Marketing and Advertising Strategies
News and Media Relations
UMSL Magazine Archive
Social Media Directory
Social Media Guidelines
Web and Digital Communications
Cascade Training Workshops and Working Sessions
University Marketing and Communications
The UMSL Logotype is the core of the university’s brand identity. The UMSL Logotype, individual unit logotypes, and the informal logotype each support the university 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.
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.
UMSL red logotype.zip
UMSL black logotype.zip
Additional Logo Policy Guides
UMSL Logotype 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.
UMSL Logotype 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.
UMSL Logotype File Formats
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 UMSL 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 of the UMSL Logotype
Do not skew, scale, stretch, extrude, emboss or otherwise distort the UMSL logotype 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.
Never use any gradient or other color fill on the logotype.
Logotype should not be screened back or used as a watermark.
Logotype should not be outlined.
No portion of the logotype should be obscured by any other graphic element or type.
Do not scale, stretch or otherwise distort the logotype by any means.
Do not combine the logotype with another logo.
Former UMSL Logo Shield
University Marketing and Communications has phased out the use of the UMSL shield in favor of the UMSL logotype. Only the UMSL logotype may used to visually represent the university in print and digital materials.