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When you say “brand,” you most immediately think about logos, colors, or fonts. But a brand of a university is much more — it’s an entire structure, the images, messaging, and way of thinking of the university community. It’s about style and consistency. Brand consistency among all schools and teams at UMB ensures a solid image and solidifies name recognition to our community.

• Anyone who communicates on UMB’s behalf should find this guide to be a helpful resource.
• Schools and departments can use this guide to help to focus their initiatives.
• Communicators can use it to provide examples for the creation of new and impactful marketing.
• Writers can use it for inspiration when creating stories about the achievements of UMB.
• Designers can use it as a guide about UMB typography, colors, photography, and design styles.

We all want to share compelling stories about UMB. While there are many different internal and external audiences, the tools in this guide should help each of us present the UMB story consistently so we will collectively and individually benefit from being part of the story.

TO CLARIFY: UMB’s strengths, advantages, contributions, and capabilities

TO ENSURE: Key themes are present in all communications to all audiences

TO ENCOURAGE: Internal and external champions for UMB

TO REAFFIRM: Our core values of Respect and Integrity, Well-Being and Sustainability, Equity and Justice, and Innovation and Discovery