UB Visual Identity Guide
Correct Usage of the UB Logo
Because the goal of the visual identity is to promote a consistent visual presence for all schools, departments, and offices of the University at Buffalo, it is important that all UB communications prominently display the UB logo and that the overall presentation of any UB communications conforms to the standards presented here.
In this section you will find guidelines for usage of the various elements of the University at Buffalo visual identity, as well as information specific to various types of applications. If you have any questions about these guidelines, or would like to request an exception, please contact the Graphics Review Panel.
General Rules for Using the University Logo
- The logo should be used conspicuously on all university communications, preferably on the front cover of printed materials and on the home pages of Web sites.
- The logotype must never be used without the interlocking UB. 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 not be reduced to less than one-half inch in width.
- Space around the logo should not be less than one-half the width of the logo size you are using.
When in doubt as to how to use the UB logo, please contact the Graphics Review Panel.
Rules for Use in Print Communications
When creating print publications, adhere to the general guidelines that are outlined in this guide. In addition, keep in mind the following:
- The logo must appear on the front cover of all print publications that represent the university and are intended for external audiences.
Rules for Use in Web, Video, and Digital Communications
When creating Web, video, or digital applications, adhere to the general guidelines that are outlined in this guide. In addition, keep in mind the following:
The University at Buffalo logo should be displayed as frequently as possible within any electronic application.
Work with the appropriate size and format of the logo for the medium in which you are working.
The university colors should be displayed prominently and accurately. See the color conversion chart in the Official Colors section to ensure accurate representation of university colors.
For the Web
The university logo should appear prominently on the first screen of any Web site before scrolling.
When the logo is used in the manner illustrated in these examples, it ensures that an e-visitor immediately knows that he or she is visiting the University at Buffalo no matter how he or she has arrived at the site. This practice is illustrated in the screens below. Note that the university's home page, as well as secondary pages within the site, all feature the full university logo. The Your UB page features the logo in the header throughout the entire site.
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 should be used as a header or icon as appropriate within the application.
Logo Variations
To allow for appropriate flexibility, there are five different versions of the logo that may be used on your communications materials. These five versions have been carefully designed to make it possible to incorporate the university logo in any design. No other versions may be used. Note that in all cases the logo is "read" the same way a page of text is read: top to bottom, left to right. We are UB, University at Buffalo, The State University of New York.
When in doubt as to which version of the logo to use, please contact the Graphics Review Panel.
1 line A
1 line B
2 line
Centered A
Centered B
What Not to Do
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The logo must not be altered in any way and should always be used in the proportion and configuration shown.
Reproportioning or rotating the logo within the logo, or including it as part of a larger image, diminishes visual impact and undermines the goal of creating a strong image.
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Other graphics or design elements must not be placed in such a way that they 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.
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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.
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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.