Frequent brand questions


UMaine brand assets

Design review


The primary academic logo for the University of Maine is the full crest logo. Logo files, logo guidelines and additional visual graphics can be found on the brand elements page. This page also contains a tutorial on how to download logo files and place them in your design. The primary athletic logo for the University of Maine is the Maine bear logo. This logo is the primary mark for athletics and spirit materials.

You may not alter the University of Maine logos in any way. If you have questions on which logo to use, visit UMaine’s brand elements page. You are able to place text around the logo with the appropriate margins. You can find this information in the logo guidelines. If you need of a UMaine logo for your department, contact Creative Services.

Where does the logo have to appear?

The University of Maine logo is the primary academic institutional logo and must be prominent and dominant on your design. To download a UMaine logo and to review logo guidelines, visit UMaine’s brand elements page.

When do logos need the ® and TM marks?

The full crest logo and the Maine Bear logos are registered logos and both need the registered mark ® on all items produced and being sold in the retail market. All other marks in UMaine’s toolbox need a small TM on every mark being sold. This includes the words “Black Bears” and “University of Maine.”

Departments, clubs, organizations, teams and others using the logos for internal campus publications and goods NOT being sold do not need the ® or TM. You will notice that the brand toolbox does not have these marks since the resource is for an internal audience. Licensees get the official logos through a different site where all of the marks have the correct designator included in the artwork.

If your department is using a mark that does not contain the official UMaine crest and wordmark, you must also use the UMaine logo. If you are using a department logo that contains the UMaine crest, it is not necessary to use the UMaine logo.

Full crest department logo outlined

How do I work with EPS files?

Encapsulated PostScript (EPS) is a vector-based graphics file format for images and illustrations (such as a logo or map). EPS files can be placed in your design program as you would a photograph. If you are unable to use an EPS file, we recommend using a PDF.

What is a vector graphic and why is it important?

Vector graphics are mathematically scaled and can be enlarged and reduced to any size. The opposite of a vector graphic is a raster graphic, which is comprised of pixels. Vector graphics typically use files extensions such as EPS, PDF and AI, while raster graphics use file extensions like JPEG, PNG, PSD and GIF. Below is example that shows the difference between a vector and raster graphic. As you see, the raster file, when enlarged, appears jagged, not crisp. When a vector graphic is used, the graphic is able to be resized to any size needed —  large or small — without compromising quality.

Vector vs raster

UMaine brand assets

Who should use the UMaine brand?

Everyone is required to use the UMaine brand. 

Which fonts should I use for my design and where do I find them?

Typography is the voice of our brand. Its purpose ranges from maintaining a consistent look and feel, to creating hierarchy, and even to evoking emotions. The typefaces our brand utilizes are Solway, Poppins, Adobe Garamond, URW Egyptienne and Frutiger. Font substitutions are available if you are unable to purchase the official fonts. To download or purchase fonts or for more information, visit the typography page.

I’m making a T-shirt. What are my design options?

Apparel guidelines can be found online. Here you will find logo placement options, suggested apparel colors and common apparel problems.

Our department/unit has a slogan. Can we use it?

You can use your slogan in the body of the text, but it should not be placed around or connected to the logo. 

Do I need to add the equal opportunity (EO) statement? Which one should I use?

All UMaine materials must have the full EO statement no smaller than 6 point. font. We suggest using a sans-serif font such as Frutiger or Open Sans which can be found on the brand elements page. The most recent versions of the EO statements can be found here.

Design review

Does every design need to be reviewed?

Yes, all products and publications with university logos and marks need to be sent to the Division of Marketing and Communications for a quick review unless they are being produced at Printing Services or through a licensed vendor. Licensees have a system in place for sending things through the review process on your behalf.

Who do I submit my design to for approval?

All designs are to be submitted to Margaret Nagle. Be sure to include the name of the project and any additional details that are related to the design.