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UMSL Unit Logotype Policies

The unit logotype creates and maintains a partnership between the university and its individual units, colleges, divisions or departments. It can be used for print publications, webpages and other electronic communications.

Need a copy of an existing unit logo, or need a new unit logo created? Fill out a work order request. Please email with any questions.

The unit logotype is required on all printed and electronically displayed materials to visually reinforce the relationship between the unit and UMSL as a whole. However, as needs vary, two different versions are available. 

Version A [example] is to be used in publications when “University of Missouri–St. Louis” previously appears on the page. This is most common on Web pages and brochures.

Version B [example] is to be used when the unit logotype is meant as a stand-alone graphic, such as on business cards, print ads and banners.


The unit logotypes are produced using colors based on Pantone Matching System 201 (university red) and 50 percent black or 200 (bright red) and 50 percent black.

Reproduce the unit 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.

Pantone Matching System

Use PMS 201 when printing on coated stock. Use PMS 200 when printing on uncoated stock.

CMYK values

RGB values

Web, HTML values

Reverse Logos

The unit logotype is used primarily in 2- color and full-color, however, it may also be used in one-color, black on light backgrounds and white on dark backgrounds. Please note that white is the only logotype that may be used on black backgrounds.

When presenting the full-color logo, use an appropriate contrasting background so that the unit logotype is not lost in or compromised by the background color. [Version C]. Please note that when using the gold logotype, a red background is the only appropriate background. [Version D].

File types

The unit logotype is available in three file formats - EPS, JPEG and PDF.

EPS vector files should be used whenever possible. These files can be enlarged or reduced to the limits of readability. The JPEG is a raster image. It should not be converted into any other color space or file format. The PDF can be used in cases where outside resources or vendors are not able to utilize the EPS or JPEG.

Presenting the unit logotype

The minimum width of the unit logotype is 1.25 inches in printed publications. On Web pages, the unit logotype can be no smaller than 120 pixels wide.

An ample cushion of clear space should surround the unit logotype. The minimum size of clear space should equal the width of the unit logotype, or at least 0.5 inches. The unit 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.


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