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Home / Visual Identity / Data Science
  • Logo
  • Color Palettes
  • Typography
  • Program Imagery
  • Graphic Elements
  • Program Collateral
  • Presentations

Data Science

April 27, 2016

Logo

The main logo for the Data Science program is the horizontal version. Additional options are available for alternate usage, but the horizontal logo should always be the first choice.

The logo should be scaled proportionately, graphic elements and tag lines should not be altered out of proportion to logo.

Downloads are available in jpg, png, and svg. A description of usage for each is listed below.

jpg: Solid background for use in web and other digital applications.

png: Transparent background for use in web or other digital applications.

svg: Scalable, vector based image, used as a smaller download size for both print and web applications.

If another specific format is needed, please contact our Media/Creative Services department.

Primary Use Logo(s)

  • Primary

    Primary

    JPG PNG SVG

Alternative Use Logo(s)

For use when the logo needs to fit an alternate dimension or color specification.

  • Stacked

    Stacked

    JPG PNG SVG

  • Stacked Left

    Stacked Left

    JPG PNG SVG

  • Left Logomark

    Left Logomark

    JPG PNG SVG

  • Logomark

    Logomark

    JPG PNG SVG

  • Logomark Grayscale

    Logomark Grayscale

    JPG PNG SVG

  • Solid Reversed

    Solid Reversed

    JPG PNG SVG

Color Palettes

Primary Colors

The primary colors for Data Science are Pantone 7625* (orange), Pantone 142 (yellow), Pantone 377 (green) and Pantone Cool Gray 9c* (gray) as seen in the logo. Additional colors of Pantone 7701* (dark blue) and Pantone 198 (red).

*Orange, Dark Blue, Green, and Gray are standard colors in all collaborative program identities.
**Websites use #444444 gray for text and other consistent applications.
***Pantone 5493 (light blue) is an additional color used in creating a connection to the CEOEL identity.
# 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 7625* #
    3 C 212 R
    84 M 68 G
    82 Y 39 B
    0 K
    #d44427
  • Pantone 142!
    4 C 244 R
    27 M 189 G
    83 Y 21 B
    0 K
    #f4bd15
  • Pantone 576* #
    69 C 89 R
    29 M 130 G
    100 Y 38 B
    13 K
    #598226
  • Pantone Cool Gray 9c* #
    55 C 119 R
    47 M 119 G
    44 Y 121 B
    10 K
    #777779
  • Pantone 710
    4 C 225 R
    90 M 41 G
    65 Y 62 B
    0 K
    #e1293e
  • Pantone 5473
    91 C 9 R
    49 M 92 G
    49 Y 102 B
    24 K
    #095c66
  • Pantone 446**
    67 C 68 R
    60 M 68 G
    59 Y 68 B
    44 K
    #444444
  • Pantone 5493*** !
    53 C 126 R
    23 M 167 G
    29 Y 173 B
    0 K
    #7ea7ad
  • Pantone 7701*
    96 C 0 R
    62 M 87 G
    35 Y 119 B
    15 K
    #005777

Download ASE

Secondary Colors

The secondary colors are accent colors pulled from the brights palette.

    1. GRAPEFRUIT
      Pantone 198
      1 C 237 R
      82 M 84 G
      49 Y 102 B
      0 K
      #ed5466
    2. GRAPEFRUIT
      Pantone 710
      10 C 217 R
      88 M 69 G
      63 Y 84 B
      1 K
      #d94554
    1. BITTERSWEET
      Pantone 7416
      0 C 252 R
      71 M 110 G
      69 Y 82 B
      0 K
      #fc6e52
    2. BITTERSWEET
      Pantone 7625
      3 C 232 R
      81 M 87 G
      81 Y 64 B
      0 K
      #e85740
    1. SUNFLOWER
      Pantone 122
      0 C 255 R
      18 M 207 G
      86 Y 61 B
      0 K
      #ffcf3d
    2. SUNFLOWER
      Pantone 142
      3 C 245 R
      28 M 186 G
      85 Y 66 B
      0 K
      #f5ba42
    1. GRASS
      Pantone 367
      40 C 166 R
      4 M 199 G
      88 Y 79 B
      0 K
      #a6c74f
    2. GRASS
      Pantone 377
      48 C 148 R
      10 M 184 G
      100 Y 54 B
      0 K
      #94b836
    1. MINT
      Pantone 3385
      62 C 71 R
      0 M 207 G
      44 Y 173 B
      0 K
      #47cfad
    2. MINT
      Pantone 7465
      69 C 56 R
      0 M 189 G
      51 Y 156 B
      0 K
      #38bd9c
    1. SKY
      Pantone 297
      49 C 117 R
      4 M 199 G
      3 Y 232 B
      0 K
      #75c7e8
    2. SKY
      Pantone 2915
      62 C 84 R
      12 M 178 G
      7 Y 217 B
      0 K
      #54b2d9
    1. BLUE JEANS
      Pantone 279
      60 C 92 R
      32 M 156 G
      0 Y 237 B
      0 K
      #5c9ced
    2. BLUE JEANS
      Pantone 2718
      69 C 74 R
      41 M 138 G
      0 Y 219 B
      0 K
      #4a8adb
    1. LAVENDER
      Pantone 2655
      37 C 172 R
      44 M 145 G
      0 Y 237 B
      0 K
      #ac91ed
    2. LAVENDER
      Pantone 2665
      47 C 150 R
      56 M 122 G
      0 Y 219 B
      0 K
      #967adb
    1. PINK ROSE
      Pantone 673
      3 C 237 R
      58 M 135 G
      0 Y 191 B
      0 K
      #ed87bf
    2. PINK ROSE
      Pantone 674
      12 C 214 R
      69 M 112 G
      0 Y 173 B
      0 K
      #d670ad
    1. LIGHT GRAY
      Pantone 663
      3 C 245 R
      1 M 247 G
      1 Y 250 B
      0 K
      #f5f7fa
    2. LIGHT GRAY
      Pantone 7514
      8 C 229 R
      5 M 232 G
      3 Y 237 B
      0 K
      #e5e8ed
    1. MEDIUM GRAY
      Pantone 538
      19 C 204 R
      12 M 209 G
      9 Y 217 B
      0 K
      #ccd1d9
    2. MEDIUM GRAY
      Pantone 429
      34 C 171 R
      24 M 178 G
      29 Y 189 B
      0 K
      #abb2bd
    1. DARK GRAY
      Pantone 431
      63 C 102 R
      50 M 110 G
      42 Y 120 B
      13 K
      #666e78
    2. DARK GRAY
      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.

Raleway is the primary typeface of University of Wisconsin Data Science. 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.

Raleway

Open Sans

SaveSave

Program Imagery

Stock Photography

The following stock photography is available to purchase.

  • Fotolia 8170920

    Click to purchase

  • Fotolia 34460962

    Click to purchase

  • Fotolia 44063243

    Click to purchase

  • Fotolia 45402910

    Click to purchase

  • Fotolia 53953411

    Click to purchase

  • Fotolia 61953688

    Click to purchase

  • Fotolia 63330944

    Click to purchase

  • Fotolia 73058227

    Click to purchase

  • Fotolia 73378808

    Click to purchase

  • Fotolia 73878573

    Click to purchase

  • Fotolia 78710715

    Click to purchase

  • Fotolia 93169674

    Click to purchase

  • iStock 000006731057

    Click to purchase

  • iStock 000007723142

    Click to purchase

  • iStock 000009175043

    Click to purchase

  • iStock 000019490389

    Click to purchase

  • iStock 000025660106

    Click to purchase

  • iStock 000045277634

    Click to purchase

Proprietary Photography

  • Download

  • Download

  • Download

Graphic Elements

  • Download

  • Download

  • Download

  • Download

Program Collateral

The Data Science program collateral should communicate a clear and consistent message conveying the flexibility of an online degree and emphasizing the quality of a University of Wisconsin degree.

Partner campuses in need of production files for their marketing should contact the department for files.

collateral

SaveSave

Presentations

The Data Science 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.

Downloads

  • 4:3 Theme

    Download

  • 16:9 Theme

    Download

Tutorial

Need some help using the presentation theme? Check out the tutorial.

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Phone: 1-877-UW-LEARN (895-3276)

Phone: 1-877-UW-LEARN (895-3276)

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