Our brand hierarchy identifies which logo to use based on the audience of your communications. Only one logo should appear on any given communication, and understanding the relationships and entities among UMB and the University of Maryland Medical Center (UMMC) will help you to determine who your audience is and what logo to use. If multiple entities are involved in a particular project, the broadest and most inclusive logo will be used.
Understanding Logos and File Types
Only OCPA can create or provide official UMB logos. Logos must not be altered or rearranged in any way. When working with external vendors, please ensure that they follow all of the University’s brand standards. If you are unsure about this guideline or have questions, contact branding@umaryland.edu.
UMB logos come in three primary file types:
- .JPG: Best for standard use where transparency is not required.
- .PNG: Best for digital use when a transparent background is needed.
- .EPS: Ideal for printing and vendor use because it can be scaled without losing quality. (Note: This file may not open on all computers, but vendors will be able to use it.)
The “Master Brand” University of Maryland logo will be used for programs, projects, and collaborations that encompass the University and UMMC. The UMB logo will be used as the “Master Brand” when referring to the University’s physical location in Baltimore and for programs, projects, and collaborations that encompass more than one school or entity within the University. The UMMC logo 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.
A school logo will be used as the “Master Brand”:
- when referring to the school as a whole
- when referring to more than one official center/institute within the school
- when referring to multiple departments within the school
- when referring to a singular department to an external audience
