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Colours

UM’s colour gamut is based on four basic colours: dark blue, white, orange-red and light blue. The four basic colours can be extended with target group colours in media intended for specific target groups. 

  • UM Colours Dark-blue

    Dark blue

    Primary colour
    CMYK: 100/60/0/80
    RGB: 0/28/61
    PMS: 295
    Webcolor:#001C3D
    Sikkens: T0.30.20

    The house style’s primary colour is dark blue, which is used as the logo colour on all UM communication media. A cool, dominant colour, it symbolises an academic organisation that inspires confidence and professionalism.

  • UM Colours White

    White

    Primary colour
    CMYK: 0/0/0/0
    RGB: 255/255/255
    PMS: ----
    Webcolor: #FFFFFF
    Sikkens: ----

    The white background is pure, forming a clear basis for the dark blue/black logo. The white logo band above the image contrasts strikingly with the logo, setting off the word brand (‘Maastricht University’).

  • UM Colours Orange-red

    Orange-red

    Accent colour
    CMYK: 0/80/100/0
    RGB: 232/78/16
    PMS: 1665
    Webcolor: #E84E10
    Sikkens: D6.60.50

    Orange-red has been chosen as the accent colour, but also to balance the dominant blue. Its warmth symbolises UM’s human and passionate side.

  • UM Colours Light-blue

    Light blue

    Accent colour
    CMYK: 90/0/0/5
    RGB: 0/162/219
    PMS: 2995
    Webcolor: #00A2DB
    Sikkens: S0.50.50

    This second accent colour is bright, fresh and in harmony with the others. It has mainly been added for practical reasons, as it offers designers more typographical possibilities. It also contrasts well with the white, black and dark blue letters.

  • UM Colours Bachelor's Orange

    Orange

    Bachelor’s colour
    CMYK: 0/50/90/0
    RGB: 243/148/37
    PMS: 7411
    Webcolor:#F39425
    Sikkens: E4.60.60

  • UM Colours Master's Red

    Red

    Master’s colour
    CMYK: 0/100/100/30
    RGB: 174/11/18
    PMS: 1805
    Webcolor:#AE0B12
    Sikkens: C4.60.3

Proportions

Almost all communication media feature the four basic colours, whose mutual proportions can differ depending on their aim. The main colours, dark blue and white, will dominate in all corporate media.

UM Colour proportions

The accent colours, orange-red and light blue, play a supporting and more illustrative role.

  • largely white designs are usually more suitable for business media, where excessive use of colour detracts from functionality (e.g., reports, digital newsletters)
  • predominantly dark blue designs with accent colours are better suited to more stylish, image-strengthening media (e.g., invitations, annual reports)

The following image shows the target group colours (bachelor's orange and master's red) applied within the context of the four basic colours:

um_kleuren_doelgroep_2019.jpg

Black and white

In black and white media, the logo must always be black on a white background. The other colours cannot be translated into black and white versions; in addition, existing full-colour media cannot simply be converted into tone values, as the original colours may generate an entirely different picture. Thus, always design black and white media separately, even if a full-colour version is already available.

UM kleuren zwart wit

Monochrome and duotone

Monochrome (one-colour) media must always be in UM’s main colour, dark blue (PMS 295). These are subject to the same instructions as black and white communications.

Duotone communications must always be in black and dark blue, with the logo in dark blue.

Digital applications

Digital applications use the same four main colours as printed materials.

Colours digital main colours

Light blue alternative

For optimum readability, some circumstances require light blue with a transparent black layer for darker colouring

Colours digital alt light blue

Colours for specific functions

There are several colours available for practical uses such as illuminated blocks, call-to-action buttons, and tips.

Colours digital colours for specific functions

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Colour proportions

In cases where the logo is absent or the typography plays no role, colours proportions must convey UM’s presence.

Colours digital colour distribution

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Colour and contrast: web guidelines

The public website of Maastricht University must comply with AAA guidelines for web accessibility (Dutch only). This means, among other things, that the contrasts between the use of text and coloured backgrounds (including white) must be sufficient. You can check this with this tool.

There are rules for text larger than 18px and text smaller than 18 px.

These rules are very strict and are difficult to apply within the colour palette of the UM Branding. Though it is very difficult to meet all web guidelines, your content must still be as accessible as possible. The web guidelines for colour are all about contrast. Use colour and contrast to ensure that users understand the navigation, possible actions, and that the content is easily readable. This involves both colours and text, in making them as clear as possible.