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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 University Chicago primary brand color, maroon

Loyola Maroon

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

Loyola University Chicago primary brand color, gold

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.

Loyola University Chicago primary brand colors, maroon and gold, used evenly for undergraduate and prospective students

Undergraduate and prospects

Loyola University Chicago primary brand color mix for graduate and prospective students and internally. Three-quarters maroon, one quarter gold.

Graduate and prospects; Internal Loyola

Loyola University Chicago primary brand colors, maroon and gold, used evenly for alumni

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.

Loyola University Chicago neutral brand color Gray Extra Light

Gray Extra Light

HEX: #EEEEEE

Loyola University Chicago neutral brand color Gray Light

Gray Light

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

Loyola University Chicago neutral brand color Gray

Gray

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

Loyola University Chicago neutral brand color Gray Dark

Gray Dark

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

Loyola University Chicago neutral brand color Gray Extra Dark

Gray Extra Dark

HEX: #272727

Loyola University Chicago neutral brand color Copper Light

Copper Light

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

Loyola University Chicago neutral brand color Copper

Copper

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

Loyola University Chicago neutral brand color Copper Dark

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.

Identity Colors

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

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.

  • 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.

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