Our brand pillars are the core message themes that support our positioning and express what makes UMass distinct. They highlight our strengths, focus our storytelling, and serve as guideposts for presenting our unique value across audiences.
Where big ideas are born.
As the flagship land-grant university of Massachusetts, we are a world-class research university where strong minds come together to build solutions that are bigger, bolder, and better than the sum of their parts. Where others see edges and margins, we see infinite horizons.
The freedom to choose your own path.
At UMass Amherst, the student experience is anything but ordinary. From top-ranked programs taught by award-winning faculty to over 400 student-formed groups, we foster an environment that invites the pursuit of dreams. We’re unconstrained by the norm. Diverse thinking has always been at our core. It’s how we propel change.
The university for the commonwealth and the common good.
We are proudly public and firmly committed to our role as the flagship institution of the commonwealth. With a deep commitment to understanding the unique challenges facing the people of Massachusetts, the excellent education and cutting-edge research done here propel innovation that drives our state and the world forward.
Brand Personality
Our tone, character, and spirit.
Our brand personality defines how we show up in the world. It is reflected in our brand visual identity and voice, helping ensure that everything we create feels distinctly UMass.
DIVERSE.
CONTEMPORARY.
RESPECTED.
INCLUSIVE.
INSPIRING.
INVITING.
RESOURCEFUL.
STRONG.
SUPPORTIVE.
Have a question or need brand guidance?
The Marcom team is here to help with brand compliance, creative questions, and more. Contact us for resources and answers to common topics.