Colour
Our signature purple palette is one of our brand’s most powerful ingredients. It should feature prominently in all our communications – not just the logo.
Our defining dark tone. Dark purple can be used for both text and backgrounds.
As ours is primarily a dark brand, this colour should be the foundation wherever possible, for example on book covers, posters and other applications that call for a strong presence.
CMYK (for use in print):
80, 100, 0, 50
Note: for body copy in print, use CMYK black instead of dark purple. This avoids registration issues that can affect the legibility of small text.
RGB (for use on digital media):
54, 26, 84
Hex (used mostly on the web):
#361a54
Pantone (for merchandise and specialist printing):
2695 U/C
RAL (for manufacturing and signage):
310 20 30
CMYK (for print):
0, 0, 0, 0
Note: we use pure paper white in print applications.
RGB (for digital media):
250, 250, 250
Note: on screens, our white is an off-white.
Hex (mostly used on web):
#fafafa
Note: as above, the white we use for screens is an off-white.
Pantone or RAL equivalents not available.
Our most eye-catching and distinctive colour. Bright purple should be used wherever possible when we introduce ourselves as a brand.
CMYK (for print):
50, 61, 0, 0
RGB (for digital media):
153, 59, 255
Hex (for web):
#993bff
Pantone (for merchandise or specialist printing):
265 U/C
RAL (for manufacturing and signage):
300 60 35
Mid purple exists to meet accessibility requirements, serving as a substitute for bright purple in situations where contrast is critical. It can only be paired with dark purple.
CMYK (for print):
35, 42, 0, 0
RGB (for digital media):
186, 130, 255
Hex (for web):
#ba82ff
Pantone (for merchandise and specialist printing):
2645 U/C
RAL (for manufacturing and signage):
300 70 20
Supporting colours
Pale purple and light purple play supporting roles. They can be used as background colours, helping to highlight sections of text or create separation within layouts.
Heritage blue works well as an accent colour or occasional highlight.
CMYK (for print):
10, 15, 0, 0
RGB (for digital media):
221, 189, 255
Hex (for web):
#ddbdff
Pantone (for merchandise and specialist printing):
2635 U/C
RAL equivalents not available.
CMYK (for print):
4, 7, 0, 0
RGB (for digital media):
238, 222, 255
Hex (for web):
#eedeff
Pantone (for merchandise and specialist printing):
7443 U/C
RAL equivalents not available.
CMYK (print):
55, 0, 5, 0
RGB (for digital media):
48, 214, 255
Hex (for web):
#30d6ff
Pantone (for merchandise or specialist printing):
298 U/C
RAL (for manufacturing and signage):
300 60 35
Lead with the core colours
Lead with dark purple, off white and bright purple on covers and key communications. These are our most recognisable brand colours.
Maintain a balance
To maintain balance and a branded appearance, introduce bright purple into predominantly white layouts, or mid purple into largely dark purple layouts. This helps designs feel recognisable without becoming too dark or too pale.
Colour pairings
Go from light to dark
When combining core palette colours, follow the established colour order so they flow naturally, creating a sense of gradient and cohesion.
Bright purple and mid purple
Bright purple is our most distinctive colour, but it only meets accessibility standards when paired with white. For text and graphics appearing on dark purple backgrounds, use mid purple instead.
Background colours
Light purple and pale purple are ideal for us as background colours. These can appear as fields of colour or as boxes to pull out sections of text.
Heritage blue
In branded communications, heritage blue is ideal as a highlight colour, used sparingly for elements like calls to action or small accents. It should only appear on dark purple backgrounds.
In merchandise, heritage blue can take a more prominent, expressive role, while still supporting the core palette.
Pairing text colours with background colours
To find out which text colours can be used on which background colours, see our typography guidelines.
More visual guidelines
Logo
Inspired by the most recognisable feature of our Bloomsbury campus, our logo is designed for clarity and accessibility across print and digital.
Graphic pillars
Inspired by the graduating pillars in our logo, these graphics represent progress and movement. Use them in any design, from captions and text boxes, to patterns that bring our brand to life.
Animations
Wherever you are in UCL, there's a sense of dynamism and possibility. Our animations help you add it to your videos, events and presentations.
Photography
Photography is our window onto life at UCL. Through it, our campus should feel alive, channelling our community and the energy that comes from being at the heart of one of the world's greatest cities.