Each represents a distinct brand expression and is created for a specific purpose.
Promotional: Collegiate M | Formal: University Seal |
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This clear framework supports consistent, intentional implementation across all channels and enhances brand governance through structured usage guidance.
The Collegiate M: Promotional
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The Collegiate M is designed to deliver high visual impact in promotional materials. Bold, confident, and instantly recognizable, it captures the spirit and energy of the UMass Amherst brand.
Unlike formal academic marks, which convey tradition and institutional authority, the Collegiate M strikes a more approachable and contemporary tone—ideal for student-facing communications, recruitment materials, and outreach campaigns.
The Collegiate M Lockup
Paired with our base wordmark, the lockup provides a strong, unified identity that resonates across a wide range of platforms and audiences. It’s a flexible, modern brandmark for broad communications.
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The UMass Seal: Formal
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In 2023, UMass Amherst introduced the university seal and brandmark as part of an expanded visual identity system. This update reinforces the values and distinct role of the commonwealth’s flagship campus.
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, contact:
Department of Trademark and Licensing Administration
Room 920 Campus Center
One Campus Center Way
Amherst, MA 01003
413-577-8126
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.