Brand Style Guide

You are our brand. Our students, faculty, and staff at the University of Maryland, Baltimore (UMB) are our brand and deliver a brand experience to our community through advertising, marketing, public relations, customer service, and visual identity.

Our brand is our culture, our principles, what people think of us, and the stories we tell to influence their opinions. We all deliver a brand experience to our community through our interactions with others and through customer service, advertising, marketing, public relations, and our visual identity. By sharing our stories about the University with our community, we encourage quick recognition and build our reputation.

A brand identity is more than a logo or a set of colors. A brand includes 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.

What is branding? ▾

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.

Who is this guide for? ▾

  • 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.

What will it help us to do and how should it be used? ▾

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 to present the UMB story consistently and to 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

Do I need 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.
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.

Resources

You can access our Logos and Templates webpage 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.

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.

Logos

UMB Logo

Colors and Fonts

UMB pin