University of Wisconsin Extended Campus

Visual Identity / Independent Learning

Independent Learning

Color Palettes

Independent Learning blue (pantone 5473) and Gray

**Websites use #444444 gray for text and other consistent applications.

# RGB and Hex colors have been adjusted to pass color contrast ratio standards, when in doubt of color contrast ratios please enter hex values into the color WebAIM Contrast Checker.
! Lighter colors should not be used as backgrounds to white type.

  • Pantone 5473
    91 C 10 R
    49 M 93 G
    49 Y 102 B
    24 K
    #0a5d66
  • Pantone 446* **
    67 C 68 R
    60 M 68 G
    59 Y 68 B
    44 K
    #444444

Typography

Typography is an essential element that helps communicate a unified look and distinctive brand personality.

Proxima Nova is the primary typeface of University of Wisconsin Independent Learning with Montserrat being the web font. It should be used whenever possible on all branded materials. Open Sans is a font used for secondary use applications.

LICENSING AND USE

This Font Software is licensed under the SIL Open Font License, Version 1.1.
This license is available with a FAQ at: http://scripts.sil.org/OFL

If you absolutely can not gain access to Proxima Nova use Montserrat (Regular and Bold) as a last resort. Montserrat is a Google font that is available on all PC and Mac systems and web safe.

WEB FONTS

When possible, online applications should use a font replacement technique that allows Raleway to be displayed as a web font for hfeadings, subheads, and call to actions. Open Sans will be the font choice for all paragraph styles. Verdana should be used for web materials only when a font replacement technique for Raleway is absolutely not possible.

CASE

Sentence case is always preferred for long from body copy. Sentence case means only the first letter of the first word in a series of words is capitalized. This keeps our brand more conversational as well as improves legibility. It is recommended that all caps is used for headlines, subheads, and calls-to-action when it’s written in the context of a sentence.

LEADING

Leading is the space between lines of type. When type is below 16pt., leading should be 6 points greater than the type size. Above 16pt., leading should be 5 points greater than the type size.

TRACKING

Tracking is the space between letters. Never set type with less than 0 tracking. Letters should never touch each other.

COLUMN WIDTHS

It is important that the width of a column of type is optimal for legibility. Column widths greater than 70 characters or less than 20 should be avoided.

SECONDARY FONT USAGE

Paragraph text in web applications should be set to Open Sans, all body copy in print and/or digital applications should also be set in Open Sans.

MICROSOFT OFFICE APPLICATIONS

The font Calibri is the preferred font when working with Microsoft Office applications when licensed fonts are not available.

 

DOWNLOADS

All weights of Raleway and Open Sans are available as downloads from Google fonts.

Proxima Nova

Montserrat

Open Sans

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Graphic Elements

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