Social Media: Visual Design

Social visuals should feel connected to both the post’s purpose and the personality of the UMass brand.

What Our Visuals Should Reflect

• How We Look: Diverse. Contemporary. Respected.
• How We Feel: Inclusive. Inspiring. Inviting.
• How We Act: Resourceful. Strong. Supportive.

Let Our Brand Pillars Inspire Content and Composition

• Where big ideas are born
• The freedom to choose your own path
• The university for the commonwealth and the common good

For more examples, see the Photography & Video section of the Brand Hub.

Consistency in tone and authenticity in execution are key. Use these guiding principles when selecting or creating content:

• Favor candid over staged imagery.
• Highlight people-focused storytelling and diverse representation.
• Ensure visuals feel authentic—avoid generic stock imagery or clichés.
• Use campaign-specific visuals when tied to marketing efforts.
• Align motion, color, and typography with the brand’s visual identity.

Short-form videos (Reels, Stories, TikToks) must balance personality with brand polish.

Motion & Branding

• Keep motion fluid and purposeful—fast cuts and abrupt transitions should be avoided unless contextually appropriate.
• When using animated logos or overlays, follow brand animation rules (e.g., no distortions, improper coloring).
• Include consistent intro/outro sequences for branded video content.
• Accessibility matters: Avoid rapid flashing and ensure all text is legible and on screen long enough to read.

Image and video quality directly impact audience trust and engagement.

General Guidelines

• Use high-resolution images and video (no pixelation or compression artifacts).
• Ensure subjects are well-lit and in focus.
• Maintain steady camera work—avoid shaky footage unless stylistically intentional.
• Crop and format visuals for platform-specific dimensions (refer to linked template specs).

If you’re capturing your own photos or video for social media, consult the Photography & Video page for:

• Best practices for framing, lighting, and storytelling.
• Guidance on securing consent for photography/recording.
• Tips for editing and file prep for digital sharing.

Illustrations can add warmth, clarity, and creativity to social media content—especially when abstract or conceptual ideas are being communicated. However, to maintain visual consistency across university channels, illustrations must reflect the tone and style of the UMass Amherst brand.

Recommended Illustration Styles

• Clean, modern, and minimal: Avoid clutter or excessive detail.
• Flat or lightly textured: Keep designs compatible with digital-first platforms.
• Human-centered: When depicting people, show diversity, action, and authenticity.
• Color usage: Follow brand palette or campaign-specific guidelines.

Note: Avoid using illustration styles that feel overly cartoonish, corporate stock-style, or inconsistent with the tone of the university.

Icons and data-driven graphics help communicate complex information quickly. Keep designs clear, consistent, and brand-aligned.

Guidelines for Icons & Graphics

• Ensure clarity at small sizes—simplify details that may not scale well on mobile.
• Use icons to enhance understanding, not to decorate.
• Maintain consistent spacing and alignment within carousels or infographics.
• Follow accessibility best practices: ensure text within graphics is legible and has sufficient contrast.

For Chart/Data Graphics

• Use brand-aligned colors and fonts.
• Always label data clearly.
• Avoid distortion (e.g., improper axis scaling).

When applying the UMass Amherst marks or seal to social visuals, consistency and clarity are essential. These elements reinforce credibility and connect individual posts to the larger university identity.

Core Guidelines

• Include the UMass Amherst marks or seal on image-based posts, where appropriate.
• Use only approved assets (wordmark, seal, Collegiate “M”). Do not recreate or alter them.
• Choose the correct mark or seal based on context:
  • Wordmark: Best used for applications with space constraints 
  • Seal: Best used for posts that are more formal in nature
  • Collegiate “M”: Best used for posts that are more promotional in nature

Placement & Sizing

• Maintain minimum clear space around marks and seal.
• Marks and seal must be legible and high-contrast against background images.
• Follow marks and seal scaling and placement guidance.

When Not to Include a Mark or Seal 

• Ephemeral content (e.g., Instagram Stories) that includes a logo in video motion or another branded visual
• Posts where mark or seal use would obstruct the design or compromise readability
• User-generated content where over-branding may feel inauthentic  

Optimizing content for each platform is essential for visual clarity and engagement. Design with a mobile-first mindset and ensure visuals adapt well across multiple devices.

Platform-Specific Dimensions

(Always check for updates, as platform specs evolve frequently.)

The following are the recommended file types and formatting guidelines for social media. Please refer to each platform’s published standards for the most up-to-date information.

• Photos: JPG or PNG (PNG preferred when using transparency or graphics)  
• Video: MP4 (H.264 codec), under platform-specific size limits
• Use compressed, optimized files to reduce load time without compromising quality

Here are key considerations for responsive design on social media. Please refer to each platform’s published standards for the most current information.

• Keep key messaging and focal points centered within a “safe zone”
• Allow for cropping on different aspect ratios
• Design modular elements that can be reused or adapted across formats