Our Graphic Identity 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 website. If the seal or wordmark is not surrounded by the elements of our Graphic Identity 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 Graphic Identity Guidelines are used consistently, the brand gathers momentum.