Visual Identity

To compete successfully for students, faculty and support, UB must build a strong identity that distinguishes us from other institutions and signifies our stature as a premier public research university.
For this reason, the university has established a set of visual identity standards for all of our official communication, from print to Web to multimedia. 

This section of the Communications Toolbox shows you how to properly represent the university and its schools, departments, programs and offices.

All official UB communications must conform to these guidelines.

If you have questions about how to apply these standards:

Correct Usage of the UB Logo

Because the university benefits from a consistent visual presence for all of its schools, departments and offices, it is important that all official UB communications conform to official visual identity standards, including the proper use of the UB logo.

The official UB logo consists of two elements: the interlocking “UB” and supporting typography (or logotype) 

Graphic expalining the different parts that make up the UB logo: the Interlocking UB and the logotype

The combination of these two elements makes the identification of our university striking, dramatic and immediate. The interlocking capital “U” and “B” are custom-designed and are therefore unique from commercially available fonts. The bold (Frutiger Ultra Black) and italic (Minion Display Italic) fonts used in the logotype work together to blend modern and traditional images. The weight of the bold font is designed to emphasize our University at Buffalo name and to stress our local roots, while the more delicate italic font signifies our stature within the State University of New York system.

UB Logo with Reaching Others Tagline

Graphic displaying the interlocking UB and logotype with Reaching Others tagline

The UB "Reaching Others" logo is the preferred treatment of the logo for marketing applications. For more information on incorporating components of "Reaching Others," UB's official branding program, into your communications, visit the Reaching Others section of the toolbox.

General Rules for Using the University Logo

  • The official logo should be used conspicuously on all university communications, preferably on the front cover of printed materials, on all pages of websites and opening or closing frames of all videos and TV spots.
  • Under certain circumstances, however—as a design element in a brochure, for example—the interlocking UB may be used without the logotype.
  • The logo should always be legible.
  • The logo should not be redrawn or set in different type, and the proportion of height to width must remain constant.
  • The UB logo is reserved only for use by the university and its units. Permission must be given for all other uses. For permission for other uses, contact the trademarks and licensing manager in University Communications.

What Not to Do

  • The logo must not be altered in any way and should always be used in the proportion and configuration shown.
  • Do not reproportion or rotate the logo, or include it as part of a larger image.
  • Other graphics or design elements must be placed in such a way that they do not interfere with the prominence of the logo. For example, the logo must never be used as a screen or printed over a photograph, patterned background, or anything else that might obscure its clarity and legibility.
  • The "U" and "B" letterforms in the logo must never be used as the letters in a word. For example, uses such as UBuffalo are prohibited.
  • No painting, sketch, sculpture, rendering, drawing or other artistic interpretation or representation of the logo may be undertaken or commissioned. Such renditions distort the proportion and configuration of the logo and detract from the consistent use of the official university colors.

Nonstandard Logos

Logos that do not conform to the visual identity guidelines are strictly prohibited because they prevent the university from promoting a clear, consistent public presence.

Athletics Marks

In addition to the official UB logo, the university uses a distinctive set of marks to represent its intercollegiate athletics program and teams. These marks are reserved for this purpose only and the logo is not authorized for use by other units of the university. Questions regarding its use should be directed to the Division of Athletics at 645-3141.

University Seal

graphic of official UB Seal

The official university seal is strictly reserved for formal uses, such as authenticating diplomas, transcripts and other official documents. It is not to be used for any other purposes.

The official university seal is a circular plaque, with “University at Buffalo” and “The State University of New York” surrounding an inner plaque. On the inner plaque is an American bison (locally called a "buffalo"), signifying the university’s local origin, mounted on an escutcheon that is supported by the palm leaves of victory. The escutcheon itself contains two inescutcheons, bearing the letters “U” and “B,” and 1846, the year of the university’s founding. A chevron separating the inescutcheons is charged with the flames of wisdom.

Before 1922, the university’s official seal represented only the medical, dental and law schools. In 1922, the University Council commissioned Lucius Bartlett to design a new seal that would represent the entire university. This seal, cut by Tiffany and Company and officially adopted by the university on September 18, 1923, featured the university’s name in Latin. The official university seal adopted in 1982 showed the university’s name in English. The outer ring of the seal was revised slightly in 2001 to incorporate our formal name: University at Buffalo, The State University of New York.

University Logo with Unit Typography

In March 2011, standards were updated to create additional flexibility for the presentation of unit identities within the larger UB brand. This updated approach to conveying unit names strengthens the overall UB brand and improves the effectiveness of communication.

To represent the name of a university unit, print and online communications will use a combination of the standard UB interlocking logo with the supporting type, “Reaching Others” (where appropriate) and the official name of the unit, displayed in the typeface Din Pro.

The unit names, independent of their length, should no longer be locked to the UB logo. The Din Pro typeface gives a more contemporary look and allows for stronger and consistent university branding across print and electronic platforms.

Example for the Web

An illustation of a website properly using the university logo

As illustrated above, the university logo incorporating the “Reaching Others” brand platform should appear prominently on the first screen of any website before scrolling and on subsequent webpages. When the logo is positioned in this way, it ensures that e-visitors immediately know that they are visiting the University at Buffalo no matter how they have arrived at the site. The name of the school appears separately, not as part of the logo.


Example for Print

As illustrated below, the university logo incorporating the “Reaching Others” brand platform should be used conspicuously in all university communications, preferably on the front cover of printed materials such as newsletters, reports and brochures. The name of the school appears separately, not as part of the logo.

Print piece using the university logo incorporating the “Reaching Others” brand


Example for Video/Multimedia

In video and multimedia applications (e.g., CD-ROM, disk, or PowerPoint presentations), the university name and logo should appear prominently on the splash screen and closing frame and should be used as a header or footer or icon as appropriate within the application.

Video logo presenting the university logo


Using UB’s Marks in Conjunction with Those of Other Organizations

From time to time, UB or its schools, departments and offices may enter into collaborative arrangements with outside agencies, corporations, or organizations. In these situations, there may be a need to use the university's name and identifying marks in combination with those of the outside entity. Such a use is generally permitted when there is a formal relationship and the risk to UB’s reputation is minimal. Permission from UB’s trademarks and licensing coordinator is required in advance. For permission, contact the trademarks and licensing manager in University Communications.






Other resources

Editorial Standards

Your guide to the UB editorial style.

UB Logos, Templates and Photo Database

Resources to help you create publications with a consistent UB brand.

Reaching Others Brand Campaign

A new brand campaign showcasing the excellence of UBís people and programs.