The core elements of our visual system—logos, typography, color palette, photography, video, iconography, and graphics—are designed to work in harmony to reinforce our brand personality, build recognition, and ensure consistency across every platform.
Visual Identity Elements
The UMass Amherst logo system plays a central role in shaping how our brand is recognized and understood.
UMass Amherst uses a brand architecture system to organize our schools, colleges, departments, and affiliated entities.
The UMass Amherst font families were selected for their versatility, readability, and alignment with the university’s personality.
Carefully selected to reflect the university’s character and tradition, our brand colors help tell our story at a glance—whether in print, digital, or environmental design.
Thoughtful photo and video work helps audiences connect emotionally with UMass and see themselves as part of our story.
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.