Secondary Extensions Wordmark – Tier Two

• Only official/approved names may be used.
• An ampersand (&) replaces the word “and” where applicable.
• In list formats, no Oxford comma is used before the ampersand.

All wordmarks, acronyms, or visual identities that were unique to these primary and high-level brand extensions prior to this brand architecture are now being retired and should be phased out. No new materials should be created using the previous wordmarks. 

As these assets are finalized, updated specifications for clear space, sizing, and system integration with the revised wordmarks will be provided.

To preserve the integrity and impact of all UMass Amherst wordmarks, proper usage, sizing, and spacing must be maintained. Improper formatting or modifications can diminish its clarity and effectiveness.

Clear Space Requirements

To ensure readability and visual impact, always maintain a minimum amount of space around the wordmark.

• Clear space is the area around the logo that must remain free of text, images, or other graphic elements.
• Use the height of the letter “M” in UMass as the minimum required space on all sides.

To ensure brand consistency and visual integrity, the following guidelines should be followed when using the wordmark in content assets.

Preferred Color Usage

Single-Color Restriction

Background-Specific Usage

Color Integrity