Branding Guide

The University of Massachusetts Lowell Graphic Identity Standards Guide has been created to ensure that all official communications ? publications, stationery, business cards, promotional items, websites, signs and all other documents or items representing the University or any of its colleges, departments or offices ? present a clear, consistent and positive image of the University.

Branding Guide (pdf)

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Brand Standards At a Glance

Identification

• University of Massachusetts Lowell
• UMass Lowell
• River Hawks (Two words)

Messaging

• Work ready
• Life ready
• World ready
• Tagline: Learning with Purpose 

Learn more about the message system.

Logo

• Primary logo should be used whenever possible
• Should not be smaller than 1.5”
• Secondary (stacked) logo is available for usage with limited space
• Athletics logo should be used for promoting athletics or spirit events
• Logos should not be altered

Logos and PowerPoint templates are available for download.

Colors

• University Colors: Two Color, PMS 293 and Black or 4/C process match PMS 293 blue and black
• Spirit Colors: Royal Blue, Red PMS 192, and white

Photos

• Print: 300 dpi, high resolution, saved as tiff, jpg, eps or gif
• Web: 72 dpi, 200 pixels wide (64 for thumbnail), optimized for web, saved as jpg

Font

• Print: Frutiger, Sabon
• Web: Verdana