Our visual identity defines who we are.
The University of Baltimore logo is the cornerstone of our visual identity, and its consistent use helps us establish a strong, recognizable brand.
Inspired by historic campus banners and evoking our heritage, the emblem is a mark of importance and a stamp of success.
While it’s important to build equity with the full logo, the below alternatives may be appropriate in certain specific instances, such as when space is limited.
To maintain full legibility, never reproduce the logo at widths smaller than what is shown here—either in print or on screen. There is no maximum size limit, but use discretion when sizing the logo; it should live comfortably and clearly as an identity mark.
To ensure the legibility of the founding date nestled within the emblem, we recommend that the primary lock-up be used no smaller than two inches in width.
For limited instances and application of the identity below two inches, the limited-space iteration above (which employs a simplified emblem) should be used.
Our identity is built to be flexible and adaptable for all printing and digital applications. The versions below show the full range of approved color variations.
Use your discretion in choosing the color option that works best for your application, but the all-Baltimore-blue option is preferred if at all possible.
Use the reversed versions when the color of the background doesn’t create enough contrast for the identity to be legible.
To maintain maximum impact and legibility, clear space must be maintained around the logo. This area is measured using the height of the capital B in the emblem, as shown.
Our brand architecture directs and standardizes how we apply the identity to entities across the University: schools and colleges, administrative offices and units, academic departments and programs, and even special promotional uses. It assists in maintaining the integrity of the master brand.
*Please note: While details of various logos are outlined below, official logos for any University-related entity should be created only by the Office of Marketing and Creative Services.
Offices, Schools, Departments and Services
Alignment of the modifier text is based on the x-height of the word “Baltimore” in the wordmark. The text should appear in Brown Bold, with the leading set to the same value as the text size. The width of the modifier text should not exceed the width of the word “Baltimore.”
Programs and Initiatives
For programs or initiatives that exist under the University umbrella, the below identity modification is appropriate. The text should appear in Vitesse (Black and Medium as needed) and Brown Bold. Proportions are based on the x-height of the program name.
For instances where it’s important to convey a University sub-brand quickly and with impact, the identity modification below is appropriate. This lockup should be used sparingly and with appropriate discretion.
Implementation: What Not to Do
To ensure consistent use of the logo, here are some practices to avoid.
Don’t skew, stretch or bend the logo in any way.
Don’t rotate the logo.
Don’t use drop shadows or other visual effects.
Don’t use any colors other than those specified in this document.
Don’t outline the logo or its elements.
Don’t crop the logo.