Color Standards – Office of Marketing and Strategic Communications

The primary colors of the University of Southern Maine are blue and gold. They should appear in some form in outward-facing communications.

Secondary colors are available to support design flexibility, provide contrast, and complement imagery or graphic elements. When used thoughtfully, these colors help maintain a clear and consistent visual presence across marketing and communications materials.

Primary color palette

The university’s primary brand colors are blue and gold. These identifying colors should appear in some form in all outward-facing communications.

USM Blue

Pantone: 648C
CMYK: C 100 | M 86 | Y 36 | K 31
RGB: 0, 45, 93
HSB: 211°, 100%, 36%
HEX: #002752

USM Gold

Pantone: 130C
CMYK: C 2 | M 38 | Y 100 | K 0
RGB: 245, 168, 0
HSB: 41°, 100%, 96%
HEX: #F5A800

Because the blue and gold combination is bold and vibrant, designs should maintain a clear balance between the two colors. In most layouts, one color should dominate while the other is used as an accent. A common approach is using roughly three parts of one color to one part of the other, though the exact balance may vary depending on the design and content.

University building signage provides a typical example of this color relationship.

Designs should also incorporate adequate white space. Allowing space around text, images, and color elements improves readability, accessibility, and visual hierarchy. Using white space intentionally helps prevent layouts from feeling overly dense or color-heavy while allowing the university’s primary colors to stand out more effectively.

Secondary color palette

Secondary colors complement the primary blue and gold palette and should be used sparingly to support design layouts. When used appropriately, they can enhance communication and create contrast with imagery or graphic elements.