Our students, faculty, and staff are our brand and deliver a brand experience to our community through advertising, marketing, public relations, customer service, and visual identity.

Our Brand

A brand identity is more than a logo or a set of colors. A brand incudes how we interact with our community. 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.

By sharing our pride in the University with our community, we build our reputation and encourage quick recognition among our community. When people hear about the University of Maryland, Baltimore, they will 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 important, they share our stories and become a part of the UMB brand experience.

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 Hope McGovern, Assistant Director, Marketing and Communications, Communications and Public Affairs, for approval.


Tagline Header 2021

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.


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 UMB's core values.


Access our Logos and Templates page to see all of UMB's files related to our schools, associated centers, programs, and institutes. Be sure to have your UMID and Password ready.

Before using any logos or templates, check out our Brand Style Guide as a reference for how they should be used.

Having a branding challenge? Share it with us. We are here to help and are confident that we can find a solution that meets University brand standards.

Our Fonts

Approved fonts: Trajan Pro, Times New Roman, Gotham, Gotham Narrow, Calibri, Calisto, Franklin Gothic, Arial

Our website uses Proxima Nova.

Our Logo

University of Maryland, Baltimore

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.

Our Colors

Primary Palette

    Coated CMYK         Uncoated CMYK          RGB            Hex Code


 PMS 186 2 100 85 6  1 91 72 3 200 16 46  #C8102E 


 PMS 116 0 14 100 0   0 19 100 0  255 205 0  #FFCD00


 Black 0 0 0 100  0 0 0 100 44 42 41   #2C2A29


Secondary Palette

The secondary color palette

     PMS                Coated/Uncoated CMYK        RGB               Hex Code

Blue 634 U 100 0 9 40 0 118 152 #007698
Slate 5415 U 42 8 0 40 93 135 161 #5d87a1
Gray 7544 U 10 1 0 40 149 160 169 #95a0a9
Charcoal 7540 U 0 10 0 72 105 106 109 #696a6d
Plum 7449 U 72 100 77 40 73 24 45 #49182d
Forest Green 5743 U 33 0 85 82 51 70 13 #33460d
Sea Green 577 U 24 0 46 10 180 204 149 #b4cc95
Tan 7503 U 0 12 35 25 200 177 139 #c8b18b
Purple 268 U 63 73 17 2 115 89 144 #735990