Are you tasked with branding vehicles for the University of Maryland, Baltimore (UMB)? Whether it’s selecting the right vehicle type or ensuring consistent branding across the fleet, this guide offers invaluable insights and guidelines to streamline the process and uphold UMB’s professional image.

• Choose a vehicle(s) that aligns with your needs (truck, sedan, van, etc.).
• Choose fuel-efficient or electric vehicles whenever possible. These vehicles not only reduce emissions but also align with UMB’s sustainability goals.
• Suggested vehicle colors include those that are closely aligned with the UMB color palette, such as black, red, silver/gray, or white. Other colors must be approved by the Office of Communications and Public Affairs (CPA).

Consistency Across Fleet

• Ensure that the vehicle branding design is consistent with the overall visual identity of the University. It should follow established design guidelines and principles.
• All University vehicles should have a consistent and coordinated branding approach to maintain a professional image and visually demonstrate that they are from UMB.

Vinyl Lettering/Graphics

• Consider using vehicle wraps for branding because they provide a larger canvas for branding and can be easily updated or replaced.
• If vehicle wraps are not suitable, use high-quality vinyl lettering or graphics that adhere to the vehicle’s surface securely.

Review and Approval

• All vehicle branding designs MUST be reviewed and approved by CPA to ensure that they adhere to guidelines before installation begins.

Maintenance

• Regularly inspect and maintain the branding to ensure that it remains in good condition. This includes cleaning, repairing, or replacing damaged graphics.

Removal of Branding

• When a vehicle is retired from the University fleet, remove all branding materials to prevent misuse.

Legal Compliance

• Comply with local and state laws regarding vehicle signage, including size restrictions, reflective materials, and any special permits required (i.e., including a Maryland Department of Agriculture license on a pest control vehicle).

Branding Elements

Brand Elements

Logo: Only the official University of Maryland, Baltimore logo or the corresponding school logo may be used, and it must be prominently displayed on all University vehicles.

Logo Placement: Logos and text treatments may be applied to the sides, rear, hood, or roof of vehicles.

Information Hierarchy

• Place branding elements strategically to maximize visibility and aesthetics.
• Ensure that they do not obstruct driver visibility or safety features.
• Clearly define the information hierarchy on the vehicles.
  • The University or school logo should be prominent.
  • Secondary will be additional information, such as general department names or units. They will take the form of a text treatment separate from the UMB logo as follows:
    • Must fit on one or two lines.
    • Colors should reflect those of the UMB primary or secondary color palettes.
  • Use title case unless ALL CAPS is part of your text treatment.

Typography

• Use of approved fonts for any text or messages on the vehicles is required.
• Ensure that the text is legible and fits the overall design.

Use of Photography and Imagery

• Photography and imagery are generally not part of UMB’s vehicle branding guidelines.
• However, if incorporating images is approved by CPA, the images must be high-quality and align with the University’s branding and values.

Branding for Vehicles That Reflect a Specific UMB Initiative

• In cases where vehicles have the overt opportunity to market a UMB initiative or program, branding exceptions may be made by CPA. Examples include but are not limited to: School of Nursing Wellmobile, Police Athletic/Activities League van, etc.

Size and Scaling

• CPA can provide design graphics and logos that will be legible and effective at various sizes, customized as needed for different vehicle types.

Accessibility

• Ensure that vehicle branding is accessible according to Americans with Disabilities Act guidelines for color contrast and legibility. CPA can advise if needed.

The Davidge Mark

• In special circumstances, a stand-alone Davidge mark may be used, with CPA approval.

Core Values

• Core values branding may not be added.
• Using the following approved tagline is encouraged: “Living Our Core Values” or “UMB: Living Our Core Values” if UMB, for some reason, is not elsewhere on the vehicle.

Branding Required by Law

• Police or other vehicles that have legal regulations to include specific information may add vehicle numbers or other information as required by law, with CPA approval.

Sustainability Branding

• If you are branding a sustainable vehicle or a vehicle that is part of UMB’s Office of Sustainability, please read Section 4 below.

Vehicle Sustainability Branding

When branding a sustainable vehicle, single or fleet branding guidelines for UMB should reflect the institution’s commitment to eco-friendly practices to promote a consistent and environmentally conscious identity.

Types of Sustainable Vehicles

There are several types of sustainable vehicles, including:

• Battery Electric Vehicles (BEVs): All-electric vehicles powered by rechargeable lithium-ion batteries, offered in a wide range of vehicle types for both short- and long-distance travel. Of the three EV types defined here, these are the only ones that are truly Zero Emission Vehicles (ZEVs).
• Plug-In Hybrid Vehicles (PHEVs): Have both an electric motor and a gasoline motor. They use electric power until it’s depleted and switch to the gasoline engine as a backup.
• Hybrid Vehicles: Similar to PHEVs, have both an electric motor and a gasoline motor, but have a smaller battery than PHEVs and rely on their gas engines to keep their batteries charged as you drive.

What You Need to Know About Branding a UMB Sustainable Vehicle

• Required: All sustainable vehicles MUST have sustainability-related branding around the charging port. See diagram below.
• Optional: Designs may be modified based on vehicle type and departmental preferences.

Green Themes and Imagery

• To symbolize sustainability, incorporate eco-friendly themes and imagery, such as CPA-approved leaves, trees, or renewable energy symbols, into the branding. This look has been developed by CPA.

Earthy Color Palette

• Use the color palette that reflects nature and sustainability. Including greens, blues, and yellows will convey a message that demonstrates UMB’s commitment to the environment.

Minimalistic Design

• Promote a clean and minimalistic design that emphasizes the sustainability message.
• Avoid clutter and excessive graphics.

Eco-Friendly Materials

• Use eco-friendly and recyclable materials for vehicle wraps or graphics whenever possible. This reduces the environmental impact.
• Utilize environment-friendly inks and printing methods for vehicle graphics to minimize the environmental impact, when possible.

Tagline

• The Office of Sustainability must approve any sustainable tagline if you wish to convey the University’s commitment to environmentally responsible practices. Please email sustainability@umaryland.edu.

Placement of Sustainability Information

• Highlight sustainability information and initiatives on the vehicle, such as fuel efficiency, carbon footprint reduction, or green campus practices. The Office of Sustainability must approve any sustainable branding and CPA must approve final branding concepts. Please email sustainability@umaryland.edu and reach out to Hope McGovern, Assistant Director, Marketing and Communications, Communications and Public Affairs, for approval.

Accessibility

• Ensure that sustainability messaging is accessible to all, following guidelines for color contrast and legibility. CPA can advise if needed.

The UMB Brand Style Guide serves as your road map to ensure that your vehicle reflects the University’s identity consistently and professionally. By adhering to these guidelines, you contribute to a unified visual identity that strengthens UMB’s image both on and off campus. Collaborating with the UMB Office of Communications and Public Affairs (CPA) streamlines the process, whether you need design assistance, vendor recommendations, or final approval.

Keep in mind, all branding must be approved by CPA before production begins. While budget constraints may affect full vehicle wraps, magnetic placards offer a budget-friendly alternative for maintaining brand consistency.

And if your wraps start to fade, timely refreshment or removal ensures that UMB’s image remains strong.

Who is this guide for?

Anyone responsible for branding a UMB vehicle.

What is the UMB Brand Style Guide?

To understand what the parameters are for branding a University vehicle or fleet, it’s important to first understand a bit about UMB branding in general by viewing the Branding style guide.

What and whys of UMB vehicle branding

• Adhering to UMB brand guidelines ensures a consistent and unified visual identity for UMB. This consistency is crucial for creating a professional and cohesive image.
• The University’s brand is a reflection of its values, mission, and identity. Consistent use of brand elements on the fleet of cars reinforces UMB’s image and helps in building a strong and recognizable brand.
• Following brand guidelines conveys a sense of professionalism. When the University fleet adheres to a set of design standards, it presents a polished and organized appearance, which can positively influence the perception of the University.
• University fleets are “mobile assets” that can be seen by a wide audience on and off campus. Consistent branding turns these vehicles into effective “marketing tools,” promoting the University to the community and beyond.

What is CPA and what will my relationship be with you during this process?

CPA is the UMB Office of Communications and Public Affairs. We are happy to partner with you for your branding initiative in one or more of the following ways:

• To create designs for your vehicles and work with the vendor on your behalf.
• To share contact information for vendors with whom we have trusted relationships and to provide design assets for the vendor and serve in an advisory role if you work directly with a vendor.
• Questions? Reach out to someone on the CPA marketing team, and they will guide you in the right direction.

Do I need to get branding approved?

All final branding MUST be approved by CPA 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. This is inclusive of all UMB vehicles moving forward from the date of this publication, including service vehicles and the UMB Police and Public Safety fleet. Reach out to Hope McGovern, Assistant Director, Marketing and Communications, CPA, for approval.

Do all UMB vehicles need to be branded?

The simple answer is, yes, they should be. However, it is understandable that budgets determine the feasibility of wrapping vehicles.

If the current budget does not allow for this investment, recognizing that vehicle branding ensures a consistent and unified visual identity for UMB (see section “What and whys of UMB vehicle branding” above), departments are encouraged to obtain magnetic placards that can be used on front vehicle doors to identify that the vehicle is owned by UMB and that, if it is a sustainable vehicle, the standard vinyl graphic wrap be applied around the charging port (see section above: “What You Need to Know About Branding a UMB Sustainable Vehicle”).

Placards must be approved by CPA before the order is finalized.

What should our department do if our wraps are fading?

There are two options if your vehicle wrap is faded or worn:

• Branding should be refreshed or replaced — the cost for this belongs to the department that utilizes the vehicles.
• If the budget does not allow for replacement, branding should be removed. It is better to remove the wrap(s) and have nothing than to drive around town with faded or worn branding that serves as a poor reflection on UMB.