Our wordmark, seal, and spirit marks are the primary visual representations of our brand. They act as our signature and are the common thread among 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 utilizing 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.
The UMass Amherst seal is an important element in our visual identity, but is reserved for use on only our most official communications, such as diplomas. To request prepared digital art of the university seal, please contact University Marcom Group at universitymarcom@umass.edu.
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, seals, 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 utilizing 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 Web Brand Guidelines and Print Brand Guidelines pages
Tier One:
Short Wordmark
Full 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
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 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.
- Don’t design a wordmark or logo yourself. Use only approved files.
- Don’t use scanned or photographed copies of our wordmark. Use only approved files.
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Don’t stretch, squeeze, skew, or otherwise distort the proportions of the wordmark. It should only be scaled proportionately.
- Don’t place the wordmark at an angle other than 0° or 90°.
- Don’t add any elements to the wordmark, such as words or images.
- Don’t place text or shapes within the clear-space boundary.
- Don’t add unnecessary embellishments, such as drop shadows, glow effects, outlines, or any filters or textures.
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.
- Don’t change the colors in the wordmark to nonstandard colors.
- Don’t change the arrangement of the colors in the wordmark, even if it’s to a different approved color.
- Don’t change the fonts in the wordmark to nonstandard fonts.
- Don’t change the fonts in the wordmark, even if it’s to a different approved font.
Preferable placement of the wordmark is on a white or neutral background. There is a reversed version of the logo which is white text on maroon that is on busy photographs or patterns.
- Don’t use the wordmark on colors or images with poor contrast or similar colors.
- Don’t place the wordmark on high contrast or vibrant colors.
- Don’t use the wordmark in running copy.
If you are unsure about something, please contact University Communications for clarification.
Wordmark Color and Format
The wordmark is available in either the tagline lockup, horizontal, or stacked version and may appear in either all black, all maroon, UMass Amherst maroon and black, or reversed in white on a maroon background.
Wordmark Tagline
The official tagline of UMass Amherst reflects and supports our leadership of the public higher education system of the commonwealth. Using the wordmark with the tagline is strongly encouraged, especially on major branded publications. The wordmark tagline lockup is a graphic file. Use this approved lockup when using the wordmark with the tagline. Never use the tagline with the full University of Massachusetts Amherst wordmark.
Tagline Don’ts
- Don’t alter the ratio of the tagline to wordmark.
- Don’t use the tagline by itself.
- Don’t use the tagline or wordmark lockup if the tagline will be too small to read.
- “The Commonwealth's Flagship Campus” is a registered trademark and may not be altered or combined with other wordmarks, taglines, or mottos.
UMass Seal
The UMass seal is an important element in our visual identity, but is reserved for use on only our most formal official communications, such as diplomas and certificates.
Only use official university seal files.
To request prepared digital art of the university seal, please contact the Office of Communications at universitymarcom@umass.edu.
UMass Amherst Spirit 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 Logo Style Guide [PDF]
All logos 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 logos cannot be altered in any way. For questions regarding trademark usage on merchandise, websites, services, or advertisement, please contact the UMass Trademark and Licensing Administration at 413-577-8126. All UMass names, marks, seals, and logos are protected and registered trademarks by the United States Patent and Trademark Office.
- Don’t apply unapproved colors to the spirit marks.
- Don’t alter or redraw the spirit marks in ANY way.
- Don’t distort the spirit marks in any way.
- Don’t use the spirit marks in place of text.
- Don’t separate the letterforms from the accompanying marks.
Intro on Using Files
In order to accommodate the needs of the various forms of media, we have created several official variations of the UMass Amherst wordmark. Specifically, we created variations for print, large format, digital/online, tv/video, presentations, and merchandising.
For any questions or concerns about proper use, correct file format, or reproduction of any of our wordmarks, seals, or marks, please contact University Relations at 413.545.0123 or by email at universitymarcom@umass.edu.
Print/Large format
Use vector EPS files whenever possible. For the best printed reproduction quality, files need to have a resolution of 300 dpi at actual size.
Digital/Online
Use JPEG, GIF, or PNG files. For the best visual appearance online, files need to have a resolution of 72 dpi at actual size. Incorrect use of wordmark files could result in a blurry or pixelated reproduction.
Presentation
Use EPS files whenever possible. Otherwise, use JPG or PNG files with a minimum resolution of 72 dpi at actual size. Incorrect use of wordmark files could result in a blurry or pixelated reproduction.
Notes on File Formats
- EPS format is a vector image, while JPG and PNG are raster images.
- Use EPS files whenever possible. They will scale to any size without degrading.
- EPS files supplied are in Adobe CS6. Additional versions are available upon request.
- Saving an EPS file as an EPS 8 file should eliminate cross-platform problems and solve uploading issues for programs that require PC coding.
- Only EPS and PNG formats preserve background transparency.
- PNG format is most suitable for web applications.
