Departments, programs, centers and other entities as outlined below are directly connected to one or more brand extensions and should never stand alone.

Please consider:

  • If the sub-brand is connected to a single entity or two equal-partner entities, it must be tied to the master brand and visibly supported by the brand extension(s).
  • If the sub-brand is connected to more than two brand extensions, it must be tied only to the university’s master brand.

Within the university visual identity system, such units may only have one lockup (“logo”), which is created and maintained by University Communications. Lockups are the only permissible way to graphically represent these groups. No other graphical or typographic treatment, logo or designed permutations of the name that deviate from this construction may be used. New lockup creation must be coordinated through the unit's senior communicator, in collaboration with University Communications.

University Communications is responsible for creating and managing all of UB’s lockups. Always use the provided artwork without modification. Do not add, remove or adjust text, or alter the elements in any way.
You can review rules for usage here, and contact University Communications with questions.

There are three categories of Sub-Brands:

Academic Departments and Programs

Some examples include:

Department of Architecture

Biological Sciences


Oral and Maxillofacial Surgery


Pharmacy Practice

Community Health and Health Behavior


Offices, Programs and Units

Some examples include:

Oscar A. Silverman Library

Polish Room

Office of Vice President for Finance and Administration

Campus Living

Parking and Transportation Services

University Police


Electronic Research Administration

Office of Science, Technology Transfer and Economic Outreach

Centers, Institutes and Clinics

Many multidisciplinary sub-brands serve as a hub of collaboration between multiple brand extensions or other sub-brands across the university.

Some examples include:

Center for Geohazard Studies

Baldy Center for Law and Social Policy

Technē Institute for Arts and Emerging Technologies

Early Childhood Research Center

Center for 21st Century Music

The Institute for Lasers, Photonics and Biophotonics

Gender Institute

Institute for the Strategic Enhancement of Educational Diversity (iSEED)

Usage note: In general, the use of acronyms in lockups and external communications is discouraged. However, when the acronym has established equity and reputation, it may be included in parentheses as a point of reference for the entity.

Related Resources