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Branding

The Power of Brand Consistency at UMB

The Office of Communications and Public Affairs (OCPA) wants to help your area, school, or unit succeed while maintaining brand integrity for collective impact.

In short, branding is not just about visual appeal, it’s also about maintaining the integrity and influence of the institution we represent with brand consistency.

This branding hub has been designed to help you succeed when it comes to branding. Our brand manager is here to review anything that is created to be sure it upholds the branding guidelines and keeps our University’s brand image strong and relatable. 

When you say “brand,” you most immediately think about logos, colors, or fonts. But a brand of a university is much more — it’s an entire structure, the images, messaging, and way of thinking of the university community. It’s about style and consistency. Brand consistency among all schools and teams at UMB ensures a solid image and solidifies name recognition to our community.

  • Anyone who communicates on UMB’s behalf should find this guide to be a helpful resource.
  • Schools and departments can use this guide to help to focus their initiatives.
  • Communicators can use it to provide examples for the creation of new and impactful marketing.
  • Writers can use it for inspiration when creating stories about the achievements of UMB.
  • Designers can use it as a guide about UMB typography, colors, photography, and design styles.

We all want to share compelling stories about UMB. While there are many different internal and external audiences, the tools in this guide should help each of us present the UMB story consistently so we will collectively and individually benefit from being part of the story.

TO CLARIFY: UMB’s strengths, advantages, contributions, and capabilities

TO ENSURE: Key themes are present in all communications to all audiences

TO ENCOURAGE: Internal and external champions for UMB

TO REAFFIRM: Our core values of Respect and Integrity, Well-Being and Sustainability, Equity and Justice, and Innovation and Discovery

Areas of the Brand

Why Do We Need Brand Consistency?

UMB Logo

Staying True to UMB

Consistent and correct branding is essential when representing a national brand — particularly one that also is a state institution. Our brand reflects the values, credibility, and reputation of the entire University of Maryland, Baltimore (UMB), not just an individual department or project. Every communications piece, whether internal or external, contributes to the public perception of our organization. When branding is applied inconsistently or incorrectly, it can dilute the University’s message, create confusion, and undermine the professionalism we work hard to uphold.

Creating One Unified Voice

Adhering to brand guidelines ensures that all materials — from flyers and brochures to presentations and digital content — speak with one unified voice. This is especially important for UMB, where transparency, accountability, and public trust are critical. Proper branding reinforces the University’s commitment to excellence, helps build stronger recognition across diverse audiences, and supports the long-term strength of UMB’s identity. In

Our Values

UMB's Core Values

Our Core Values

At UMB, we are driven by our core values. They are at the heart of our mission to improve the human condition and serve the public good of Maryland and society at-large through education, research, clinical care, and service. These core values guide our academic programs, operating philosophy, and commitment to our constituents, while supporting our dedication to global enhancement and social progress.

Respect and Integrity | Well-Being and Sustainability
Equity and Justice | Innovation and Discovery

Learn More About Core Values

Brand Approvals

The Office of Communications and Public Affairs must approve all uses of University logos, including each school logo before a project is printed, published, or produced.

The University of Maryland, Baltimore (UMB) name and branding are not to be used in testimonials or endorsements without prior approval of the UMB president or designee. Approval will be not granted for commercial goods or services except under exceptional circumstances.

An ampersand (&) is not permitted to be used in any UMB logo or logo text lockup.

UMB departments, centers, and institutions are not allowed to create their own logos. Only the UMB Office of Communications and Public Affairs and approved communications departments can create official logos for use.

Send PDF proofs to branding@umaryland.edu.

Changing the Future Today

Our Tagline: Changing the Future Today

Our tagline is a part of our visual identity, and it is related to our mission statement. We are the founding campus of the University System of Maryland, using innovative approaches to improve the human condition and shape the future today.

We are surrounded by constant change, and we embrace that change in the groundbreaking ways we teach students, treat patients and clients, and advance science and health through research, innovation, and education. As the state’s public health, law, and human services university, we have a responsibility to help shape the future in ways that will be beneficial to our global society. 

Changing the future can’t wait. It begins with us today.

Fast Facts

Contact

Office of Communications and Public Affairs Branding Office

branding@umaryland.edu

So we can assure brand standards are being met, when creating anything or altering templates, please have it approved by our Branding Office (branding@umaryland.edu) before distribution or printing.

More About UMB

Core Values

The University of Maryland, Baltimore is the founding campus of the University System of Maryland.

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21201 | 410-706-3100

The University of Maryland, Baltimore prohibits sex discrimination in any education program or activity that it operates. Individuals may report concerns or questions to the Title IX Coordinator. Read the UMB Notice of Non-Discrimination.
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