University Marketing and Communications
Color
Color is foundational to a strong and easily recognizable identity. When it comes to branding, conveying a simple idea of meaning and differentiation requires a color palette that properly expresses our strategic positioning.
Primary Colors
Fresno State’s official primary colors are Cardinal Red and Blue. They represent Fresno State at the highest level and are the predominant colors in all communications and design layouts.
Cardinal Red
PMS: 186
CMYK: 0, 100, 79, 20
RGB: 177, 16, 43
HEX: #b1102b
The color cardinal red signifies Fresno State’s pioneering spirit and leadership qualities, promoting ambition and determination. Red is energizing. It is one of the most highly visible colors, often representing power, courage and tradition. It excites the emotions and motivates us to take action.
Blue
PMS: 2767
CMYK: 100, 87, 42, 41
RGB: 19, 40, 76
HEX: #13284c
The color blue is one of the three primary colors in traditional color theory, as well as in the RGB color model. Blue communicates trust, responsibility, honesty and loyalty. It promotes inspiration, freedom and imagination. Blue is dependable and predictable, a safe and non-threatening color, and the most universally liked color of all.
HEX, RGB and HSL color values should be used primarily for digital purposes, for example,
when applying specific CSS properties such as background-color: #c41230; or alternatively
background-color: rgb(); or background-color: hsl();. Although these color values
can be used for generic printing purposes, to ensure color accuracy and high-resolution
printing, it is important to work in CMYK mode throughout your creation process.
Secondary Colors
Cool Gray
Pantone Cool Gray 4
CMYK: 0, 0, 0, 31
RGB: 206, 209, 212
HSL: 210, 7, 82
HEX: #ced1d4
An additional color, Cool Gray, was added to the primary color palette when the university logo was updated in 2009 and featured a horizontal rule with the values: Discovery. Diversity. Distinction. Although the horizontal rule and values were removed from the university logo in 2024 following a new university strategic plan and comprehensive brand study, Cool Gray remains a key component in the sub-identity color palette.
White
CMYK: 0, 0, 0, 0
RGB: 255, 255, 255
HSL: 0, 0, 100
HEX: #ffffff
Remember that white is an important part of our color palette. White space is an essential
component of a healthy design, and should be considered a brand color in conjunction
with this palette.
Green V Color
Pantone 356
CMYK: 96, 26, 100, 15
RGB: 0, 121, 53
HSL: 146, 100, 24
HEX: #007935
The green "V" is featured throughout the Department of Athletics and recognizes the pride of the student-athletes, coaches and staff in representing the San Joaquin Valley. The color green symbolizes the region’s agricultural tradition and the color red symbolizes the region’s growing support for the university. The mark originated on the back of Fresno State’s football helmets in 1997 and is now worn by all varsity student-athletes. The green “V” must be used with another athletics mark.