University Style Guide

University Color Palette

Beyond our logo, color is the most recognizable aspect of our identity. Chico State's "school colors" are red and white, which are reflected in our primary color palette. Using color appropriately is one of the easiest ways to make sure our materials reflect a cohesive Chico State identity.

While our identity colors may be used in many different combinations, Chico Red should be dominant throughout any given piece (or series of pieces). 

Note: Always check the accessibility of the colors in your design—your use of color must conform to web accessibility standards and provide good contrast on print pieces.

Primary Colors

This palette should be the dominant colors used in official communications when the project allows for color. In particular, Chico Red should be the most prominent color used for large color fields and works well for headlines, subheads, and pull quotes.

Chico Red

Chico Red

PMS: 201C
CMYK: 0 / 100 / 63 / 31
RGB: 157 / 34 / 53
HEX: #9D2235


cornerstone gray

CMYK: 50 / 40 / 34 / 17
RGB: 117 / 120 / 123
HEX: #75787B



CMYK: 00 / 00 / 00 / 100
RGB: 0 / 0 / 0
HEX: #000000



CMYK: 00 / 00 / 00 / 00
RGB: 255 / 255 / 255

Secondary Colors

Although our primary color palette should drive most Chico State communications materials, other colors can be added as appropriate. Too much red or black can feel harsh, which is why we provide a secondary color palette of tones that represent the seasons and landscape of our campus and surrounding area. 

This supporting palette can provide creative flexibility, but exercise restraint. They should not become the primary colors for a college, school, center, or department, but can be used as accents. These supporting colors are intended to complement our primary colors. Do not introduce other colors into Chico State visual communications materials.

Canyon Stone

Canyon Stone

PANTONE™ Cool Gray 2 C
CMYK: 14 / 10 / 8 / 0
RGB: 208 / 209 / 201
HEX: #D0D1C9

Terracotta Orange

terracotta orange color swatch

CMYK: 0 / 82 / 82 /0
RGB: 222 / 87 / 80
HEX: #DE5750

Orchard Green

Orchard Green

CMYK: 39 / 19 / 96 / 76
RGB: 71 / 76 / 33
HEX: #474C21

Dusk Blue

Dusk Blue

CMYK: 100 / 33 / 6 / 84
RGB: 4 / 53 / 70
HEX: #043546

Golden Hour Yellow

Golden Hour Yellow

CMYK: 0 / 32 / 100 / 0
RGB: 235 / 167 / 14

Color Ratios

There are a number of different audiences within the Chico community, each with a different association with the brand identity and color palette. These ratios are not hard and fast rules, but guidance as you select colors for your communication pieces. 

Prospective Students

color swatch showing the most color variety, with primary red along with grey, white, and golden hour yellow. The other colors are used, but less frequently as the primary ones.

Current Students

Color swatch showing mostly red, some white, grey, golden yellow, and other colors rarely used.

Faculty and Staff / Parents

Color swatch showing an increase in red, grey, and white compared to current students. The other colors are used less frequently.

Alumni and Donors

This color swatch uses more red than the others, along with grey and white. The other colors are not really used.