Brand Policy: Trademarks, Logos, Colors, and Seal

• Updated: November 2010
• Primary Contact : Philip G Kelley

This policy governs the use of all University Trademarks (see definition) for any purpose and applies to the entire University system.

General

University Trademarks may be used only as permitted by this policy. The following applies to all uses of University Trademarks:

• The Wordmark is required on all official internal and external communications, excluding individual email messages. The Wordmark is required on mass email messages that include a HTML message part. See specific requirements on http://www.umn.edu/brand.
• All umn.edu Web sites must use an official Web template header and footer.
• In all matters of Official University Business, the University Colors of maroon and gold and/or Branded Elements (available on the Photo Library) are required and must appear prominently.
• Use of University Trademarks in printed and electronic materials must conform to the brand requirements available at www.umn.edu/brand/.
• In all matters of Official University Business, the use of official University letterhead and business cards is required.
• No University Trademark may be altered in any way that has not been approved in writing by the Office of University Relations.
• The use of taglines, icons, or graphics (besides the Block M) as logos or in logos for University Units is prohibited. Existing icons or logos may be repurposed as illustrations or graphic elements. A unit may use a type treatment of its name, and it may be used in the Wordmark and Unit Combination developed by the Office of University Relations. See the Our Brand - How to Convey It website.

Regents of the University of Minnesota Seal [Regents Seal]

The Regents Seal is reserved for use on official documents bearing the signature of a member or officer of the Board of Regents; the president or a vice president, chancellor, or dean; on official awards; or in connection with events involving the president, a vice president, or a member or officer of the Board of Regents. The Regents Seal may be used only as authorized in Board of Regents Policy:  Founding Date, Corporate Name and Seal, and University Marks, and any administrative policy governing the use of the Regents Seal. To request use of the seal, contact the Office of University Relations.

University Brand

Driven to Discover is the official brand of the University. All University Units (see definition) are expected to use the Driven to Discover identity. See the Driven to Discover Brand Standards.

Use of University Trademarks and Logos

• By University Colleges, Schools, Departments, and Other Units

  University Units are required to use the Wordmark, and may use the Block M, in connection with Official University Business and may do so without prior approval. The use of the block M in the official Web header is required. University Units may also use the Mascot Marks as appropriate in less formal circumstances and without prior approval.

• By Coordinate Campuses

  Coordinate campuses are required to use the Wordmark, and may use the Block M, in connection with Official University Business and may do so without prior approval. The use of the block M in the official Web header is required. Each of the University’s coordinate campuses offers unique attributes that contribute to the overall University identity. When developing individual marketing programs to highlight their unique attributes, coordinate campuses should work with the Office of University Relations to assure the successful integration of such programs within the University Brand.

• By Student Organizations
  

  Student Organizations on the Twin Cities campus and their counterparts on coordinate campuses may use the Block M and Mascot Marks if such use complies with the guidelines under the heading, "Registered Student Organizations' Relationship to the University," at www.sua.umn.edu/groups/handbook/classification.php#rso_relationship. In general, Student Organizations may not use any other University Trademarks.

• By Faculty, Staff, and Students

  • General.

    No individual University student, faculty member, or employee may use any University Trademark, or the official Web template header and footer, or refer to his or her affiliation with the University, in any manner that suggests or implies University support or endorsement of a point of view or personal or political opinion, business, activity, movement, or program that is not Official University Business. If there is potential for confusion in a statement describing affiliation with the University, one should dispel confusion through the use of a disclaimer stating that the University is not involved in the business, activity, movement, or program. This is also governed by Board of Regents Policy: Academic Freedom and Responsibility and Board of Regents Policy: Outside Consulting and Other Commitments.

  • Coaches. Coaches employed by the University who operate private summer athletics camps on the University campus and do not operate any other camp business may use the Block M and Mascot Marks in connection with such camps if such use complies with Administrative Procedure: Outside Consulting and Other Commitments by Intercollegiate Athletics Staff.
• By Associated Organizations

  Foundations and other associated organizations that have entered into Memoranda of Understanding with the University, as defined in the policies of the Board of Regents, may use the University Trademarks as provided in such memoranda. All use must be in connection with their University-related activities and must comply with all policies and procedures of the University.

• By Persons Outside the University

  University Trademarks may be used by persons or entities outside the University only pursuant to a license.

Prohibited Uses of University Trademarks

• No Endorsements.

  Neither the name of the University nor any University Trademark, including the University Colors, may be used in any way that gives a false impression, is misleading, or could cause confusion regarding the University’s relationship with any person or entity. Specifically, neither the name of the University nor any University Trademark may be used to characterize the University as a user of a product or service, or as having conducted research relating to a commercial product or program, or in any other way to convey or imply the endorsement of a commercial product or service.

• General Prohibition.

  Neither the name of the University nor any University Trademark may be used in connection with any person, entity, product, or service with which the association could adversely affect the University’s image or standing or that would for any other reason be inappropriate for a public research university. Such proscribed uses include, but are not limited to, the use of University Trademarks in connection with alcoholic beverages; cigarettes or other tobacco products; sexually oriented products or services; religious products; political parties or organizations; gaming or games of chance; or firearms.

Violations

If a violation of this policy is identified, University Units will be required to work with the Office of University Relations to determine the action needed, which may include redesign and reprinting of materials. With respect to all violations of this policy, the University reserves its right to seek appropriate remedies under applicable federal or state law.

Request for a special exception may be submitted to University Relations for consideration.

To implement Board of Regents Policy: Founding Date, Corporate Name and Seal, and University Marks. The University is a complex institution that is known for many things, including excellence in research and scholarship; the advancement of learning; the fostering of creativity; and the further sharing of these things among diverse constituencies through outreach and public service. A key aspect of representing the University’s diverse body of work successfully to the larger world is the development and maintenance of a consistent visual and brand identity—a consistent use of University Trademarks.

A consistent identity will bring together the efforts of all who constitute the University; it will unify and strengthen the University’s reputation; and it will distinguish the University of Minnesota from all other institutions of higher learning, enhancing its relationships with all constituencies, public and private.

There are no procedures associated with this policy.

There are no forms associated with this policy.

Block M

The logo that consists of the capital letter "M" in the distinctive graphic design that is unique to the University. See "Block M" in the Graphic Standards Manual. Note that the Block M is a graphic design, not a font or a style of type. There are three versions of the Block M: solid, single outline, and double outline. Official versions in the allowed color combinations are available on the Images Library.

Brand Elements

The basic components of the University’s brand. Brand Elements include the following: the Wordmark and Driven to Discover as graphic elements, the Driven to Discover campaign-related elements, and the official Web template header and footer.

Mascot Mark

A University Mark that features the mascot of one of the University campuses. Official versions of the Mascot Marks in the allowed color combinations are available from the Office of University Relations on each coordinate campus and, for the Twin Cities campus, on the Images Library.

The Mascot Marks are as follows:

• Crookston campus: the Golden Eagle (Regal the Eagle)
• Duluth campus: the Bulldog (Champ the Bulldog)
• Morris campus: the Cougar
• Twin Cities campus: the Gopher (There are two trademarks of Goldy Gopher; they are known as "the Running Goldy" and "the Leaning Goldy.")

Official University Business

The identification of University Units; programs and events sponsored by the University; and activities conducted in the ordinary and regular course of business of the University.

Regents Seal

The corporate seal of the University of Minnesota. Use of the Regents Seal as a logo is reserved for use on official documents bearing the signature of the president or a vice president, chancellor, or dean; on official awards; or in connection with events involving the Board of Regents. Contact the Office of University Relations for the graphic and approval.

University Brand

Means Driven to Discover and includes the search bar graphics and the phrases "Driven to Discover" and "We are all search engines." See http://www.brand.umn.edu/standards/discover.php for use guidelines.

University Trademarks

All words, logos, or symbols used to identify or distinguish goods or services as coming from or being affiliated with the University, whether or not they have been registered with the U.S. Patent and Trademark Office or any other authority. University Trademarks include the Regents Seal, the Wordmark, the Block M, and the Mascot Marks. The term also includes the University Colors of maroon and gold, though not every use of one or both of those colors constitutes use of a University Trademark; contact the Office of University Relations with any question about the proper use of colors.

University Unit

All colleges, institutes, schools, departments, offices, and centers that are a part of the University.

Wordmark

The logo that consists of “UNIVERSITY OF MINNESOTA” as a distinctive graphic design that is unique to the University and may not be replicated in type.

Office of University Relations

Responsible for communicating this policy and for interpreting and enforcing it when needed.

University Communicators

Responsible for knowing and understanding this policy and complying with it in all communication materials, print or electronic.

• Our Brand - How to Convey It

• Use of the University's Trademarks, Logos, Colors, and Seal FAQ

• Board of Regents Policy: Academic Freedom & Responsibility
• Board of Regents Policy: Founding Date, Corporate Name and Seal, and University Marks
• Board of Regents Policy: Outside Consulting and Other Commitments
• Administrative Procedure: Outside Consulting and Other Commitments by Intercollegiate Athletics Staff
• Office of University Relations

Amended:

November 2010 - Clarified workmark requirements for mass email. Language now reads: "The Wordmark is required on all official internal and external communications, excluding individual email messages. The Wordmark is required on mass email messages that include a HTML message part. See specific requirements on http://www.umn.edu/brand."

Effective:

May 2009