Branding Guide

The UMass Lowell 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.

Brand Standards At a Glance


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

Tag Line

  • Learning with Purpose
  • Use the standard logo
  • Must not be smaller than 1.5 inches wide
  • Athletics logo is reserved for athletics and spirit use
  • Logos must not be altered
  • New logos must not be created

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; HEX: #0067B1
  • Spirit Colors: Blue, PMS 293; red, PMS 186; white, PMS 652


  • Print: 300 dpi, high resolution, saved as tiff, jpg, or eps


  • Print: Frutiger, Sabon
  • Web: Open Sans