Branding Hub

Staying True to UMB

Every communication helps shape how people see UMB. Consistent, accurate branding ensures that our communications reflect the values, credibility, and reputation of the University, not just an individual school, department, or project.

By using the UMB brand consistently, we create a clear, recognizable identity, reduce confusion, and reinforce the trust and professionalism that define our University.

Creating One Unified Voice

Brand guidelines help all UMB communications speak with a consistent voice, from print materials to digital content. This consistency builds recognition, reinforces trust, and reflects UMB’s commitment to transparency, accountability, and excellence.

Together, we strengthen a clear and recognizable UMB identity across the University.

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

Some uses of the UMB brand require approval before they are published or produced.

• Logo use. OCPA must approve all uses of UMB and school logos before a project is printed, published, or produced.
• Endorsements and testimonials. Do not use the UMB name or brand in testimonials or endorsements without prior approval from the UMB president or designee. Approval is generally not granted for commercial goods or services, except in exceptional circumstances.
• Logo formatting. An ampersand (&) may not be used in any UMB logo or logo text lockup. Logos should be used as provided, not altered or rearranged
• Do not create your own logo. Departments, centers, and institutes may not create their own logos. Only OCPA or approved communications departments can create official UMB logos.

Send PDF proofs for approval to branding@umaryland.edu. 

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