RFP 92317 - Attachment B - Brand Identity Guide.pdf

Updated June 2023

BRAND IDENTITY

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THE BRAND

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ABOUT UNIVERSITY OF MARYLAND GLOBAL CAMPUS (UMGC)

Celebrating over 75 years of excellence, University of Maryland Global Campus provides higher education and support services for working adults and the military. UMGC creates opportunities for every student to achieve success by removing systemic barriers to access and providing them with the precise knowledge, skills, abilities, perspectives, and support they need to succeed.

Founded in 1947 to serve working adults and the military community, University of Maryland Global Campus started as the

College of Special and Continuation Studies, a branch of the University of Maryland’s College of Education, with locations in

College Park and around the state.

UMGC established itself as a global university by being the first institution to send professors overseas to educate active-duty servicemembers in Europe in 1949. In the mid-1990s, UMGC became a pioneer in online education and has grown to become the largest public university in the nation.

Today, UMGC enrolls nearly 90,000 students annually, making it the largest public university in the United States.UMGC also serves students at more than 175 locations worldwide and offers more than 125 programs, including bachelor’s, master’s, and doctoral degree programs and undergraduate and graduate certificates. UMGC partners with students throughout their learning journey to help them Succeed Again.

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VISUAL GUIDELINES

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PRINT COLOR PALETTE

Primary Military Accent Colors

(Limited usage for active duty materials only)

Accent

Coated 3c 100m 80y 3k

PMS 186 C

Uncoated 0c 100m 90y 0k

PMS 186 U

LOGO

RED

Coated 0c 29m 100y 0k

PMS 1235 C

Uncoated 0c 23m 100y 0k

PMS 1235 U

YELLOW

80c 60m 40y 100k

PMS BLACK

BLACK

Coated 9c 100m 65y 27k

PMS 201 C

Uncoated 7c 100m 70y 15k

PMS 1807 U

DARK

RED

Coated 100c 3m 35y 15k

PMS 321 C

Uncoated 100c 3m 25y 18k

PMS 320 U

TEAL

Coated 100c 60m 10y 40k

PMS 7693 C

Uncoated 100c 60m 0y 40k

PMS 287 U

DARK

BLUE

Coated 95c 41m 10y 0k

PMS 7690 C

Uncoated 100c 41m 0y 0k

PMS 2185 U

BLUE

Coated 55c 47m 100y 4k

PMS 7768 C

Uncoated 55c 47m 100y 2k

PMS 399 U

MILITARY

GREEN

Coated 0c 29m 100y 0k

PMS 1235 C

Uncoated 0c 23m 100y 0k

PMS 1235 U

YELLOW

80c 60m 40y 100k

PMS BLACK

BLACK

Coated 25c 20m 40y 0k

PMS 453 C

Uncoated 12c 8m 36y 15k

PMS 453 U

BEIGE

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DARK

RED

HEX

#a30606

RGB (163, 6, 6)

Hover/Present HEX #bdb0808

DIGITAL COLOR PALETTE

Primary Accent

HEX

#da1a32

RGB (218, 26, 50)

Hover/Present HEX #eb1d36

LOGO

RED TEAL

HEX

#008484

RGB (0, 132, 132)

Hover/Present HEX #0c9595

DARK

BLUE

HEX

#135f96

RGB (19, 95, 150)

Hover/Present

HEX #004073

DARK

GRAY

HEX

#3c3c43

RGB (60, 60, 67)

Hover/Present HEX #656a70

YELLOW

HEX

#fbdf38

RGB (253, 191, 56)

Hover/Present HEX #ffc954

Military Accent ColorsUtility (Visual Indicator)

HEX

#787800

RGB (120, 120, 0)

Hover/Present

HEX #939319

MILITARY

GREEN

ALERT

RED

HEX

#c2172d

RGB (194, 23, 45)

Hover/Present HEX #0c9595

SUCCESS

GREEN

HEX

#108a27

RGB (16, 138, 39)

Hover/Present HEX #26a93f

BEIGE

HEX

#d0c494

RGB (208, 196, 148)

ACCENT

BLUE

HEX

#007db6

RGB (0, 125, 182)

Hover/Present HEX #048bc9

YELLOW

HEX

#fbdf38

RGB (253, 191, 56)

Hover/Present HEX #ffc954

BLACK

HEX

#d0c494

RGB (0, 0, 0)

Neutrals

MILITARY

GREEN

LIGHT

GRAY

HEX

#d0c494

RGB (233, 233, 233)

DARK

GRAY

HEX

#3c3c43

RGB (60, 60, 67)

BLACK

HEX

#d0c494

RGB (0, 0, 0)

BARELY

GRAY

HEX

#f5f5f5

RGB (245, 245, 245)

MEDIUM

GRAY

HEX

#adadad

RGB (173, 173, 173)

WHITE

HEX

#d0c494

RGB (255, 255, 255)

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UMGC CMYK COATED COLOR ACCESSIBILITY PRINT GUIDELINES

• University of Maryland Global Campus primary CMYK color palette consists of logo red, yellow, and black.

• Rich black may be used at 100% for large/headline copy, large blocks of color, and solid backgrounds.

• Medium gray may be used as an accent color when necessary with a manager’s approval.

• All UMGC colors must be used in the correct combinations to ensure a successful conversion of print documents to accessible web documents.

UMGC

UMGC

UMGCUMGC

UMGC

UMGC

UMGC

UMGC

UMGC

UMGC

UMGCUMGC

UMGC

UMGC

100k black

3c 100m 80y 3k logo red

29m 100k yellow

80c 60m 40y 100k rich black

60c 48m 50y 20k medium gray

Coated CMYK

100% black and white

100% logo red and white

100% yellow and 100% black

100% medium gray and white

100% black/rich black and white

100% logo red and white

100% yellow and 100% black/rich black

100% logo red and 100% black/rich black

89% yellow and 100% logo red

100% medium gray and white

100% medium gray and 100% yellow

Colors and Accessible Color Combinations

Swatches Headline and Large Copy

Body Copy

University of Maryland Global Campus University of Maryland Global Campus

University of Maryland Global Campus University of Maryland Global Campus

University of Maryland Global Campus

University of Maryland Global Campus

University of Maryland Global Campus

University of Maryland Global Campus

• University of Maryland Global Campus’s primary CMYK color palette consists of logo red, yellow, and black.

• Rich black may be used at 100 percent for large/headline copy, large blocks of color, and solid backgrounds.

• Medium gray may be used as an accent color when necessary and with a manager’s approval.

• All UMGC colors must be used in the correct combinations to ensure a successful conversion of print documents to accessible web documents.

ACCESSIBILITY FOR PRINT & DIGITAL COLOR PALETTE

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UMGC MILITARY ACCENT COLOR PALETTE

• The University of Maryland Global Campus military accent color palette consists of military green, UMGC yellow, military beige, black, and military gray.

• The military accent color palette has limited usage and is for active duty materials only.

• The military accent color palette may be used when necessary with a manager’s approval.

Print Web & Screen Presentations

Coated PMS 7761 C

Uncoated PMS 3995 U

Coated CMYK

7761 PC

(22c 15m 86y 55k)

Uncoated CMYK P 168-15 U

(10c 0m 88y 53k)

Coated PMS 1235 C

Uncoated PMS 1235 U

Coated CMYK 29m 100k

Uncoated CMYK 23m 100k

Coated PMS 453 C

Uncoated PMS 453 U

Coated CMYK 25c 20m 40y 0k

Uncoated CMYK 12c 8m 36y 15k

Coated PMS Black C

Uncoated PMS Black U

Coated CMYK 100k

Uncoated CMYK 100k

Coated PMS Cool Grey 10 C

Uncoated PMS 446 U

Coated CMYK Cool Grey 10 CP

(40c 30m 20y 66k)

Uncoated CMYK P 173-14 U

(62c 53m 42y 43k)

HEX #747136

(116r 113g 54b)

HEX #fdbf38 (253r 191g 56b)

HEX d0c494RGB (208, 196, 148)

HEX #000000

(0r 0g 0b)

HEX #63666A

(99r 102g 106b)

MILITARY

GREEN

UMGC

YELLOW

MILITARY

BEIGE BLACK MILITARY

GRAY

MILITARY

GREEN

UMGC

YELLOW

MILITARY

BEIGE BLACK MILITARY

GRAY

• The University of Maryland Global Campus military accent color palette consists of military green, UMGC yellow, military beige, black, and military gray.

• The military accent color palette has limited usage and is for active duty materials only.

• The military accent color palette may be used when necessary with a manager’s approval.

ACCESSIBILITY FOR MILITARY ACCENT COLOR PALETTE

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Open Sans

ABCDEFGHIJKLMNOP

abcdefghijklmnop

0123456789

ABCDEFGHIJKLMNOP

abcdefghijklmnop

0123456789

BODY COPY (WEB)

HEADLINES (WEB)

Roboto

ABCDEFGHIJKLMNOP

abcdefghijklmnop

0123456789

ABCDEFGHIJKLMNOP

abcdefghijklmnop

0123456789

Zilla Slab

ABCDEFGHIJKLMNOP

abcdefghijklmnop

0123456789

ACCENT (PRINT)

Cochin Italic

ABCDEFGHIJKLMNOP

abcdefghijklmnop 0123456789

DECORATIVE (PRINT)

Montserrat

ABCDEFGHIJKLMNOP

abcdefghijklmnop

0123456789

ABCDEFGHIJKLMNOP

abcdefghijklmnop

0123456789

HEADLINES (PRINT)

BODY COPY (PRINT)

Roboto

ABCDEFGHIJKLMNOP

abcdefghijklmnop

0123456789

ABCDEFGHIJKLMNOP

abcdefghijklmnop

0123456789

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LOGO GUIDELINES

Open Sans

ABCDEFGHIJKLMNOP

abcdefghijklmnop

0123456789

ABCDEFGHIJKLMNOP

abcdefghijklmnop

0123456789

ABCDEFGHIJKLMNOP

abcdefghijklmnop

0123456789

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OUR LOGO IS OUR BRAND

Our logo identifies the UMGC brand to the world. It was thoughtfully designed and qualitatively and quantitatively tested. Consistent usage of our logo strengthens our name and reputation.

Every element of the logo has meaning and comes together to communicate who we are. It should be respected and valued and be treated with dignity. In every instance, the logo must be unobstructed and unaltered, so it can quickly be seen and recognized on all communications. The following pages provide guidelines on usage.

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THE LOGO CONCEPT

The University of Maryland Global Campus logo emphasizes the university’s worldwide presence with an instantly recognizable image: a globe. The globe also communicates our international reputation for academic excellence and the portability of our programs. The gold, red, and black colors are a nod to the Maryland state flag and signal the respect we’ve earned as part of the University System of Maryland. They also represent our three divisions:

Stateside, Europe, and Asia. The logomark is clean and contemporary. Its angled, curved bands flow upward, suggesting motivation, momentum, and progress for our goal-driven student body. The bands do not fully form a complete globe for a reason: They represent open access, lifelong learning, and constant innovation and evolution as we strive to create a world of possibilities for our students. There is always more to learn, and University of Maryland

Global Campus is here to help, providing higher education to working adults and servicemembers no matter where life takes them.

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PREFERRED LOGO

This is the preferred logo. It should be used whenever possible.

Unit of measurement (cap height to top of graphic)

Clear Space

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STACKED LOGO

The stacked logo may be used in spaces where the preferred logo will not fit.

Preferred Centered

Unit of measurement (cap height to cap height)

Clear Space

Clear Space

Unit of measurement (cap height to cap height)

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ACRONYM LOGO

Use the acronym version of the logo only if space does not permit the use of the preferred or stacked logos.

Preferred Centered

Unit of measurement (half cap height of UMGC)

Clear Space

Unit of measurement (half cap height of UMGC)

Clear Space

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PREFERRED MILITARY LOGO

This is the preferred military logo. The “At Your Service Since 1947” lockup is only used on pieces specifically for military servicemembers and/or veterans. It should not be used on pieces with a broader audience, even if the broader audience includes military servicemembers and/or veterans.

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AcronymStacked

OTHER MILITARY LOGOS

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EUROPE LOGO

The preferred logo should be used globally wherever possible. The overseas logos should be used when the distinction is necessary (i.e., catalogs, website, etc.)

Preferred Acronym

Stacked Acronym Centered

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ASIA LOGO

The preferred logo should be used globally wherever possible. The overseas logos should be used when the distinction is necessary (i.e., catalogs, website, etc.)

Preferred Acronym

Stacked Acronym Centered

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Stacked

Preferred

SCHOOL OF BUSINESS LOGO

The preferred logo should be used wherever possible. Sub-brands or extensions of the UMGC brand, including logo lockups for the School of Business, may be used where distinction is needed.

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Preferred

SCHOOL OF CYBERSECURITY AND

INFORMATION TECHNOLOGY LOGO

The preferred logo should be used wherever possible. Sub-brands or extensions of the UMGC brand, including logo lockups for the School of Cybersecurity and Information Technology, may be used where distinction is needed.

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Preferred

SCHOOL OF INTEGRATIVE AND PROFESSIONAL STUDIES LOGO

The preferred logo should be used wherever possible. Sub-brands or extensions of the UMGC brand, including logo lockups for the School of Integrative and Professional Studies, may be used where distinction is needed.

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Preferred

ALUMNI ASSOCIATION LOGO

A variation of the UMGC logo exists for the Alumni Association.

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AFFILIATE MARKETING AND PARTNERSHIP LOGOS

When the university has a contract with a partner organization, co-branding may be appropriate. Please consult with the contracting partner to ensure that co-branding follows both UMGC’s and the partner organization’s brand guidelines and usage.

• A partner logo may be placed to the right of the preferred UMGC logo.

• The preferred UMGC logo and the partner logo are separated by a 0.5 pt., medium gray (#ADADAD) vertical rule with unit of measurement of horizontal space on either side of the rule.

• The partner logo is centered vertically within the height of the vertical rule.

• The space between the UMGC logo and adjacent borders should be a cap height to top of graphic.

Preferred

Stacked Stacked Military

Preferred Military Partner logo centered vertically within height of vertical rule

Clear Space

Unit of measurement (cap height to top of graphic)

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OK to use the reversed logo across a dark area of a photograph or illustration if there is enough contrast and a clear space for the logo

ACCEPTABLE AND UNACCEPTABLE USES OF LOGO ELEMENTS

The logo is a registered trademark of University of Maryland Global Campus. The graphic and typography together constitute the official logo. Therefore, these elements may not be altered under any circumstances, nor may elements be extracted and used for other purposes unless expressly authorized by the marketing department. Variations are forbidden. Only use provided artwork and templates. Below are some examples of acceptable uses:

OK to use the acronym logo where space is limited

OK to use the color logo across a light area of a photograph or illustration if there is enough contrast and a clear space for the logo

OK to use the black logo on a single color application

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DO NOT use portions of the globe logo as separate graphic elements.

DO NOT alter the design of the globe. It is designed to be an open globe.

DO NOT use the graphic element without the type or the type without the graphic element.

DO NOT condense or stretch the graphic or type.

Below are some examples of unacceptable uses:

DO NOT change or alter the colors or the way the logo elements are arranged.

DO NOT use the globe as a graphic element.

CALENDAR OF EVENTS

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More examples of unacceptable uses:

DO NOT add a department name. Contact Marketing for guidance in atypical situations.

DO NOT place the logo across a full-color photograph without a clear space for the logo.

DO NOT add additional descriptors.

MARKETING

LARGEST PUBLIC UNIVERSITY

DO NOT mix color and reversed elements of the logo.

DO NOT repostion the type in relation to the graphic.

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UMGC SEAL

The official university seal consists of the Maryland state flag rendered as a shield. The shield is supported on one side by a farmer and on the other by a fisherman. Above the shield are an earl’s coronet and a full-faced helmet. Below the shield is the founding year of UMGC. The university’s name encircles the seal. As the university seal is a formal symbol of University of Maryland Global Campus, it is intended for use only on official applications, such as certificates, diplomas, and invitations,or special communications from the Office of the President. The seal is also used on MyUMGC

(https://my.umgc.edu) to immediately convey that this site is official, secure, and endorsed by UMGC. The seal should not be used in close proximity to the logo. The shape, content, and colors of the seal are fixed and must not be altered in any way. Please consult with UMGC’s art director before using the UMGC seal.

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PREFERRED HORIZONTAL UNIVERSITY

SYSTEM OF MARYLAND (USM) LOGO

UMGC uses only the horizontal USM logo. Use of any other USM logo is limited to certain signs and promotional materials such as buttons and requires special approval. The USM logos and Brand Identity Guide are available at www.usmd.edu/usm/logo/#downloads.

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MULTIMEDIA GUIDELINES

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MUSIC AND VIDEO USE GUIDELINES

All music and videos must comply with copyright rules, including any usage rights requirements by platform and distribution.

Music Music tones should be upbeat and optimistic and align with the tone of the piece. Do not use music that is polarizing or contains explicit language or content.

Video Video content should be authentic and align with the intent of the piece and platform. Do not use footage that is polarizing or contains explicit language or content.

For more information regarding usage rights and accessibility guidelines for multimedia content, contact the marketing department.

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