About Tippie

The Tippie Brand: Color Usage

With the redesign of the Tippie College website, we selected colors that appear on the web and in print materials that are reflective of the university's colors of black and gold. We understand that there are times when it is necessary to use the athletic black and gold and that there other times when you want your materials to reflect the professional nature of the Tippie College of Business. The metallic and "old gold" colors will help you portray the professional nature of our programs.

Our primary colors include the university's black and gold as well as versions of the metallic gold that appear on our website and other materials. In addition, we have selected secondary colors that may be used in addition to these main colors. The tertiary and tint colors are suggested for your use as accent colors, etc. Consistent use and careful matching are essential in establishing and maintaining a unified image.

Pantone Matching Color (PMS) system is a printing and design industry standard for inks (spot colors) and SWOP (process colors). They are specified by a designated number code.

Solid Color (PMS Spot Colors)

Pantone spot colors should be used when printing one-, two-, and three-color publications. When full-color printing (four-color process) is used, the Pantone Process SWOP colors or the CMYK process color mix should be applied. The RGB values are for screen display only and the web values are used for web design (HEX colors).

Using the formulas specified will ensure the best color match on all computers. Do not rely on the output produced by a desktop color printer for matching the color when a project is to be printed on a printing press. The color calibration of desktop printers typically does not match the Pantone Matching System colors used by offset printers.

Please note:
The colors on this PDF file and throughout the guide that are displayed on your screen or printed from your computer are approximate and are not intended to match the Pantone color standards. Pantone is a registered trademark of Pantone Inc. Please refer to the specified numbers in the appropriate Pantone swatch book for color accuracy and exact matching.


  1. Color control/consistency can be achieved relatively easily even when printing in various locations, by specifying an existing standard ink.
  2. Fine lines (especially type) remain solid, allowing for colored type in small sizes.
  3. Tinting a solid PMS color creates a wider range of color by using a limited number of inks.


  1. A limited range of colors is available.
  2. Color photography and artwork cannot be replicated.

Process Color

Four-color process printing (CMYK) uses a mixture of cyan, magenta, yellow, and black to "build" a desired printed color, in a way similar to an office laser or inkjet color printer. Four-color process printing should not be confused with "four-color printing," which can consist of any four solid colors, while "process" refers to using a mixture of only cyan, magenta, yellow, and black.


  1. Color photography and artwork can be reproduced with relative accuracy.
  2. A wide range of color is possible.


  1. Color fine lines and type will not remain clear unless printed at a very high line screen (over 300 lpi), since 4 colors are applied as small dots and must overlap to create color variations and define edges.
  2. Matching PMS solid colors is approximate.


Computer monitors and other light projection devices use mixtures of red, green, and blue light to create the desired color; therefore, RGB is the color mode used for screen-based presentations. For each color, the level is represented by the range of decimal numbers from 0 to 255 (256 levels for each color).


Web colors are defined by hexadecimal notation. Hexadecimal notation is a base sixteen alphanumeric system used to specify RGB color in graphics for the web. Hexadecimal values can be defined using three pairs of digits: 0-9 and the letters A-F. The 3 place values represent each color in the order of red-green-blue: XX-XX-XX. Each value is a combination of 2 characters, either numbers or letters or one of each. And each character (be it letter or number) represents a "brightness" value for each color. The higher the number, the brighter (lighter) or closer to white the color is. The lower the number, the darker or closer to black the color is.

In web design, hexadecimal values are used to specify colors in HTML. For example, the hexadecimal equivalent of white is FFFFFF, while black is 000000. In total, there are 16.7 million different colors in the hexadecimal color system.