Using color appropriately is one of the easiest ways to make sure our materials reflect a cohesive Georgia brand. Beyond our logo, color is the most recognizable aspect of our brand identity. The elements of our palette have been given names that reflect their inspiration. Using color appropriately is one of the easiest ways to make sure our materials reflect a cohesive Georgia brand.

Color Palette


Our primary colors represent Georgia at the highest level and should be used in all communications.
Arch Black
0/0/0/100 CMYK
0/0/0 RGB
000000 HEX
Bulldog Red
3/100/70/12 CMYK
186/12/47 RGB
Chapel Bell White
0/0/0/0 CMYK
255/255/255 RGB


Our vibrant palette brings intensity and youthfulness to the visual brand. Use these colors sparingly. They should never be used for body text or headlines.
Glory Glory
0/93/79/0 CMYK
228/0/43 RGB
E4002B HEX
Lake Herrick
97/0/30/0 CMYK
0/163/173 RGB
Glory Glory is best used for borders on Bulldog Red. Its intensity brings a vigorous energy to a piece.
Our rich palette can add energy to communications. These colors may not be appropriate for text in some applications.
35/12/100/0 CMYK
180/189/0 RGB
100/12/21/44 CMYK
0/78/96 RGB
004E60 HEX
Our dark palette adds sophistication and contrast to communications.
20/25/30/59 CMYK
85/79/71 RGB
554F47 HEX
Herty Field
32/39/87/74 CMYK
89/74/37 RGB
594A25 HEX
44/74/21/58 CMYK
102/67/90 RGB
66435A HEX
Use tints of Sanford at 30% and 50% only when you need to expand the neutral palette.
Our neutral palette adds balance and warmth to the larger Georgia palette. Use tints of these colors at 30%, 50% and 75% to further expand the neutral palette.
19/12/13/34 CMYK
158/162/162 RGB
3/4/14/8 CMYK
214/210/196 RGB
22/6/0/0 CMYK
200/216/235 RGB

Neutral colors may not be appropriate for text in some applications. For accessibility purposes on the web, do not use Creamery or Odyssey to set text on white.

Color Swatches


When using the Georgia color palette, it is important to maintain a sense of hierarchy, balance and harmony. Our color system is extremely flexible, but some restraint is necessary. Unique and exciting color palettes can be created by adding as few as one or two secondary colors. This chart is a guide for the mood each color conveys within a communications piece. Colors can range from formal to casual and from subtle to bold. On each subsequent color palette, there is a miniature version of this guide. Use your judgment for how bold or subtle, formal or casual the piece is, and then choose or create a corresponding palette.
color map that plots colors on a grid with an x-axis ranging from subtle to bold and a y-axis ranging from casual to formal


Our digital properties and communications must adhere to Section 508 accessibility guidelines. Color overlays, including text on backgrounds, must provide sufficient contrast to be accessible for users with visual impairments. Tools like WebAIM provides a contrast checker to compute contrast ratios defined in WCAG 2.0.

Background Color Text Color
White Black
Arch Black Yes No
Bulldog Red Yes No
Chapel Bell White No Yes
Glory Glory Yes No
Hedges No Yes
Lake Herrick No Yes
Olympic Yes No
Sanford Yes No
Herty Field Yes No
Athens Yes No
Stegeman Yes Yes
Creamery No Yes
Odyssey No Yes

Sample Color Schemes

The following examples draw from the entire palette to show how color combinations can be developed successfully. Each is different but retains the character and emotion of the Georgia brand. Use the vertical banding as a guide to the ratios of each color. This is not meant to be a precise mathematical system but is intended to give an idea of relative use. Arch Black and Bulldog Red should dominate the ratio of colors used on any communications piece.
sample bold-formal color scheme showing various colors and their names
sample subtle color scheme showing various colors and their names
sample bold-casual color scheme showing various colors and their names
sample subtle-casual color scheme showing various colors and their names


When it is used thoughtfully, typography becomes a powerful brand tool that can add visual meaning to what we communicate. Georgia’s typography communicates clearly and cleanly, and is flexible for a wide range of situations.


Primary Sans-Serif

Oswald example textOswald is our primary sans-serif family and works best for headlines, subheads, and infographics.


Trade Gothic weight samples

Primary Serif

Merriweather example text

For more sophisticated situations, Merriweather, our serif font family, is available. It works best for headlines and body copy.


Merriweather weight samples

Secondary Sans-Serif

Merriweather Sans example text

Merriweather Sans, our secondary sans-serif, performs well at small sizes and in longer-form text.


Merriweather Sans weight samples

Secondary Serif

Georgia example text

Georgia, our secondary serif, is an excellent font for body copy, documents, and dense text blocks.


Georgia weight samples


Using type thoughtfully is crucial to making our designs look professional. Follow these tips to make sure our typography is consistent.

Letter and Line Spacing

Line spacing, called leading, is critical to setting professional-looking type that is easy to read. Leading should be set tight but not too tight. With our typefaces, text generally looks best with leading set slightly looser than the default.
text leading examples
Correct letter spacing, called tracking, also makes the type easy to read. Outside of headlines, text should always be tracked slightly tighter than the default setting, and optical kerning should be used when it is available.
text tracking examples

Sample Font Pairings and Configurations

Use the specifications shown in this section as a starting point when setting type in a new layout. These proportions are designed for print, but they apply to digital and environmental applications as well. Since our three typefaces pair so well, keep in mind that it is possible to substitute one for the other to create layouts that feel more formal or more casual.

sample font pairings using Trade Gothic and Merriweather Sans
Example 1
sample font pairings using Trade Gothic and Merriweather Sans
Example 2
sample font pairings using Trade Gothic, Merriweather, and Merriweather Sans
Example 3
“Commit To” Headlines
Always set “Commit to” headlines in Merriweather Bold and Trade Gothic.

Graphic Elements

Our brand has a number of graphic tools that work together to distinguish us from our peers and create a look that is instantly recognizable. When they are used consistently, these elements create continuity within our family of materials, across a variety of media.


Borders can be a sophisticated graphic element; using them thoughtfully can add elegance to any piece.
example of .5pt border
.5pt minimum line width
example of 2pt border
2pt maximum line width

Intended Uses

example of breaking a framed border
Breaking the Framed Border
example of using a border to frame important information
Framing Important Information
example of using a border to frame photography
Framing Photography


Banners can function as an indicator for messaging or as a container for typography. Our banner element contains text and points the reader to important information.
banner example


Text Container
Use the banner as a container for headlines or other important information.
banner text container example
The banner can also be used as an indicator to highlight important text or imagery.
banner indicator example


Banners may only be horizontal, pointing to the left or right. Do not rotate the banners to any other orientation.
examples of incorrectly rotated banner element


The pointed end of the banner should always maintain the same angle.

  1. To scale the banner proportionally, hold down SHIFT and drag in Adobe Illustrator.
  2. To shorten or lengthen the banner without changing the angle of the pointed end, drag the two anchor points on the flat end of the banner with the Direct Selection Tool (A).
banner element resizing instructions


The shield is derived from the arch-shield icon. Because it is directly tied to the logo, the shield is the most unique graphic element for the university.
shield example


Graphic Element
Use the shield to add visual interest to a communication piece, as a background element or as a highlighter or separator of information.
example of using the shield element as a graphic indicator
Position the shield on top of an image. Select both the shield and image, right-click, and select “make clipping mask” (CMD + 7).
Use images that will have enough contrast with the background when placed inside the shield.
example of using the shield element as a photo container


The shield is derived from our logo. Never rotate it.
examples of incorrectly rotated shield element


The bottom portion of the shield should always maintain the same curvature.

  1. To scale the shield proportionally, hold down SHIFT and drag in Adobe Illustrator.
  2. To shorten or lengthen the shield without changing the curvature of the bottom portion, drag the two anchor points on the top end with the Direct Selection Tool (A).
shield element proportional resizing example
shield element elongated resizing example

Expanding Columns

The expanding column alludes to the pillars of the university’s iconic Arch. Add energy to a piece by placing it between blocks of text or underneath important phrases for emphasis.
expanding columns element example


Make sure to maintain the proportions of the column head and base.

  1. Scale proportionally (SHIFT + drag in Adobe Illustrator) to the desired column thickness.
  2. Use the Direct Selection Tool (A) to select only the anchor points at one end of the column. Hold SHIFT and drag to desired length. (Holding SHIFT keeps the column straight.)
column element resizing instructions


The column should only be used in a vertical or horizontal orientation.
example of prohibited column rotation


Keeping the column and their background the same color, apply the Multiply effect on the columns in Adobe Illustrator. If there is not enough contrast, adjust the tint slider.
example of using expanding columns element on a red background

Expanding for Text

Use the columns like the ends of a scroll, revealing text as they separate. Make sure to add equal amounts of space between the column, the text box and additional columns.
example of using expanding columns with text

Underlining for Emphasis

Place a single horizontal column beneath a word or phrase for emphasis.
example of using column element as an underline

Graphic Elements


Photography is a compelling tool for portraying the diverse and dynamic nature of our community. Our photography captures the Georgia experience and connects with people in ways that words cannot. What we say can describe what we are doing to challenge convention and shape the future. But it is our photography that actually shows it.

University Digital Asset Library Public


Our photography style is often driven by academics, but it should also feel lighthearted, confident and natural. Images can be broken down into four categories: portraiture, slice of life, detailed and historical.


Portrait photos should have an authenticity that comes from real emotion. Ensure that these shots always feel natural and not staged. Portraits can be shot in the subject’s environment or in front of a backdrop. Our portraiture can range from lighthearted and warm to serious and heroic. It is important to maintain this balance in communications: Confidence can be depicted both with a smile and with more neutral expressions.
In many cases, our portraits should represent people who signify greatness, whether that is through our researchers or our students and their work. Crop in the image to make the subjects feel larger than life.

Slice of Life

People also play a key role in our cultural and academic photography. This is how we show our students, both inside and outside the classroom.“Slice-of-life” images document peer-to-peer collaborations, along with faculty and student interaction. Balance these group shots with individuals who are engaged in their activity or area of study. Georgia students should be captured learning and developing their skills, being mentored by faculty and becoming leaders. And remember, it is important to show a diverse mix of students in an accepting and supportive environment.


Object-based photography plays a significant role in our communications and in our photo library. These images serve as a window into our areas of study and the tools of our trades. Interesting and unexpected perspectives should be employed to make the images dynamic. Framing can vary from macro to wide-angle and everything in between—whatever helps to showcase the object in the best way.

Historical and Campus

The historical and campus category includes both historical and modern image assets. While we have wonderful historical photos, they are not appropriate for heavy use in most communications. However, they can prove extremely useful when talking about Georgia’s history, heritage and traditions, as well as when communicating with alumni.
Images of campus like our Chapel Bell, the Arch, our architecture and special spots on our campuses are ideal for wide use in our collateral. Photos like these are incredibly important in distinguishing Georgia from other universities and developing a close relationship with all our audiences.


Layering Type and Graphic Elements

Text and graphic elements should never be placed over faces. Make sure that the text is legible over a photo.

Incorrect Usage


The university logo is used on letterhead, envelopes, mailing labels and business cards. Departments and units should be inserted in the designated areas for each option. Small note cards and note pads intended for personalized, hand-written correspondence may use top-level or department-level logos.


Option A
Option B
Option C
Option D
Stock Color Finish
Neenah 24 lb. Classic Crest® Avon Brilliant White Smooth



Stock Color Finish
Neenah 24 lb. Classic Crest® Avon Brilliant White Eggshell
Neenah 24 lb., 70 lb. Classic Crest® Avon Brilliant White Smooth
Neenah 24 lb., 70 lb. ENVIRONMENT® PC100 White Smooth



Mailing Label

In order to maintain the university’s nonprofit mailing indicia from the United States Postal Service, a consistent return address style must be used. The distance between the logo and the return address is equal to the height of the logo’s wordmark. Any serif font may be used.

mailing label
Stock Color Size
‘Crack and Peel’ Label White 5″ × 4″ or 4 × 3.25″



Business Card

business card option A
Option A
business card option B
Option B
business card option C
Option C
business card option D
Option D


Clear Backgrounds

When installing vinyl signs on clear, translucent, or opaque backgrounds, the White (W) or Reversed Color + White (CW) logos should be used.
Color White (CW)
White (1C)
When using the Georgia Top Shield (GTV) configuration, the white holding shape extends to encase the Georgia wordmark.
Georgia Top Shield (GTV); White (W)


To maintain a unified presence across campus, the university logo is used on vehicles. Departments and units should be identified separately in the bottom area of the driver and passenger’s door panels.
vehicle decal example


Configuration: University Formal Full Color (GEORGIA-FS-FC) for white vehicles, University Formal Reversed Color + White (GEORGIA-FS-CW) for non-white vehicles
Size: 21.75″ W
Placement: Centered in top door panel area above side molding, driver and passenger sides

Vehicle ID

Font: Trade Gothic Bold No. 2
Letter Height: 2.5″
Placement: Centered in bottom door panel area below side molding, driver and passenger sides

Department Name

Font: Trade Gothic Bold No. 2; all caps
Letter Height: 1″ – 2″
Kerning: No less than −25
Placement: Centered under vehicle ID