University Logo and Marks

The UB academic brand uses several important marks, including our logo. Each has a specific role in representing the university.

On this page:

University Brand Marks

Primary Academic Mark

Primary Academic Mark (Logo)

Our primary mark represents the strength and power of the university’s academics. This is the university’s logo and most recognizable mark. It must be presented in its original format, never altered or manipulated, in all communications.

UB Crest

Secondary Academic Mark (Crest)

The crest is a supporting graphic that can be used in university communications that emphasize heritage or have a more traditional, historic or formal visual identity. This mark is particularly appropriate for use in international markets. It should be used as a graphic element, and always in association with the primary academic mark, but never locked up.

UB Spirit Mark

Spirit Mark (Bull)

Our spirit mark is the most casual of our brand assets. While it is seen predominantly in athletics, it is available for use across the university to enhance our spirit and pride. This mark should not be used in place of any of our academic marks, but is reserved for applications that support student life and the student experience.

While other marks exist, these are the only marks that are approved for use in academic and administrative communications materials. Other marks are used in athletics and licensing contexts.

University Communications is responsible for approving any and all usage of university trademarks in promotional instances and must be consulted prior to ordering.

Master Brand Lockups

The university as a whole can be represented using these two powerful master brand lockups: the University Lockup and the University Lockup with SUNY Modifier

These are the only two approved options for representing the university. Based on communications goals, objectives and intended audience, either can be used as the lead lockup. (See below)


Our lockup with the interlocking UB is the primary identifier for the university, connecting all entities within our institution. It’s a symbol of what we stand for, and should always be used in accordance with these guidelines.

The University Lockup is made up of two elements:

  1. Interlocking UB
  2. University name
University Lockup Elements

University Lockup Versions

Primary Lockup

Primary University Lockup

Secondary Lockup

Secondary University Lockup

Horizontal Lockup

Horizontal University Lockup

Stacked Lockup

Stacked University Lockup

This lockup is appropriate for communications intended for audiences that are familiar with the University at Buffalo. When using this lockup as the lead on a communication, the system-supported lockup with The State University of New York modifier may be included as well (such as on the back cover or in a footer). In an effort to build on the awareness and equity of the system, a reference to The State University of New York name on the communication is encouraged. 


This lockup reinforces UB’s connection to, and the equity of, the State University of New York (SUNY) system.

The SUNY-modified lockup is made up of three elements:

  1. Interlocking UB
  2. University name
  3. SUNY reference
System Supported Lockup Elements

University Lockup with SUNY Modifier Versions

Primary Lockup

Primary System-Supported Lockup

Secondary Lockup

Secondary System-Supported Lockup

Horizontal Lockup

Horizontal System-Supported Lockup

Single Line Lockup

Single Line System-Supported Lockup

Stacked Lockup

Stacked System-Supported Lockup

This lockup reinforces the equity of The State University of New York (SUNY) system. It is appropriate for communications intended for audiences outside of the university or to new audiences who may have more familiarity with the New York State system name. For student recruitment (especially international) and other external communications for new audiences, this lockup is recommended.

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