The USM Identity: The USM Logo

University of Southern Maine logo

The logo was developed by a team of designers and design consultants. Their work was guided and inspired by the market research findings and by feedback from many constituencies inside and outside of the University, most notably the Marketing and Brand Management Council, which represents a cross section of the University community.

  • The column was selected as an icon because it is a traditional symbol that speaks to classic simplicity
     
  • It symbolizes a mainstay, a mooring, a pillar
     
  • The column's graceful curve complements its linear stability, making it approachable
     
  • The abstract form suggests a torch, commonly associated with education and knowledge
     
  • The flame shape symbolizes illumination, brilliance, and change
     
  • The icon's casual sans serif font and lower case letters reflect the University's open and accessible nature
     
  • The columns represent the three campuses of USM, the three promises, and the three arms of USM’s mission


Get your copies of the USM logo for print and Web usage.

The logo must appear on all University documents, communications, and products or merchandise. It must be prominently displayed.

The USM logo is the only mark that should be used to represent the University on both internal and external communications and it needs to be used in the manner specified at this site. Exceptions are the athletics logo, the University seal, and marks or logos representing student organizations when used in internal communications. See Other Official University Marks for more complete information.

The logo design allows for one sub-identity only. The use of more than one department or program involves multiple messages and takes away from the USM identity. See more on using the logo with department, program, and office names.



When presented in full color, the logo shall appear as identified at right.

The box and "USM" print in USM blue and the column prints in USM gold.

The words "University of Southern Maine" and the bar print in USM blue.

 USM Logo - full color



The logo can also be used in one color, in black or blue or in the treatments listed below. Please refer to this section for all available logo usage options and refer to University Colors.

The logo will usually be printed offset, but may also be:

  • Foil stamped
  • Silk-screened
  • Engraved
  • Embossed in the prescribed colors or gold
  • Blind embossed
USM Logo - black and white

To maintain a clean look on all materials, keep an inviolate area around the logo. Sample shows 3/16 inch based on a 1-inch logo. A 2- inch logo would need 3/8 inch, a 4-inch logo would need a 3/4 inch space, and so on. Area around the USM logo

Other guidelines for general use of the logo include:

Do not use design features such as screening, reproportioning, rotating, or including the logo as a part of a pattern or larger image. Such uses tend to diminish visual strength and undermine the goal of creating a stronger image.

The logo may vary in size but should be no smaller than 1 inch in height.

 Screened USM logo
Scaled logo - horizontal
Scaled USM logo - vertical
USM logo pattern


To allow flexibility the logo can be used in a horizontal or vertical format.
horizontal USM logo - horizontal
vertical USM logo - Vertical


This is the reverse treatment of the logo and should be used when it is necessary and beneficial to reverse the logo out of a dark background. The column and the entire logo may appear as white.

 USM logo - Reverse

The reverse treatment may incorporate the use of the gold column when on a blue background.

 USM logo - Reverse blue

USM Identity Guide and Style Manual Home

THE USM IDENTITY
• About USM Identity
• University Names
• University Colors
• The USM Logo
• Logo Usage with Dept, Program, and Office Names
• Other Official University Marks
• Special Events Graphics

CORRESPONDENCE
• USM Letterhead Guidelines
• USM Letterhead Microsoft Word Templates
• Envelopes/Mailing Labels
• Business Cards
• Buck Slips
• Fax Sheet

PRINT GUIDELINES
• University Requirements for Print Pieces
• Examples of Logo Usage on Print Pieces
• Recommended Type Styles
• USM Editorial Style
• USM Print Advertising

USM POWERPOINT TEMPLATES

WEB USAGE

ATHLETICS STYLE GUIDE

USM SIGNAGE
 • Interior Signage
• Exterior Signage
• Banners
• Vehicles

TOOLS/TEMPLATES
• USM Fax Sheet (PDF)
• USM Logos for Print and Web Usage
• USM PowerPoint Templates
• USM Letterhead Microsoft Word Templates
• USM Web Page Templates

USM Office of Marketing
and Brand Management