Longhorn 159 case study: Putting the spirit of Texas on paper

Successful partnerships are built on shared values. So, when Clampitt Paper Company, an American wholesaler that proudly calls its team ‘The Paper People,’ approached James Cropper to work on an exciting new project, it made for the perfect match.

Just like James Cropper, Clampitt is a company with a proud history in the paper industry, stretching back to its founding in 1941. And, just like James Cropper, it has remained family-owned throughout its history with current President and CEO Don Clampitt being the son of the company founder, Max.

When Clampitt needed to supply paper in a highly specific colour for another historic institution, the University of Texas, James Cropper was the perfect partner to deliver the desired results.

The University of Texas (UT) is one of the biggest and most historic universities in the United States. As with every famous college in the country, its signature colour is hugely important to its identity, and is instantly recognisable among students, alumni, and college sports fans from far beyond the borders of the Lone Star State.

In the case of UT, it uses a trademarked shade of burnt orange – Pantone 159 C to be specific – paired with a pure white. The distinctive shade is so closely associated with the University and its home state that it has become known as Texas burnt orange.

“This colour is synonymous with UT,” says Jeff Donovan, VP at Clampitt | Austin. “It’s immediately identifiable by students, faculty, alumni, and the public. The desire to build a comprehensive paper and envelope programme with this colour and being able to support brand consistency from within the University print shop was of the utmost importance to UT.

“Colour was front-of-mind for the team at UT, but they also required it to be matched across three basis weights to produce text and cover paper that was suitable for a range of products, including pocket folders, notecards, book covers, and envelopes. Achieving colour consistency across different basis weights and matching envelopes could not be accomplished without developing a custom paper.”

Initially, Clampitt looked domestically for a solution. Ultimately, though, James Cropper’s expertise and colour mastery, combined with its flexibility, led Clampitt across the Atlantic in its search.

“We had worked together on a custom colour for Fossil many years ago, so we had a good existing relationship with James Cropper,” Donovan continues. “The competitive pricing was also attractive, as there was some uncertainty around how the designers at the University would support the programme. But the biggest factor was the low MOQ.

“With custom programmes like this one, the initial order is never an issue – it’s the reorders that become problematic. You never know what weight of paper will become the most popular, so reordering more can become challenging when working with high MOQs, particularly if one weight of paper is slower to take off.”

The decision was made, and the focus shifted immediately to execution. UT supplied its Pantone colour for drawdowns, and the experts at James Cropper’s colour lab got to work.

“Cropper was very supportive and patient throughout the entire process,” adds Donovan. “Samples with three shade variations of Texas orange were provided to give the customer some choices.” After just one round of prototyping, the second batch of samples hit the target for Clampitt and UT; a remarkably quick result, considering the challenges that can occur when working relationships cross time zones.

Most importantly, the results were accurate. Representatives from UT selected the shade that would eventually be named ‘Longhorn 159’. The name of this custom shade paid tribute to UT’s roots, combining the longhorn – an official Texan state symbol – with the Pantone number of this unique shade of orange.

“We worked alongside the Head of Marketing at UT throughout the process,” explains Donovan. “They were involved in all aspects of the development. It was a true team effort with marketing, the print shop, and the paper distributor all working towards a common goal – to produce a paper that can live up to the great state of Texas!”

The paper was produced using virgin fibre in three grammages across two types; ‘Bevo Text’ was a 104gsm (70#) stationery paper, while ‘Bevo Cover’ was a cover paper produced in 216gsm (80#) and 298gsm (110#) variants. The Bevo name was also a nod to Texan culture; Bevo is the name of UT’s mascot, a longhorn steer with a burnt orange and white hide.

Once finished, the paper was sent across the Atlantic, where Clampitt converted it into a range of products. Bevo Text was converted into seven envelope sizes and was used for everything from catalogues and booklets to business correspondence projects. Bevo Cover was used for applications including pocket folders, business cards, notebook covers, amongst other applications.

After 14 months of work, the range was launched to UT designers in a stylish, eye-catching, and, most importantly, vibrant burnt orange marketing folder. “We launched the paper to University designers at the print shop’s annual showcase event,” adds Donovan. “It was a tremendous success, and the feedback was overwhelmingly positive!”

That feedback quickly turned into something more concrete. “Projects have already started to roll in, and the designers are excited by the range of possibilities offered by Longhorn 159.”

Those early worries about MOQs faded quickly. Clampitt has already ordered more paper and is currently working on a fourth basis weight. The Longhorn 159 project is more than just a colour match; it’s a testament to what happens when heritage, craft, and collaboration come together. By uniting James Cropper’s colour expertise with Clampitt’s deep roots in the US paper market, UT gained more than a custom paper, it gained a material embodiment of its identity. From alumni keepsakes to campus communications, Longhorn 159 ensures that every sheet carries the unmistakable spirit of Texas.