University of Wisconsin–Madison Brand Colors
Official colors of UW–Madison. Badger Red and white are the primary combination and the foundation of branded materials. Secondary colors add contrast and flexibility. Print accent colors should be used in moderation.
Primary Colors
Badger Red and white should be carried through the visual expression of UW–Madison. For four-color print, use the official UW CMYK break. If a printer requires a PMS color, create a spot swatch from that CMYK build and label it PMS 200.
Badger Red
Badger Red swatch
PMS 200 C
CMYK: 3 / 100 / 66 / 12
RGB: 197 / 5 / 12
HEX: #C5050C
White
White swatch
CMYK: 0 / 0 / 0 / 0
RGB: 255 / 255 / 255
HEX: #FFFFFF
Secondary Colors
Digital secondary colors are calibrated for websites, social, email, and presentations. Print secondary colors pair with Badger Red and white for print work.
Dark Red
Dark Red swatch
RGB: 155 / 0 / 0
HEX: #9B0000
Crimson Red (print)
Crimson Red swatch
CMYK: 9 / 100 / 64 / 40
Light Gray
Light Gray swatch
CMYK: 0 / 0 / 0 / 10
RGB: 225 / 229 / 231
HEX: #E1E5E7
Black
Black swatch
CMYK: 0 / 0 / 0 / 100
RGB: 18 / 18 / 18
HEX: #121212
Accent Colors (Print Only)
These accents pair with the main UW colors and should stay less pronounced than primary and secondary colors. The official brand site lists CMYK only for these print accents.
Yellow
Yellow swatch
CMYK: 0 / 25 / 100 / 0
Med Gray Blue
Med Gray Blue swatch
CMYK: 30 / 0 / 0 / 40
Blue
Blue swatch
CMYK: 45 / 0 / 0 / 60