Colors

After the logo, color is the most recognizable aspect of a brand’s identity. Color can tell stories, add depth and elicit emotions. Consistent use of color strengthens a brand’s identity and forms immediate recognition. 

 

The Rockhurst brand colors are split into three palettes: Primary Blues, Secondary Greens, and Accents. These colors have been given names to reflect unique aspects of our University.   

Our Colors

Overview

 

Blue is a color traditionally associated with knowledge, trust and stability and is the primary color for our University. Our blue color palette was designed to complement and enrich the use of our main color, Rockhurst Blue.

 

Greens are typically associated with growth, prosperity and creativity. We’ve chosen a secondary color palette of complimentary greens to add variety and freshness to our designs, while allowing the blues to shine.

 

Our accent palette is reserved for instances where sharp contrast is needed for emphasis or distinction. The Accents should rarely be used and never in more than 5% of an overall design.

 

Note: When using brand colors, be sure to use the specific builds noted here as they have been adjusted for the most accurate reflection of our colors. Shared swatch libraries are available through Adobe Creative Cloud.

Color Usage

Refer to the chart below to determine how much of one color should be used in any given design.

 

When determining which colors to use, consider your audience. A more formal piece should stick to the darker blues available in the Primary Blues palette. A more casual communication can lean more heavily into the Secondary Greens to add variety and fun.

 

Contrast:

Tints and screens may be used of each color; however, a tint or screen should never be the ONLY instance of color on a single design, nor should they be the most prominent. For example, if you wish to use a 50% tint of fountain blue, be sure to include a full value brand color elsewhere.

Color Usage on the Web

Certain color combinations must be used on the web to ensure visibility and accessibility. Refer to the below chart to determine if color pairings will pass accessibility standards for the University website: