Our wordmarks and athletics marks are the primary visual representations of our brand. They act as our signature and are the common thread across all forms of communication. This is why it is essential that we treat them consistently across all media.
Each of our graphic elements has specific requirements for their use. Please review the guidelines below before using these elements.
The guideline for any version of the UMass Amherst wordmark is very simple: only use approved wordmarks and do not change them in any way.
All wordmarks are the sole property of the University of Massachusetts Board of Trustees and may be used with written permission from the UMass Trademark and Licensing Administration. These wordmarks cannot be altered in any way. For questions regarding trademark usage on merchandise, websites, services, or advertisements, please contact the UMass Trademark and Licensing Administration at 413-577-8126. All UMass names, marks, and logos are protected and registered trademarks by the United States Patent and Trademark Office.
Each of our graphic elements has specific requirements for their use. Please review the guidelines below before using these elements.
Consistency, good visibility, and legibility are key elements to ensure proper use. Only use official university wordmark files.
Wordmarks
For wordmark guidelines pertaining to schools, colleges, departments, offices, and all other campus units, visit the Brand Guidelines page.
Tier One:
Short Form Wordmark
Long Form Wordmark
Tier Two:
Horizontal Version
Stacked Version
Horizontal Version
Stacked Version
Tier Three:
Horizontal Version
Stacked Version
Horizontal Version
Stacked Version
Horizontal Version
Stacked Version
Tier Four:
Horizontal Version
Stacked Version
Wordmark Size
When using the UMass Amherst wordmark on collateral, there are proper approaches and formats with which to apply it. Modifications or nonstandard uses of our wordmark can confuse its meaning and diminish its impact.
The UMass Amherst wordmark needs to be clear and readable at all times. Minimum display sizes should be maintained. The wordmark must be at least 1” wide for print use or 75px wide on screen.
To maximize impact and ensure readability, minimum clear space around the logo should also be maintained. Clear space is an area around the logo clear of text or imagery. The letter “M” from UMass on our wordmark is the measure for the minimal amount of clear space required. You have the option of vertical or horizontal lockups that you can use depending on the context in which the wordmark needs to be applied.
The color palette and fonts have been carefully chosen to convey our brand with maximum impact and clarity. The UMass Amherst wordmark should always be displayed in the approved colors using the correct Pantone, CMYK, or RGB swatches.
Preferable placement of the wordmark is on a white or neutral background. There is a reversed version of the logo that is white text and should be used over maroon on busy photographs or patterns.
If you are unsure about something, please contact the University Marcom Group for clarification.
UMass Amherst Athletics Marks
UMass Amherst Athletics marks reflect a segment of the UMass brand identity. These marks are not appropriate for academic materials, nor should they be distorted or altered in any fashion.
Download the University of Massachusetts Athletics Official Style Guide [PDF]
