# UTIMCO Brand Tokens

Last updated: 2026-05-05
Status: Approved palette and typography. Pending client sign-off on PMS recommendations.

## Color

The palette below is the authoritative reference. Older PDF iterations included warm accents (sienna, plum, yellow, red) and a warm gray "Foundation" set. Those are deprecated. Standard PowerPoint callout colors (electric red, orange, green) are also out.

### Brand colors

| Token | Hex | RGB | CMYK | PMS (recommended) |
|---|---|---|---|---|
| Dark Blue | #113856 | 17, 56, 86 | 100, 80, 40, 45 | PANTONE 295 C |
| Mid Blue | #0D5172 | 13, 81, 114 | 100, 60, 25, 30 | PANTONE 301 C |
| Aqua | #3D97B5 | 61, 151, 181 | 75, 25, 20, 0 | PANTONE 7459 C |
| Dark Teal | #004D59 | 0, 77, 89 | 100, 50, 50, 35 | PANTONE 3165 C |
| Green | #98B8AD | 152, 184, 173 | 40, 15, 35, 0 | PANTONE 623 C |
| UT Burnt Orange | #BF5700 | 191, 87, 0 | 0, 65, 100, 15 | PANTONE 159 C |
| A&M Maroon | #500000 | 80, 0, 0 | 0, 100, 65, 70 | PANTONE 202 C |

UT and A&M values match the official institutional brand standards for The University of Texas at Austin and Texas A&M University respectively.

### Neutrals

| Token | Hex | RGB | PMS (recommended) |
|---|---|---|---|
| White | #FFFFFF | 255, 255, 255 | Paper |
| Gray 100 | #EFEFEF | 239, 239, 239 | 5% black tint |
| Gray 200 | #E2E2E2 | 226, 226, 226 | PANTONE Cool Gray 1 C |
| Gray 300 | #CDCDCD | 205, 205, 205 | PANTONE Cool Gray 3 C |
| Black | #000000 | 0, 0, 0 | Process black |

PMS values are starting recommendations. Verify against a current Pantone Color Bridge guide before going to print.

### Color usage

Default body text uses Dark Blue #113856 on light backgrounds. White or Gray 100 on dark backgrounds.
Mid Blue and Aqua serve as primary accent and link colors.
Dark Teal and Green serve as secondary accent for charts, tags, and program-specific use.
UT Burnt Orange and A&M Maroon are reserved for content that explicitly references the two universities. Do not use them as decorative accents.
Gray 100, 200, and 300 fill background, divider, and surface roles.

### Pairing rules

Dark Blue pairs strongest with White and Gray 100.
Aqua pairs with Dark Blue or Dark Teal for depth.
Green works as an accent on light surfaces but reads weakly on Aqua or Mid Blue.
Avoid placing UT Burnt Orange next to A&M Maroon. They compete and read as brand confusion.
Always meet WCAG AA contrast (4.5:1 for body text, 3:1 for large text).

## Typography

The full Aptos family is approved. Files live in /Aptos Fonts/Microsoft Aptos Fonts/.

### Family roles

| Role | Family | Use |
|---|---|---|
| Display | Aptos Display | Hero headlines, section openers, large pull quotes |
| Sans (default) | Aptos | Body, UI, subheads, captions |
| Mono | Aptos Mono | Code, data, fixed-width tables |
| Narrow | Aptos Narrow | Tight column widths, sidebars, infographic labels |
| Serif | Aptos Serif | Editorial accents, formal letterhead, report quotes |

### Type scale (port of approved PDF scale to Aptos)

The original brand guide spec'd Headline 80/88, Subhead 30/36, Body 15/21. Below extends that into a full modular scale at a 1.250 ratio. All sentence case unless noted.

| Role | Family / Weight | Size / Line height | Tracking |
|---|---|---|---|
| Display XL | Aptos Display Bold | 96 / 104 | -1% |
| Display L | Aptos Display Bold | 80 / 88 | -1% |
| H1 | Aptos Display SemiBold | 56 / 64 | 0 |
| H2 | Aptos SemiBold | 40 / 48 | 0 |
| H3 | Aptos SemiBold | 30 / 36 | 0 |
| H4 | Aptos SemiBold | 22 / 28 | 0 |
| Body Large | Aptos Regular | 18 / 26 | 0 |
| Body | Aptos Regular | 15 / 21 | 0 |
| Body Small | Aptos Regular | 13 / 18 | 0 |
| Caption | Aptos Regular | 11 / 14 | +1% |
| Eyebrow | Aptos SemiBold | 11 / 14 | +8%, ALL CAPS |
| Quote | Aptos Serif Italic | 24 / 32 | 0 |
| Mono | Aptos Mono Regular | 13 / 18 | 0 |

### Hierarchy rules

Always create a clear difference between adjacent levels. If two consecutive levels look similar, drop one.
Lead with weight before size when contrast is needed in tight space.
Use Aptos Light only at large display sizes (40pt and up) where its delicacy reads.
Aptos Narrow is reserved for sidebar labels, infographic data labels, and tight columns. Avoid using it for body.
Aptos Serif Italic carries pull quotes. Do not use it for body or running headers.

### Weight inventory

Aptos ships in Light, Regular, SemiBold, Bold, Black, plus their Italics. Display, Mono, Narrow, and Serif each have Regular, Italic, Bold, Bold Italic.

## Logo system

Source files live in /brand-skill-source/SVG Logos/.

### Canonical set

| Name | File | Use |
|---|---|---|
| Primary lockup | UTIMCO-IconText.svg | Default logo for most placements |
| Icon mark | UTIMCO-Icon.svg | Square contexts, favicons, social avatars |
| Wordmark Bold | UTIMCO-Bold.svg | When the icon would compete with content |
| Wordmark Light | UTIMCO-Light.svg | Alternate weight for delicate or large display use |
| Inline w/ mask | inlinelogo+whiteMask.svg | Over photography, includes built-in white scrim |
| Long descriptor (horizontal) | UTIMCO-LongText.svg | Documents needing the full board mandate inline |
| Long descriptor (stacked) | UTIMCO-LongTextStack.svg | Documents needing the full mandate stacked |
| Institutional name (horizontal) | TextLine.svg | Letterhead, footers |
| Institutional name (stacked) | TextLine-Stacked.svg | Tight vertical placements |
| Institutional name (side) | TextLine-Side.svg | Wide footer or banner contexts |

### Anniversary marks (2026 only)

| Name | File | Use |
|---|---|---|
| 30 Year Seal (light bg) | 30YearSeal-LightBgrounds.svg | Anniversary use on light backgrounds |
| 30 Year Seal (dark bg) | 30YearSeal-DarkBgrounds.svg | Anniversary use on dark backgrounds |

### Decorative diamond elements

flat-diamond, flat-diamond-horizontal, flat-diamond-horizontal-square, split-diamond, diamond-split-highlight, Diamond-SplitPair. Use as graphic accents in layouts. Never use these as the standalone logo.

### Clear space

Minimum clear space around the primary lockup equals the height of the icon's diamond keystone. Do not place text, imagery, or other graphics inside that zone.

### Minimum size

Primary lockup: 120px wide for digital, 1.0 inch wide for print.
Icon mark: 24px for digital, 0.25 inch for print.
Below these sizes, switch to the wordmark or use a larger placement.

### Misuse

Do not stretch, recolor outside the brand palette, add drop shadows or strokes, or place on a busy photograph without the masked variant.

## Spacing

Built on a 4px base unit.

| Token | Pixels |
|---|---|
| space-1 | 4 |
| space-2 | 8 |
| space-3 | 12 |
| space-4 | 16 |
| space-5 | 24 |
| space-6 | 32 |
| space-7 | 48 |
| space-8 | 64 |
| space-9 | 96 |
| space-10 | 128 |

## Grid

Desktop layouts use a 12-column grid at 1440px viewport with 24px gutters and 96px page margins.
Mobile layouts use a 4-column grid at 390px viewport with 16px gutters and 24px page margins.
Print one-pagers use a 6-column grid on US Letter (8.5x11) with 0.5 inch margins.

## Radii and elevation

| Token | Value |
|---|---|
| radius-sm | 4px |
| radius-md | 8px |
| radius-lg | 16px |
| radius-pill | 999px |

Elevation is used sparingly. Default to flat surfaces with hairline 1px borders in Gray 200. Reserve subtle drop shadows for floating UI elements like menus or tooltips.