Dr. Hudson Smith

Consistent Display of Clemson Brand Colors Using Artificial Intelligence

Dr. Erica Walker and Dr. Hudson Smith, Clemson University

Clemson University, like most major brands, spends significant money defining and protecting brand assets such as their color palette. Fans know Clemson Orange and seeing it invokes a response. Repetition and consistency builds brand recognition and that equity is worth protecting.

Managing brand colors on large-format video displays during live sports is a complex process that involves both art and science. The display of specified colors on video screens is impacted by many factors including the input source, the display screen, and the ambient light which can range broadly throughout the event due to changes in time and weather (for outdoor fields) or mixed-artificial lighting (for indoor facilities). With changes in lighting, color output on the screen needs to be adjusted to maintain visual consistency of brand colors.