TABLE OF CONTENTS

USING THE STYLE MANUAL

GUIDELINES FOR VENDORS

VISUAL IDENTITY

IDENTITY TERMINOLOGY

VISUAL IDENTITY ELEMENTS

THE UNIVERSITY SEAL

INCORRECT USAGE

REPRODUCTION

COLOR USAGE

PRINTING ON COLOR BACKGROUNDS

10

TYPOGRAPHY

12

S TAT I O N E RY A P P L I C AT I O N S

16

UNIT IDENTITY

17

AT H L E T I C I D E N T I T Y

18

T H E S I G N AT U R E I N P U B L I C AT I O N S

19

T H E S I G N AT U R E I N A D V E RT I S E M E N T S

20

SIGNAGE

21

E L E C T R O N I C C O M M U N I C AT I O N

22

C O N TA C T I N F O R M AT I O N

A Guide
to the
University
of Maryland
Visual
Identity
Program

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USING THE STYLE MANUAL

GUIDELINES FOR VENDORS

The University of Maryland introduced

a new visual identity program in
September, 1998. This manual will help
you use the visual identity guidelines
easily and accurately. Your careful attention to these specifications will ensure
consistent quality.

Contents of this manual are protected by

copyright. All restrictions apply. Design
or color alterations to the specifications
in this manual are prohibited without
the consent of the Office of University
Marketing. The university reserves the
right to reject delivery of materials containing unauthorized or incorrect use of
the enclosed guidelines.

To assist you in producing print and

electronic communications, identity
components are available for downloading from the Visual Identity Program
Web site. Visit www.maryland.edu/
identity and choose the items you want
to use. File formats are provided for
use in commercial printing, desktop
publishing, electronic presentations, and
internet communication. For more
information about the identity guidelines, contact:
Office of University Marketing
2101 Turner Building
University of Maryland
College Park, Maryland 20742-5411
301.405.1011 Tel
301.314.9344 Fax
identity@accmail.umd.edu

Camera-ready artwork and mechanical

separation sheets for non-digital
reproduction processes are provided in
the back of this manual. To obtain
additional sheets or to place stationery
orders, contact:
University Printing Services
1122 Patapsco Building
University of Maryland
College Park, Maryland 20742-6717
301.405.9500 Tel
301.314.9322 Fax

For more information about the identity program, or to receive reproductive

artwork and digital files, contact the
Office of University Marketing.For
copyright, trademark and licensing
information, contact:
Office of Governmental and
Legislative Affairs
2101 Main Administration Building
University of Maryland
College Park, Maryland 20742-5025
301.405.1990 Tel
301.314.9395 Fax

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VISUAL IDENTITY

IDENTITY TERMINOLOGY

Symbology the art or practice of

expression by means of symbolsis
the oldest form of visual communication. Over thirty thousand years ago,
humans expressed ideas with simple
marks chiseled into cave walls. In
medieval times, potters marked their
pots and herders branded their cattle.
The heraldic forms used on shields and
banners by the knights of old were a
type of visual identity. In the industrial
age, logos and marks created recognition for commercial goods. Some of
these early trademarks evolved into corporate identifiers still in use today.

These terms are helpful in understanding the components of our visual

identity program:

Visual identity has become a powerful

positioning tool. Successful identity
programs get to the heart of an organizations uniqueness and express it across
the full range of visual communications.
As the University of Maryland assumes
it place among the nations prestigious
public research universities, it will
reinforce its growing reputation with a
visual identity that conveys our excellence, energy and global influence.
The University of Marylands identity
on brochures, Web pages, advertisements, and other materials reflects our
values, purpose, and vision. A cohesive
identity program conveys an image
of distinction and strength, building
awareness and pride among those connected to the university.
In addition to its image-enhancing
value, a carefully-managed visual identity program ensures that the university
invests its resources in communications
that work toward strategic goals.
Applying these simple guidelines
enables decisions to be made quickly,
efficiently, and cost-effectively.

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Visual Identity Program

A system of visual communications,

graphically coordinated in such a way
that the public easily identifies the
University of Maryland, its constituent
parts, and its activities.
Symbol

A graphic identifier one which

reflects the organizations spirit and
philosophythat promotes immediate identification by the public.
Wordmark

The institutions name, designed in a

unique and individual style.
Signature

Often referred to as the logo, the

signature is the official graphic arrangement of the symbol and wordmark.
Compatible Typography

Typefaces that complement the signature used for supplementary copy,

such as address blocks, signage, and
advertisements.
Original Artwork

Hand prepared by the designer;

all reproductions of the image are
reproduced photographically or digitally from the original.
Reproductive Artwork

Samples of the signature in a variety

of sizes, digitally reproduced from
the original.

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VISUAL IDENTITY ELEMENTS

Shown here are the acceptable elements

of the identity program. It is vital to
copyright protection that guidelines for
use are strictly maintained.
Primary Signature

The signature consists of two parts:

the symbol and the wordmark. It is the
preferred application in most instances.

Secondary Signature

These configurations may be used as

alternatives to the primary signature in
formats where a vertical or centered
design is preferable. As the size of the
signature is reduced, the proportions of
the symbol and wordmark shift to
maintain clarity. The symbol should not
be reproduced smaller than in width.

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THE UNIVERSITY SEAL

Informal Seal

This adaptation of the symbol and university name may be substituted for
the signature when space is limited.
The informal seal is used with unit
identities as shown on page 16. To
maintain clarity, the informal seal should
not be reduced below .

Formal Seal

The formal seal has been created to

reflect the new visual identity, and to
distinguish the University of Maryland
from governmental and public agencies
that use the Maryland State Seal. The
formal seal is reserved for ceremonies,
presidential communications, diplomas
and certificates.

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INCORRECT USAGE

The signature should not be reconfigured

or combined with other marks.
The symbol may not be used without
the wordmark.

Office of
University Marketing

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REPRODUCTION

Reproducing the Signature

Whenever possible, the signature should

be reproduced by digital or photographic methods, using artwork provided by
the Office of University Marketing.
When reproducing the signature
manually, maintain the exact spatial
relationships shown here.

Reproducing the Wordmark

The wordmark may be used without the

symbol.

The University of Maryland wordmark

has been hand-styled. It should be reproduced from digital files or reproductive
artwork and should not be typeset or
keyboarded.

The size and relationship of the elements should not be changed.

University of

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COLOR USAGE

The state colors express our role as

Marylands flagship university. Strategic
use of color creates powerful visual
impact and is an immediate signal of
quality. Since advancements in technology have made color reproduction more
cost effective than it was just a few years
ago, the university encourages use of the
three colors in the identity program
whenever possible.
The official colors in the University of
Maryland visual identity program are
Pantone 186 (red), Pantone 116 (gold),
and black. When printing on uncoated
or porous papers, Pantone 115 may be
substituted for gold.
8

The process color (CMYK) formulas are

Red

C 0
M 91
Y 76
K 6

Gold C

0
M 15
Y 94
K 0

Black C

0
M 0
Y 0
K 100

Reproducing the Symbol in

Black and White

Screen values may be adjusted for

various printing techniques to maintain
tonal differentiation.The example shown
here is most widely used. Additional
variations are available from the Office
of University Marketing. See page 19 for
specifications for newsprint reproduction.

100% of Black
10% of Black
25% of Black

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PRINTING ON COLOR BACKGROUNDS

When printing the signature on light

backgrounds, use the standard artwork.

When reversing out of dark backgrounds, the wordmark should appear

in white.

9
Reproduction in two colors

The symbol should be printed in screens

of black as specified on page 8, and the
wordmark printed in black.When printing on colored paper, use the wordmark
without the symbol.

Specialized Reproduction Requirements

Reproduction of the symbol by screen

process, enameling, etching, blindembossing, foil stamping, etc., requires
specialized treatment to differentiate the
flag elements within the globe. This
example demonstrates blind embossing.
Work with a qualified vendor and feel
free to consult the Office of University
Publications (301.405.4615) for production advice. One-color screen printing
of the symbol is not recommended.

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TYPOGRAPHY

Typefaces have unique characteristics

that help communicate specific messages. The typeface in the wordmark is
Adobe Bembo, which was chosen for
its combination of traditional and
contemporary styling.While it may also
be used as a text font, Bembo is not
required for correspondence and other
desktop documents. Palatino, Times
and Univers type are also acceptable.

Bembo

This is how Bembo looks as a text font.

10
Bembo Bold

Bembo Italic

Palatino

This is how Palatino looks as a

text font.

Palatino Bold

Palatino Italic

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890.,;: &!?$
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890.,;: &!?$
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890.,;: &!?$
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890.,;: &!?$
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890.,;: &!?$
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890.,;: &!?$

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Times

This is how Times looks as a text font.

Times Bold

Times Italic

Univers

This is how Univers looks as a

text font.

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abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890.,;: &!?$
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890.,;: &!?$
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890.,;: &!?$
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890.,;: &!?$

Univers Bold

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890.,;: &!?$

Univers Italic

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890.,;: &!?$

11

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S TAT I O N E RY A P P L I C AT I O N S

Letterhead

University letterhead (shown at right) is

to be used by all departments, institutes,
centers, colleges and schools for all
official university communication. The
signature, unit and sub-unit names
appear at the top left as shown. Postal
and electronic addresses, telephone and
fax numbers are placed at the top right.
Suggested format for letters is described
in the body of the sample letter.

Bembo Italic
9.5/10 pt

Bembo Semibold
9.5/10 pt all caps

1104 Symons Hall
College Park, Maryland 20742-5822
301.405.2072 TEL 301.314.9146 FAX
www.agrr.umd.edu
COLLEGE OF AGRICULTURE AND NATURAL RESOURCES

Office of the Dean

Address
Bembo 8.5/10pt

Date

12

There are some instances when personalization of stationery is appropriate.

Such cases include correspondence by
the president, vice presidents, deans,
directors, department heads, distinguished university professors, holders of
endowed chairs, and others authorized
by unit heads. A line of personalization
appearing under the unit name is
acceptable in such cases. Since smaller
quantities of personalized letterhead are
more costly to produce than standard
departmental stationery, discretion by
unit heads is encouraged.

Name
Title
Company
Address
City, State, Zip Code

Salutation:
This letter illustrates the suggested typing format for correspondence using the University
of Maryland letterhead. This font is 12 point Times. Bembo, Palatino, and Universe are
also acceptable.
The top margin is 2 .The left, right, and bottom margins are 1. After typing the date,
make three hard returns and type the name and address block. Hit three hard returns and
type the salutation. Make two hard returns and begin the letter text. Make two hard
returns to start each new paragraph.
Two hard returns after the final paragraph, type the complimentary close, and allow fourto-six returns before typing the name and title. Make two hard returns before typing the
optional writers or administrative assistants initials and two more hard returns before the
enclosure and copy information.
Complimentary close,

Name of sender
Title
Writers or administrative assistants initials
Encl.
cc:

50% of the original size

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Envelope

Set the top margin at 1 and the

left margin at 3 .
3

COLLEGE OF AGRICULTURE AND NATURAL RESOURCES

1104 Symons Hall

College Park, Maryland 20742-5822

Name
Organization
Address
City, State, Zip Code

50% of the original size

13
Mailing Label

Set the top margin at 1 and the

left margin at 1.
1

1104 Symons Hall

College Park, Maryland
20742-5822

1
COLLEGE OF AGRICULTURE AND NATURAL RESOURCES

Name
Organization
Address
City, State, Zip Code

75% of the original size

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Business Card

Two styles of business cards have been

designed, and either may be used.
Style B (single column) is designed to
accommodate longer names, multiple
phone numbers or long e-mail addresses.

OFFICE OF UNIVERSITY PUBLICATIONS

Judith Bair
Director

2101 Turner Building

College Park, Maryland 20742-5411
301.405.4615 TEL
301.314.9344 FAX
jbair@accmail.umd.edu

actual size A

1

14

OFFICE OF UNIVERSITY MARKETING

Terry Flannery
Executive Director for University Communications
and Director of Marketing
2101 Turner Building
College Park, Maryland 20742-5411
301.405.1011 TEL 301.314.9344 FAX
tflanner@accmail.umd.edu

actual size B

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Additional Stationery Items

Name tags, certificates, pocket folders,

invitations, note cards and other items
maybe ordered from University Printing
Services.

Name Tag

Certificate

15
UNIVERSITY OF MARYLAND
For Extraordinary Contributions to the Intellectual and Cultural Life of the University
For Dedication to Teaching and Service in the Classroom and the Community
For Achievements in Education, Research and Practice in Her Discipline

THE UNIVERSITY OF MARYLAND

PRESIDENTS MEDAL
is presented to

at the

FACULTY AND STAFF CONVOCATION

OCTOBER 13, 1998

President C. D. Mote, Jr.

Invitation

President and Mrs. C. D. Mote, Jr.

request the pleasure of your company
AT A R E C E P T I O N A N D D I N N E R
IN HONOR OF THE

1 9 9 8 F A C U LT Y

AND

S TA F F

C O N V O C AT I O N A WA R D R E C I P I E N T S
Monday, October 12, 1998
Cocktails6:30 p.m.
Dinner7:00 p.m.
Presidents Residence
One Presidential Drive
College Park, Maryland
RSVP by October 8th to
Ms. Sapienza Barone 301.405.5790

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UNIT IDENTITY

Consistency is important to the success

of the identity program. The guidelines
in this manual should be used by all
departments and units to identify their
programs and services. Using the official
university letterhead for all correspondence and including the signature in
printed and electronic communications
will enhance both individual and collective efforts to improve the universitys
image and reputation.

16

A complimentary system of unit identification has been designed for each

of the colleges and schools, and the
Maryland Alumni Association. The
informal seal is centered over the units
name, presented in Adobe Bembo typeface. (Under no circumstances should
the units name replace the universitys
wordmark to the right of the symbol.
This configuration is reserved solely
to reinforce the university identity).
These designs may be used in signs,
banners, publications, Web sites and
other materials. For formal correspondence by deans of colleges and schools,
executive stationery that displays unit
identity has been developed.

M A RY L A N D

ALUMNI
A S S O C I AT I O N

M A RY L A N D

ALUMNI
A S S O C I AT I O N

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AT H L E T I C I D E N T I T Y

The Maryland Terrapin is an important

university brand. When appealing to
an audience with an athletic message or
purpose, the University of Maryland
Terrapin logo should be used. The
Department of Intercollegiate Athletics
will continue to be the primary user of
these marks, but occasional use by units
working with alumni and other groups
is permitted.
The typography is consistent with the
university identity program, which will
further enhance recognition. These
images are licensed to selected vendors
for use in retail products, such as apparel,
gifts and other merchandise. No alterations of these graphics are permitted.
17

The official colors in the Maryland

Terrapin marks are Pantone 485 (red),
Pantone 116 (gold), Pantone 4645
(brown) and black. When printing on
uncoated or porous papers, Pantone 115
may be substituted for gold.

The four process color (CMYK)

formulas are:

Red

Gold Coated

Gold Uncoated

C
0
M 100
Y 91
K
0

C
M
Y
K

C
0
M 8.5
Y 79
K
0

Brown

Black

C
M
Y
K

C
0
M
0
Y
0
K 100

0
34
72
30.5

0
15
94
0

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T H E S I G N AT U R E I N P U B L I C AT I O N S

The signature is applied with the return

address on the back of a brochure or
other publication.To accommodate various formats and layouts, two versions
have been developed.
The flush left version should appear in
the upper left corner of the page.

Office of University Marketing

2101 Turner Building
University of Maryland
College Park, Maryland 20742-5411
301.405.1011 TEL
301.314.9344 FAX

18

The centered version should be used at

the bottom of the page.
Please contact the Office of University
Marketing with questions.

Office of University Marketing

2101 Turner Building
University of Maryland
College Park, Maryland 20742-5411
301.405.1011 TEL
301.314.9344 FAX

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THE SIGNATURE IN ADVERTISEMENTS

ANNOUNCEMENT OF POSITION VACANCY FOR

EXECUTIVE DIRECTOR OF THE UNIVERSITY OF
MARYLAND ALUMNI ASSOCIATION
POSITION: Executive Director of the University of Maryland
Alumni Association
CATEGORY: Associate Staff, full-time, 12 month appointment
(AS-1624)
SALARY: Competitive and commensurate with experience
DUTIES: Responsibilities include managing the Alumni Association
activities, representing more than 200,000 alumni, and the activities of
the Alumni Programs Office, including marketing, membership, component organizations, merchandising, publications and volunteer management, in addition to overseeing the planning and construction of
the alumni center.
QUALIFICATIONS: Bachelors degree is required. Strong leadership
skills; a minimum of five years of professional experience in emphasizing constituent relations; minimum of five years of senior management
supervisory experience; experience in programming and event management; excellent interpersonal and communication skills; demonstrated
ability in budget management and strategic planning; willingness to
work evenings and weekends and a willingness to travel.
DEADLINE: Nominations are encouraged.
APPLICATION: For best consideration, applications must be received
by October 30, l998.
POSITION AVAILABILITY: Immediately
TO APPLY: Send letter of application with a statement describing
your interest in this position, resume and salary requirement to: Dr.
Robert L. Hampton, Chair, Search Committee, Associate Provost
for Academic Affairs and Dean of Undergraduate Studies, 2130
Mitchell Building College Park, MD 20742, Phone: 301.405.9354
Fax: 301.314.9896
THE UNIVERSITY OF MARYLAND IS COMMITTED TO THE POLICY THAT
ALL PERSONS SHALL HAVE EQUAL ACCESS TO ITS PROGRAMS, FACILITIES, AND EMPLOYMENT WITHOUT REGARD TO RACE, COLOR, CREED,
RELIGION, NATIONAL ORIGIN, SEX, AGE, MARITAL STATUS, DISABILITY,
PUBLIC ASSISTANCE STATUS, VETERAN STATUS, SEXUAL ORIENTATION
OR HANDICAP.

Business is built on networking. How to stay connected?

Consider us your local area network

GETCONNECT
GET CONNECTED

The University of Maryland brings together its three top ranked programsbusiness, engineering and computer scienceto offer the most
powerful business support network in the region.
Professional degrees and executive education
Evening MBA, Information Technology, Computer Engineering

GET

Personnel Services has specifications for

employment ads in the Washington Post,
the Baltimore Sun and the Chronicle of
Higher Education that present the university and its identity in a consistent
format.

UNIVERSITY ADVANCEMENT
UNIVERSITY OF MARYLAND, COLLEGE PARK

CONNECTED

The signature should be displayed in

all public advertisements promoting
university-sponsored programs and
events. Care should be taken to leave
adequate blank space surrounding the
signature. For advertisements in publications that are printed on newsprint, a
special version of the symbol has been
prepared.

Integrated approaches to partnering

Business incubators, technology extension, and problem solving
have helped 500 companies grow

GET
CONNECTED
An educated workforceready to lead
The brightest, best trained students in the state, prepared for 21st
century business in supply chain management, e-commerce, and
telecommunications

The Information Economy is here. IS YOUR NETWORK READY?

Visit the University of Maryland on the web or call us and get connected.

www.onestopshop.umd.edu or 301.405.1990

19

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SIGNAGE

These examples demonstrate appropriate use of the signature. The Physical

Plant Sign Shop (301.405.7257) has
specifications for permanent and
temporary signs. A comprehensive
campus way-finding system is under
development.

WELCOME TO THE

20

MAIN ADMINSTRATION
Office of the President
Office of University Advancement

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E L E C T R O N I C C O M M U N I C AT I O N

It is university policy that every page on

the university Web site be identified
with the university mark. (This does not
apply to personal student pages.) Two
versions of the identity have been
adapted for Web use: the informal seal
and the university signature mark.
These are available at the identity Web
site (www.umd.edu/identity) under
web graphics.
The standards and specifications contained in this guide apply to electronic
as well as print applications. Design or
color alterations on the Web are prohibited by copyright and trademark.
With the introduction of this broadbased identity program, all previous
marks and logos are obsolete and should
be replaced as pages are updated. These
include the black bar, the flag bar and
the old seal, which are no longer part of
the visual identity program.
Units are encouraged to use templates
that have been developed for application
of the marks. Two versions provide a
header layout, and two a footer layout.
In all cases, the informal seal and university signature mark will link back to
the university home page.
Power Point templates using the university identity are also available on the
identity Web site or from University
Publications.

Template 1 Header

21

Your Title Here

Insert
Photos
Here

Your body of information goes here

Template 2 Footer

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For information and answers to your

general questions, contact:

22

Office of University Marketing

2101 Turner Building
University of Maryland
College Park, Maryland 20742-5411
301.405.1011 TEL
301.314.9344 FAX
or identity@accmail.umd.edu
For stationery orders and related questions, contact:
University Printing Services
1122 Patapsco Building
University of Maryland
College Park, Maryland 20742-6717
301.405.9500 TEL
301.314.9322 FAX