Data Science

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

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Program Imagery

Stock Photography

The following stock photography is available to purchase.

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  Fotolia 8170920

  

• 

  Fotolia 34460962

  

• 

  Fotolia 44063243

  

• 

  Fotolia 45402910

  

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  Fotolia 53953411

  

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  Fotolia 61953688

  

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  Fotolia 63330944

  

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  Fotolia 73058227

  

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  Fotolia 73378808

  

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  Fotolia 73878573

  

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  Fotolia 78710715

  

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  Fotolia 93169674

  

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  iStock 000006731057

  

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  iStock 000007723142

  

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  iStock 000009175043

  

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  iStock 000019490389

  

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  iStock 000025660106

  

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  iStock 000045277634

  

Proprietary Photography

Graphic Elements

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.

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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

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  4:3 Theme

  

• 

  16:9 Theme

  

Tutorial

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