Look, Tone & Feel Guidelines

(previously Graphic Identity Guildelines)

Our Look, Tone, and Feel Guidelines let us achieve a consistency of presentation through use of seals, wordmarks, University colors, typography, and tone for both voice and imagery.

When we consistently apply these guidelines in our work, we begin to give our brand real depth.

It’s not enough to make sure the University seal or a wordmark appears on a print piece or Web site. If the seal or wordmark is not surrounded by the elements of our Look, Tone and Feel Guidelines, then it is just a seal or wordmark: it is not working to create that association and image which is UMass Amherst.

The key to our efforts is consistency. When the Look, Tone and Feel Guidelines are used consistently, the brand gathers momentum.