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