The University of Arizona

Digital

Digital consists of Power Point presentations, digital message boards, Word Documents, PDF.


Typography


Milo OT

Milo OT is our sans serif font. It is extremely versatile, with nine weights, all with matching italics and small caps, and is appropriate for all uses. 

It works especially well for bold headlines and shorter blocks of body copy. It’s also suited for smaller captions and callouts, as well as disclaimer and legal copy. 

Note: When using Milo OT for body copy or captions, set the tracking between –5 and –10. For use in headlines, set the tracking to +25 or greater. 

Note: Available as Web font.

Alternates: Verdana and Calibri

 


Milo Serif OT

Milo Serif OT is our serif font. It has six weights, all with matching italics and small caps, and is also appropriate for all uses. 

It works especially well for body copy in most pieces, and for headlines in more formal communications. 

Note: When using Milo Serif OT for body copy or captions, set the tracking between –5 and –10. For use in headlines, set the tracking to +75 or greater. 

Note: Available as Web font.

Alternate: Times New Roman and Cambria.

 

Milo Serif OT


Usage

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

 

LEADING 

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. Both Milo Serif OT and Milo OT generally look best with leading set slightly looser than the default. 

 

Note: A good rule of thumb is to start with leading that is two points higher than the point size of the text. This won’t always be right, but leading can be adjusted most easily from there. 

Leading Examples

 

 

TRACKING Correct letter spacing, called tracking, is needed to make the type easy to read. Outside of headlines, Milo Serif OT and Milo OT should always be tracked slightly tighter than the default setting, and optical kerning should be used when available. 

 

Tracking Examples

 

tags


Graphic Elements


Overview

Elements for graphic designers with design software. 

 

 


Triangle Container

The triangle shape plays a large role in the UA brand and serves many functions. Its predominant function is that of a container to hold content such as page numbers (as in this document), tidbits of information, or even the university logo. When placing the logo in the triangle container, never use the horizontal version. 

When using this element in conjunction with the boundless edge, the triangle should always be pointing in the direction of the bleed, as if it’s helping push the image beyond the page. 

 

 

Word Templates


Digital Elements

UA Bootstrap form elementFor the styling of tables, forms, buttons, and more, please refer to UA Bootstrap.


Photography


When taking photos of people

When taking photographs or video of people for University of Arizona websites, brochures, posters, or any other collateral material, be sure to always gain consent of everyone who is recognizable in the form of a Multi-media Release. Below you will find University of Arizona media releases in English and Spanish. The first page is for groups in photos, whereas the second page is for a single model.


FAQ


Are my Materials Accessible?

As one of the University’s many diversity efforts, colleges, departments, programs, and student organizations are encouraged to design programs and activities in ways that welcome participation by members of the disabled community. If you receive questions about accessibility or a request for accommodation and are not be sure how to respond, obtain the individual's contact information, make sure you understand the question or request, and let them know you will get back to them shortly.

If you need assistance in responding, contact Sue Kroeger at Disability Resources (520-626-7674 or suek@email.arizona.edu).

Publicizing the Availability of Accommodations

Including a statement about the availability of accommodations is a way of creating a welcoming environment. By encouraging advance inquires, you can identify any needed accommodations early so that they can be implemented in a seamless fashion. Below are four model statements. You should be able to adapt one of them for almost any situation.

Model Statements

  1. Events (To appear on calendars, posters, flyers and other announcements or advertising for the event.) "If you have questions concerning access, wish to request a sign language interpreter or disability-related accommodations please contact {insert name and contact information including an e-mail or TTY number}."
  2. Web Pages (To appear as text on pages if you are not sure of usability) "If you have difficulty accessing any portions of this page with adaptive technology, please contact {insert page owner/web master name, e-mail, phone, and TTY if available}.
  3. Publications (To appear on catalogs, brochures, and other University publications) "If you need this information in an alternate format (Braille, digital, tape or large print) please contact {insert name and contact information including an e-mail or TTY number}."
  4. Syllabi (To appear on all syllabi) "If you anticipate issues related to the format or requirements of this course, please meet with me. I would like us to discuss ways to ensure your full participation in the course. If you determine that formal, disability-related accommodations are necessary, it is very important that you be registered with Disability Resources (520-621-3268; drc.arizona.edu) and notify me of your eligibility for reasonable accommodations. We can then plan how best to coordinate your accommodations."

Accessible Websites

It is the policy of the University of Arizona to ensure that University Web pages will be usable by people with disabilities. Accessible Web pages are those that are constructed to be usable by anyone, including those who use assistive technology to access the content. Examples of assistive technology are screen readers, screen magnifiers, voice recognition software, alternative keyboards, and Braille displays.

Additionally, Dawn Hunziker, Assistive Technology Coordinator at the Disability Resources (hunziker@email.arizona.edu; 626-9409), is available as a resource.

Accessible Audio-Visual Information

Captioning Using and creating audio and audio/video information with captions is a way to include deaf and hard of hearing individuals without requiring them to seek individual accommodation. By anticipating the likelihood that your VHS or DVD material, Webcasts, iTunes and YouTube videos, and podcasts will be used by a widely diverse audience, you are designing for accessibility. General guidelines for captioning include the following:

  1. Instructors should use only videos in the classroom that are either closed or open captioned.
  2. Web developers should only post audio/visual content to the Web that includes captions.
  3. University personnel who are creating audio or audio/visual materials to promote the University should assure that those materials are captioned.

Disability Resources can provide assistance in adding captioning to pre-existing audio/video materials and in creating captioned media during the production phase.

Please contact Carol Funckes at Disability Resources (carolf@u.arizona.edu; 520-621-3274) to discuss the uses and copyright of your audio/video content prior to its use.


Color


UA Red

UA Red (PMS 200 C)

UA Red is similar to the crimson colored red dye extracted from the cochineal, an insect that lives on prickly pear cactus.

Indigenous tribes of Arizona have used cloth dyed with cochineal for over 200 years.

UA RED (PMS 200 C)

#AB0520

rgb (171,5,32)

coated cmyk (18,100,83,8)

uncoated cmyk (18,100,83,8)


UA Red Tints and Shades

+60% WHITE

#DEA094

rgb (222, 160, 148)

+30% WHITE

#CC665E

rgb (204,102, 94)

UA RED (PMS 200 C)

#AB0520

rgb (171, 5, 32)

coated cmyk (18, 100, 83, 8)

uncoated cmyk (18,100, 83, 8)

+30% BLACK

#8F1124

rgb (143, 17, 36)

+60% BLACK

#63000B

rgb (99, 0, 11)

Note: When using UA primary and secondary colors together, avoid combinations that may be confused with our peers.


Arizona Blue

Pantone reserved this blue for the University of Arizona.

Pantone Coated color formula:

  • Pantone Process Blue 58.20
  • Pantone Rubine Red 28.10
  • Pantone Process Black 13.70

Pantone Uncoated color formula:

  • Pantone Process Blue 55.162
  • Pantone Rubine Red 28.612
  • Pantone Process Black 16.226

PMS ARIZONA BLUE

#0C234B
rgb (12,35,75)
Coated: cmyk (100,71,0,58)
Uncoated: cmyk (100,71,0,50)

Arizona Blue Tints and Shades

+60% WHITE

#7B89AE
rgb (123, 137, 174)

+30% WHITE

#395180
rgb (57, 81, 128)

PMS ARIZONA BLUE

#0C234B
rgb (12, 35, 75)

+30% BLACK

#00194A
rgb (0, 25, 74)

+60% BLACK

#000136
rgb (0, 1, 54)

*When using shades, be careful not to look like a competing school.


What not to do with our colors

ASU

+30% BLACK

SAND

NAU

PMS ARIZONA BLUE

SAND


Secondary Palette

The secondary palette is meant to represent various aspects of the Sonoran Desert, as well as our youthful energy and diversity. These colors can take the lead occasionally, especially inside a larger document, or with an audience more familiar with the UA brand. They should, however, always be supported with color from the primary palette.

Note: Sand cannot be used in close proximity to Arizona Blue (100% to 70%) or UA Red 160%

 

CACTUS

#5C8727

rgb (92, 135, 39)

cmyk (49,0,100,39)

SKY

#84D2E2

rgb (132, 210, 226)

cmyk (45,0,10,0)

RIVER

#076873

rgb (7, 104, 115)

cmyk (90,45,46,17)

SAND

#F19E1F

rgb (241, 158, 31)

cmyk (3,43,100,0)

MESA

#B75527

rgb (183, 85, 39)

cmyk (21,77,100,10)

BRICK

#4A3027

rgb (74, 48, 39)

cmyk (50,69,72,59)


Neutral Palette

The neutral palette is meant to support both the primary and secondary colors, and to act as a grounding element. Each color was chosen to work especially well with its related parent color in the secondary palette. These neutrals work especially well as accents or background color washes, and can even be incorporated by using a color-matched paper stock. They may be used as more than accents in more formal communications, such as materials directed at alumni or donors.

 

LIGHT CACTUS

#CFE0D8

rgb (207, 224, 216)

cmyk (18, 4, 15, 0)

LIGHT SKY

#C8D9D8

rgb (200, 217, 216)

cmyk (21, 7, 13, 0)

LIGHT RIVER

#B6BEC1

rgb (182, 190, 193)

cmyk (29, 19, 19, 0)

LIGHT SAND

#FCE1B6

rgb (252, 225, 182)

cmyk (1, 11, 31, 0)

LIGHT MESA

#FAE7D8

rgb (250, 231, 216)

cmyk (1, 9, 13, 0)

LIGHT BRICK

#E6E3D9

rgb (230, 227, 217)

cmyk (9, 7, 13, 0)


Color Shift

COLOR SHIFT 

Color shifts are a simple and subtle way to evoke the incredible sunsets and skyscapes we have in Tucson. They are also a great way for UA Red and Arizona Blue to work together in large fields, without creating a sense of eye vibration. Colors used to create a color shift should never extend beyond one family (such as reds or blues). The primary tints and shades and the neutral palette work especially well for creating color shifts with the primary UA Red and Arizona Blue. 

Note: You can vary the intensity of the color shift by using colors that have more or less contrast. (For example, a dark green to a light green will have a more intense contrast than a light green to a yellow.) 

Use color shifts sparingly — as the saying goes, less is more. Don’t use more than one color shift in a spread, and limit the use of color shifts to a cover and one or two spreads in a particular piece. 

A color shift can also be used as a transparency over a photographic texture to add visual impact to a layout. The texture image can be either full color or black and white. Avoid placing color shifts over people and faces. 

ARIZONA BLUE -> +30% WHITE

ARIZONA BLUE -> +30% BLACK

UA RED -> +30% WHITE

UA RED -> +30% BLACK


Using Our Colors

The following sections break down the entire palette to show how color combinations can be used successfully. They’re all different, but each still maintains the character and emotion that is the University of Arizona. Each color combination is made up of bands that help guide the ratio of each color. This isn’t meant to be a precise mathematical system; rather, it’s intended to give an idea of relative use. 

Note: This chart is a guide for the mood each color conveys on a communications piece. Colors can range from celebratory to reserved, or from heritage to unexpected. 


Sample Color Palette: The VIP

ARIZONA BLUE

UA RED +60% BLACK

LIGHT BRICK

LIGHT RIVER

WHITE

ARIZONA BLUE +30% BLACK

UA RED

SILVER

LIGHT RIVER

WHITE

ARIZONA BLUE

UA RED

LIGHT RIVER

WHITE

SAGE

SILVER

WHITE


Sample Color Palette: The Innovator

ARIZONA BLUE +30% BLACK

UA RED

LIGHT RIVER

RIVER

WHITE

ARIZONA BLUE

UA RED

LIGHT MESA

BRICK

SAND

WHITE

ARIZONA BLUE

UA RED

LIGHT BRICK

LIGHT RIVER

RIVER

BRICK

WHITE

ARIZONA BLUE +30% BLACK

UA RED +60% BLACK

LIGHT RIVER

RIVER

SAND

WHITE


Sample Color Palette: The Fan

ARIZONA BLUE

UA RED

LIGHT BRICK

WHITE

ARIZONA BLUE

ARIZONA BLUE +30% BLACK

UA RED +60% BLACK

WHITE

UA RED

UA RED + 30% BLACK

UA BLUE + 30% BLACK

LIGHT RIVER

WHITE

UA RED

ARIZONA BLUE

WHITE


Sample Color Palette: The Culture Hound

ARIZONA BLUE +30% BLACK

ARIZONA BLUE

SKY

MESA

WHITE

UA RED

ARIZONA BLUE

LIGHT BRICK

CACTUS

RIVER

SAND

WHITE

UA RED +60% BLACK

ARIZONA BLUE

SKY

RIVER

LIGHT RIVER

SILVER

WHITE

ARIZONA BLUE

UA RED

LIGHT MESA

MESA

WHITE


Research


Digital Analytics

"Digital analytics is the analysis of qualitative and quantitative data from your business and the competition to drive a continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes (both online and offline)

With the right skills, processes and technologies, you can uncover the vital information about how you engage with your customers, effectiveness of your engagements and give you the data on which to take action to improve the outcome – business results."

—Avinash Kaushik, author of Web Analytics 2.0 and Google Analytics evangelist

tags

Market Research

Market research helps marketers and communicators better understand and connect with their audiences. The UA guides will help you identify the market research best-suited for your needs and utilize survey software to gather appropriate data.

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