COLORS

Color palettes

Primary colors

Color is one of the most important elements of the UW-Whitewater identity; we bleed purple! The official university colors are Warhawk Purple and White. Below are the breakdowns for print and digital applications. Always reproduce colors using the formulas specified in this guide. Do not use the standard translation values when converting PMS colors to CMYK or RGB. If you are using Canva, refer to our guide for tips, including HEX numbers for colors.

Dark purple rectangle.

Warhawk Purple
Pantone: PMS 268
CMYK: 82, 100, 0, 12
RGB: 80, 29, 130

White rectangle.

White
Pantone: PMS White
CMYK: 0, 0, 0, 0
RGB: 255, 255, 255

Secondary colors

University Marketing and Communications recommends several secondary colors - neutral tones, black and a darker purple - that complement UW-Whitewater’s primary colors. These colors work well as backgrounds and subtle design elements to support, but not replace, the primary university colors.

Each color is shown in CMYK and RGB values, and Pantone when available.

Dark purple rectangle.

Pantone: PMS 2617
CMYK: 83, 100, 24, 20
RGB: 73, 35, 102

Black rectangle.

Pantone: PMS Black
CMYK: 0, 0, 0, 100
RGB: 0, 0, 0

Dark gray rectangle.

Pantone: PMS 429
CMYK: 18, 11, 10, 25
RGB: 80, 29, 130

Light gray rectangle.

Pantone: PMS 427
CMYK: 10, 8, 8, 8
RGB: 207, 211, 212

Tan rectangle.

CMYK: 5, 7, 18, 0
RGB: 240, 230, 208

Accent colors

In addition to the primary and secondary color palettes, University Marketing and Communications provides a complementing accent palette to be used when more exciting, vibrant color variation is desired. These colors can be used to highlight text or accentuate icons or infographics. They should not be used as dominant colors or as a replacement for primary university colors.

Each color is shown in CMYK and RGB values.

Bright pink rectangle.

CMYK: 5, 100, 35, 0
RGB: 226, 21, 106

Golden yellow rectangle.

CMYK: 0, 30, 100, 0
RGB: 252, 184, 19

Bright blue rectangle.

CMYK: 100, 0, 0, 0
RGB: 80, 173, 238

Mint green rectangle.

CMYK: 55, 0, 35, 0
RGB: 111, 199, 182

Lime green rectangle.

CMYK: 50, 0, 100, 0
RGB: 139, 197, 63

Putting it together

The UW-Whitewater color palettes can be utilized in multiple ways to convey certain tones or emotions that support the message of your design. Below are several color themes that can be used as a starting point. University Marketing and Communications always recommends beginning with the Primary color palette and expanding from there. When in doubt, paint it purple!

Warhawk traditional

The most commonly used color theme on campus is the Warhawk Traditional theme. With a strong emphasis on Warhawk Purple and white, this theme is the best representation of the UW-Whitewater identity and is the recommended theme for most designs.

Several examples with a Warhawk Traditional theme are highlighted below.

Energetic

When you really want your design to “pop,” University Marketing and Communications recommends adding some accent colors to bring the energy level up a notch. These colors can be combined together to emphasize headlines and important dates, create engaging graphs and charts or just make your design more playful.

Several examples with an Energetic theme are highlighted below.

Professional

If your design is targeting a professional, serious or formal audience, the dark purple and neutral tones of the Secondary color palette may help support your messaging.

Several examples with a Professional theme are highlighted below.