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:

Permitted Master Brand Lockup Colors

The master brand 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. There may be times when the lockups appear smaller than the 1-inch configuration, especially if producing merchandise with condensed imprint areas. In these instances, please consult with Trademarks & Licensing before ordering.

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 Unit Lockup Size

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

Permitted Unit Lockup Colors

Blue and Gray

Example of a two color lockup.

White (on a solid color)

Reversed lockup (on a solid color).

White (on an image)

Reversed (on an image).


Example of a Monochromatic (1-Color Printing) lockup.


Example of a black lockup.

Our Identity and Photography

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

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

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.

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

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

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

DON’T rearrange the elements of the identity.

DON’T stretch, condense, skew, warp, set it on an angle, wrap the identity around a shape or change the dimensions of the identity elements.

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

DON’T change the color of the identity elements beyond the approved colors or replace the solid color with a pattern.  

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

DON’T add extra elements to the identity.

DON'T show the interlocking UB alone or separated from any official university lockup without a secondary reference.

Use of University Marks and Name

Neither the university name nor any institutional marks may be locked up or combined with any other design element or type to create new logos or marks. Specifically:

  • It is not permissible to separate the trademarked interlocking UB from the official lockup system and pair it with another graphical or text element. 
  • It is not permissible to pair any of the following with a graphical or text element:
    • The university crest
    • The spirit mark (specific applications are granted to UB Athletics, using separate standards)
    • Institutional legacy trademarks (e.g., the previous Buffalo Bulls athletics mark)

DON'T use the spirit mark, university crest or interlocking UB to replace a letter within a word.

  • It is not permissible to use the university crest, spirit mark or interlocking UB to replace a letter within a word.
  • The “University at Buffalo” name is also trademarked and tightly governed. As such, it may not be incorporated into, or used in close proximity with, a graphical element or stylized text in such a way that it could perceived as an alternative logo or institutional mark.
  • The same rule applies to the #UBuffalo hashtag, which is a trademarked representation of the university name in social media.

Clear space rules must be observed for all protected elements.

Additional naming guidance further restricts the use of our informal academic name, UB, in programs, titles, copy, etc.

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