The University of Massachusetts Amherst

Web Brand Guidelines

Tier one brand usage on UMass Amherst related websites

Tier One is the institutional brand itself, University of Massachusetts Amherst. When utilizing the University of Massachusetts Amherst wordmark, it stands alone and should not be locked up with any other entities. The font in the university wordmark is always Minion Pro. 

Here’s an example:

Tier One Wordmark

 

Tier two brand usage on UMass Amherst related websites

Tier Two is reserved for primary and other high-level brand extensions of the university. Primary brand extensions are dean-led schools and colleges and also 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 webfont Lora in maroon.

Tier Two for Primary Brand Extensions wordmarks in web context:

Desktop version:

Top banner with tier two brand extension (desktop)

Mobile Version:

Top banner with tier two brand extension (mobile)

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 webfont Open Sans in maroon.

Tier Two for High-Level Brand Extensions wordmarks in web context:

Desktop version:

Top banner with tier two brand extension (desktop)

Mobile version:

Top banner with tier two brand extension (mobile)

 

Tier three brand usage on UMass Amherst related websites

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

Tier Three for Departments or Department-Level Programs within School, Colleges, and Libraries:

Departments and department-level programs within schools, colleges, and libraries are always in the official sans-serif webfont Open Sans in black. Departments or department-level programs should appear in lockup with their parent School or College which will appear in the official serif webfont Lora in maroon.

Tier Three for Departments or Department-Level Programs within School, Colleges, and Libraries wordmarks in web context:

Desktop version:

Top banner with tier three brand extension (desktop)

Mobile version: 

Top banner with tier three brand extension (mobile)

Tier Three for Entities within High-Level Nonacademic Support Functions:

Entities within high-level, nonacademic support functions are always in the official sans-serif webfont Open Sans in black.

Tier Three for Entities within High-Level Nonacademic Support Functions wordmarks in web context:

Desktop version:

Top banner with tier three brand extension (desktop)

Mobile version:

Top banner with tier three brand extension (mobile)

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 sans-serif webfont Open Sans in black. Tier three departments should appear in lockup with their parent School or College which will appear in the official serif webfont Lora in maroon.

Tier Three for Centers and Institutes led by a Single School or College wordmarks in web context:

Desktop version:

Top banner with tier three brand extension (desktop)

Mobile version:

Top banner with tier three brand extension (mobile)

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 webfont Open Sans in black. 

Tier Three for Centers and Institutes that report to a vice chancellor or multiple deans wordmarks in web context:

Desktop version:

Top banner with tier three brand extension (desktop)

Mobile version:

Top banner with tier three brand extension (mobile)