The University of Massachusetts Amherst is strengthened when its schools, colleges, departments, centers, institutes, and programs are presented as part of a cohesive brand system. Brand architecture establishes the visual and organizational framework that connects these entities to the UMass Amherst master brand while maintaining clear distinctions where audiences need them.
Primary Brand (Core) Wordmark – Tier One
Used to represent the university as a whole, the UMass Amherst core wordmark should always appear on its own—never locked up with the name of another entity, unit, or program.
Secondary Extensions Wordmark – Tier Two
The wordmark for schools, colleges, libraries, and administrative offices pairs the UMass Amherst wordmark with the name of the unit.
Tertiary Extensions Wordmark – Tier Three
Tertiary Extensions are non-academic units with a demonstrated business need. Academic departments and programs are identified through their relationship to their school or college and the UMass Amherst master brand. New marks for departments and programs to align with the updated school and college wordmarks will be released shortly.
Co-Branding & Partnerships
The University of Massachusetts often collaborates with external partners—ranging from corporations and nonprofits to government agencies and academic institutions.
In these joint efforts, it's essential to represent the UMass brand clearly and consistently to reflect our role, uphold our values, and avoid confusion about affiliation or endorsement.
Brand Tiers
UMass Amherst’s brand architecture supports the diversity of our university community while ensuring a unified, recognizable presence. Our brand is organized into four levels:
- Primary Brand (Core): Represents UMass Amherst as a whole and serves as the foundation of the university's visual identity. The university wordmark and Block M are the primary expressions of the UMass Amherst brand.
- Secondary Extensions: Represent major organizational units within the institution, including dean-led schools and colleges, the Libraries, and select executive-level administrative divisions.
- Tertiary Extensions: Represent approved non-academic offices, centers, institutes, initiatives, and other business units with a demonstrated communication or operational need for a distinct identifier.
- Co-Branded: Represent partnerships, collaborations, and affiliated organizations that require the inclusion of both the UMass Amherst identity and that of an external partner. Co-branded applications are designed to maintain clarity, balance, and brand integrity for all parties involved.
By organizing the brand in this way, UMass Amherst creates a stronger and more scalable identity system—one that allows units to communicate their purpose while reinforcing their connection to the university's shared reputation and brand equity.
Trademark
The names “University of Massachusetts” and “UMass,” the university seal, and the UMass Amherst wordmark are trademarked and owned by the university. The Board of Trustees Trademark & Licensing Policy (T01-025) provides the policy and guidelines for the university’s Trademark and Licensing Administration.
For further information and questions regarding trademark usage on merchandise, websites, services, or advertisements, contact:
Department of Trademark and Licensing Administration
Room 920 Campus Center
One Campus Center Way
Amherst, MA 01003
413-577-8126
@email
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.