Office of Communications and Public Affairs

Vehicle Branding

Every UMB vehicle on the road is an opportunity to represent the University. From daily operations to community engagement, consistent vehicle branding helps communicate who we are and what we stand for.

This guide provides the standards and practical direction needed to select, design, approve, and maintain branded vehicles across the University. Whether you are managing a single vehicle or an entire fleet, following these guidelines ensures a cohesive look and a strong, recognizable UMB presence both on and off campus.

Quick Start

If you are responsible for branding a UMB vehicle, this guide will walk you through selecting, designing, approving, and maintaining your vehicle branding.

Before you begin:

All UMB vehicle branding must be reviewed and approved by OCPA before production, including branding for service vehicles and the UMB Police and Public Safety fleet.

OCPA is the UMB Office of Communications and Public Affairs. We are happy to partner with you for your branding initiative to:

create designs for your vehicles
work with the vendor on your behalf
share contact information for vendors with whom we have trusted relationships
provide design assets for the vendor
serve in an advisory role if you work directly with a vendor

Questions? Contact Hope McGovern, Assistant Director, Marketing and Communications, OCPA.

Select a vehicle type that meets your needs (truck, sedan, van, etc.)
Prioritize fuel-efficient or electric vehicles when possible
Recommended colors closely align with the UMB color palette:
- Black
- Red
- Silver/Gray
- White
Any other color must be approved by OCPA

Consistency Across Fleet

All vehicles must:

Align with UMB’s visual identity
Follow established brand guidelines
Maintain a consistent look across the fleet to maintain a professional image and visually demonstrate that they are from UMB

Logo Usage

Use only official UMB or school logos
Logo must be clearly visible

Placement

Branding may appear on:

Sides
Rear
Hood
Roof

Information Hierarchy

Primary: UMB or school logo
Secondary: Department/unit name

Text guidelines:

1–2 lines max
Use title case (unless ALL CAPS is required)
Use UMB brand colors

Typography

Use approved fonts only
Ensure readability at distance

The Davidge Mark

In special circumstances, a standalone Davidge mark may be used with OCPA approval.

Core Values Branding

Core values graphics or branding may not be added to vehicles
The following approved taglines may be used and are encouraged when appropriate:
- "Living Our Core Values"
- "UMB: Living Our Core Values" (if UMB is not otherwise present on the vehicle)

Driver Visibility and Safety

Vehicle branding must not obstruct the driver’s visibility or interfere with windows, mirrors, lights, sensors, safety equipment, or other vehicle safety features.

Wraps vs. Vinyl

Preferred: Full or partial wraps (more visibility, easier updates)
Alternative: High-quality vinyl lettering/graphics securely adhered to the vehicle’s surface

Imagery

Generally not used
Exceptions require OCPA approval
Must be high-quality and on-brand

Size and Scaling

Graphics must be legible at distance
OCPA can provide optimized files

Accessibility

Follow ADA guidelines for:
- Color contrast
- Legibility

Legally Required Information

Vehicles that are subject to legal or regulatory requirements (such as police or specialized service vehicles) may include:

Required identifiers, such as:
- Vehicle numbers
- Licenses or license numbers
- Other identifiers required by law or regulation, including those required for specialized service vehicles
Signage requirements, such as:
- Size restrictions
- Reflective materials
- Other legally required specifications
Special permits or approvals, where required by law or regulation, including requirements applicable to pest control vehicles licensed by the Maryland Department of Agriculture

All additions must still be reviewed and approved by OCPA.

Initiative-Based Branding

Exceptions may be made for programs such as:

Wellmobile
PAL vehicles

All exceptions require OCPA approval.

Required

Sustainability graphic around charging port

Vehicle Types

BEVs (fully electric, zero emissions)
PHEVs (electric + gas backup)
Hybrids (gas-supported electric)

Optional Enhancements

Green-themed imagery (approved by OCPA)
Earth-tone color palette (greens, blues, yellows)
Minimal, clean design
- Promote a clean and minimalistic design that emphasizes the sustainability message
- Avoid clutter and excessive graphics

Placement of Sustainability Information

Highlight sustainability initiatives on vehicles (e.g., fuel efficiency, carbon reduction, green practices)
Obtain approval for sustainability branding from the Office of Sustainability
Obtain final branding approval from Hope McGovern, Assistant Director, Marketing and Communications, OCPA

Eco-Friendly Materials

Use eco-friendly, recyclable materials for vehicle wraps/graphics.
Use environmentally friendly inks and printing methods.

Accessibility

Sustainability messaging must also meet UMB accessibility requirements for color contrast and legibility. See Accessibility above.

Sustainability Messaging or Taglines

Must be approved by the Office of Sustainability
Email: sustainability@umaryland.edu

The cost for this belongs to the department that utilizes the vehicles

Maintenance

Regularly inspect branding
Clean and repair as needed

When Branding Is Damaged

Best option: Replace
If not possible: Remove rather than continue to use faded or damaged wraps.

Vehicle Retirement

Remove all branding before disposal

When a full or partial wrap is not feasible because of budget constraints, magnetic placards may be used as an alternative.

Placards should be placed on the vehicle's front doors to identify the vehicle as a UMB vehicle.
Placard designs must be approved by OCPA before the order is finalized.
Sustainable vehicles must still have the required sustainability graphic around the charging port.

Sample Initiative-Based Branding.

Sample branded design.

Sample sustainability branded design.

FAQs

Who is this for?

Anyone responsible for branding a UMB vehicle.

Do all vehicles need branding?

Yes, all UMB vehicles should be branded. We know budget doesn't always allow for a full wrap, so here's what works:

Wraps are preferred when budget allows
Placards are a fully acceptable option if budget is limited

Both keep your fleet looking consistently UMB.

What if branding is fading?

Faded or peeling branding does more harm to UMB's image than no branding at all, so here's what to do:

Best option: replace it
If that's not possible: remove it rather than leave it worn

The cost of replacement belongs to the department using the vehicle.

Why does this matter?

Consistent branding:

Strengthens UMB identity
Projects professionalism
Turns vehicles into mobile marketing tools

Do I need to get branding approved?

All final branding MUST be approved by OCPA before anything goes into production. If approval is not obtained and vehicles do not meet the branding guidelines, you may be asked to “re-do” vehicles.

For questions or approval, contact Hope McGovern, Assistant Director, Marketing and Communications, OCPA.

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Vehicle Branding

Quick Start

Before you begin: