COLORS
Color is a fundamental element of Wharton’s core brand identity, creating a distinct and recognizable visual presence across all communications. The Wharton color palette is designed to ensure consistency, professionalism, and accessibility while providing flexibility for different applications. The color palette has been carefully selected to complement and enhance design elements.
Primary
Penn Blue
011F5B
Penn Red
990000
Secondary
Sunset Red
962270
Cobalt
0066FF
Morning Yellow
D7BC6A
Marine Gray
EEEDEA
Support
Franklin Red
C60E32
Impact Purple
9966FF
Bay Blue
2FB6F2
Special Use
Pacific Blue
100, 80, 21, 6
*print only
Penn Yellow
F2C100
*web only
Color Hierarchy & Usage
At Wharton, color follows a clear hierarchy that protects the strength, recognition, and accessibility of the brand across every touchpoint. The primary, secondary, and supporting palettes each play distinct roles, and using them with intention ensures that Wharton communications feel unified, professional, and consistent—whether on screen, in print, or in the built environment.
- Primary Colors – define Wharton’s core brand identity
- Secondary Colors – complement and enhance design elements
- Supporting Colors – serve functional and interactive purposes.
Clear guidelines for color usage ensure that every touchpoint—digital, print, and environmental—aligns with Wharton’s standards.
Purpose of the hierarchy
The color hierarchy establishes Penn Blue and Penn Red as the core visual anchors of the brand, with blue leading and red accenting in most applications. Secondary and supporting colors are then layered in to add contrast, clarity, and flexibility without diluting the primary identity.
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Category
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Purpose
|
Example Use
|
|---|---|---|
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Primary Colors
|
Official branding, logos, institutional documents | Logo, website headers, key presentations |
|
Secondary Colors
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Accent elements, background contrast | Graphs, infographics, subheadings, promotional materials |
|
Supporting Colors
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UX/UI elements, functional interactions | Call-to-action buttons, links, highlights, accessibility cues |
Full Spectrum Ratio
When using the full and primary secondary color palette, the primary colors should still dominate the presentation. To maintain a professional and visually appealing brand presence, adhere to the following color ratio guidelines:
•Primary Colors (80-90%):
Penn Blue should dominate most Wharton-branded materials (80%), which Penn Red is second (20%).
example: Navigation and Headers (Website UI), Cover Pages and Key Data Points (Print)
•Secondary Colors (5-10%):
Used to differentiate sections, emphasize key information, or support visual storytelling.
example: Section Differentiation (Website UI), Graphs and Accents (Print)
•Supporting Colors (5-10%):
Applied sparingly to highlight functional interactions or create accessibility contrast.
example: Buttons (Website UI), Highlights (Print)
Incorrect Usage
Incorrect color usage can weaken the Wharton brand, reduce legibility, and create visual conflict, especially when hues are too similar or lack sufficient contrast for accessibility. The examples shown here illustrate common missteps in pairing primary, secondary, and supporting colors, but they represent only a sampling of combinations to avoid rather than a complete list. When designing, always apply color theory and accessibility best practices—prioritizing contrast, hierarchy, and harmony—before pairing colors, and adjust selections as needed to maintain a clear, consistent Wharton identity.
Correct Usage Examples
Do’s:
- Use primary colors as the dominant visual identity across materials.
- Keep secondary colors as accents to support primary branding.
- Use supporting colors purposefully for functional interactions (CTA buttons, charts).
- Maintain high contrast for legibility, especially in digital applications.
- Test color combinations in grayscale mode to check accessibility compliance.
Don’ts:
- Overuse secondary colors in ways that overpower the primary palette.
- Rely solely on color to communicate meaning (always pair with text or symbols).
- Use unauthorized colors that fall outside of Wharton’s brand guidelines.
- Apply gradients or excessive saturation that disrupts brand consistency.
- Ignore accessibility contrast requirements, making text difficult to read.
Special Groups
Learn about the brand guidelines for your specific group.
The Brand Guideline Sheet is included with each logo system. This essential resource offers a clear visual and technical breakdown of the logo architecture, including the approved color palette and specific usage requirements. Created with accessibility in mind, these guidelines empower all team members — regardless of design expertise — to apply the Wharton visual identity with precision, ensuring brand consistency across every platform. The PDF is editable (similar to an EPS file); just ask your vendor to open the file in their vector software (e.g., Adobe Illustrator or Figma).
PennKey login is required.