Policy | Brand Policy: Trademarks, Logos, Colors, and Seal

Policy | Brand Policy: Trademarks, Logos, Colors, and Seal
Printed on: 04/22/2026. Please go to policy.umn.edu for the most current version of the document.
Administrative Policy
Brand Policy: Trademarks, Logos, Colors, and Seal
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Table of Contents
Policy Statement
Reason for Policy
Procedures
Forms/Instructions
Appendices
Frequently Asked Questions
Contacts
Definitions
Responsibilities
Related Information
History
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Policy Statement
This policy governs the use of all University Trademarks (e.g., unit wordmarks and University products) for any purpose and applies to the entire University. Consistent use of University Trademarks strengthens their value and the University’s ability to protect them from unauthorized use. The Board of Regents delegates to the President, who delegates to the Vice President of Communications, the responsibility to maintain administrative policies and procedures to implement the Board of Regents Policy:
Founding Date, Corporate Name and Seal, and University Marks
. With this delegation, the Vice President of Communications and University Marketing Communications holds final authority over all matters related to the University brand, including the interpretation and application of this policy. University Marketing Communications must be consulted when there is uncertainty in applying the University’s Brand Standards.
General
All official University communications (print, digital, social, email, and multimedia) may only be used for Official University Business and must align with University Brand Standards. Additionally, all University Trademarks must be used in strict accordance with this policy and requirements outlined on the
University Brand Website
. Specifically:
University Trademarks may not be altered or combined with other marks, icons, or design elements, or used in any generative AI tools or platforms for reproduction or modification.
University Units must use either their approved unit wordmark or the institutional Wordmark as their sole visual identifier. The use of icons, graphics, taglines, or other elements as standalone or alternative logos is prohibited.
The wordmark is required on all official communications (print, digital, and multimedia), and Brand Elements must appear prominently.
The use of official University letterhead and business card templates is required for all matters related to Official University Business.
All umn.edu websites must comply with the
web brand requirements
as set by University Marketing Communications.
University Trademarks may be used on Commercial Merchandise only by
official licensees of the University
All official University content must provide equitable access to people with disabilities in accordance with Administrative Policy:
Accessibility of Digital Content and Information Technology
Regents of the University of Minnesota Seal [Regents Seal]
The Regents Seal, the corporate seal of the University, may be used only as authorized in Board of Regents Policy:
Founding Date, Corporate Name and Seal, and University Marks
. Use of the Regents Seal is limited and is the primary responsibility of the Office of the Board of Regents, in collaboration with University Marketing Communications. It is reserved for use on official documents bearing the signature of a regent, the president or a vice president, chancellor, or dean; on official University awards; and in connection with events or facilities that are frequently used by or have a unique connection to the Board of Regents or president.
Use of University Trademarks and Logos
By Student Organizations
Registered Student Organizations (RSO) are independent organizations and do not represent the University as an institution. RSOs may only use University Trademarks and logos in accordance with the
Student Group Policies page
. Campus Life Programs (CLP) are recognized as official affiliates of the University and formally represent the University. CLPs must follow Brand Standards as found on the
University Brand Website
By Faculty, Staff, and Students
Individual faculty, staff, students, or groups may use University Trademark(s) or official web templates solely to conduct official University business. When making statements or conducting activities, it is permissible to indicate that the faculty, staff, students, or group is affiliated with the University, provided it is accompanied by a disclaimer stating that the University is not involved in the activities or the individual or group is not speaking on behalf of the University. This is also addressed in Board of Regents Policy:
Academic Freedom and Responsibility
and Administrative Policy:
Outside Consulting and Other Commitments
Individual faculty, staff, students, or groups that engage in activities through a separate legal entity may be permitted to use University Trademarks in accordance with a valid contract or trademark license agreement with the University. These uses constitute independent activities and must use University marks or other identifiers in compliance with the terms of the agreement.
By Persons and/or Entities Outside the University
No University Unit (including individual faculty or staff) is authorized to grant rights to University Trademarks without the express consent of University Marketing Communications.
Prohibited Uses of University Trademarks
No Endorsements
University Trademarks, including the name, colors, and other Brand Elements, may not be used in any way that implies University endorsement of a commercial product or service, creates a false or misleading impression, or causes confusion about the University’s relationship with any person or entity. This includes use in third-party marketing materials such as vendor websites or promotional communications. Accurate statements that the University is a user or purchaser of a product or service are permitted.
Similarly, University employees may not endorse products or services developed or sold by a business unless permitted by a University contract, with approval granted by University Marketing Communications. This applies to written and verbal endorsements related to the employee’s University role or area of expertise, regardless of whether their title is used. This provision does not restrict: (1) classroom discussion or other educational activities that involve comparative analysis; or (2) opinions based on scholarly activity or research.
General Restrictions
University Trademarks may not be used in any manner that could adversely affect the University’s image or standing or would for any other reason be inappropriate for a public research university. Examples of these restrictions include the use of University Trademarks to promote or endorse: cigarettes or other tobacco products, illegal or controlled substances and related paraphernalia, sexually oriented products or services, religious products, political parties or organizations, gaming or games of chance, and firearms.
Enforcement
University Marketing Communications is authorized to enforce this policy and will utilize internal and external resources (both digital and analog) for monitoring compliance. Units must comply with University Brand Standards and will be required to correct materials at their expense.
Exceptions
Units may submit a request for an exception to this policy to University Marketing Communications for consideration (see the Procedures section). Any exceptions granted are discretionary, limited to the specific circumstances addressed in the request, and may be revised or revoked at any time with reasonable notice.
Reason for Policy
To implement Board of Regents Policy:
Founding Date, Corporate Name and Seal, and University Marks
. The University is a complex institution that is known for many things, including excellence in research and scholarship; the advancement of learning; the fostering of creativity; and sharing through outreach and public service. A key aspect of representing the University's diverse body of work successfully to the larger world is the continued development and maintenance of a consistent visual and brand identity
a consistent use of University trademarks.
A consistent use of the University's brand brings together the efforts of all who are part of the University; it unifies and strengthens the University’s reputation; strengthens and adds value to University campuses, colleges, and units; and it distinguishes the University of Minnesota from other institutions of higher learning, enhancing its relationships with all constituencies, public and private.
Procedures
Consultation
Units should consult their Marketing Communications Lead before producing materials to ensure brand compliance. If additional guidance or direction is needed, University Marketing Communications is available for consultation and guidance. Requests can be submitted via the University Marketing Communications Brand Form (see the Forms/Instructions section).
Violation Identification and Correction
Notification:
If a potential violation is identified, University Marketing Communications will notify the unit’s Marketing Communications Lead, outlining the issue and offering clarification or guidance
Correction Opportunity
: Units are expected to correct materials to align with University Brand standards, following guidance from University Marketing Communications.
Escalation
: If the issue remains unresolved within a reasonable timeframe, the matter will be escalated to the appropriate senior leader (e.g., college dean, campus chancellor, or vice president overseeing the unit).
Exception Requests
Submission:
Units submit a request for a special exception to University Marketing Communications (see the Forms/Instructions section)
Review and Communication
: University Marketing Communications reviews the request and communicates the decision to the requesting unit.
Forms/Instructions
University Marketing Communications Brand Form
University Marketing Communications Brand Exception Form
Appendices
There are no appendices associated with this policy.
Frequently Asked Questions
University Marketing Communications brand FAQ
Contacts
Subject
Contact
Phone
Email
Primary Contact(s)
Laura Johnson
Jason Kaiser
612-626-3527
612-624-0214
[email protected]
[email protected]
General Information
University Marketing Communications
612-624-6868
[email protected]
Responsible Individuals
Responsible Officer
Policy Owner
Primary Contact
Vice President of Communications
Chief Marketing Officer
Laura Johnson
Senior Director of Account Services
Jason Kaiser
Brand Strategist
Definitions
Block M
The University’s distinctive "M" logo, recognized by its bold, block-style letterform. It is not font or type style.
Brand Elements
The distinct visual and verbal components that comprise the University’s brand identity. This includes, but is not limited to, University trademarks (such as logos, wordmarks, and the Block M), official colors, typography, photography, graphic styles, and institutional voice and tone. All brand elements are the intellectual property of the University and may only be used in accordance with established Brand Standards and applicable licensing or trademark policies.
Brand Standards
The official guidelines governing the use of the University’s Brand Elements. All use of University Brand Elements must comply with the requirements found on the
University Brand Website
Campuses
The University of Minnesota has five distinct campuses — Crookston, Duluth, Morris, Rochester and Twin Cities, with locations in Minneapolis and St. Paul.
Commercial Merchandise
Refers to physical goods or products created, purchased, or sold for profit. These items are part of a business’s inventory and are intended for sale to generate revenue, not for personal use. Examples include clothing, electronics, food, and promotional items.
Endorsement
A promotional statement made to further the commercial interests of a business entity.
Mascot Marks
A University mark that features the mascot of one of the campuses.
Official University Business
Activities undertaken in direct support of the University’s mission of teaching, research, and public service, including programs and events formally sponsored by the University and functions conducted in the normal course of University operations. This designation applies exclusively to actions carried out by authorized University personnel or designated affiliates acting within the scope of their official roles. It does not extend to activities by students or other individuals acting independently or outside the scope of formal University authorization.
Unit Wordmark
A version of the wordmark that includes the name of a college, department, institute, or other University entity that is combined with either the Wordmark, the Block M, or both.
University Brand Website
The official source for applying the University’s Brand Standards. Maintained by University Marketing Communications, the website provides current, detailed guidance, specifications, and resources necessary for compliance with this policy and consistent brand expression across the entire University. The contents of the site are considered an extension of this policy and carry the same authority.
University Trademarks
All words, logos, or symbols used to identify or distinguish goods or services as coming from or being affiliated with the University, whether or not they have been registered with the U.S. Patent and Trademark Office or any other authority. University Trademarks include but are not limited to the Regents Seal, the Wordmark, the Block M, and the Mascot Marks. The term also includes the University colors, though not every use of one or both of those colors constitutes use of a University trademark.
University Unit
All University campuses, colleges, institutes, schools, departments, offices, centers, and affiliates that are a part of the University. This includes Athletics, the University of Minnesota Alumni Association, University of Minnesota Foundation, and University of Minnesota Extension, research and outreach centers, to name a few.
Wordmark
The logo that consists of the words “UNIVERSITY OF MINNESOTA” as a distinctive graphic logo that is unique to the University and cannot be replicated in type. This would also be considered the University’s Primary Logo or Primary Mark. Units must use the approved Unit Wordmark as their sole visual identifier.
Responsibilities
University Marketing Communications
Responsible for communicating, interpreting, and enforcing this policy, with final authority to make determinations regarding the application of Brand Standards and the protection of University Trademarks.
Delegated Authorities under AD34
Individuals who have delegated authority under AD34 in the
Delegations of Authority database
to manage trademark registration and licensing on behalf of the University must comply with the Brand Standards. University Marketing Communications maintains institutional oversight of all brand and trademark usage and trademark protection, and may intervene should use deviate from established Brand Standards. University Marketing Communications maintains final decision-making authority regarding trademark protection.
University Marketing and Communication Leads
Responsible for understanding this policy and complying with it in all communication and marketing materials, print and electronic. They serve as the marketing and communications leader within their unit and are responsible for the compliance with this policy. A list of the identified University marketing communications leads can be found on the
University Marketing Communications website
Office of the General Counsel
Responsible for reviewing sponsorship agreements and other agreements that convey use of University Trademarks, and advising University Marketing Communications on the legal implications of the language in the agreements. The Office of the General Counsel is also responsible for assisting University Marketing Communications with trademark registration and enforcement.
Related Information
Related Policies
Board of Regents Policy:
Academic Freedom and Responsibility
Board of Regents Policy:
Associated Organizations
Founding Date, Corporate Name and Seal, and University Marks
Board of Regents Policy:
Outside Consulting and Other Commitments
Administrative Policy:
Individual Conflicts of Interest and Standards Governing Relationships with Business Entities
Other Related Information
Crookston - University Relations
Duluth - University Marketing and Public Relations
Morris - Office of Communications and Marketing
Rochester - Marketing and Communications
Twin Cities - University Marketing Communications
History
Amended:
January 2026 - Comprehensive review. Major revision. 1. Defines responsibilities, specifically defining final authority for University Marketing Communications. 2. Clarifies language throughout the policy. 3. Establishes University Brand Website as the source of truth for all parameters regarding Brand Standards. 4. Contacts and definitions also updated.
Amended:
May 2021 - Comprehensive Review, minor revisions. Updates are focused on adding clarity related to Registered Student Organization use of trademarks, promoting digital accessibility principles, aligning language with the updates to the Outside Consulting and Other Commitments policy, and clarifying language in the “No endorsements” section to address common questions or concerns University Relations has received related to it.
Amended:
February 2021 - Removed prohibition of alcohol to align with Board of Regents Policy.
Amended:
May 2017 - Comprehensive Review, Minor Revision. 1. Clarifies language throughout the policy. 2. Updates senior leader, responsible University office, and Policy owner information.
Amended:
December 2015 - Replaced the term "vendor" with "supplier" in Policy Statement and FAQ.
Amended:
June 2013 - Minor Revision, Comprehensive Review. Clarified that use of University Trademarks is prohibited on commercial merchandise unless produced through an appropriately licensed vendor. Added reference to email and social media to branding requirements for printed and electronic materials. Clarified when use of the Regents Seal is appropriate. Clarified when University Trademarks may be used by persons or entities outside the University. Contacts, definitions and responsibilities also updated.
Amended:
November 2010 - Clarified wordmark requirements for mass email. Language now reads: "The Wordmark is required on all official internal and external communications, excluding individual email messages. The Wordmark is required on mass email messages that include a HTML message part.
Effective:
May 2009
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