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William & Mary Brand Hub

Do's & Don'ts

These Do’s and Don’ts serve as a quick reference for applying the William & Mary brand correctly and consistently. From logo use and color combinations to accessibility considerations and exceptions, these guidelines help ensure that every execution reflects our identity with clarity, quality and respect for the university’s visual and verbal standards.

Color

Patterns & Textures

Gradients

Color Palette Usage Do's & Don'ts

Color Do's & Don'ts

Do

Don't

Pattern & Texture Usage Do's & Don'ts

Pattern & Texture Do's & Don'ts

Do

  • Do use .eps files for print and .png files for web.
  • Do default to the darker patterns on W&M Green or Griffin Green, but all brand colors acceptable.
  • Do alter the transparency of the shapes and patterns to use them in a subtle way.
  • Do crop or zoom into the shapes and patterns proportionally when necessary.
  • Do consider accessibility when using as a layer on the web.

Don't

  • Don't edit the layout of the patterns.
  • Don't use the shapes to create custom logos.
  • Don't overlay the shapes and patterns on top of a clashing background.
  • Don't use patterns behind body copy.

Gradient Usage Do's & Don'ts

Gradient Do's & Don'ts

Do

  • Do use subtle gradients to add visual interest and refinement.
  • Do apply gradients to large backgrounds rather than relying on large flat fields of color.
  • Do use gradients to complement metallic gold and the Cypher so the visual palette feels cohesive.
  • Do use gradients in digital environments and interfaces to improve depth and polish.
  • Do maintain smooth and gradual transitions between colors so the gradient feels refined and
    intentional.

Don't

  • Don't use large gradients as backgrounds of print pieces that do not have noise to avoid banding.
  • Don't use bold, high-contrast or abrupt gradients that feel distracting.
  • Don't create gradients that visually compete with the Cypher if both appear together.
  • Don't rely on flat, single-tone large color blocks where a gradient is better suited to add dimension.
  • Don't treat gradients as decorative effects without purpose.
  • Don't use gradients that introduce colors outside the approved palette.

Have Questions About Applying the Brand?

The offices of University Marketing and University Communications maintain William & Mary’s visual identity and brand guidelines. Their staff of marketing and communications professionals are available to respond to questions and assist with requests.

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