Graphic Guidelines & Elements
All marketing materials developed on behalf of the Smith School should adhere
to the guidelines outlined below.
Colors
These are the colors for collateral, branding and marketing materials for the
Robert H. Smith School of Business. Colors are described on standard coated stock
with their CMYK make-up and their PMS (Pantone Matching System), where applicable.
Primary Smith Colors:
- Smith Red (CMYK=22/93/88/2; PMS 186C)
- Metallic Silver (PMS 877)
- Rich Black/Black (CMYK=50/30/0/100; CMYK=0/0/0/100)
Secondary Smith Colors:
- UMD Red (commonly used in the logo): (CMYK=0/100/81/4; PMS 186C)
- Smith Dark Red (CMYK=28/94/89/4; PMS 1807C)
- UMD Yellow (CMYK=0/16/100/0; PMS 116C)
- Smith Yellow (CMYK=0/17/80/0; PMS 122C)
Typefaces
The Robert H. Smith School of Business uses three type families in its collateral,
branding and marketing materials.
Primary Smith Typeface
Smith’s primary typeface is exclusive to the Robert H. Smith School of Business.
It can be used for any and all copy, and is always used for body copy. This typeface
is:
Secondary Smith Typefaces
The secondary typefaces are official University of Maryland typefaces. They are
used for emphasis and are found in the logo. They can be used for call-outs, quotes, sub-subheads, etc. These
typefaces are:
Logos
Logos are available for download in color, grayscale and black and white in four
formats – EPS, TIF, JPG, and GIF. The primary logo is the first logo below and should
be used on all materials unless space will not allow for it, in which case the alternate
logo can be used.
- EPS is a high-resolution vector graphic format. This format
can be enlarged indefinitely with no effect on the quality of the art. This
art will separate as spot color, meaning that it will provide a printing plate
for black, PMS 180 red, and PMS 123 yellow.
- TIF is a high resolution (300 dpi) pixel-based graphic
format. This format should never be enlarged to more than 120% of its original
size. Enlarging beyond 120% will result in deterioration of the image quality.
This art will separate as 4-color process. The TIFs provided are optimized to
print 7x5 inches at 300 dpi.
- JPG is a high resolution graphic format which is best suited
for use on the Web. However, the JPEG compression algorithm is not as well suited
for line drawings and other textual or iconic graphics, and thus the GIF formats
are preferred for these types of images, including logos. The JPEG is included
in these downloads only because some logo submission guidelines specify it.
- GIF is a low resolution (72 dpi) pixel-based graphic format
which was created in Adobe Photoshop. This format is for Web use only, and should
only be used at original size or smaller. Enlarging beyond 100% will result
in deterioration of the image quality. This version should never be used for
any print applications.
The University of Maryland has requested that the university's globe always link
to http://www.umd.edu.
Download Logos
Right-click on the desired format link and select "Save Target As", and you
can save the image file directly to your computer.
(4) UM-SMITH ALTERNATE LOGO - Color
Download EPS •
Download TIF •
Download GIF •
Download JPG •
White
Text Version PNG
(5) UM-SMITH ALTERNATE LOGO - Grayscale
Download EPS •
Download TIF •
Download GIF •
Download JPG
(6) UM-SMITH ALTERNATE LOGO - Black & White
Download EPS •
Download TIF •
Download GIF •
Download JPG
Other Downloads
Language
When referring to the Robert H. Smith School of Business use the full name or
"Smith School of Business," "Smith School" or "Smith."
Do not use Maryland Business
School, R.H. Smith School of Business, or R.H. Smith. When referring to the MBA
degree, use Master of Business Administration or MBA, or in general a master's degree,
or for undergraduates, a bachelor's degree in business.
Per Associated Press Style Guidelines, always capitalize Internet and use online
as one word. To remain consistent, capitalize Web, as the proper name for World
Wide Web. Use website as one word and e-mail is hyphenated.
Copyright ©
All information on the Smith School website is copyrighted by the University
of Maryland, Robert H. Smith School of Business. The Smith School is not responsible
for the accuracy of the information supplied on the Web pages maintained by student
clubs and organizations, student bloggers, or faculty members' personal websites
that are stored under the Smith School domain.
Questions regarding Smith School branding should be directed at
Alissa
Arford, 301-405-9466.
