Fonts + Colors
Typography and Typefaces
Brand Fonts
Sharp Sans is the custom typeface for all things The Lawrence Hall of Science. This open and geometric sans-serif typeface provides a welcoming, friendly personality. This font appeals to the youth-focused audiences and offerings at The Lawrence while keeping sight of the more academic and rigorous content.
Pitch Regular is our secondary typeface and nods to historical styles of scientific annotation. It adds texture to our layouts and annotates peripheral content, fun facts, or human stories. Pitch is used for captions, annotations, and more peripheral information.
Sharp Sans and Pitch Regular are custom fonts, and The Lawrence has a limited number of paid users.
Default Typefaces
Materials not produced by Lawrence Marketing and Web staff use default typefaces instead of these brand fonts.
For Sharp Sans, use Poppins in Google Workspace.
For Sharp Sans, use Century Gothic in Microsoft Office.
For Pitch Regular, use Courier New.
The Lawrence Color Palettes
A brand color palette includes a set of colors that represent the feelings and mood of the brand. It’s a tangible component of the brand that people notice first and foremost.
Primary Palette
Orlando
HEX #078572
RGB 7, 133, 114
CMYK 100, 21, 64, 7
PMS 2461 C
Flare
HEX #FF543F
RGB 255, 84, 63
CMYK 0, 90, 95, 0
PMS Bright Red C
Orbit
HEX #0030CC
RGB 0, 48, 204
CMYK 100, 98, 0,0
PMS 072 C
Ultraviolet
HEX #DEBDEA
RGB 222, 189, 234
CMYK 13, 30, 0, 0
PMS 530 C
Helios
HEX #FFCE00
RGB 255, 206, 0
CMYK 0, 18, 100, 0
PMS 116 C
Bay
HEX #9BDAD9
RGB 155, 218, 217
CMYK 37, 0, 16, 0
PMS 629 C
Black
HEX #000000
RGB 0, 0, 0
CMYK 70, 50, 30, 100
PMS Process Black C
White
HEX #FFFFFF
RGB 255, 255, 255
CMYK 0, 0, 0, 0
Secondary Palette
Semiviolet
HEX #EEDEF4
RGB 238, 222, 244
CMYK 5, 13, 0, 0
Pale Blue (Dot)
HEX #CDECEC
RGB 205, 236, 236
CMYK 18, 0, 7, 0
Cosmic Purple
HEX #54308F
RGB 84, 48, 143
CMYK 84, 99, 2, 0
Martian
HEX #CBE086
RGB 203, 224, 134
CMYK 23, 0, 61, 0
Fog
HEX #E6E7E8
RGB 230, 231, 232
CMYK 1, 0, 0, 9
PMS Cool Gray 1 C
Asteroid
HEX #7D7D7D
RGB 125, 125, 125
CMYK 53, 44, 44, 9
Guidelines for Brand Palettes
The six colors in the primary palette are used nearly exclusively on the website, brochures, signage, and publications. Black and white also take a leading role. Secondary palette colors are used sparingly in these mediums to improve accessibility and differentiation as accent colors.
The secondary palette contains the best friends of the primary palette. They provide more variety in other marketing channels, such as email marketing, social media, digital signage, and advertising. While the primary colors remain foremost, the secondary colors are used more freely in these mediums. Additionally, special events and promotions may warrant generous usage of secondary colors for differentiation.
Color Combinations
Overview of Brand Color Combinations
Color contrast is imperative regarding accessibility, and UC Berkeley requires us to pass minimum standards. These color combinations pass the color contrast test.
For more information and about color contrast, please review the primary palette guidelines and the secondary palette guidelines.