Frequently Asked Questions

  1. What does the new UM logo represent?
  2. Why is it important to follow the new UM brand standards?
  3. What's our name? And how do we distinguish ourselves from the basketball team inside the D.C. beltway?
  4. If I don't like the new standard logo, do I still have to use it?
  5. Will there be penalties for not following the guidelines?
  6. May I still use the old logo?
  7. I have a large supply of materials that use the old logo. Can I still distribute them?
  8. How much time do we have to comply?
  9. When should websites be updated?
  10. Where can I download the logo?
  11. I'm having trouble downloading the logo. Why won't it download?
  12. Can our department have its own logo? How do I request a logo?
  13. Where do I get a business card template?
  14. How do I order new business cards? What vendors can/should we use to order business cards/letterhead/brochures?
  15. How do I place the new logo in Word?
  16. When do I use the electronic letterhead versus the Word flier template?
  17. How do I personalize the e-letterhead?
  18. Do I have to use the yellow border at the bottom of the letterhead? It looks as if the sides cannot be printed.
  19. May I revise the letterhead design?
  20. Can I change the margins on the electronic letterhead? Can my personal information be listed on fewer lines? I'm trying to keep my letter to a single page.
  21. Do I have to use the logo on slides used for teaching? Does the logo have to be on all slides?
  22. I belong to a campus organization, and we would like to use the logo on a poster advertising an event. Can we do this?
  23. I am working with an outside vendor. The vendor asked for an electronic version of the logo. What should I give them?
  24. May businesses and individuals outside of the University use the logos and marks of the University?
  25. I have a special project that does not seem to be addressed in the guidelines. Can I make exceptions?
  26. How do I know where to put the logo in print or on my website?
  27. How do I know which logo to use?
  28. What if multiple entities are involved in a particular project? Which logo should be used?
  29. I'm in a hurry. Why can't I just re-create the logo? Why do I have to get the proper file from the official website?
  30. If I have questions or need approval, whom should I contact?
  31. What are the approved fonts?
  32. What colors are used?
  33. Can I change the color of the logo to match my document?
  34. Can I print the logo in black only?
  35. Can I re-arrange the placement of the logo on my documents?
  36. May I take elements out of the logo and use them as graphic elements on my brochure or document?
  37. Can I change the size of the logo to fit my document?
  38. May I add text to a logo?
  39. If all publications need to go through the office of communications and public affairs for approval first, how long will that approval process take?

1. What does the new UM logo represent?

The University and UMMC agreed to unify the organizations' public image under a cohesive, easily recognized visual identity, which will anchor the University and UMMC in the deep historical tradition of the University campus. The mark reflects Davidge Hall, the signature building on the University/UMMC campus. Davidge Hall was built in 1812, the year the University was named. The logo celebrates the 200th anniversary of both in 2012.

2. Why is it important to follow the new UM brand standards?

The new brand identity provides a simplified and consistent external public image to students, faculty, staff, alumni, patients, referring physicians, donors, and the community that is easy to recognize and is visually unifying.

3. What's our name? And how do we distinguish ourselves from the basketball team inside the D.C. beltway?

We are the University of Maryland. We use UM as our acronym and we can mention that we are located in Baltimore if it is needed for clarity. The new logo's standard graphic of Davidge Hall, the signature building on the University/UMMC campus, helps distinguish us as the Founding Campus.

4. If I don't like the new standard logo, do I still have to use it?

Yes, logos, marks, seals, colors or other visual identity markers that have been used in the past for the University and its components, as well as UMMC and the various programs within UMMC, will be phased out and the new visual identity and logos will be used starting May 12, 2011.

5. Will there be penalties for not following the guidelines?

As was stated in a letter to the branding ambassadors on July 5, departments can incur reprint costs if the logo is used incorrectly. For pre-approval, send pdf proofs to Laura Kozak, assistant vice president of communications and marketing, at lkoza001@umaryland.edu.

6. May I still use the old logo?

No. Logos, marks, seals, colors or other visual identity markers that have been used in the past for the University and its components, as well as UMMC and the various programs within UMMC, will be phased out and the new visual identity and logos will be used starting May 12, 2011.

7. I have a large supply of materials that use the old logo. Can I still distribute them?

You may use your supplies with the old logo through Dec. 31, 2011. However, all NEW printed and electronic materials that go into production after May 12, 2011, must conform to the new brand.

8. How much time do we have to comply?

The new visual identity and logos will be used starting May 12, 2011. The changes in brand identity are to occur in two phases.

Phase I will involve changes to "non-capital" items, including but not limited to paper, newsletters, websites, and letterhead.

Phase II will involve changes to "capital" investments, including but not limited to larger signage. The changes should be made as promptly as practical, subject to reasonable economic considerations. Both organizations will work to implement Phase I changes by Sept. 1, 2011, and all Phase II changes by Jan. 1, 2012.

9. When should websites be updated?

Organizations should have updated their websites as of Sept. 1, 2011.

10. Where can I download the logo?

All current University of Maryland logos are available for download. Use your myUM ID username and password to log in to download official UM templates and logos.

11. I'm having trouble downloading the logo. Why won't it download?

Depending on your computer settings, the logo may open in a new browser window. If this happens, right click on the logo and choose "save as" to download it to your computer. If you continue to experience difficulty, please contact your department's IT support team.

Remember, it is incumbent upon everyone to be sure any document they produce projects the University's image with quality.

12. Can our department have its own logo? How do I request a logo?

The logo for approved centers within the University will be used when the intended audience is specific to that one center; otherwise the University of Maryland The Founding Campus logo will be used.

See the list of approved centers.

If you believe your department or program needs a dedicated logo, visit www.umaryland.edu/branding/get-help/request-logo to fill out a logo request form. Someone from the office of communications and public affairs will contact you about your request. Do NOT create a logo on your own. The office of communications and public affairs will ensure your logo remains consistent with the University branding.

13. Where do I get a business card template?

You do not need a business card template to order new business cards. The approved printers have the templates. Call the printer directly with your personal information to order business cards, letterhead, envelopes or other stationery items you may need.

14. How do I order new business cards? What vendors can/should we use to order business cards/letterhead/brochures?

Contact one of the approved printers directly with your personal information. The printer contacts and other information can be found at www.umaryland.edu/branding

15. How do I place the new logo in Word?

Word templates are available for download at www.umaryland.edu/branding. This site also offers downloads for PowerPoint templates, posters, and electronic letterhead. Please check back regularly as new downloads are made available.

For helpful resources and tools for creating/editing a letterhead in Microsoft Word, please visit the UM e-learning site sponsored by Human Resource Services.

16. When do I use the electronic letterhead versus the Word flier template?

Use the electronic letterhead for more formal purposes, or when writing a letter. The flier template may be used for marketing purposes, announcements or other less formal communications.

17. How do I personalize the e-letterhead?

  1. Download the appropriate electronic letterhead file (depending on your primary audience and what logo will most readily be identified by that audience).
  2. On the View menu, click Header and Footer to open the header or footer area on a page.
  3. Replace text on the right of the header with your own personal information. For a generic department letterhead, just delete the name and title line.
  4. DO NOT resize, delete or move the placement of the logo or the footer. DO NOT change the font or type size of the text.

For helpful resources and tools for creating/editing a letterhead in Microsoft Word, please visit the UM e-learning site sponsored by Human Resource Services.

18. Do I have to use the yellow border at the bottom of the letterhead? It looks as if the sides cannot be printed.

Yes, you must keep the yellow border at the bottom of the letterhead. The electronic letterhead is intended to be used only electronically, and should not be printed for formal communications. If you need formal letterhead, please contact one of the approved printers, and order letterhead stock for your department.

19. May I revise the letterhead design?

Do NOT resize, delete or move the placement of the logo or the footer. In the electronic letterhead, you may insert your personal information on the right instead of the template lines, but do NOT change the font or type size of the text.

20. Can I change the margins on the electronic letterhead? Can my personal information be listed on fewer lines? I'm trying to keep my letter to a single page.

The electronic letterhead was designed to reflect the printed letterhead as accurately as possible. Therefore, it is recommended that you do not change the layout other than adding your personal information. You may choose to delete any personal information you find unnecessary to reduce the number of lines.

21. Do I have to use the logo on slides used for teaching? Does the logo have to be on all slides?

If you are currently using the old logo, you must update it with the new logo; however, the logo does not have to be used when teaching classes to UM students. You only need to use the logo when giving presentations outside the University. No, the logo does not have to be on all slides.

22. I belong to a campus organization, and we would like to use the logo on a poster advertising an event. Can we do this?

The office of communications and public affairs must approve all University uses of logos and templates before a piece is printed or published. Send pdf proofs to Laura Kozak, assistant vice president of communications and marketing, at lkoza001@umaryland.edu.

23. I am working with an outside vendor. The vendor asked for an electronic version of the logo. What should I give them?

We have both jpg and eps files available for download. You will need to log in using your UM ID to access the downloads. If your vendor needs a vector file, you will need to download the eps file of the logo and send it to them. Do NOT give your vendor your UM ID to download the logos themselves.

24. May businesses and individuals outside of the University use the logos and marks of the University?

Not without authorization from the office of communications and public affairs.

25. I have a special project that does not seem to be addressed in the guidelines. Can I make exceptions?

Please contact the office of communications and public affairs to discuss your project, and obtain prior approval.

26. How do I know where to put the logo in print or on my website?

The Visual Style Guide [PDF] includes samples of how to use the logo. You can also contact the office of communications and public affairs for advice and consultation about using the logo.

27. How do I know which logo to use?

Only one logo will appear on any given communication. When deciding which logo is best suited for a particular communication, the guiding principle should be to identify the primary audience for the communication.

If you have questions or concerns about which logo should be used in a particular instance, please contact the office of communications and public affairs for clarification.

28. What if multiple entities are involved in a particular project? Which logo should be used?

The broadest and most inclusive logo/wording combination will be used. For example, the Department of Pediatrics within the School of Medicine would choose the School of Medicine logo. But if the Department of Pediatrics within the School of Medicine were collaborating with the School of Nursing, then the University of Maryland The Founding Campus logo should be used.

Please refer to the Visual Style Guide [PDF] for more information.

29. I'm in a hurry. Why can't I just re-create the logo? Why do I have to get the proper file from the official website?

Re-creating the logo will not reproduce the logo accurately. The characters have specific spatial relationships and alignment. Simply selecting a similar font, eyeballing it, and then reproducing it will invariably produce differences that may be minor, but will detract from the design and its branding capability. Re-creating the logo also takes time that might be used more productively.

30. If I have questions or need approval, whom should I contact?

The office of communications and public affairs must approve all University uses of logos and templates before a piece is printed or published. Send pdf proofs to Laura Kozak, assistant vice president of communications and marketing, at lkoza001@umaryland.edu. Medical Center and patient-directed communications must be approved through the Medical Center System Communications Department by contacting Linda Praley at lpraley@umm.edu.

31. What are the approved fonts?

There are two fonts used to create the UM logo: Trajan Pro-Regular and Times New Roman – Italic. In certain applications, an additional font of Gotham – Book will be used. Approved secondary and tertiary fonts can be found in the Visual Style Guide [PDF]. DO NOT modify the type font.

32. What colors are used?

There are three primary colors that make up the logo. When printing in full color, please use the color breaks listed on the Visual Style Guide [PDF]. Please refer to this guide for more information on color use, as well as specific PMS, CMYK, RGB, and hex code values.

33. Can I change the color of the logo to match my document?

DO NOT introduce color change. DO NOT "screen" the logo or make it lighter. Maintain clear contrast between the logo and the field on which it appears.

As a general rule of thumb:
White background – use the full color logo
Black background – use the white logo
Red background – use the white logo
Yellow background – use the black logo

34. Can I print the logo in black only?

In addition to the logo being printed in full color, the logo may also appear in 100 percent black or white (reversed). It is always recommended to use the full color logo when possible.

35. Can I re-arrange the placement of the logo on my documents?

You may not re-arrange the placement of the logo on letterhead or business cards. If you must re-arrange the placement of the logo in the posters or Word flier templates, you must obtain prior approval from the office of communications and public affairs.

36. May I take elements out of the logo and use them as graphic elements on my brochure or document?

The logo type can never appear by itself without the mark. However, the University of Maryland mark can stand on its own in certain applications. You must obtain prior approval from the office of communications and public affairs to use the mark on its own. DO NOT combine the logo with any other graphic elements, and DO NOT dissect parts of the mark for separate use.

37. Can I change the size of the logo to fit my document?

DO NOT distort or stretch the logo or change its shape. When resizing the logo in your document, you MUST ensure that it is resized proportionately.

The horizontal logo should never be reproduced smaller than 1.75 inches wide and the vertical logo should never be reproduced smaller than 1.03125 inches wide. The mark when used by itself should never be reproduced smaller than 0.1875 of an inch wide.

38. May I add text to a logo?

No. You may add text near a logo, but it must be a minimum distance away from the logo so that it does seem to be a part of the logo. The minimum distance is double the height of the "U" in University.

If you need specific art for printing, please contact the office of communications and public affairs for guidance, and/or vector art to fit your needs. Remember, the office of communications and public affairs must approve all pieces before they are printed or published.

39. If all publications need to go through the office of communications and public affairs for approval first, how long will that approval process take?

The office of communications and public affairs is replying in as timely a fashion as staffing allows. A reply within 72 hours (three days) is the goal and many clients receive a swifter response.