- Our colour palette represents the University and its values
- The University of Bath is not the city of Bath. Our palette should not be limited by geography or locale.
- The palette should embrace innovation and forward thinking.
- Our traditions are but 50 years old. We are different. We should *be* different.
- We are young and smart, swift and concise, honest and proud of what we are.
- Our colours are bold but not brash, and each bright stroke is tempered with a cool, considered anchor.
- Our palette should have impact.
- Our palette is limited, considered and carefully curated.
- Human - Approachable
- Ambitious - Bold
- Assured - Solid
- Inclusive - Accessible
- Relevant - Contemporary
- Focussed Focused - Clear
Bath and the university
The current colour palettes all draw inspiration from the city of Bath and its surroundings.
Contrast and accent colours stem from similar roots, with rich reds, greens and pinks from the flora in Sydney gardens. Over time these accent colours have been 'tweaked' for digital usage so that they remain accessible in most situations.
Problems with the current palette
The current palette lacks dynamism, modernity and, above all, any sense of emotion. It feels cold, unapproachable and overwhelmingly traditional.
The palette is still constrained by trying to play too heavily on the University’s locale. Our brand colours should represent the University itself not the city of Bath. Colours might reference to the tones and shades found around the city but we need to stop trying to emulate them.
There are a number of sub-brand colours that have been developed independently of the main UoB brand and are ‘fixed’. The main university palette cannot be limited by having to design around these pre-existing colour ways.
Granite and slate are neutral colours which can be widely used and work alongside most colours effortlessly.
A modern palette
There appears to two approaches to developing a modern brand colour palette
- A set of strong but muted colours, tending towards a matte sheen
- A very limited but hyper-saturated set of colours combined with neutral background shades
A modern approach to colours
- Bright 2-colour gradients
- Off-blacks, off-whites
- Colour overlays
- High contrast
Contrast colours tend towards an artificial look. Colours are no longer extrapolated from naturalistic colours but have hyper-saturated accents.
Existing brand colour palettes that will remain unchanged in this palette revision: