Visual Identity Principles

Guiding principles when applying the new brand identity are as follows:

  • 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. 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.
  • All new printed and electronic materials that go into production after May 12, 2011, shall conform to the new brand or as soon thereafter as practical without cancellation of contracts and orders.
  • Only one logo will appear on any given communication. The logo should always use the standard graphic (as attached). Accompany- ing words that, with the graphic, comprise the specific logo, will differ depending on the audience and the sponsoring entity (i.e.: the University, or a school, program, institute, center or department of the University; or UMMC or one of its units, programs, centers or departments).
  • When deciding which logo is best suited for a particular communication, the guiding principle should be first to identify the primary audience for the communication and what logo will most readily be identified by that audience. This will be done through applying the lens of the ‘customer’ or public, not as a result of personal preference or historical usages. For example, clinical research often involves persons who are ill, and cared for as UMMC patients. In those cases, the logo for the University of Maryland Medical Center would be used, rather than the University of Maryland School of Medicine logo.
  • A foundation, alumni association, or affiliated business entity of the University or UMMC will be encouraged to use its respective orga- nization’s graphic and logo style, and, if required by law and/or policies of any governing board involved, will adopt wording that clearly indicates its separate corporate status.
  • If multiple entities are involved in a particular project, the broadest and most inclusive logo/wording combination will be used.
    • The ‘Master Brand’ University of Maryland will be used only for programs or projects that encompass the University and UMMC.
    • University of Maryland, The Founding Campus will be used as the ‘Master Brand’ when referring to the University’s physical campus in Baltimore and/or programs/projects that encompass more than one school or entity within the University.
    • University of Maryland Medical Center will be used to represent the collective patient care and clinical research activities that take place within the UMMC setting and/or any of its facilities, programs, centers or departments. The name of a school or administrative unit at the University (e.g., University of Maryland School of Nursing; University of Maryland Office of Aca- demic Affairs) will be used in combination with the standard graphic in logos for signage, stationery, and communications related to student and alumni affairs, academic programs, and basic science research activities.
    • The logo for programs, centers and departments within UMMC (e.g., Cancer Center, Heart Center, and Shock Trauma) will be used when the intended audience is specific to that one center, otherwise the University of Maryland Medical Center logo will be used.