Colors

Our identity colors embody the history of St. Ignatius: maroon and gold were the colors of the house of Loyola. These colors are supported by the muted earth tones of our setting in Chicago as well as design / architecture guidelines created in 2008 for the Lakeside campuses. Used with generous white space, the limited palette allows photography and other graphic elements to shine. With few exceptions, text elements should be black.

Identity Colors

These primary colors—especially maroon—are at the core of our visual identity. Use these before introducing secondary hues.

Loyola Maroon

CMYK (C): 18-100-45-67
PMS*: 7421c
RGB: 90, 7, 34
HEX: #5a0722
Thread: Madeira 1182; RA 2608

Loyola Gold

CMYK (C): 0-30-100-0
PMS*:1235c
RGB: 234, 170, 0
HEX: #eaaa00
Thread: Madeira 1024 RA 2242

Tips

Maroon is the most important color in the visual system; it must always be the dominant color. Connote spirit and excitement by adding gold to layouts in increasingly larger proportions without overtaking maroon.
Gold text is very difficult to read unless there is suitable contrast. Do not use it on white or very light backgrounds.
Avoid colors that are closely affiliated with neighboring institutions, like purple (Northwestern), blue (DePaul), and black and gold (Iowa and Purdue).

Using brand colors

The importance of maroon in Loyola’s identity system cannot be overstated. Supported with gold, our maroon translates to saying “Loyola” out loud. All other discretionary colors are secondary.

Loyola’s Palette and Proportions

In Practice: Maroon and gold ratio

Use Loyola’s two identity colors with plenty of clear space to increase visual recognition and aid in messaging.

Undergraduate and prospects

Graduate and prospects; Internal Loyola

Alumni

Visual energy skyrockets when our maroon is placed next to our gold in the same proportion. This is useful to create a feeling of spirit. Think of Athletics or the undergraduate experience.
Brand templates are more reserved, relying on maroon, white, and black with a touch of gold. This creates an environment for authentic imagery to take center stage. We often strive to evoke memories and camaraderie to drive alumni engagement. Returning to a more vibrant proportion helps.
We often strive to evoke memories and camaraderie to drive alumni engagement. Returning to a more vibrant proportion helps.

Neutral Color Palette

Loyola's neutral colors are options to stylize background elements. Like the secondary colors, they should not be used as the primary element and distract from the main focus in designs.

Gray Extra Light

HEX: #EEEEEE

Gray Light

CMYK: 5-2-4-14
RGB: 209, 212, 211
HEX: #cccccc
RGBA**: rgba(0,0,0,.15)

Gray

CMYK: 20-11-12-32
RGB: 148, 156, 159
HEX: #888888
RGBA**: rgba(0, 0, 0, .4)

Gray Dark

CMYK: 71-65-55-22
RGB: 84, 83, 91
HEX: #555555
RGBA**: rgba(0, 0, 0, .7)

Gray Extra Dark

HEX: #272727

Copper Light

CMYK: 0-1-11-17
RGB: 217, 213, 196
HEX: #dedcd1

Copper

CMYK: 0-1-22-35
RGB: 180, 175, 149
HEX: #b4af95

Copper Dark

CMYK: 0-2-44-69
RGB: 11, 106, 71
HEX: #857f5e

* Refer to Pantone’s Plus Series—Color Bridge swatch books
** RGBA is used for transparent overlays in digital applications

Dos and Don’ts

What to do

Maroon is the most important color in the visual system. It should always be present—especially in meaningful locations.
Use black text and generous white space.

What not to do

Gold text is difficult to read. Do not use it on white or very light backgrounds.
Do not rely on color converters. These values are optimized for print and electronic output.

What not to do — EVER

Do not use blue or purple. They are closely affiliated with neighboring universities. They should not be used for marketing and promotional purposes or in our campus spaces.
Beware of gold with black. Maroon must always be present. Without it, materials might appear to represent other institutions.