Logo and Brand Standards


Color

The University of Maryland's colors are red, gold, white and black. Taken from the state flag, these colors reflect our role as Maryland's flagship university. The university requires use of these four colors:

Pantone Print Colors:

UMD Red

PMS 186
#E21833

UMD Yellow

PMS 116
#ffd200

UMD Brown

PMS 4645
#AD7C59


Thread Colors:

Red

Madeira 1147

Yellow

Madeira 1069

Brown

Madeira 1057


Typography

The university uses different typefaces depending on use in institutional or athletics messaging:


Institutional Font

Serif

bembo font display example

San-Serif

interstate font display example

Athletics

terrafont font display example

All fonts are allowed on merchandise, as approved on a case-by-case basis by the Office of Trademarks and Licensing.


M Bar Logo

This mark must include the stylized capital “M” with a specific, horizontal Maryland-themed flag bar beneath it. Note the required double outline on the “M” and flag pattern in the bar.

On athletics merchandise, the M bar must adhere to the following color combinations or use a one-color logo, unless the Office of Trademarks and Licensing has granted special permission.

Logo Example

logo example

Allowed Examples

General merchandise can use various colors as long as it follows the one-color format above or has received special permission from the Office of Trademarks and Licensing. The following are approved examples:

The “M” portion of the logo may be filled with patterns and textures, as approved by the Office of Trademarks and Licensing. Examples include:


Prohibited Examples

The M bar logo may not overlap with anything unless it is being used as pattern in the background or as a transparent mark in the background:

The Office of Trademarks and Licensing can approve alterations from these rules, under special circumstances.


Terrafont Bar Logos

This all-caps logo includes the word “Terrapins,” “Terps” or “Maryland” over a flag bar.

Logo Example

logo example

Prohibited Examples

The verbiage may not be altered, such as in these examples:

“Muscle Testudo” Mascot Logo

This logo features the cartoon version of the university’s mascot, Testudo, holding the letter “M.” No alterations in his stance or what he is holding or his facial expression are permitted without approval from the Office of Trademarks and Licensing.

Logo Example

logo example

Allowed Examples

Various colors are permitted on general merchandise as long as they follow the one-color format shown in the examples below or have received permission.

The logo may be filled with patterns and textures for special projects, as approved by the Office of Trademarks and Licensing. It may not overlap with anything unless it is being used as pattern in the background or as a transparent mark in the background.


Prohibited Examples

It may not be used on athletics-specific products or athletics-inspired items unless it is a youth product or has received special permission from the Office of Trademarks and Licensing.


Uniform Numbers

Official jerseys can bear only the number “1” and the academic year. Merchandise cannot use any current Terp athletes’ numbers.

Approved Examples


Caricatures

Caricatures of the live university’s mascot, Testudo, and the muscle Testudo mascot are permitted on a limited basis for special as approved by the Office of Trademarks and Licensing.


Approved Examples


Fear the Turtle Mark

“Fear the Turtle” is a rallying cry at the University of Maryland, most closely associated with athletics, but the phrase can be applied anywhere.

Vendors must have a special license to use these marks. The Fear the Turtle license is at an elevated rate, and royalties from this license go into a special fund that supports student scholarships.

Logo Example

logo example

Shell Logo

The stylized turtle shell logo, honoring the university’s connection to the native diamondback terrapin, is used primarily as an institutional branding asset. It may not be used on athletics-specific or -inspired merchandise.

Nothing may overlap the shell unless it is in designated rectangle space created by Creative Strategies, a unit in the Office of Strategic Communications.

Logo Example

logo example

Allowed Examples


Various colors are permitted on general merchandise as long as they follow the one-color format, as shown in the example below, or have received permission.


Prohibited Examples


Nothing may fill the shell without permission from the Office of Trademarks and Licensing and Creative Strategies.


Institutional Logo

This logo consists of a wordmark—a text-only treatment of the university name—and a symbol—the illustration of a globe that incorporates the color and design of the Maryland state flag.

No alterations are permitted. The globe cannot be used on its own.

Logo Examples

logo example
logo example

Informal Seal

This adaptation of the symbol and university name may be substituted for the signature when space is limited.

No alterations are permitted.

Logo Example

logo example

Official Seal

The formal seal has been created to distinguish the University of Maryland from governmental and public agencies that use the Maryland state seal. The formal seal is reserved for ceremonies, presidential communications, diplomas and certificates.

No alterations are permitted.

Logo Example

logo example

Traditions Logo

These heritage marks have been used at different points in the university’s more than 150-year history.

Vendors must have a special license to use these marks. The “traditions” license is at an elevated rate, and approved products can be sold only at campus or local retailers such as the University Bookstore, University Shop and better department stores like Nordstrom and Macy's.

They may not be used with current marks. No alterations are permitted, except with colors. Student groups may not use traditions logos.

Approved Examples

The traditions “block M” is not permitted in yellow.



Restricted Examples

The Terps “script mark” is permitted only in special circumstances.

The M with the flag above it is permitted only in special circumstances.


Other Guidelines

Reference to Byrd Stadium is no longer permitted. The venue’s name is Maryland Stadium.

The permitted acronym for the university is UMD, not UM.

The creation of new or generic M logos is not permitted.

Prohibited Examples

The following mark is no longer permitted. Eventually, it will be added to the Traditions program.


Reference to Byrd Stadium is no longer permitted. The venue’s name is Maryland Stadium.

The permitted acronym for the university is UMD, not UM.

The creation of new or generic M logos is not permitted.

The following mark is no longer permitted. Eventually, it will be added to the Traditions program.