The University of Massachusetts Amherst

Brand Assets and Resources

A brand is more than an identity; it encapsulates the way people think about an institution and the way an institution thinks about itself. Our branding entails much more than using the correct wordmark or color. It’s about consistent communication. About achieving a common look and feel. About speaking with one voice. The more consistent we are as a brand, the more powerful we are as an institution.

Our brand is so important because of the vast audience we speak to: prospective students, alumni, donors, faculty, staff, and students; business, education, and community leaders; local, national, and international media. Whether we are sending out an email blast, a formal invitation, or communicating through social media, it is imperative that our branding remain consistent and represent quality and excellence. (Via UMass Amherst University Relations)

If you have a project, please complete this form.

Brand Architecture Guidelines (Via University Relations)

The purpose of our brand architecture is to support our diverse entities, such as schools and colleges, centers and institutes, and nonacademic support functions with clear, simple, and easy guidelines on how to use your wordmark with the UMass Amherst wordmark. 

Our brand architecture ensures that wordmarks look consistent across UMass Amherst’s many entities, helps your entity clearly identify its visual relationship with UMass Amherst, and works flexibly with various applications and possible size constraints. It is critical to understand that all previous wordmarks or visual identities that were used by schools, colleges, departments, programs, centers, and institutes alongside the UMass Amherst wordmark are now void and cannot be used in any circumstance. 

We have brand architecture because:

  • It builds equity and synergy between our entities and the UMass Amherst brand by connecting our audiences more meaningfully to the University of Massachusetts Amherst and the activities that live within it.
  • It allows more collective, leveraged, focused, and hardworking brand efforts between academics and the University of Massachusetts Amherst brand.
  • It supports stronger revenue generation, fundraising, and alumni engagement opportunities for our schools, colleges, and units across the campus.
  • It provides a simplified, user-friendly brand structure that entities within UMass Amherst can use to strengthen their own positioning, messaging, and marketing.

To learn more abouit the tiered brand architecture and where your unit falls, please visit University Relations.


UMass Amherst Logos


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Department and Program Logos


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