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Design Theme Guidelines

Elements That Constitute a Design Theme

The CU Denver logotype and signature colors – blue, gold and black – are the primary identifiers for all colleges, units, departments and programs of the university and must not be altered in any way.

The development and use of separate logos to represent individual units is prohibited.

However, the branding system allows colleges and other major units to develop a subidentity, or custom design theme. This subidentity is comprised of elements that are used consistently across the unit's Web site. Examples of such elements include:

  • Images (illustrations or photos)
  • Graphics or icons
  • An accent color from the approved palettes
  • Information boxes
  • Calls-to-action

Note that a subidentity is not a single thing nor is it several things locked together. In all cases, elements of a subidentity:

  • Do not replace the CU Denver logotype
  • Do not replace blue, gold and black as the primary colors
  • May not be attached to the CU Denver logotype or symbol
  • Must follow CU Denver’s graphic standards

Subidentities are limited to schools/colleges and other select units at CU Denver

Units considering development of a subidentity should consult with the Web Administrative Team before beginning, throughout development, and to the final approval stage.  To contact the Web Administrative Team, please email

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