We are UMB


Branding Video


Who are we?
It’s about a brand experience!
Built on a foundation of excellence
Style guide and downloads



In 2011, the University of Maryland, Baltimore and the University of Maryland Medical Center joined forces in a new identity campaign to present a consistent, unique, and unified visual image to demonstrate our close collaboration and shared mission and to enhance recognition among the public. This was the first step to launch our unified visual identity, but just the tip of the iceberg in cultivating our brand.

What is the UMB brand?

Our brand is about our culture and what makes us proud to be a member of the University of Maryland, Baltimore community. Our brand is about storytelling, something that you will be hearing more about in the coming months, and the first step in strengthening our brand. Our brand is about your stories and accomplishments.

You are our brand.

We recognize that our visual identity has evolved over the years and that there is some confusion about who we are and what our name is. To clear up the confusion, we are investing in our brand, we are investing in the University, and we are investing in you.

We are strengthening our brand by setting things straight - starting with our new branding video. Take a few minutes to watch our video and share it with your peers, colleagues, family, and friends. Before we know it, all of us will be championing our stories by walking the UMB walk and talking the UMB talk.



Who are we?




Our name

The “B” is back. It was always there, but you were told not to use it. We are glad to say that it is back for good.

We are the University of Maryland, Baltimore. For short, we are UMB.



UMB Logo

Our charge

We are Maryland’s public health, law, and human services university. We are devoted to excellence in professional and graduate education, research, patient care, and public service. We educate the majority of Maryland’s physicians, graduate nurses, dentists, lawyers, social workers, and pharmacists.





Our location

We are located in downtown Baltimore, Maryland.

We are on the city’s Westside and share our neighborhood with the University of Maryland BioPark, University of Maryland Medical Center, the R Adams Cowley Shock Trauma Center, the Baltimore Veterans Affairs Medical Center, Lexington Market, and Oriole Park at Camden Yards.




Our history

We are the founding campus of the University System of Maryland. The Maryland General Assembly chartered the College of Medicine in 1807. In 1812 the college’s mission was expanded and the college was rechartered as the University of Maryland.



Our schools

We have seven professional schools and their names (and founding years) are:


Our Schools



It’s about a brand experience!

Our brand

Our students, faculty, and staff are our brand and deliver a brand experience to our community through our advertising, marketing, public relations, customer service, and visual identity. Our community consists of the general public, patients and their families, health professionals, prospective students, alumni, donors, and friends. How these constituents interpret the UMB brand experience builds our reputation.

Our visual identity

Our visual identity is how we strategically and consistently share our stories and pride using specific words, logos, colors, and fonts in our advertising, marketing, public relations, and customer service.


Colors and Fonts


By sharing our pride in the University with our community, we build our reputation and encourage quick recognition amongst our community. We do this so that when people hear about the University of Maryland, Baltimore, they recognize us and know who we are.

When they hear or experience great things about us, they support us, want to work here, want to go to school here, seek care here, get advice from us, want to get involved with us, and see us as experts. Most importantly, they share our stories and become a part of the UMB brand experience.



Built on a foundation of excellence

Our tagline


Foundations of Excellence


Our tagline is a part of our visual identity and relates to our history. We are the founding campus of the University System of Maryland and the word excellence denotes the best of the best.

Nothing but the best will do when we teach students, treat patients, or advance science. As the state’s public health, law, and human services university, we have a responsibility to set the standard by which others are measured. We are devoted to excellence in professional and graduate education, research, patient care, and public service: excellence in the craft of teaching, excellence in learning, excellence in scholarship, excellence in customer service, excellence in our interactions with one another, internally and externally. We strive to perform at the highest levels with a commitment to continual improvement.

Excellence is our foundation and enhances the UMB brand experience.



 Our core values


Core Values


At UMB, we are driven by our core values. They embrace the spirit, philosophy, and daily business and educational practices of our University. The University of Maryland, Baltimore’s seven core values are emblematic of our seven schools and are always at the heart of our mission. They help to position the institution’s academic programs and its operating philosophy. The core values invigorate UMB’s commitment to its internal and external constituents while supporting global enhancement and social progress.

Our core values are tied to our tagline – Foundations of Excellence.
The University is built on:

The University is committed to being responsible and transparent.

The University expects interactions to be professional, ethical, respectful, and courteous.


The University promotes teamwork that fosters insightful and excellent solutions and advancement.

The University is committed to a culture that is enriched by diversity and inclusion,
in the broadest sense, in its thoughts, actions, and leadership.


The University is guided by a constant pursuit of excellence.


The University’s industry is to create, disseminate, and apply knowledge.


The University strives continuously to be a leader and to develop leaders.




Q: The “B” is back. Does that mean that my school name has changed?

A: No, the “B” is back in the name of the University, but not in the names of our schools. It was always there, but you were told not to use it. We are glad to say that it is back for good.


Explain the B



Q: What about the University seal? I thought that was our logo? Has it gone away?


Logo and Seal


A: Similar to many other higher education institutions, our seal is used for official, legal, and ceremonial purposes such as commencement. In the past, our seal was used as our logo, but our seal is not our logo and will only be used when special permission is given by the Office of Communications and Public Affairs.



Q: I still have a stack of business cards that uses the University seal? Do I need to recycle these?

A: YES. Please recycle any and all stationery that includes the University seal. To order correctly branded stationery, please register online or contact the University’s approved print vendor Miller’s Minuteman Press. Their team will provide you access to an online branded stationery portal to place orders for business cards, letterhead, envelopes, and numerous other materials.



Q: Who makes decisions regarding our brand? 

A: We all do. The University’s Office of Communications and Public Affairs is responsible for maintaining the integrity of the UMB brand and implementing its execution based on the recommendations provided by various teams that have been formed at the University. Some of these teams include:

  • Executive Leadership Committee

  • Brand Steering Committee

  • Communications Council

  • Strategic Plan Two-Way Communication committee and subcommittees

  • Brand Ambassadors

If you would like to be more involved, contact the Office of Communications and Public Affairs.



Q: All of these changes sound expensive, how is this being funded and is it necessary?

A: Investing in our brand will help us to make great strides in all that we do at UMB. When our brand is recognized and supported, our community wants to work here, wants to go to school here, seeks care here, gets advice from us, and wants to be involved with us. The University and each school have funds budgeted to champion our brand.



Q: How long is this branding campaign going to last?

A: We are dedicated to the UMB brand and it will always require cultivation and evaluation. The University has made a long-term commitment to champion our brand just as many of you have made a long-term commitment to your education, careers, and service to your community. Our branding campaign will evolve over time, but will never go away.



Q: Do we have a mascot? Are we the University of Maryland Terrapins?

A: We do not have a mascot. The Maryland Terrapin is the mascot of one of our partners, the University of Maryland, College Park (UMCP). Together, UMB and UMCP are part of the University System of Maryland, which includes 12 institutions:

  • University of Maryland, Baltimore - founded in 1807

  • University of Maryland, College Park - founded in 1856

  • Bowie State University - founded in 1865

  • Towson University - founded in 1866

  • University of Maryland, Eastern Shore - founded in 1886

  • Frostburg State University - founded in 1898

  • Coppin State University - founded in 1900

  • Salisbury University - founded in 1925

  • University of Baltimore - founded in 1925

  • University of Maryland, University College - founded in 1947

  • University of Maryland, Baltimore County - founded in 1966

  • University of Maryland Center for Environmental Sciences - founded in 1925

And two regional higher education centers:

  • The Universities at Shady Grove

  • University System of Maryland at Hagerstown

There has been a lot of side talk about a UMB mascot, but no organized effort to date.



Q: How was the graphic icon of our logo developed?


Full Lockup


A: The architecture of Davidge Hall was the inspiration for the icon portion of the UMB logo. Davidge Hall was constructed in 1812 and named after its founder and first dean, John Beale Davidge. Davidge Hall is the oldest medical school building in continuous use in the Western Hemisphere and is located at the intersection of South Greene Street and West Lombard Street.

In 2010, when the University of Maryland, Baltimore and the University of Maryland Medical Center joined forces to develop a new unified identity, SPM Marketing & Communications, located in Chicago, was contracted to assist in its development. SPM is a premier academic health care and hospital marketing agency in the country.



Q: I have a great idea about how to use our identity and logo to market my program. Do I need permission to use the logo? 

A: I’m sure you have noticed the increased use of our identity and logo throughout the University community. From branded vehicles and the Seven Scholars University Store to the new building identification signage, our identity can be used in many ways to build and enhance our brand experience. Do you need permission to use the logo? Yes, you must seek approval from the Office of Communications and Public Affairs (OCPA). OCPA strategically champions the University of Maryland, Baltimore and promotes your successes and those of UMB faculty, staff, and students. Submit your request online and a member of the OCPA team will contact you about your request.



Style guide and downloads

Download our style guide for technical information.