1.  Why is the University of Miami introducing a new visual identity?
The University has retired the identity it adopted in the early 1980s, when the institution was a very different place. UM is now in an era in which it has staked its claim as one of America’s great research universities.


2.  Why is consistent visual identity important?
Top universities employ strategic, well-executed communications to build their excellence—and graphic identity is a prime element of effective marketing and communications. By providing a bold and unified image, we can capitalize on the power of our unique brand.


3.  Does the new visual identity program just involve a new logo?
The heart of the new identity system is the University’s split-U mark, which is the most well-known logo associated with the University of Miami. Indeed, the split-U is one of the most recognizable collegiate marks nationally and may well be the most ubiquitous graphic symbol throughout South Florida.

In addition to the new logo, the system manages the use of other key graphic elements, including color, type font, and layout.


4.  Does this effort involve the entire University?
The new identity system will be used on all new marketing materials produced by units throughout the University and will be adapted for a full range of other uses, ranging from Web sites and brochures to T-shirts and notebooks.


5.  What do I do with my old stationery, business cards, and other materials?
Given the current economic climate, we need to conserve resources, and, therefore, the new identity program will be phased in over time. Everyone should use up all existing office materials, such as stationery and business cards, before ordering new ones with the new brand.


6.  What are the guidelines for the use of the new system and its elements?
Adherence to the new system’s guidelines is vital to ensure the University is represented in a uniform and consistent fashion.


7.  When should the primary signature be used? What about the informal signature?
The primary University of Miami signature is the most basic and commonly used element of the Miami visual identity. Customized signatures for individual colleges, schools, centers, and institutes are created by integrating the name of the unit with the University of Miami signature using specific templates. The informal signature is for use on the Web and on casual applications, such as merchandise and apparel. The informal signature may not be modified in any way.


8.  What office is coordinating the new system?
The Office of Communications and Marketing will be managing use of the system and will make logo signatures available to the University community. You may contact the office at 305-284-5600 for more information about the logo and its use, or e-mail