For the Times
UMass Boston’s brand and marketing campaigns reflect who we are now and what our aspirations are for the future.
UMass Boston has held a reputation as a research university that is open and welcoming to all, with a strong commitment to diversity, equity, and inclusion.
Our brand tells our story in a bold, sophisticated, and memorable way that speaks to the current moment while remaining true to our roots established more than half a century ago. These efforts are designed to tell people what makes us unique from other UMass campuses. By speaking in an authentic voice and being true to who we are, we will be better advocates for ourselves and our students, while inspiring loyalty and pride.
Our brand mark reflects our deep roots and connection to the Boston community as a mission-driven university. A stronger brand also means a stronger reputation, which benefits everyone from students and alumni to faculty and staff.
UMass Boston Logo & Visual Elements
UMass Boston Official Logo
A symbol of strength, guidance & inclusion.
UMass Boston's official logo consists of two elements:
- The logotype on the left reads "UMass Boston"
- The visual identifier on the right
The visual identifier is a rounded square with a sharp top left corner—a shape we call the "squircle." Inside the squircle is a bold capital "B." The negative space around the "B" forms a lighthouse outline.
The UMass Boston logo is designed to reflect our location on Boston Harbor. The Beacon, another word for lighthouse, is our official mascot and a symbol of strength and guidance.
UMass Boston Emblem
To preserve and extend knowledge.
The emblem may appear on print and electronic publications for formal university occasions, such as commencements, convocations, and Chancellor’s Office events. Do not use the emblem on marketing materials for smaller events such as lectures. If you have a question about the appropriate use of the emblem, please contact Creative Services.
Lighthouse & Wave
Beaming with light.
The image of a lighthouse radiating beams of light, with ocean waves below, may be used as a design element. The wave image also may be used separately. Neither should be used in place of the logo or seal. Appropriate and attractive use of these elements requires some design expertise. Please contact Creative Services for guidance in using them.
The Color Palette
Color is an important component of the UMass Boston visual identity. When people think of UMass Boston, we want them to think “blue.” It is essential that the color is used properly and consistently in all communications.
Primary Color
Beacon Blue
Beacon Blue is UMass Boston’s primary color. It helps us keep our brand recognizable. Beacon Blue is used for the logo and is the preferred color for other elements as well.
HEX: #005A8B
RGB: R0 G90 B139
CMYK: C100 M44 Y8 K29
Pantone C: 7462 C
Pantone U: 301 U
Secondary Colors
Only the colors shown to the right may be used as secondary colors in university communications.
The secondary colors can be used in elements other than the logo, such as headlines or in design elements, to provide visual contrast or to harmonize with a dominant color in a design or photograph.
The secondary colors may only be used to provide variety in visual design. Do not use secondary colors to signal sub-brands (e.g., one secondary color for the College of Liberal Arts, another secondary color for the College of Management, etc.) or for any other semantic reason.
If you have questions about the appropriate use of colors, please contact Creative Services.
HEX: #132245
RGB: R19 G34 B69
CMYK: C100 M87 Y42 K46
Pantone C: 282 C
Pantone U: 289 U
HEX: #78AFE9
RGB: R120 G175 B233
CMYK: C49 M20 Y0 K0
Pantone C: 284 C
Pantone U: 284 U
HEX: #FF791F
RGB: R255 G121 B31
CMYK: C0 M67 Y99 K0
Pantone C: 716 C
Pantone U: 158 U
HEX: #FEDE42
RGB: R254 G222 B66
CMYK: C3 M7 Y96 K0
Pantone C: 107 C
Pantone U: 108 U
The Font Palette
The specific typefaces selected for university written communications are as critical as our logo to effectively conveying our visual identity and personality. Consistent use of this font palette is essential.
The university uses two font families: a sans serif font, Whyte; and a serif font, Arizona serif.
Use of other fonts in official university written communication, in print or online, is strongly discouraged. Rare exceptions to this rule will be considered on a case-by-case basis. Please contact Creative Services if you feel you need to make an exception.
Arizona Serif
Whyte