Using UB’s Lockups

Our logo and wordmark lockup functions as a discrete element with its own specific considerations. It also acts as our signature, which is why we apply additional rules to ensure its consistent use.

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.

On this page:

Lockup Color

Our lockup can appear in two colors: UB Blue and White. Black is reserved for use only in cases when color is not an option.

UB Blue

UB Blue lockups on a white background.


UB White lockup on a solid dark colored background.


UB White lockup on image background.


UB Black lockup on white background. Note: Black in reserved for when color is not an option (newspaper ads, for example)

Small-Scale Marks

We have created versions of our lockups specifically for use at small sizes. Please pay close attention to these rules when using our lockups at this scale, in both print and digital applications.

Minimum Sizes

The sizes listed here are the minimum sizes our lockups can appear in any configuration.

UB small-scale wordmark text minimum size is 1 inch or 150 pixels.

Maximum Sizes

The sizes listed here are the maximum sizes at which our small-scale lockups are permitted to appear. If the lockup needs to be larger than this, use the standard wordmark.

UB small-scale wordmark maximum size is 2 inches or 300 pixels.
UB small-scale wordmark with SUNY text minimum size is 1.25 inches or 175 pixels.
UB small-scale wordmark with SUNY text maximum size is 2 inches or 300 pixels.

It’s okay to use both versions in the same piece of communication. Just remember to follow the size guidelines listed here.

Always use the small-scale wordmarks for digital applications.

Unit Lockup Construction

University Communications is responsible for creating and managing unit lockups, and is charged with approving any and all usage of university trademarks in promotional instances—University Communications must be consulted prior to ordering promotional items that use these marks.

Interlocking UB to the right -- followed by a grey vertical divider line with three units of white space on both sides of the line. The 'University at Buffalo' text sits to the right of the divider line one unit above the interlocking UB. Below the 'University at Buffalo' text are additional lines referencing the entity: First Line Main Entity (zone one), Second Line Main Entity, First Line Supporting Entity (zone two), Second Line Supporting Entity. The basic unit of measure for the identity system is the height of the serif in the interlocking UB logo.

Minimum Lockup Size

The logo lockup must maintain a minimum size in which the width of the interlocking UB is at least 0.375 inch.

Visualization of a UB lockup with minimum 3/8" interlocking UB width.

Unit Lockup Color

Blue and Gray

Example of a two color lockup



Reversed (on a solid color)

Reversed lockup (on a solid color)

Monochromatic (1-Color Printing)

Example of a Monochromatic (1-Color Printing) lockup


Example of a black lockup

Reversed (on an image)

Reversed (on an image)

Our Identity and Photography

The elements of our identity system should not be placed directly over busy or distracting images.

Photo with UB wordmark in calm/neutral area.

If you need to use a photographic background, find a calm or neutral area to position the element.

Photo with UB wordmark in blue bar added to bottom of image.

If it’s hard to find a neutral area, create an area of clear space or color where the lockup can sit.

Common Mistakes

It’s important that we be consistent in how we present our identity.

Shown here are some common misuses of our lockups.

To avoid these, always use the provided artwork without modification.

UB lockup over a crowd of people

DON’T place the identity over busy images, patterns, wallpapers or backgrounds.

A condensed version of the UB lockup

DON’T stretch, condense or change the dimensions of the identity elements.

UB lockup with an altered typeface

DON’T alter or replace the typefaces in the identity.

UB lockup with "UB" on the left instead of centered

DON’T rearrange the elements of the identity.

UB lockup scaled larger

DON’T change the scale of elements in the identity.

UB lockup with drop shadow

DON’T apply drop shadows or other visual effects to the identity.

UB lockup in orange text

DON’T change the color of the identity elements beyond the approved colors.

UB lockup set on an angle

DON’T skew or warp, set it on an angle, or wrap the identity around a shape.

UB lockup with UB seal

DON’T add extra elements to the identity.


DON’T use the identity in conjunction with typography to form words or phrases.

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