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UMass Lowell will resume on-campus instruction, research and campus life for Fall 2020. View the plan for more info.

Branding Guide

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