colors without the presence of Dartmouth Green
Don't use Summer Yellow, Spring Green, or Bonfire Orange on the website with Snow White. These combinations do not meet WCAG standards and are not legible for everyone.
