2013 BRAND GUIDELINES
Use of Secondary Colors
USE OF SECONDARY COLORS
SECONDARY COLORS
Undergraduates: Energetic, Youthful
The College of Arts & Letters must speak to a
wide variety of audiences each and every day.
While the brand’s overall message must remain
consistent across the board, its mood and tone
may vary somewhat according to the intended
audience. (For example, a 16-year-old prospective
Graduates: Proficient, Worldly, Intrepid
student requires a look and feel different from a
60-year-old alumnus.)
With this in mind, the brand has a small group
of secondary color palette spectrums designed
to appeal to different primary audiences. Each
Alumni, Partners, and Donors:
Sophisticated, Enterprising, Historic
spectrum has been devised in order to capture
a speci?c mood or tone. To the left, you will see
the audience, the desired mood/tone, and the
recommended secondary color palette spectrum.
See pages 29-31 to view samples of the use of
secondary colors in actual design projects.
MICHIGAN STATE UNIVERSITY
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College of Arts & Letters