University Relations

Branding Guide

The UMass Lowelll Branding Guide (pdf) 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.

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Brand Standards At a Glance


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


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

Learn more about the message system.


  • 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.


  • 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


  • 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


  • Print: Frutiger, Sabon
  • Web: Verdana