Athletic Colors & Typography
Colors are crucial for CBU’s visual identity because they evoke emotions and associations, helping consumers instantly recognize and connect with the brand. Clear and consistent use of CBU brand colors strengthens brand recall and creates a cohesive visual experience across all touchpoints.
Typography plays a vital role in CBU branding by expressing our brand's personality and tone, shaping how its message is perceived. Effective typography boosts readability and brand recognition, creating a unique and memorable visual identity that aligns with our brand's core values.
BLUE
PRINT
PMS 655
CMYK: 100, 79, 12, 59
WEB
PMS 655
RGB: 0, 37, 84
WHITE
PRINT
PMS 000
CMYK: 0, 0, 0, 0
WEB
HEX #000000
RGB: 255, 255, 255
GOLD
PRINT
PMS 132
CMYK: 9, 38, 100, 32
WEB
HEX #A07400
RGB: 160, 116, 0
Primary Colors – Blue, White, Gold
Blue, white, and gold are the official primary colors of the CBU brand. Together they play a vital role to define our visual language to internal and external audiences.
Typography Overview
The CBU Athletics identity utilizes fonts from two different typeface families - Proxima Nova and Serpentine. Each font has been carefully selected to be used in situations where they are most impactful. Consistent and correct use of these fonts helps strengthen the CBU Athletics identity.
For: Title Headers, Sub Headers
Proxima Nova & Extra Condensed - Black
These two display fonts is perfect for headlines. When used strategically and in tasteful amounts it highlights the gravity of the message to deliver maximum impact. We recommend using this font in ALL CAPS.
For: Title Headers, Sub Headers, Body Copy, Footnotes
Proxima Nova & Extra Condensed - Medium
CBU uses these fonts as a primary font in most of its marketing communications. Its weight is perfect for body copy. Any materials that are going to remain in circulation for more than six months or are intended for off-campus audiences (e.g., future students, donors, parents, etc.) should use this font exclusively. Alternate fonts can be used for short-term, internal communications, but graphic design best practices recommend using no more than two fonts per communication piece (e.g., flyer, banner, digital advertisement, etc.).
For: Title Headers, Sub Headers
Serpentine Pro - Bold Oblique
This is a legacy display font and it was the basis of our original (now refreshed) Lancers wordmark. Sparing use of this font should be reserved for headlines and short phrases only.
Usage Guidelines
Follow the guidelines below to ensure consistency in how the CBU brand is represented across all platforms, reinforcing recognition, recall, and trust. Use the guide to maintain a cohesive look and feel in every piece of content, regardless of who creates it, thereby preventing errors or misinterpretations.
The guidelines below are current as of 2025 and supersede any previously published brand / style guidelines.
1. Use approved colors only
To maintain brand consistency and showcase a unified front, CBU Athletics in-game apparel must use one of the following base colors: navy blue, white, gray, or black. Black garments should be used as a fourth option for coaching/support staff apparel only. It is not permissible for athlete uniforms (e.g., basketball jerseys, swimsuits, golf polos, etc.) to be on a black garment.
Logos used on the garment should utilize the version and color that provides the greatest contrast for maximum legibility.
Any new color requests for apparel branded with CBU Athletics marks must be pre-approved by the Department of Marketing and Communication.
White on blue, blue on white, white on gray, white on black
White on navy, navy on white, white on gray
2. Color balance
Designs using CBU colors should be 60% blue, 30% white, and 10% gold.
Because gold is inherently a rich color, use it sparingly – a little bit goes a long way.