UMass System Adopts New Five-Campus Logo

BOSTON, Mass. - A new five-campus logo has been selected for the University of Massachusetts, President William M. Bulger announced today.

The logo, created on the Amherst campus by a group of communications professionals and selected after several months of market research and testing across the state, consists of a script U in front of a bold M sitting atop the term UMASS. Initially, the logo was designed for use by the Amherst campus during a strategic marketing initiative started by Chancellor David K. Scott. It soon became clear to President Bulger and the five chancellors that the logo possessed University-wide value.

Last week, the chancellors of the Amherst, Boston, Dartmouth, Lowell, and Worcester campuses enthusiastically embraced President Bulger’s recommendation that the logo be established University-wide. Currently, there are numerous different logos used throughout the University. The use of a single design will help make the University more instantly recognizable.

"We now have a logo that will establish a fresh visual identity for the University," Bulger said in remarks to the Board of Trustees today in Lowell. "The five campuses of the University are working together more closely than ever in teaching, research, economic development, public service, and fund-raising. It is, therefore, the right time to present this unified front to the public at every opportunity. With this new logo, we do so."

The logo was tested with more than 550 students, alumni, faculty, high school students, and communications professionals across the state, and received overwhelming positive support. Several respondents said the script U in front of the bold M represents Massachusetts standing behind the University.

"This logo was seen as striking a pleasing balance between the traditional and the modern," said Patricia VandenBerg, assistant vice chancellor for communications and marketing on the Amherst campus.

The logo was designed by Steve Robbins, a University of Massachusetts Amherst alumnus, and a graphic designer in the campus publications office.

Each campus will immediately begin planning for the transition to the new logo. Each campus will choose its own colors for the logo and attach its campus name to it. Athletic teams may continue to use their current logos and mascots. The logo is expected to be rolled out on the Amherst campus this fall.