Color Palette

The University of Cincinnati's primary color palette is built upon the dynamic duo of red and black. These colors are the lifeblood of our brand, making them the first choice for any digital or print design. We encourage you to embrace their boldness and vibrancy, allowing them to dominate your creative work. Remember, these primary colors should always take precedence over any secondary or expanded color choices, ensuring a consistent and powerful representation of the UC brand.

Note: UC Red has been adjusted from PMS 186C to PMS 200 per recommendation from Trademarks & Licensing to reproduce faithfully on printed products.

Our brand's primary colors, red and black, have been meticulously selected to meet accessibility color guidelines. As such, it's crucial to adhere to their intended use. Never use red on black or black on red, as these combinations fail to meet the necessary color contrast requirements.

Using red on black or black on red not only compromises the legibility of your content but also goes against the principles of accessibility, potentially excluding individuals with visual impairments. These colors have been purposefully chosen to strike the right balance, ensuring that our brand is not only visually appealing but also highly adaptible. Please refrain from making any adjustments to these color combinations, as they are fundamental to maintaining our commitment to accessibility and brand integrity.

Note: As a rule, we use Bearcats black as a primary color for text on a white field for digital and web. This is to reduce eye strain for our visitors, as it is a web best practice to avoid using pure black on pure white for copy.

• Red on black and black on red color combinations may not be used for text
• Digital content is responsive and viewed on many devices and sizes, so we cannot reliably control font size or contrast
• All digital materials must use high‑contrast color combinations that meet accessibility standards

(physical pieces not shared digitally)

• In very limited cases, red on black or black on red may be considered for large display text, such as a bold headline or similar graphic treatment
• The piece must be distributed exclusively as a physical, printed product and not posted, emailed, or shared in any digital format (including PDFs or images)
• Any red‑on‑black or black‑on‑red text must be set at a minimum of 18 pt, in a bold weight font, to maintain legibility at the final printed size
• Red on black or black on red must not be used for body copy or critical information such as instructions, legal text, or required disclosures
• Even in print‑only pieces, high‑contrast combinations (such as black on white or red on white) remain the preferred treatment for most text

In addition to our bold primary colors, we introduce two secondary colors: UC Dark Red and Grey. These colors play vital roles in our brand's visual identity. UC Dark Red can be found accenting uc.edu websites, often used in subheaders or as a dynamic hover state when paired with UC Primary Red in digital formats. Grey, on the other hand, serves as a versatile background color, providing a necessary contrast to our primary red and black hues, all while maintaining our accessibility standards. These secondary colors enhance the depth and interest of our brand's visual language, and should only be used in digital applications. 

Our brand's color palette goes beyond the basics with a selection of extended colors. These colors, including Calhoun Maroon, Steger Silver, Main Street Mist, Bearcats Black, Gettler Gold, and Tangeman Tan, are primarily designed for digital and print data visualization. However, it's important to note that they should not be integrated into master slides or themes in digital formats.

Colors from the expanded color palette may not be used as a text color. These extended colors should be used sparingly to add accents, whether it's in data visualization or to provide a touch of flair. They should not be used in place of our primary colors, and must be used in accordance with accessibility standards and maintain the integrity of our brand.