Master Brand Alumni Marks

The master brand lockup will always be the primary identifier for the university and should be used consistently on external-facing materials and promotional items for our broader alumni audiences. However, a customized alumni mark has been developed to be used when communicating specifically with an alumni audience, and for situations and applications with limited space, such as on merchandise, when it may be more suitable to state “alumni” in conjunction with the master brand lockup. This is an entirely self-contained mark; extended clear space should be observed around its perimeter.

  • Usage: Limited-space applications including promotional items and merchandise, as well as environmental signage
  • Audience: Broadest alumni audience, external applications
  • Clear space: Extended clear space

Usage Guidance

  • No alterations, additions, substitutions or other unit references are permitted within this mark. This includes changing the color, size or format. It also includes adding visual effects such as shadowing, 3D treatments, etc.; incorporating other graphical or text elements to form a new mark; or filling the mark incorrectly over or under another design, type, heavily patterned background or photographic element.
  • The proportion, order and spacing shown here must be maintained in all applications.
  • Extended clear space guidance must be followed.

Embroidery on merchandise may be subject to alternate size requirements.

Master Brand Alumni Marks

Primary Lockup.

Primary Lockup

Secondary Lockup.

Secondary Lockup

Horizontal Lockup.

Horizontal Lockup

Stacked Lockup.

Stacked Lockup

Color Block Variations

Standard Color Block

Primary Lockup.

Primary Lockup

Secondary Lockup.

Secondary Lockup

Horizontal Lockup.

Horizontal Lockup

Stacked Lockup.

Stacked Lockup

Reversed Color Block

Primary Lockup.

Primary Lockup

Secondary Lockup.

Secondary Lockup

Horizontal Lockup.

Horizontal Lockup

Stacked Lockup.

Stacked Lockup

Carefully consider materials and colors

This set of color block marks includes a version with a white border for use on items that require visual separation. When using these marks, it’s important to select materials that provide sufficient contrast for maximum legibility.

Color Block Version with white border.

Usage Examples

Alumni mark on plaid background.

Acceptable

Alumni mark on plaid background.

Acceptable

Complicated background impedes legibility of the mark.

Complicated background impedes legibility of the mark

Zoom image: Tote bag. Tote bag.
Zoom image: Tote bag. Tote bag.
Zoom image: Tote bag. Tote bag.
Zoom image: Tote bag. Tote bag.
Zoom image: Tote bag. Tote bag.
Zoom image: Tote bag. Tote bag.

Notice how the color of the item influences the mark chosen for the project. Please be certain sufficient contrast exists for clarity. 

Unit Identities

Master brand alumni marks, including the color block versions, should not be used with unit-based brand extensions or sub-brand lockups. It is important to retain unit identity separation and avoid repetition in applications.

Accessing Marks

To access the full suite of master brand alumni marks, please contact Rachelle Schmitt, rs269@buffalo.edu.

If you are unsure which mark to use in your communications, please contact the senior communicator assigned to your unit.