UA Little Rock uses maroon and silver as its primary colors to unify and strengthen our brand across all departments and programs. These colors should always take precedence on any project, digital or print.

Secondary and tertiary colors are meant to enhance and support your design, not overtake it. Therefore, these colors should be used in moderation. Please refer to the Expect More guidelines for more information about secondary and tertiary colors.

Be mindful that your chosen colors support the university brand.

Our goal is to help you create great-looking designs. Please note that any projects not created in the Office of Communications and Marketing should be submitted for our review before they are finalized.

Color Usage Notes

  • Hex and RGB colors are used for digital; CMYK and Pantone colors are used for print.
  • Tertiary colors and their color families should be used in moderation. For example, the colors daffodil, gold, or pumpkin should complement a design and not overtake it.
  • When using maroon or silver, up to two tertiary colors may be used on any one design.

Color Proportions

When using secondary and tertiary colors, the rule of thumb is for primary and secondary colors to be used 75%, and tertiary colors to be used 25%. Remember that secondary and tertiary colors are meant to enhance and support your design, not overtake it.

Primary Brand Colors
Color Name Hex R G B C M Y K Pantone
Maroon #6e2639 110 38 57 20% 97% 40% 58% 209c
Silver #a7a9ac 167 169 172 0% 0% 0% 40% 877c
Secondary Brand Colors
Color Name Hex R G B C M Y K
Light Maroon #98344f 152 52 79 31% 91% 55% 18%
Dark Maroon #4c1a27 76 26 39 46% 86% 62% 61%
Light Grey #eeeeee 238 238 238 5% 4% 4% 0%
Dark Grey #333333 51 51 51 69% 63% 62% 58%
Tertiary Brand Colors — Minimal Use Only
Color Name Hex R G B C M Y K
Daffodil #ffe579 255 229 121 1 7% 62% 0%
Gold #ffbf00 255 191 0 0% 26% 100% 0%
Pumpkin #d5410b 213 65 11 5 90% 100% 0%
Lime #ddff99 221 255 153 15% 0% 52% 0%
Grass #99cc33 153 204 51 45% 0% 100% 0%
Forest #465d18 70 93 24 70% 42% 100% 34%
Mint #91d9c6 145 217 198 46% 0% 28% 0%
Pool #52a3cb 82 163 203 74% 17% 9% 0%
Ocean #245d7a 36 93 122 95% 58% 37% 11%

Color Contrast Guidelines for Digital

When designing for digital (e.g., social media graphics, webpages, and emails), text and interactive elements must have sufficient color contrast so that they can be easily distinguished from the background. For example, maroon text on a black background is difficult or impossible to read because of low color contrast. However, maroon text on a white background is much easier to read.

To ensure your digital design work has sufficient contrast, we recommend using a color contrast checker. For more information about color contrast, refer to the Web Content Accessibility Guidelines (WCAG).

Color Combinations to Avoid

Designers should avoid using red because of its association with UA Fayetteville and Arkansas State University. To avoid creating confusion with other Arkansas universities, designers are also advised to avoid the following color combinations:

Red and Black – Arkansas State University

Green and Gold – Arkansas Tech University

Black and Gold – Harding University, University of Arkansas at Pine Bluff

Red and Gray – Henderson State University

Orange and Black – Hendrix College

Crimson, Blue, and Gold – Lyon College

Purple and Gold – Ouachita Baptist University

Blue and Gold – Southern Arkansas University

Blue and White – University of Arkansas-Fort Smith

Red and White – University of Arkansas at Fayetteville

Green and White – University of Arkansas at Monticello

Purple and Gray – University of Central Arkansas