primary logo for union programming board

logo & identity guidelines client : union programming board

consistency is key when looking to apply the union programming board (upb) brand mark. this brief guide will help in the general application of the upb logo.
this is by far a complete identity guide, but will provide the basics to ensure initial consistency of brand application. the primary logo, see above, is to be used for the majority of branding including: screenprinting, embossing, embroidery, marketing and advertising etc.

Guidelines prepared by
caleb-michael files, office of student involvement cfiles@umkc.edu

logo usage for photos and merchandise

logo & identity guidelines client : union programming board

image above shows the ideal logotype placement. photos should include a graphic tint bar and the upb logo.

logo usage for photos and merchandise

logo & identity guidelines client : union programming board

//brand personality

logo & identity guidelines client : union programming board

when defining the brand of any institution or organization, one helpful exercise is to describe how the brand would think, act, and feel as a person. the exercise helps determine the personality of a brand. because, like a person, a brand can have multiple attributes that, when combined, create its personality. if we were to describe Union Programming Board as if it were a person, we would have a compelling story to tell. we could reference its events, its place in umkc history, and its continuous engagement of students. while all of those characteristics help define the personality of the UPB brand, they only begin to tell the story. these additional personality traits highlighted below came to the forefront during our brand definition exercises and are directly connected to the Brand Positioning Statement. collaborative, creative, diverse, enriching, individualistic, innovative, and student-centered

//brand voice

logo & identity guidelines client : union programming board

the Brand Voice is not only what you say in terms of content and message, but also the tone in which you say it. the language utilized in communication materials for UPB does not need to be forced or manufactured. UPB has all the components necessary to tell an authentic, yet remarkable story. all of our materials should reflect this brand promise. UPB enriches our campus by helping students grow and enjoy their campus experience. to make it work on all levels, the promise has to convey energy. its active and forward thinking. its like the students, faculty, administrators, and alumni. it reflects the ongoing evolution of the University as a whole. there is an organic nature to the promise. it is a living, breathing concept that is part of everything we do.

//brand typography

logo & identity guidelines client : union programming board

two typefacesa serif and a sans serifhave been selected as the primary identification typefaces for the UPB brand. When used in conjunction with the UPB signature, they reinforce our Brand Look. both typefaces are suitable for a variety of communication materials. hindsight is the primary font used in the UPB logo. the enduring classic nature of this font reflects the enriching, authentic personality of UPB. libby allows for creative flexibility and enhanced readability and is symbolic of the collaborative and innovative personality of UPB. no substitutions are permitted. Hindsight ABCDEFGHIJKLMNOPQRSTUVWXYZ123456789 abcdefghijklmnopqrstuvwxyz Libby abcdefghijklmnopqrstuvyz 123456789