Color Palettes
Primary Colors
The primary colors for UW Applied Biotechnology are Pantone 7669 (purple), Pantone 334 (green) and Pantone 334 at 30% (light green)****
****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.
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Pantone 7669 71 C 100 R 70 M 93 G 10 Y 156 B 0 K #645d9c -
Pantone 334 84 C 0 R 18 M 122 G 65 Y 100 B 3 K #007a64 -
Pantone 334 at 30% 32 C 169 R 0 M 224 G 20 Y 212 B 0 K #a9e0d4
Secondary Colors
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PURPLE Pantone 525 71 C 89 R 93 M 44 G 33 Y 95 B 23 K #592c5f -
PURPLE Pantone 525 71 C 89 R 93 M 44 G 33 Y 95 B 23 K #592c5f
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PLUM Pantone 2425 48 C 136 R 100 M 0 G 30 Y 99 B 14 K #880063 -
PLUM Pantone 2425 48 C 136 R 100 M 0 G 30 Y 99 B 14 K #880063
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RED Pantone 194 0 C 153 R 100 M 0 G 35 Y 51 B 27 K #990033 -
RED Pantone 194 0 C 153 R 100 M 0 G 35 Y 51 B 27 K #990033
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CORAL Pantone 710 4 C 229 R 90 M 62 G 65 Y 81 B 0 K #e53e51 -
CORAL Pantone [710] 5 C 225 R 97 M 41 G 78 Y 62 B 0 K #e1293e
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ORANGE Pantone 7625 4 C 231 R 84 M 79 G 82 Y 61 B 0 K #e74f3d -
ORANGE Pantone [7625] 11 C 212 R 88 M 68 G 100 Y 39 B 2 K #d44427
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GOLD Pantone 142 4 C 244 R 27 M 189 G 83 Y 21 B 0 K #f4bd15 -
GOLD Pantone 142 4 C 244 R 27 M 189 G 83 Y 21 B 0 K #f4bd15
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LIME Pantone 576 58 C 121 R 22 M 153 G 100 Y 0 B 4 K #799900 -
LIME Pantone [576] 69 C 89 R 29 M 131 G 100 Y 58 B 13 K #59833a
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EMERALD Pantone 334 84 C 0 R 18 M 143 G 65 Y 120 B 3 K #008f78 -
EMERALD Pantone [334] 89 C 1 R 36 M 106 G 71 Y 86 B 24 K #016a56
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TEAL Pantone 5473 91 C 10 R 49 M 93 G 49 Y 102 B 24 K #0a5d66 -
TEAL Pantone 5473 91 C 10 R 49 M 93 G 49 Y 102 B 24 K #0a5d66
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BLUE Pantone 7701 96 C 0 R 62 M 87 G 35 Y 119 B 15 K #005777 -
BLUE Pantone 7701 96 C 0 R 62 M 87 G 35 Y 119 B 15 K #005777
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SAPPHIRE Pantone 2955 100 C 0 R 83 M 55 G 35 Y 100 B 24 K #003764 -
SAPPHIRE Pantone 2955 100 C 0 R 83 M 55 G 35 Y 100 B 24 K #003764
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PERIWINKLE Pantone 7669 71 C 100 R 70 M 93 G 10 Y 156 B 0 K #645d9c -
PERIWINKLE Pantone 7669 71 C 100 R 70 M 93 G 10 Y 156 B 0 K #645d9c
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GRAY Pantone 446 67 C 68 R 60 M 68 G 59 Y 68 B 44 K #444444 -
GRAY Pantone 446 67 C 68 R 60 M 68 G 59 Y 68 B 44 K #444444
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Typography
Typography is an essential element that helps communicate a unified look and distinctive brand personality.
Raleway is the primary typeface of University of Wisconsin Extended Campus. 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 Raleway use Verdana (Regular and Bold) as a last resort. Verdana is a system 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.
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Program Imagery
Photography
For in-house photography options, see the UW Extended Campus photography section.
Stock Photography
The following sites are stock photography sites with free content. Please review any licensing and use agreements before using this photography.
Presentations
Presentations
The Applied Biotechnology presentation theme is available in two sizes: the traditional 4:3 format, and the modern 16:9 format. It is important to know ahead of time how the final presentation will be displayed. Widescreen formats such as 16×9 are becoming more popular for projectors, TVs, and computer monitors, but it is best to know for certain what type of screen will be used. The slides will appear with black bars on the top and bottom or the sides if the aspect ratio of the presentation differs from that of the screen on which it is presented.
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4:3 Theme
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16:9 Theme