Representing the University of Georgia College of Agricultural and Environmental Sciences (CAES) requires blending together multiple elements, including design, typography, photography and icons to create a visual language that communicates our mission and creates unity across all our communications.
Color Palette
CAES follows the official UGA color palette to maintain consistency across all university communications. These established colors support strong brand recognition and ensure visual alignment with the broader UGA identity.
Primary colors
These colors are the go-to colors for any design. However, they are very bold — remember that a little can go a long way.
Red text should never be placed on a black background and vice versa. These colors to not have sufficient color contrast to meet accessibility standards.
The primary UGA palette colors represent Georgia at the highest levels. They should be used in all university communications.
Arch Black
0/0/0/100
CMYK
0/0/0
RGB
#000000
HEX
Black
PANTONE
Bulldog Red
3/100/70/12
CMYK
186/12/47
RGB
#BA0C2F
HEX
200
PANTONE
Chapel White
0/0/0/0
CMYK
255/255/255
RGB
#FFFFFF
HEX
White
PANTONE
Secondary colors
UGA Trademarks rules state that we should limit the use of secondary colors to no more than 20% of an overall design.
Ensure that foreground and background color contrast pass accessibility standards. You can check your color contrast at WebAIM.org
Accent colors
Accent colors must be limited to no more than 20% of the overall design — these should complement the design, not overtake it.
Glory Glory
0/93/79/0
CMYK
228/0/43
RGB
#E4002B
HEX
185
PANTONE
Lake Herrick
97/0/30/0
CMYK
0/163/173
RGB
#00A3AD
HEX
7467
PANTONE
Olympic
10/12/21/44
CMYK
0/78/96
RGB
#004E60
HEX
315
PANTONE
Hedges
35/12/100/0
CMYK
180/189/0
RGB
#B4BD00
HEX
390
PANTONE
Neutral Colors
Our neutral palette adds balance and warmth to the larger Georgia palette. Use tints of these colors at 30%, 50% and 75% to further expand the neutral palette.
Neutral colors are intended to support the primary color palette and should never be used as the sole color scheme.
SanFord
35/12/100/0
CMYK
180/189/0
RGB
#554F47
HEX
390
PANTONE
Stegeman
19/12/13/34
CMYK
158/162/162
RGB
#9EA2A2
HEX
422
PANTONE
Creamery
3/4/14/8
CMYK
214/210/196
RGB
#D6D2C4
HEX
7527
PANTONE
Odyssey
22/6/0/0
CMYK
200/216/235
RGB
#C8D8EB
HEX
657
PANTONE
Contrast and accessibility
Color contrast is an essential part of creating accessible, effective communications. Sufficient contrast between text and background ensures that content can be read by all audiences and meets digital accessibility standards. Strong contrast also improves readability in print and on screen, making your message clearer for everyone.
To check whether your color combinations meet accessibility guidelines, use the WebAIM Contrast Checker.
This tool allows you to quickly test color pairings to confirm that they meet WCAG standards for contrast.
When applying the brand colors, always prioritize readability and accessibility. Avoid using color pairings that create low contrast, particularly with small text or over busy backgrounds.
Quick Dos and Don’ts
Do:
- Check contrast ratios with WebAIM before finalizing designs.
- Consider font weight and size — larger, bolder text is more forgiving but should still meet standards.
Don’t:
- Don’t use red text on black backgrounds or vice versa. These combinations fail contrast checks.
- Don’t layer text directly over busy images without a solid color overlay for clarity.
- Don’t assume that “it looks fine” — if you aren’t certain, always test for accessibility.
TYPOGRAPHY
When used thoughtfully, typography is a powerful tool that can add visual meaning to what we communicate. CAES follows UGA’s typography standards, using carefully chosen typefaces to support readability and express the voice of the brand. For full guidance on typography, refer to the UGA Brand Guide.
Download and prepare the font files
- Download the .zip file containing the brand fonts.
- Unzip (extract) the file.
- On Windows: Right-click the .zip > Extract All…
- On Mac: Double-click the .zip and it will create a new folder.
- Inside the unzipped folder, find the TrueType (.ttf) font files.
- We recommend you move these files to a safe, permanent location like Documents > Fonts or Desktop.
Install on Windows
- Open two windows side-by-side:
- Fonts Settings: Press
Windows key + I> search Fonts > click Fonts settings. - Your Font Files: Open the folder where you saved the .ttf files.
- Fonts Settings: Press
- Drag and drop the font file(s) from your folder into the Fonts window.
- Once installed, the fonts will appear in the Fonts list and be ready to use in apps like Word, PowerPoint, Photoshop, etc.
Install on Mac
- Open the folder with your .ttf files.
- Double-click a font file. This will open a preview in Font Book.
- Click the “Install Font” button in the preview window.
- Repeat for each font file.
- You can also drag multiple fonts into the Font Book app at once if you prefer.
Brand fonts
Primary sans serif
Oswald
Oswald is our primary sans-serif family and works best for headlines, subheads, and infographics
Oswald Light
Oswald Medium
Primary serif
Georgia
Georgia, our CAES primary serif, is an excellent font for headlines, body copy, documents, and dense text blocks.
Georgia Regular
Georgia Italic
Georgia Bold
Georgia Bold Italic
Secondary sans serif
Merriweather Sans
Merriweather Sans, our secondary sans-serif, performs well at small sizes and in longer-form text.
Merriweather Sans Regular
Merriweather Sans Italic
Merriweather Sans Bold
Merriweather Sans Bold Italic
Secondary serif
Merriweather
Merriweather, our secondary serif font family, is also available. It works best for headlines and body copy.
Merriweather Regular
Merriweather Italic
Merriweather Bold
Merriweather Bold Italic
GRAPHIC ELEMENTS
The UGA brand includes a suite of graphic elements that form the foundation of its visual identity. Building on that framework, the CAES sub-brand introduces a few distinctive design tools to reflect the college’s unique mission and personality. When applied consistently, these elements foster visual continuity and help audiences instantly recognize CAES materials.
UGA brand elements
The Shield Graphic
The shield is derived from the arch-shield icon. Because it is directly tied to the logo, the shield is the most unique graphic element for the university.
Use the shield to add visual interest to a communication piece. It can be used to contain a photo or as a background element, a highlighter or to separate information.
Photo container
Graphic element
Usage
The shield is derived from our logo. Never rotate it. The bottom portion of the shield should always maintain the same curvature.
The Border Graphic
The border element lends clean professionalism and formality to a design. It can be used to add emphasis and elegance to a piece.
Borders can be added manually to a design using design software, like InDesign or Illustrator, or through Canva.
Borders should be no smaller than .5pt and no larger than 2pt.
.5pt minimum line width
2pt maximum line width
The Banner Graphic
Banners can function as an indicator for messaging or as a container for typography. Our banner element contains text and points the reader to important information. They can be used to contain text or as an indicator to highlight important text or imagery.
Text container
Highlighting important features
Usage
Banners may only be horizontal, pointing to the left or right. Do not rotate the banners to any other orientation.
The pointed end of the banner should always maintain the same shape and angle.
The Column Graphic
The column alludes to the pillars of the university’s iconic Arch. Add emphasis to a piece by placing it between blocks of text or placing one column beneath important phrases.
Usage
Make sure to maintain the proportions of the column head and base.
The column should only be used in a vertical or horizontal orientation.
The Student Bulldog Graphic
The Student Bulldog graphic adds school spirit to academic communications. This Academic unit version of the iconic bulldog conveys a sense of pride and connection to the broader UGA community and is particularly useful in materials aimed at students and campus audiences.
Usage
The Student Bulldog is the only bulldog graphic approved for use by academic units. Other white bulldog illustrations and the Super G are reserved for use by UGA Athletics and may not be used or adapted for academic purposes.
This graphic works especially well in materials geared toward students, campus events, and internal communications—places where a more spirited and approachable visual tone is appropriate. It should be used in accordance with UGA brand guidelines and should not be altered or combined with other marks.
CAES sub-brand elements
Scientific Illustrations
Scientific illustrations draw on the rich visual language of historical agricultural and scientific research. These detailed images are distinctive design tools that evoke a sense of discovery and tradition. When used thoughtfully, they add texture and color to print and digital materials.
Usage
Scientific illustrations are best used as secondary graphic elements to support or frame content. They work well in backgrounds, borders or as accents in print and digital pieces — especially in contexts that highlight research, instruction or the college’s history.
Feature Cutouts
Feature Cutouts allow subjects to visually “break out” of the frame, creating a sense of immediacy and connection with the viewer. This approach draws attention to the individual while integrating seamlessly with supporting design elements such as quotes, testimonials, or feature stories. When paired with brand typography and colors, cutouts can bring personality and energy to layouts while maintaining a polished, professional look.
Usage
Best used for feature stories, testimonials, profiles or event highlights where personal connection is key.
Feature cutouts can be combined with branded graphic elements or text blocks for added emphasis.
Photography
Photography is one of the most powerful tools we have to showcase the story of CAES. Our digital library includes curated, high-resolution imagery that highlights the people, places and programs that make our college unique. These photos are available for download and use across CAES communications to help create visually engaging, on-brand materials with ease.
Alternative free photography resources
Bugwood: UGA resource with high-quality images for educational use
Pixabay: Library of royalty-free stock media, including photos and more
Canva: The CAES Canva Enterprise account is an easy-to-use design platform with a large library of stock imagery and icons. CAES provides each faculty and staff office, including Extension county offices, with an account seat. Contact OIT for help setting up your account if you do not already have access.
ARS Image Gallery: This gallery is a complimentary source of high-quality digital photographs available from the Agricultural Research Service Office of Communications.
Included below are resources providing guidelines regarding the University of Georgia (UGA) brand and visual assets which may be used* in communications at CAES.
* A few of these platforms include AI-generated content within their asset libraries. Please use discretion when downloading assets from these resources to ensure media is not AI-generated.
Likeness Release and FERPA
Collecting a signed Likeness Release and FERPA Consent form is essential when taking photos or recording videos of students and employees for use in marketing, outreach, or promotional materials.
Likeness Release and FERPA FAQs
What is a Likeness Release?
A likeness release is a signed form that gives the university permission to use an individual’s name, image, likeness or voice in photos, videos and other media for marketing or promotional purposes. It is generally required when a student, employee or third party is clearly identifiable in a photo, video or audio recording that will be used for marketing, promotional or public-facing materials.
A likeness release is typically not required when a photo or video is created for editorial use, such as news reporting or documentary purposes that are non-commercial in nature. However, consider obtaining a release if the photo is taken in a non-public setting (such as a classroom or lab) where individuals have a reasonable expectation of privacy, or the image or video may be repurposed later for marketing.
What is FERPA Consent?
FERPA consent refers to a student’s or guardian’s permission to disclose personal information that may be part of the student’s educational record under the Family Educational Rights and Privacy Act (FERPA). This includes a student’s image, voice or name if it appears in media created and used by the university. Obtaining this consent ensures the university is complying with federal privacy laws when using such content.
FERPA consent is required when a photo or video clearly features a student in a recognizable and identifiable way, such as a posed portrait or close-up where the student is the focus. If the student is not directly identifiable (e.g., their back is turned, they are blurred or part of a large crowd); consent is generally not needed. However, when media is used for promotional or marketing purposes and a student is clearly depicted, obtaining consent is strongly recommended to ensure compliance.
For more information on UGA’s FERPA policies, visit https://reg.uga.edu/general-information/ferpa/.
Who can provide FERPA consent?
The right to provide FERPA consent depends on the student’s age, enrollment status and legal circumstances:
- Parents or legal guardians can provide FERPA consent for students enrolled in primary, elementary, middle or high school, as long as the student is under 18 and not enrolled in a postsecondary institution.
- Students under 18 who are enrolled in a postsecondary institution (such as through dual enrollment or early college) are considered eligible students and hold their own FERPA rights for their college records.
- Students age 18 or older, regardless of their level of education, are eligible students and are the only ones who can provide FERPA consent.
- In cases where an adult student has a disability and a court has appointed a legal guardian, that guardian may provide FERPA consent on the student’s behalf.
- Emancipated minors, depending on state law, may be able to provide FERPA consent for their own education records.
- For dual enrollment, parents retain FERPA rights to the student’s high school records, but the student holds FERPA rights to their college records.
In all cases, FERPA consent follows the student once they become an eligible student, unless a legal exception applies.
Are university employees protected by FERPA?
No, university employees are not protected by FERPA in their role as employees. FERPA (the Family Educational Rights and Privacy Act) specifically covers the education records of students, not employment records.
However, if a university employee is also a student, their education records are covered under FERPA, but their employment records (e.g., HR files) are not, even if they are a student.
How do I collect these forms?
The form is available online at ugacaes.org/imageconsent and takes about 1 minute to complete. Forms completed using this link are automatically sent to the caesomc@uga.edu email address and cataloged. Once a subject has completed the form, no further action is required on your part. The signature database is maintained by OMC. If you are unsure if a subject has signed the form, please ask them to complete the form using the link above.
If you would like to maintain a copy of the form, please follow the steps below to use a PDF version of the form, share it with OMC and keep a copy for your records.
A printable PDF version of the form and QR code are available for download in PhotoShelter. If collecting physical signatures on a paper form, please follow these steps:
- Scan the completed form and save a copy for your records
- Email a PDF to caesomc@uga.edu with “IMAGE CONSENT: [Signee’s Name]” in the subject line.
Videography
Videography is a dynamic way to showcase the story of CAES in motion. Our library will soon include a curated selection of b-roll footage highlighting the people, places, and programs that make our college unique. These clips are designed to support CAES communications, helping you create engaging, on-brand materials with ease. If you have a videography request, please contact OMC via this project request form.
Alternative videography resources
Canva: The CAES Canva Enterprise account has a robust library of easily accessible stock b-roll. CAES provides each faculty and staff office, including Extension county offices, with an account seat. Contact OIT for help setting up your account if you do not already have access.
Official video channels
The CAES Office of Marketing and Communications (OMC) is here to support your work by providing comprehensive creative and communications services that elevate CAES’s impact both locally and globally. Requests for professionally developed media should be directed to OMC via this project request form.