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Writing for the Web

Writing content that is accessible, optimized for search, and otherwise informative and easy to read.

Fonts

The approved fonts for the university are Avenir and Baskerville. The W&M website uses Freight for headlines. Some departments may have access to these fonts. The fonts require a paid license for use. The following free alternatives are recommended and used on W&M Libraries' webpages:
 

Avenir

Nunito Sans from Google Fonts

Mulish from Google Fonts

Montserrat from Google Fonts

Baskerville

Libre Baskerville from Google Fonts

Source Serif Pro from Google Fonts

Pro tip:

To get the distinctive ampersand in the W&M logo, use Libre Baskerville Italic. Example:  &

W&M Brand Colors

When in doubt, use the university brand colors! These colors are from the university brand guidelines. Some of the colors have been tweaked to ensure they're accessible for use as text or as a background color with white text.

Primary Palette

Color name Hex code
W&M Green

#115704

W&M Gold (accessible as a background with very dark text or as text on very dark backgrounds - note that W&M Green is NOT dark enough! Use light gold or yellow instead)

#B9975B

Accessible Gold

#866f45

Accessible Light Gold (accessible as a background with dark text or as text on dark backgrounds)

#E0C6A4

Secondary Palette

Color name Hex code
W&M Yellow (accessible as a background with dark text or as text on dark backgrounds)

#F0B323

W&M Silver (accessible as a background with dark text or as text on dark backgrounds)

#D0D3D4

Tertiary Palette

Color name Hex code
Brick red

#C65146

Moss

#5D813A

Slate

#5B6770

Patina

#008768

Wine

#84344E

Dark blue

#00313C

Dark green

#183028

Logos & Decorative Graphics

Need a logo or symbol? Below are downloadable graphics and guidelines for use:

 

W&M Libraries

Primary Logo

 

 

Secondary Logo (Horizontal)

 

 

Secondary Logo (Horizontal single-line)

 

 

The Swem Window