Derived from ASU’s color palette, our primary and secondary colors improve the ease with which our audience recognizes and engages with the W. P. Carey brand across mediums.

Primary colors

Color can quickly convey the essence of a brand, and evoke natural brand associations when used in a consistent way. For this reason, we use a limited number of brand-specific colors in W. P. Carey marketing and communications content. In addition to maroon and gold, black, and white are key colors in our primary color palette.

ASU Maroon
ASU Maroon
Pantone 208
CMYK (coated) 10, 97, 37, 43
CMYK (uncoated) 11, 94, 35, 3 1
RGB 140, 29, 64
HEX #8C1D40
ASU Gold
ASU Gold
Pantone 123
CMYK (coated) 0, 21, 88, 0
CMYK (uncoated) 0, 28, 98, 0
RGB 255, 198, 39
HEX #FFC627
Black
Black
Pantone
CMYK (coated) 60, 40, 40, 100
CMYK (uncoated)
RGB 0, 0, 0
HEX #000000
White
White
Pantone
CMYK (coated) 0, 0, 0 ,0
CMYK (uncoated)
RGB 255, 255, 255
HEX #FFFFFF

Black type on a white background or knockout type on an image will provide strength and clarity in our messaging. Over many years, ASU has developed equity in its core colors maroon and gold. However, reduced reliance on maroon and gold will not weaken brand recognition. In fact, reserving specific whitespace for the logo and its iconic school colors allows it to shine without visual competition.

Always consider our brand colors maroon and gold for use in your project, adding black and white as foundational colors that allow maroon and gold to shine.

Slight variations on our primary colors are recommended for merchandise and outdoor use. Access detailed guidelines and learn more about our colors and the university palette via the ASU Brand Guide.

Secondary colors

When more color is desired, pure bright colors feel clear and direct. However, these colors can have a negative effect when used too liberally. Use these colors sparingly to complement the primary color palette. Bright colors are meant to be accent colors that provide contrast as needed.

ASU Gray
ASU Gray
Pantone 431
CMYK (coated) 45, 27, 17, 51
CMYK (uncoated) 45, 24, 14, 44
RGB 79, 85, 87
HEX #5C6670
ASU Natural
ASU Natural
Pantone 402
CMYK (coated) 10, 13, 16, 29
CMYK (uncoated) 10, 9, 13, 32
RGB 175, 165, 147
HEX #AFA593
Dark Maroon
Dark Maroon
Pantone 402
CMYK (coated) 34, 95, 92, 51
CMYK (uncoated)
RGB 103, 20, 17
HEX #671411
ASU Orange
ASU Orange
Pantone 1505
CMYK (coated) 0, 52, 80, 0
CMYK (uncoated) 0, 43, 82, 0
RGB 255,127,50
HEX #FF7F32

Remember that there’s no need to use all the colors in our palette — use the colors that accurately reflect the message you’re trying to convey and match the tone of your project. Using too many colors can have a negative effect on messaging, many bright colors can appear overly primary, and many dark colors or a liberal use of black can appear too serious.

Additional colors

There are additional colors available in the ASU Brand Guide that you are free to use.