brand tool kit

One maize. One blue. One Michigan.

The University of Michigan-Flint’s official logo is the most visible, recognizable, and powerful carrier of the identity of the University of Michigan-Flint. We encourage you to use the useful tips, guidelines, and resources on this page to keep our brand consistent and strong. For the full list of brand guidelines, visit U-M’s Brand & Visual Identity site.


University of Michigan-Flint vertical logo

As UM-Flint’s most valuable brand asset, ensuring our logo’s proper use is critical to safeguarding and furthering UM-Flint’s identity and reputation.

For this reason, Marketing & Communications is charged with the responsibility of approving ALL print and digital materials that feature the official University of Michigan-Flint logo.

To get your UM-Flint-branded project approved, please complete MAC’s logo approval form.

Clear-space Rule
Always position the logo for maximum impact and give it plenty of room to breathe. This will help to ensure our logo’s visibility and legibility.

The minimum clear space for the University of Michigan logo is defined as the height of the block M. Understanding the clear-space rule is essential, as it is also the standard for logo position and scale on most printed communications. In that regard, the clear space rule should be maintained as the logo is proportionately enlarged or reduced in size.

In Text
In text, the University of Michigan-Flint should appear as four words in upper- and lower-case with a capital “U” for University and a capital “M” for Michigan. In sentences, the University of Michigan artwork (the Michigan M) is never to be used in place of text. These same rules apply to the signatures for schools, colleges, institutes, and programs.

Logo Don’ts
University of Michigan-Flint logo has been carefully designed and should never be altered in any way. These examples illustrate how NOT to use the logo, but do not include all instances of misuse.

Do not:

  • alter the marks in any way.
  • use any part of the marks, including the Block M, as part of another word.
  • redesign, redraw, animate, modify, distort, or alter the proportions of the marks.
  • surround the marks with—or place in the foreground over—a pattern or design.
  • rotate or render the marks three-dimensionally.
  • add words, images, or any other new elements to the marks.
  • replace the approved typeface with any other typeface.
  • enclose the marks in a shape or combine it with other design elements or effects.
  • modify the size or position relationship of any element within the marks.
  • add additional copy to the marks.

Using Other Versions of the Logo
There are instances when it is appropriate to use the 2- or 1-color versions of the UM-Flint logo. Please consult MAC about how and when to accurately utilize these options.

Logo Use by Student Groups
Sponsored student organizations (SSOs) may use the UM-Flint logo with permission from their sponsoring unit.

Voluntary student organizations (VSOs) may refer to themselves as the “University of Michigan-Flint [name of group]” but may not use university trademarks or logos.

Organizations not registered with the Department of Student Involvement and Leadership cannot use university trademarks, logos, or reference the university in the name of their organization.

Social Media Icons
The social media icons created by the Office of Marketing & Communications are considered “official,” and will only be created for the approved department and program social media accounts.

They work for both Facebook, Twitter, and Instagram as well as any other social networks that use a square or round graphic for the profile image and should NOT be re-sized or modified. You can find your department or program’s social media icon in the Digital Asset Manager (DAM), or request one by contacting MAC.

University Seal
The University Seal is used ONLY to certify official acts by the Board of Regents and official university documents, including diplomas. Administrators, faculty, staff, and students are PROHIBITED from using the University Seal. It is for Regental use only.


Pantone 7406 C

PMS: 7406 (coated and uncoated) 
CMYK: C0 / M18 / Y100 / K0 
HEX: ffcb05

Pantone 282 C

PMS: 282 (coated and uncoated) 
CMYK: C100 / M63 / Y15 / K72
HEX: 00274c

Secondary Colors
To create more visual interest and variety, we have expanded the basic palette to include additional complementary colors. Secondary colors are meant to be used as accents only. Maize and Blue remain the dominant colors of all branded communications.

For the full list of secondary colors, visit U-M’s Brand & Visual Identity site.


The following fonts have been approved for use by the University of Michigan. By using these fonts, you can be assured that your project adheres to the identity guidelines that have helped make the University of Michigan one of the most recognized brands in the world.

  • Arial
  • Georgia
  • Open Sans
  • Times New Roman

Our Brand Voice

Our voice is an integral part of our brand. It’s what brings our brand to life. The language and tone we use in our communications should reflect the personality of our brand and the unique qualities of our university as well as the resilient community we call home. Those qualities, identified here, guide the way in which we speak to our constituents in every communication we produce.

UM-Flint’s brand voice is:

Our voice should be conversational, welcoming, and accessible. We should speak in the language of our students and constituents, avoiding academic jargon that sounds formal, stilted, or institutional.

We tell it like it is — no hyperbole, no pretensions. Our voice comes from a genuine place — our students and community. We use clear language, and back up our claims with specific examples whenever possible. We are honest about who we are and where we come from.

We are a campus of movers and shakers. Our students are active in and outside the classroom, learning on their feet and in the community by doing, making, and creating as well as studying. We also play an active role in our local community. This dynamic energy and motion should be reflected in our language.

Our students, staff, faculty, and campus community never back down from a challenge. In fact, we thrive on rolling up our sleeves and solving complex problems in the classroom, in the community, and beyond. We are resourceful and creative, and we do not give up. This tenacity should come across in our voice as well.

We are part of our community. We choose to live, learn, and work here. And we believe in the power of education to transform communities like ours for the better. We see the broader purpose of a Michigan education beyond the degree that hangs on the wall. We’re learning to be a force for good.

We are proud of our Flint community and location. We know there’s much more to Flint than what the headlines tell us. Amazing things are happening here every day, and we’re ready to make sure the world knows about it. The character and personality of this remarkable, resilient community should permeate our language.

Grammar & Abbreviations

The following are guidelines for abbreviations and grammar specific to the University of Michigan-Flint. For more on capitalization, punctuation, and abbreviation, refer to these U-M editorial resources.

University Name
When referring to the University of Michigan-Flint in text (within a sentence), use a lowercase “t” in “the,” as in the sentence below. When the name stands alone, as on stationery, a brochure cover, or in giving the address, it is preferred that “The” be used with a capital “T.”

Please note that the correct punctuation mark for the University of Michigan-Flint (and its abbreviations) is the shorter hyphen rather than the longer en-dash or em-dash. There should not be spaces on either side of the hyphen. the University of Michigan-Flint should appear as four words in uppercase and lowercase with a capital “U” for University, a capital “M” for Michigan, a hyphen (without spaces on either side), and a capital “F” for Flint.

When referencing the university in text, following first (University of Michigan-Flint) and second (UM-Flint) references, the word “university” can be used and should not be capitalized.

University of Michigan-Flint Abbreviations
The only acceptable abbreviation for the University of Michigan-Flint name is UM-Flint.

Publication Requirements

The Nondiscrimination Policy Statement is provided by the Office of Institutional Equity (763-0235). The full statement must appear in publications as required by the U.S. Department of Education. The Office of the General Counsel says that the statement should be included in any materials or publications that contain general information and are used to “recruit applicants, participants, beneficiaries or employees.” Posters could be exempt if they include no “general information” beyond the announcement of an event.

The full nondiscrimination policy statement can be found on the website of the Office of Institutional Equity. In instances where space is limited, please use the following instead: A Non-discriminatory, Affirmative Action Employer.