Color Palette

Color is one of the most immediate connection points with the William & Mary brand. Our palette reflects the depth, heritage and vitality of the university — from our signature greens and golds to the complementary tones that bring energy and balance.

Correct usage helps maintain visual coherence, strengthen brand recognition and create a unified experience. Both the Primary and Spirit Palettes include supporting secondary greens, which provide flexibility and depth while reinforcing the brand’s identity. These greens are not meant to replace the lead colors, but to complement them in balanced, intentional ways. The Tertiary Palette adds sophistication and visual interest to the brand.

Primary Color Palette

It is essential to consistently use the Primary Color Palette across all brand touchpoints. This palette forms the foundation of William & Mary’s identity and ensures visual consistency. The primary colors consist of W&M Green, W&M Gold, W&M Silver and White, supported by a secondary set of complementary greens that add flexibility and depth to the system.

Recommended usage: The Primary Color Palette should make up the majority of your design. As a guideline, approximately 70-80% of the color space in any composition should be drawn from the Primary Palette. This ensures that the brand remains strong and recognizable. Accent colors, textures or imagery should not overwhelm the dominant presence of these primary hues. 

W&M Green

Pantone 343C RGB: 0 78 56 CMYK: 89 19 72 60 Hex: #004E38

W&M Gold

Pantone 465 Metallic: PMS 872 RGB: 183 146 87 CMYK: 9 29 66 24 Hex: #B79257 ADA Web Hex: #866F45

W&M Silver

Pantone 427 Metallic: Pantone 877 RGB: 216 220 219 CMYK: 7 3 5 8 Hex: #D8DCDB

White

RGB: 255 255 255 CMYK: 0 0 0 0 Hex: #FFFFFF

Secondary Greens

These secondary greens should be used to enhance layouts, provide tonal range and support visual balance, but not replace the core brand colors. Always prioritize the primary colors in communications, marketing materials and digital assets.

Dark Green

RGB: 17 87 64 CMYK: 100 44 71 80 Hex: #00231B

Griffin Green

RGB: 40 70 62 CMYK: 63 27 50 67 Hex: #28463D

Patina

RGB: 118 161 144 CMYK: 57 23 47 1 Hex: #76A190

Sage

RGB: 184 221 177 CMYK: 29 0 38 0 Hex: #B8DDB1

Moss

Pantone: 576 RGB: 120 157 74 CMYK: 54 5 94 24 Hex: #789D4A

Spirit Color Palette

The Spirit Color Palette, built around Spirit Gold, embodies energy and excitement. It is intended for special moments of celebration and pride, such as athletic competitions, Homecoming and other spirited events. In these cases, the Spirit Palette can substitute for the Primary Palette to create a bold and festive impression.

Recommended usage: When used in place of the Primary Palette, as a guideline, approximately 70–80% of the color space in any composition should be drawn from the Spirit Palette. 

Important restriction: Spirit Gold should never be paired with W&M Gold in the same composition, as the two colors are too close in hue and may cause visual confusion or diminish impact. Designers should choose one or the other depending on the application, not both together.