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Colors and Fonts

Follow these design, color and font guidelines in marketing projects for Saint Louis University.

Primary Color Palette

Blue Blue Sheild

SLU Blue

PMS: 293C
CMYK: 100, 69, 0, 4
RGB: 0, 61, 165
HEX: 003DA5

Blue is seen as a dependable, trustworthy and strong color. Our primary color has always been blue and will continue to be. It incorporates our University's values of openness, leadership, confidence and boldness. The blue also embodies the two rivers that form the landscape of St. Louis. 


 

Shield, College Church Gray

College Church Gray

PMS: Cool Gray 3C
CMYK: 8, 5, 7, 16
RGB: 200, 201, 199
HEX: C8C9C7

College Church Gray is a neutral color that complements both SLU Blue and the secondary color palette, and works well in all settings. 


 

Shield, Iris White

Iris White

PMS: White
CMYK: 0, 0, 0, 0
RGB: 255, 255, 255,
Hex: FFFFFF

Iris White is a neutral color that complements both SLU Blue and the secondary color palette, and works well in all settings.


Secondary Color Palette 

The secondary colors are bright and bold, showcasing the youthful and vibrant side of SLU. These colors are to be used sparingly as accents and should never replace the primary color palette. 

Fountain Blue Shield

Fountain Blue
PMS: 2985C
CMYK: 60, 0, 3, 0
RGB: 91, 194, 231
HEX: 53C3EE

Grand Blue Shield

Grand Blue
PMS: 302C
CMYK: 100, 48, 12, 58
RGB: 0, 59, 92
HEX: 003B5C

Billiken Bronze Shield

Billiken Bronze
PMS: 874C
CMYK: 40, 50, 83, 18
RGB: 121, 93, 62
HEX: 795D3E

 

Gateway Gold Shield

Gateway Gold
PMS: 123C for coated stock
114U for uncoated stock
CMYK: 0, 19, 89, 0
RGB: 255, 199, 44
HEX: FFC72C

Rooftop Teal Shield

Rooftop Teal
PMS: 337C
CMYK: 29, 0, 22, 0 
RGB: 143, 214, 189
HEX: 8FD6BD

Oriflamme Orange Shield

Oriflamme Orange
PMS: 144C
CMYK: 0, 51, 100, 0 
RGB: 237, 139, 0
HEX: ED8B00

The colors of SLU's secondary palette are intended to add breadth and depth to SLU's overall look and feel. The color palette has been carefully selected to complement the other brand colors and to create a cohesive family that allows for a range of creative possibilities for the University master brand. Use of these elements in communications will help create and maintain a consistent look and feel for SLU's collective key audiences. Communicators are not required to use these colors, but please consider their use.

Fonts

Typography is an easy way to maintain brand presence and create a consistent visual identity throughout all platforms. The Saint Louis University identity system relies on three fonts: Crimson Text, Brandon Grotesque and Archivo Narrow.  These fonts should be used whenever and wherever possible, including printed materials, promotional materials, stationery and signage. The correct weight of each font should be carefully considered for each application to ensure maximum legibility.

Crimson Text

Crimson TextCrimson Text is an extremely legible and versatile typeface. Crimson should be used primarily as body copy. To enable flexibility within the typography applications, three weights of Crimson are available for use: Roman, Semibold and Bold. Crimson Text is a Google font and therefore, it is free and accessible for all mediums (digital and print).

Download Crimson Text

Brandon Grotesque

Brandon GrotesqueBrandon Grotesque is a strong, bold and contemporary typeface which can be read easily from a great distance. It is SLU's headline font and therefore should be used primarily in its bold weight and in all caps. Brandon Grotesque can be purchased at myfonts.com or for web through fonts.adobe.com.

Archivo Narrow 
Archivo Narrow

A condensed sans serif typeface, Archivo Narrow should be used for body copy when available layout space is tight. Like Crimson, Archivo is a Google font and free and accessible for all mediums (digital and print).

Download Archivo Narrow