SDM Communications Toolbox

Because the university benefits from a consistent visual presence for all of its schools, departments and offices, it is important that all official SDM communications conform to official visual identity standards, including the proper use of the UB logo.

The official SDM logo consists of two elements: the interlocking “UB” and supporting typography (or logotype).

The combination of these two elements makes the identification of our university striking, dramatic and immediate. The interlocking capital “U” and “B” are custom-designed and are therefore unique from commercially available fonts.

Our patients are the heart of our institution. It’s important that patients and outsiders begin to understand who we are and why we exist. In order to successfully brand our school it’s important to develop separate patient facing collateral. Any patient facing material will begin to use the following artwork on all print, web, and/or TV media.

• The official logo should be used conspicuously on all SDM communications, preferably on the front cover of printed materials, on all pages of websites and opening or closing frames of all videos and TV spots.
• Under certain circumstances, however—as a design element in a brochure, for example—the interlocking UB may be used without the logotype.
• The logo should always be legible.
• The logo should not be redrawn or set in different type, and the proportion of height to width must remain constant.
• The UB and SDM logos are reserved only for use by the university and its units. Permission must be given for all other uses. For permission for other uses, contact the Office of the Chief Marketing Officer (ext. 6423).

• The logo must not be altered in any way and should always be used in the proportion and configuration shown.
• The logo must be properly spaced, have prominence and  not interfere with other logos.
• Do not reproportion or rotate the logo, or include it as part of a larger image.
• Other graphics or design elements must be placed in such a way that they do not interfere with the prominence of the logo. For example, the logo must never be used as a screen or printed over a photograph, patterned background, or anything else that might obscure its clarity and legibility.
• The "U" and "B" letterforms in the logo must never be used as the letters in a word. For example, uses such as UBuffalo are prohibited.
• No painting, sketch, sculpture, rendering, drawing or other artistic interpretation or representation of the logo may be undertaken or commissioned. Such renditions distort the proportion and configuration of the logo and detract from the consistent use of the official university colors.

Logos that do not conform to the visual identity guidelines are strictly prohibited because they prevent the university and the SDM from promoting a clear, consistent public presence.

In addition to the official UB logo, the university uses a distinctive set of marks to represent its intercollegiate athletics program and teams. These marks are reserved for this purpose only and the logo is not authorized for use by other units of the university. Questions regarding its use should be directed to the Division of Athletics at 645-3141.

The official university seal is strictly reserved for formal uses, such as authenticating diplomas, transcripts and other official documents. It is not to be used for any other purposes.

The official university seal is a circular plaque, with “University at Buffalo” and “The State University of New York” surrounding an inner plaque. On the inner plaque is an American bison (locally called a "buffalo"), signifying the university’s local origin, mounted on an escutcheon that is supported by the palm leaves of victory. The escutcheon itself contains two inescutcheons, bearing the letters “U” and “B,” and 1846, the year of the university’s founding. A chevron separating the inescutcheons is charged with the flames of wisdom.

Before 1922, the university’s official seal represented only the medical, dental and law schools. In 1922, the University Council commissioned Lucius Bartlett to design a new seal that would represent the entire university. This seal, cut by Tiffany and Company and officially adopted by the university on September 18, 1923, featured the university’s name in Latin. The official university seal adopted in 1982 showed the university’s name in English. The outer ring of the seal was revised slightly in 2001 to incorporate our formal name: University at Buffalo, The State University of New York.

From time to time, UB or its schools, departments and offices may enter into collaborative arrangements with outside agencies, corporations, or organizations. In these situations, there may be a need to use the university's name and identifying marks in combination with those of the outside entity. Such a use is generally permitted when there is a formal relationship and the risk to UB’s reputation is minimal. Permission from UB’s trademarks and licensing coordinator is required in advance. For permission, contact the Office of the Chief Marketing Officer (ext. 6423).

Given both the multifaceted nature of the University at Buffalo and the wide array of the university's publications—utilizing print, Web and other visual media—it is important to maintain a strong, consistent visual presence for the university and create an integrated look and feel in UB publications.

It is important that all UB communications prominently display the UB logo—the interlocking U and B—and that the overall presentation of UB communications conforms to graphics guidelines detailed in this toolbox. Logos that do not conform to the visual identity guidelines are strictly prohibited. The only alternative logo recognized by the University at Buffalo at the present time is the Division of Athletics logo.

If you have questions about how to use these logos:

The downloadable .zip files will include all the University at Buffalo logos in various file formats which should help you through all your printing and presentation needs.

Brand UB in your PowerPoint presentations with these templates. Use of these templates improves consistency and ensures that your audiences know they are viewing an official UB presentation.

The online photo database features images of UB faculty, staff and students, in addition to UB campuses and buildings. Users of this site can also find photographs of landmarks and other places of interest from around the Buffalo Niagara region. The professional images contained within this collection may be downloaded at no charge for use on the Web or in reports and presentations that foster the positive promotion of the university. This database is updated regularly, and now contains more than 20,000 images searchable by keyword. To ensure that your search is productive, review the “search tips” before beginning.