Colors create an immediate visual connection to a brand, and UW–Madison’s primary color combination of Badger Red and white is core to our identity. Our set of secondary colors offers contrast, variety, and flexibility.
Pantone Color books are no longer available in Adobe software without a Pantone Connect subscription. Using the official UW CMYK color break for standard four-color printing should give you the correct output results. For printers that require a PMS color, you can create a swatch with the CMYK color break, change the color type to “Spot Color,” and then label it as PMS 200.
Download the UW color palette
CMYK: 9, 100, 64, 40
CMYK: 0, 0, 0, 10
CMYK: 0, 0, 0, 100
CMYK: 0, 25, 100, 0
Medium Gray Blue
CMYK: 30, 0, 0, 40
CMYK: 45, 0, 0, 60
Accessibility requirements for digital text
Make sure your text is easy to read and accessible. Digital text color combinations must meet a contrast ratio of at least 4.5:1 in order to comply with the UW–Madison’s Digital Accessibility Policy. Use contrast checkers to ensure your digital text meets contrast ratio guidelines.