Our program uses a symbol, not a logo, as part of our branding. Why do I have to get rid of it?
Answer.
Even if your department’s symbol includes no words, it can still compete visually with the official UMass Boston identifier. A skillful designer may be able to give your communications a distinctive look that does not conflict with the branding guidelines. The Office of Government Relations and Public Affairs will be glad to advise you. Contact Sarah Weatherbee at Sarah.Weatherbee@umb.edu. (11/09)
Question.
The close-up photo thing does not work for us as a department. It is important for us to show the type of student here, and we need to use photos that show diversity.
Answer.
In most communications, such as websites and publications, it is possible to use a variety of images that will complement the first image people see and finish telling your story. But if your communication is to be effective, that first image must have real emotional power. For this purpose, the kind of photography recommended in the brand manual is best. Bear in mind that material from other departments will now resemble yours and contribute more effectively to the public’s impression of the university. Your material does not have to do all the work. (11/09)
Question.
I want to combine my department’s logo with the new UMass Boston logo on a flyer. How should I do that?
Answer.
Please don’t. According to the brand manual (page 9), “as a rule…no organization that is fully an element of the university may use a visual identifier other than the UMass Boston visual identifier in external communications. The use of such special visual identifiers for individual university units should be discontinued.” If your flyer might reach people off campus, please use only the UMass Boston identifier. (11/09)
Question.
The brand manual says that we should use “UMass Boston,” not “UMB,” as the short form of the university’s name. Why do our website and email addresses still use the three letters?
Answer.
Changing the URL and email address would be a big step forward, but practical considerations make the changes very difficult. Please say “UMass Boston.” Unlike “UMB,” which can have no meaning and little appeal for most outsiders except lovers of alphabet soup , “UMass Boston” helps to explains itself and invites emotional attachment. (11/09)
Question.
How do I apply the new standards to my department’s website?
Answer.
The university is undertaking a major redesign of the university website, with the help of an outside vendor and extensive consultation on campus. The new branding ideas will be reflected in this redesign, which will require many months of work. New standards for your site will emerge from the process. For more information, visit www.umb.edu/web. (11/09)
Question.
An outside funding organization wants me to use its logo in my publications and website. How should I handle this?
Answer.
Please see the brand manual guidelines on pages 6-9. Generally speaking, if you work for the university, the UMass Boston visual identifier should be more prominent than any others, and separated from them. If you are equally under the authority of UMass Boston and the outside funder, or if authority over your project is equally shared by UMass Boston and the outside funder, then an equal treatment of the two identifiers would be appropriate. (11/09)
Question.
Can I print on the back of my business card or change the template to include such items as a slogan, extra phone numbers, or my office address?
Answer.
We ask everyone to confine the information on the cards to the front, and to follow the established format. Visual effectiveness requires working within this format, and so do time and cost considerations. Because resources are limited, the routine for ordering and printing cards must be standardized. (11/09)
Question.
The business card template does not allow for the name of my department to stand out and it looks like it's just part of the address. Can I make my department name bold or set it off somehow?
Answer.
At this point, only the line under your name can be bold. Your title and department can fit on that line, if both are short enough. We are now reviewing the branding guidelines in the light of the university’s experience with them and expect to make several changes. We welcome your question and promise to take it into account. (11/09)
Question.
I believe the guidelines are problematic for my program, and I would like our material to be an exception to the rule. What should I do?
Answer.
The branding program will not be effective if there are many exceptions, but exceptions are possible if the are consistent with the principles of the guidelines. Please see the “Brand Review Committee” material in the archives. (11/09)
Question.
Can I use my department “signature” as a logo?
Answer.
The signature is mainly intended for use on letterheads or the back panels of brochures. But as long as you follow the brand manual’s guidelines for visual identifiers (see pages 6-9), we have no objection. (11/09)
