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UMSL Logotype Policies and Downloads

The UMSL logotype is the core of the university’s brand identity. The individual unit logotypes, trident logomark and the informal logo each support the UMSL logotype in different ways. Used consistently, these three elements create and maintain a connection with the UMSL brand in the minds of university audiences.

Use of the UMSL logotype is required on all printed and electronically displayed materials to visually reinforce the identity of the university.


Downloads

The links below enable you to download ZIP files for each approved version of the logotype. Each ZIP file contains artwork in four file formats: EPS, TIFF, JPEG and GIF.

Logotype Red
UMSL red logotype.zip
Logotype Black
UMSL black logotype.zip

Logotype gold
UMSL gold logotype.zip

Logotype White
UMSL white logotype.zip


Additional Logo Policy Guides

Unit Logotype Policies

Trident Informal Logotype Policies

UMSL Athletics Logo Policy Guide (PDF)

 

Colors

There are four approved versions of the UMSL logotype – red, gold, black and white. No other colors or versions are permitted.

UMSL’s official color is red. The official secondary color is gold. The colors are based on Pantone Matching System 201 (red) and 124 (gold).

Reproduce the logotype to match (as close as possible) the coated PMS color chips found in the most recent Pantone Color Matching Formula Guide. Depending on production technique and printing substrate, your printer may suggest using a different ink color to ensure the closet match in the final printed product to the PMS color chips.

Please use PMS 200 (red) and PMS 1205 (gold) when printing on uncoated stock.

Additional color codes
  • CMYK values: C 7, M 100, Y 65, K 32 (red) and C 0, M 27, Y 100, K 0 (gold)
  • RGB values: R 152, G 30, B 50 (red) and R 234, G 171, B 0 (gold)
  • Web, HTML values: 981E32 (red) and EAAB00 (gold)

Placing the UMSL logotype on dark backgrounds should be avoided. This should not be reversed out. A white version of the logotype is available for presentation on dark backgrounds.


Typeface

The typeface Compacta is used in the UMSL logotype. Do not use Compacta elsewhere – headlines, body text, captions, etc. Doing so can diminish the UMSL logotype.

 

File types

Each version of the UMSL logotype is available in four file formats – EPS, TIFF, JPEG and GIF.

EPS vector files should be used whenever possible. These files can be enlarged or reduced to the limits of readability.

TIFF raster image files should only be used when EPS files cannot be imported into a specific format. The TIFF files are high-resolution CMYK versions of the logotype.

The JPEG and GIF files are also raster images. They should not be converted into any other color space or file format. The GIF files should not be used or converted for use in print applications; use GIF files for Web pages and other electronic communications.

 

Presenting the Logotype

The minimum width of the UMSL logotype is .55 inches in printed publications. On webpages, the logotype can be no smaller than 80 pixels wide.

An ample cushion of clear space should surround the logotype. The minimum size of the clear space cushion should equal the width of the logotype (as presented), or at least 1/4 inch. The logotype should not overlap or be overlapped by type, illustration, photos, other logos or other design elements.


Improper uses

Do not skew, scale, stretch, extrude, emboss or otherwise distort the UMSL logotype, unit logotypes, trident logomark or informal logo by any means – including using special effects software filters. Do not change colors, add type, drop shadows or any other graphical flourishes that affect the integrity of the designs.

gradient
Never use any gradient or other color fill on the logotype.

watermark
Logotype should not be screened back or used as a watermark.

outline
Lototype should not be outlined.

blocking
No portion of the logotype should be obscured by any other graphic element or type.

stretch
Do not scale, stretch or otherwise distort the logotype by any means.

combine
Do not combine the logotype with another logo.


Former UMSL Logo Shield

University Marketing and Communications has phased out the use of the UMSL logo shield in favor of the UMSL logotype. Only the UMSL logotype may used to visually represent the university in print and digital materials.
Old University Shield

Exemptions

Exemptions from policies presented here should be requested in writing. Send exemption requests to Bob Samples, associate vice chancellor of marketing and communications