Marketing and Communications

Primary Colors

Garnet, black and white are the official colors of the University of South Carolina and should always be the primary colors used in design. Accent colors should never be used in place of garnet or black.

• 

  Garnet

  PMS: 202
  CMYK: 9, 100, 64, 48
  HEX: #73000a
  RGB: 115, 0, 10

• 

  Black

  PMS: Black
  CMYK: 0, 0, 0, 100
  HEX: #000000
  RGB: 0, 0, 0

  Rich Black*

  CMYK: 40, 30, 30, 100

• 

  White

  CMYK: 0, 0, 0, 0
  HEX: #ffffff
  RGB: 255, 255, 255

* Rich Black (CMYK: 40, 30, 30, 100) should only be used for large floods of black that will be printed with the CMYK process. Use regular black for all text and other instances.

• 

  Digital Colors

  When creating anything that will be viewed on a digital screen, use the RGB or HEX colors and not the CMYK or PMS colors. 

Neutral Colors

• 

  90% Black

  CMYK: 0, 0, 0, 90
  HEX: #363636
  RGB: 54, 54, 54

• 

  70% Black

  CMYK: 0, 0, 0, 70
  HEX: #5C5C5C
  RGB: 92, 92, 92

• 

  50% Black

  CMYK: 0, 0, 0, 50
  HEX: #A2A2A2
  RGB: 162, 162, 162

• 

  30% Black

  CMYK: 0, 0, 0, 30
  HEX: #C7C7C7
  RGB: 199, 199, 199

• 

  10% Black

  CMYK: 0, 0, 0, 10
  HEX: #ECECEC
  RGB: 235, 235, 235

• 

  Warm Grey

  CMYK: 56,51,61,26
  HEX: #676156
  RGB: 103,97,86

• 

  Sandstorm

  CMYK: 0, 7, 15, 0
  HEX: #FFF2E3
  RGB: 255, 242, 227

Accent and Special Use Colors

Accent colors should be used as small-space or sparing accents of color. Some accent colors pair nicely and can be used together, but don't overdo the use of accent colors in designs.

• 

  Rose

  CMYK: 10, 100, 75, 5
  HEX: #CC2E40
  RGB: 204, 46, 64

• 

  Atlantic

  CMYK: 78, 44, 0, 7
  HEX: #466A9F
  RGB: 70, 106, 159

• 

  Congaree

  CMYK: 88, 63, 51, 41
  HEX: #1F414D
  RGB: 31, 65, 77

• 

  Horseshoe

  CMYK: 59, 26, 100, 7
  HEX: #65780B
  RGB: 101, 120, 11

• 

  Grass

  CMYK: 29, 0, 99, 0
  HEX: #CED318
  RGB: 206, 211, 24

• 

  Honeycomb

  CMYK: 0, 0, 75, 15
  HEX: #A49137 
  RGB: 164, 145, 55

• 

  Dark Garnet*

  CMYK: 20, 100, 85, 70
  HEX: #570008
  RGB: 87, 0, 8

• 

  Azalea*

  CMYK: 30, 68, 44, 6
  HEX: #844247
  RGB: 132, 66, 71

* Special use colors are used in icons, patterns and other supporting graphic elements. These colors should be used sparingly as accent colors. The Dark Garnet color should never be used as replacement for primary Garnet.

Download ASE Color Swatches [zip]