Social Media: Profile Images / Avatars

The official social media avatar for the UMass Amherst core brand features the standalone Collegiate M in maroon with black and white outlines, centered on a white background. This minimal, iconic design reinforces brand recognition and maintains visual clarity across platforms.  

Usage Guidelines

• Do use the standard Collegiate M asset provided by University Relations. It must be centered and scaled appropriately within the circular crop of the platform.
• Do maintain the white background — no gradients, textures, or imagery should be used behind the M.
• Do not add additional text, symbols, or unit identifiers to this avatar. It represents the entire university and must remain clean and singular.
• Do not apply filters, outlines, shadows, or effects that alter the visual integrity of the mark.

This avatar is reserved exclusively for central UMass Amherst channels (e.g., @UMassAmherst on Instagram, Twitter/X, Facebook, LinkedIn).  

Accessibility Tip

The high contrast between the maroon M and white background helps ensure legibility at small sizes. Always preview on mobile to ensure clarity. 

Secondary units use a version of the Collegiate M avatar that visually links them to the UMass Amherst brand while providing clear unit identification. There are multiple approved layouts to accommodate character length and design preferences, all featuring:

• The Collegiate M mark, prominently placed
• The name of the unit, such as “HFA” or “Humanities & Fine Arts”
• A maroon or maroon-and-black background
• Approved layouts include:
  • Single-line abbreviation beneath the M (e.g., “HFA”)
  • Stacked full name next to or below the M (e.g., “Humanities & Fine Arts”)
  • Split field design with a horizontal color block and the unit name in a contrasting band

Usage Guidelines

• Do use approved avatar templates provided by University Relations to maintain brand cohesion.
• Do ensure text is readable at small sizes — abbreviate when necessary.
• Do not create custom layouts, fonts, or icon combinations.  
• Do not alter the color scheme, M mark, or add drop shadows or effects.
• Units should avoid including campus landmarks, photography, or extraneous graphics in profile avatars.

Consistency Tip

While multiple layout options are available, units should select one and use it consistently across platforms unless a variation is required for legibility or platform constraints.

Visual Mockups

Department- and unit-level avatars reinforce their connection to their parent college or school while providing specific identification. These avatars feature the Collegiate M and may include both the parent unit and the department name. The background is a consistent UMass gray tone for differentiation from the above profiles.

Approved Layouts Include

• Single-line format with department name beneath the M (e.g., “Linguistics”)
• Stacked format showing college/program relationship (e.g., “HFA Linguistics”)
• Split-field design with parent unit and department name in a black horizontal band

Usage Guidelines

• Do use the official avatar templates with pre-approved layouts and color backgrounds.
• Do include the parent college/school name (e.g., “HFA”) where possible to clarify affiliation.
• Do not use only the department name without a clear link to the parent college/school unless otherwise directed.
• Do not create custom colors, layouts, or typography.
• Do not include icons, photos, or non-brand graphics in avatar designs.

The Importance of Visual Hierarchy

These avatars reinforce the brand hierarchy: UMass Amherst > College/School > Department. This connection builds clarity and consistency across academic and research-facing channels.