Web colors

Primary color palette for the web

When using UW–Madison's official colors (Badger red, gold, and black) on the web, as used on the university home page, make sure you are using the correct color specifications.

Avoid using large areas of black in designs: Badger red and white should be the predominant colors in a design, with black and gold reserved for accents.

The official color specifications (in hexadecimal notation) are:

Badger red

RGB:

#b70101

Gold

RGB:

#E7D9C1

Black

RGB:

#000000

Text colors:

  • Body text: #000000 or #333333
  • Links: #b70101

Secondary color palette for the web

A secondary palette of colors may be used in addition to the official Badger red, gold, and black, providing flexibility when producing a website, yet protecting the integrity of the university’s brand. These particular colors have been selected because they are complimentary, aesthetically pleasing colors when paired with the official colors.

Any of the colors in this secondary palette are acceptable for use as backgrounds, subheads, or other design elements on a website. However, these colors must not replace official colors in the university’s logo. Do not modify or tint back the official logo colors in any way.

Dark red

#660000

Medium red

#990000

Red

#ac0809

Dark grey

#6E6A5B

Medium grey

#C8C5BB

Blue-grey

#CACCBD

Light olive

#DDDAC7

Olive grey

#e8e4d8

Light brown

#C1B49A

Tan

#eee5c7

Light tan

#EFE8D8

Cream

#F7F5E8