Web Brand Guidelines

Tier One is the institutional brand itself—University of Massachusetts Amherst. When using the University of Massachusetts Amherst wordmark, it stands alone and should not be locked up with any other entity's wordmark.

Tier Two is reserved for primary and other high-level brand extensions of the university. Primary brand extensions are dean-led schools and colleges, as well as libraries. High-level brand extensions are executive-level nonacademic support functions within the institution.

Tier Two for Primary Brand Extensions: Schools, Colleges, and Libraries

The font in all versions of a primary brand extension is the official serif web font Lora.

Here's an example in a web context:

Desktop version

Mobile version

Tier Two for High-Level Brand Extensions: Executive-Level Nonacademic Support Functions

The font in all versions of a high-level brand extension is the official sans-serif web font Open Sans.

Here's an example in a web context:

Desktop version

Mobile version

Tier Three is reserved for secondary brand extensions of UMass Amherst. Secondary brand extensions are departments or department-level programs within schools, colleges, and libraries, as well as centers and institutes that report to a dean.

Tier Three for Departments or Department-Level Programs Within Schools, Colleges, and Libraries

Departments and department-level programs within schools, colleges, and libraries are always in the official serif web font Lora. Departments or department-level programs should appear in lockup with their parent school or college, which will appear in the official serif web font Lora.

Here's an example in a web context:

Desktop version

Mobile version

Tier Three for Entities within High-Level Nonacademic Support Functions

Entities within high-level nonacademic support functions are always in the official serif web font Lora.

Here's an example in a web context:

Desktop version

Mobile version

Tier Three for Centers and Institutes Led by a Single School or College

Centers or institutes that are housed within one school or college will appear in the official serif web font Lora. Tier Three departments should appear in lockup with their parent school or college, which will appear in the official serif web font Lora.

Here's an example in a web context:

Desktop version

Mobile version

Tier Three for Centers and Institutes That Report to a Vice Chancellor or Multiple Deans

Centers and institutes that are housed in multiple colleges or schools or report directly to a vice chancellor will appear in the official sans-serif web font Open Sans.

Here's an example in a web context:

Desktop version

Mobile version