Brand Guidelines

Alliance Style Guidelines

Download the Brand Sheet | Updated in 2021


Primary Colors

Color is one of the most recognizable aspects of our brand identity. By longstanding tradition, orange is the color most generally associated with UT and serves as a primary color within UTFI’s color palette. Additional colors within the palette work well as backgrounds and design elements.

Alliance Orange
PMS 144 C
CMYK 0/49/100/0
RGB 237/139/0

Alliance Lilac
PMS 272 C
CMYK 61/55/0/0
RGB 116/116/193
HEX #7474C1

Alliance Citrine
PMS 381 C
CMYK 18/0/99/0
RGB 206/220/0

Alliance Aqua
PMS 3258 C
CMYK 62/0/35/0
RGB 73/197/177
HEX #49C5B1


Gotham Condensed


Alliance Logo