Usm Book

University of Southern Maine
Identity Guide and

Style Manual
Table of Contents
Letter to the USM Community
The USM Identity
University Names
Slogan and Tagline
Grandfather Policy
The University Logo
Logotype Usage
11
University Colors
12
Other Official University Marks
13
University Advertising
14
The University of Southern Maine Stationery
15
Inter-campus Communications
18
Power Point templates
20
Business Cards
21
Envelopes
22
Correspondence Guidelines
23
Recommended Type Styles
24
Examples of Usage
25
Web Usage
26
Outdoor Signage
27
Indoor Signage
29
Vehicles Signage
32
Signage Request form
33
Other University Requirements
34
Style in Word Usage
35
Office of the President
August 29, 2003

Dear Colleagues:
I'm impressed by how we continue to build a better, more focused, higher quality University. In the
last year alone, we completed the most successful fund-raising campaign in our history; broke ground
on a community education center, lecture hall, and parking garage; began the project to finish the
Glickman Family Library; added graduate programs in biology, leadership studies, and music; submitted 275 faculty research proposals, with estimated awards at a record $43 million; opened a state-ofthe-art bioscience research wing; and completed plans for an advanced technology wing.
Yet, I'm also struck by how few people understand and appreciate the value of the many wonderful
things that go on at this University. I'm convinced that the time has come for us to present a more
powerful, clear and coherent picture of the University of Southern Maine.
This style guide maps out a thoughtful strategy to help us present that picture in an increasingly competitive marketplace for students, and for the public's support. It is the culmination of nearly two years
of work, drawing upon the expertise of our campus community and off-campus professionals, many of
whom donated their time. I want to make special note of the guidance of Beth Shorr, vice president for
advancement and planning; the work of Julie Cameron, executive director of marketing and publications; and the feedback from countless individuals, including the 29 members of USM's Brand
Management Council.
I'm committed to the broadbased implementation of the policies and guidelines set forth in the following pages. Their consistent application will help determine the public's understanding of the breadth of
our programs, the quality of our faculty and staff, and the strength of the institutions role in the community.
Working together, we will continue to make progress toward the goal outlined in the Southern Maine
Imperative and in the USM Plan: achieve national recognition for regional excellence.
Sincerely,
Richard Pattenaude, President

P.O. Box 9300, Portland, ME 04104-9300

207 780 4290, TTY: 207 780 5646, Fax: 207 780 4318
www.usm.maine.edu
A member of the University of Maine System
The USM Identity

In the fall of 2001, market research was conducted to assess
USMs equity in the surrounding five-county region. With
the findings of that research and countless meetings with
constituencies within the USM community as well as off
campus, three key messages emerged over and over again.
They are delineated below. It is important to keep in mind
that these 3 statements or brand promises are the core of
the new identity system. They are the essence of what USM
can offer to students; faculty and staff; and the community
at large.
USM is a university where changes happenin peoples lives,

in the community, and in the world.
USM is a university rich in possibilities: rigorous intellectual
challenge, professional development, and community service.
USM is a university deeply involved in its regioninspired by
the regions needs, responsive to the regions needs, providing
leadership for the region. In fact, USM is central to the future
of Maines economic, cultural, and social well-being.
Think of your own place in the University as well as those
around you and you will see how these promises are fulfilled. These three statements are the soul and the starting
place of University communications and marketing efforts.
These efforts not only include student recruitment, but also
fund raising efforts, community involvement, legislative relations, and more.
It is the effort and caring by the people at USM that have
made USM the special place where life changes can and do
occur. It is also the quality and diversity of opportunity that
we offer to so many people that make USM a leader. The
effectiveness of any identity system depends on the kind of
institution we are. It is what the logo represents that is most
important. The logo is just a mark; the blue, white, and gold
are just colors. USMs identity is built upon our resolve to
offer quality and relevant programs to our students and the
community at large. The consistent use of this identity is
essential to getting the word out about what we have to
offer.
We have never had an effective, unified visual identity. In

the past many departments have forged ahead in developing
a statement or mark to identify their own. In our initial
research we found over 100 different logo marks used at
USM.
Imagine a chorus of individuals singing their own individual
songs all at the same time. No one could decipher the
words, the message! Now imagine a chorus singing the same
songthe message is clear and strong.
Market research has shown that disparate communication
from USM has minimized each message. When departments
clearly identify themselves as affiliated with USM, public
opinion of that program rises. How much clearer and louder
will our message be with one song sung by all of us. It is
time for us all to sing out together.
These pages describe the proper use of the USM identity. It
is available in pdf form as well as on the Web at
www.usm.maine.edu/image.
For additional assistance contact the USM Office of
Publications and Marketing at (207) 780-4094.
University Names
The name USM may be used. It is easier to say and gives an
accessible feel to the institution. Possible nomenclature includes:
USM
All parts of USM need to be identified as being part of USM at all

times. This includes all events, conferences, and institutes. For
example:
School of Applied Science, Engineering, and Technology at the
USM School of Business
The USM Women in Management Conference
The Muskie School of Public Service at the University of Southern
Maine
USM Lifeline Center for Wellness and Health Promotion
USM Center for Economic and Business Research
Slogan and Tagline

The University of Southern Maine does not use a slogan or tag
line. Slogans and/or tag lines should not be used by schools, colleges, or programs.
Grandfather Policy
The University does not encourage the waste of materials and has
provided a grandfather policy that allows for old materials to be
used before adopting this new identity system. However, as of
August 29, 2003 new materials should carry the new identity system. By July 1, 2004 all materials will be in conformity with the
USM identity system.
The University Logo

The logo was developed by a team of designers and design consultants. Their work was guided and inspired by the market
research findings and by feedback from many constituencies
inside and outside of the University, most notably the Marketing
and Brand Management Council, which represents a cross section
of the University community.
The column was selected as an icon because it is a traditional
symbol that speaks to classic simplicity
It symbolizes a mainstay, a mooring, a pillar
The columns graceful curve complements its linear stability,
making it approachable
The abstract form suggests a torch, commonly associated with
education and knowledge
The flame shape symbolizes illumination, brilliance, and change
The icons casual sans serif font and lower case letters reflect the
Universitys open and accessible nature
The columns represent the three campuses of USM, the three
promises, and the three arms of USMs mission.
When presented in full color, the logo shall appear as identified at

left.
The box and USM print in USM blue and the column prints in
USM gold.
The words University of Southern Maine and the bar print in
USM blue.
The logo can also be used in one color, in black or blue or in the
treatments listed below. Please refer to these pages for all available
logo usage options and see the Official Colors section on page 12.
The logo will usually be printed offset, but may also be:
Foil stamped
Silk-screened
Engraved
Embossed in the prescribed colors or gold
Blind embossed
3/16 inch space
To maintain a clean look on all materials, keep

an inviolate area around the logo. Sample
shows 3/16 inch based on a 1-inch logo. A 2inch logo would need 3/8 inch, a 4-inch logo
would need a 3/4 inch space, and so on.
Other guidelines for general use of the logo include:

Do not use design features such as screening, reproportioning,
rotating, or including the logo as a part of a pattern or larger
image. Such uses tend to diminish visual strength and undermine
the goal of creating a stronger image.
The logo may vary in size but should be no smaller than 1 inch in
height.
To allow flexibility the logo can be used in a horizontal or vertical

format.
horizontal
vertical
This is the reverse treatment of the logo and should be used when
it is necessary and beneficial to reverse the logo out of a dark
background. The column and the entire logo may appear as white.
The reverse treatment may incorporate the use of the gold

column when on a blue background.
10
Logotype Usage
The logo must appear on all University documents, communications, and products or merchandise. It must be prominently
displayed.
The USM logo is the only mark that should be used to represent
the University on both internal and external communications and
need be used in the manner specified in this document.
Exceptions are the athletics logo, the University seal, and student
organizations when used in internal communications. See page 13
for more complete information.
The logo design allows for one sub-identity only. The use of more
than one department or program involves multiple messages and
takes away from the USM identity.
Departments, Programs, and Offices

The logo design allows for one identifier to specify departments,
programs, or offices.
The identifier appears at right.
same font
family
same
font size
College of Nursing and

Health Professions
The font used is helvetica bold upper and lower case, with a cap
height the same as UNIVERSITY OF. It appears on the horizontal
format flush left and aligned with University of Southern Maine
on the left and to the bottom of the marks box in a two line format. It is centered on the vertical format.
Ideally, the name of the identifier should not exceed the logo type
by any more than 3 characters or letters.
same
font size

Health Professions
same font
family
To build our identity, the logotype as shown on these pages must

be used in its entirety, not separated into component parts, altered
in proportion, printed in color combinations other than those
outlined in this guide, screened or modified in any other way. An
exception to this would be on a printed piece of 1- or 2-colors
where the entire logo would be printed in one color, in the most
dominant color of ink printed.
The words University of Southern Maine or USM in the logotype
may not be used without its mark or vice versa. Logotypes must
be reproduced from official University camera-ready sheets or
downloaded from the Web site: www.usm.maine.edu/image.
If you have any problem obtaining a proper logotype for your use,
call the USM Office of Marketing and Brand Management at
780-4094.
11
University Colors
The official colors of the University are
USM blue, USM gold, and white.
The specification of the colors follows.
USM Blue
For coated paper stock: PMS 287
For uncoated paper stock: reflex blue
USM Blue
White
USM Gold
To build USM Blue using the 4-color process, the formula is:
C:
100
M:
68
Y:
0
K:
12
The Web hexadecimal color numbers are
1E
3B
78
The RGB values are
red
green blue
30
59
120
USM Gold
For coated paper stock: PMS 130
For uncoated paper stock: PMS 129
To build USM Gold using the 4-color process, the formula is:
C:
0
M:
30
Y:
100
K:
0
The Web hexadecimal color numbers are
FF
CC
OO
The RGB values are:
red
green blue
255
204
0
If the logotype appears in one color, whenever possible that color

should be either USM Blue or Black. In the case of a 1- or 2-color
printed piece that does not offer an option of black or USM Blue,
it should be printed in the most dominant color that is printed.
If the logo is being used for electronic publications, such as the
Web or Power point presentations, the logo should be used in its
original Blue, Gold, and white rendition whenever possible.
12
Other Official University Marks

University Seal
The seal of the University will remain unchanged and will be used
to authenticate the highest official University documents. It may
be used on other formal documents. The seal indicates official
sanction, while the logo represents the Universitys image and
visual identity.
Athletic Department Logo and Mascot

The USM Department of Athletics logo will be supported for use
on athletic equipment, event signage, and other athletic promotional materials. This logo and mascot are the property of the
University and are reserved for the exclusive use of USM Athletics.
As with other Universities, the USM Department of Athletics is the
only unit of USM that has a logo aside from the official USM identity system and letterhead aside from the official USM style. For
information regarding the USM Athletics logo and mascot, contact
Al Bean, athletics director at 780-5588.
New athletics logo to be established.
Student-funded Clubs and Organizations
Due to their nature and frequent changes in leadership, student
clubs and organizations recognized by the University and funded
primarily by students may use their own logos and wordmarks
when communicating with an on-campus audience. When communicating off campus, they must use the official USM logo.
University of Maine System Logo

This mark represents the University of Maine System, the umbrella
organization of all Maine state colleges and universities. It is a separate and distinct identity from that of USM and should not be
used for any other use besides University of Maine System communications.
13
University Advertising
Any paid advertising (exclusive of employment advertising) for
USM must go through the Office of Publications and Marketing.
Their staff maintains contacts with all media, so they are aware of
special advertising opportunities and restrictions. They design,
create, and place the ad. All advertising purchase orders are produced in this office.
For information or to place an advertisement, contact USM Office
of Marketing and Brand Management at 780-4094.
For employment advertising contact the USM Human Resources at
780-5385.
Sample ad.
14
The University of Southern Maine Stationery

University letterhead
The University of Southern Maines official letterhead may be
ordered through the USM Printing Center. Campus entities may
order standard institutional letterhead or letterhead customized for
their individual school, office, department, or program as shown
below. Letterhead may have one department identifier only, with
one parent identifier. See samples 2 and 3 on the following pages.
To maintain consistency and professionalism in all University correspondence, individual campus entities, events, or persons may
not design their own letterhead. All letterhead is printed on USM
white paper.
To order letterhead, call the USM Printing Center at
(207) 780-4065.
There is also an MS Word document available online at
www.usm.maine.edu/image if you click on USM stationery.
Instructions for downloading are the same as for USM Power
Point templates. Because each color print does not print color
consistently, printing ones own letter head is not encouraged.
The letterhead files are set up with logo on a first page and blank
subsequent pages. The department, office, or program and contact
information can be customized on the header and footers. If you
do not customize, be sure to take out the place markers from the
header and footer. The margins are set; all you need to do is type
in your letter and print. The templates are available for PC and
Mac in color and black and white.
For more information about working in Microsoft Word visit the
programs assistant or in-program help.
15
Modern and Classical

Languages and Literature
August 29, 2003
August 29, 2003
Recipients Name
Street Address
City, State Zip
Recipients Name
Street Address
City, State Zip
Salutation,
Salutation,
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Vivamus augue odio, vestibulum non, ornare
vulputate, consectetuer ut, odio. Mauris cursus congue mauris. Cras in urna. Donec varius, odio id
imperdiet lacinia, nunc lorem elementum pede, nec ultricies augue risus nec arcu. Sed auctor, metus eu
aliquam tristique, quam dui adipiscing quam, eu fringilla orci nisl nec magna. Suspendisse convallis
feugiat leo. Donec varius tincidunt mauris. Proin et nulla. Nam sapien. Cras sem lorem, porta a, blandit
sed, tristique eget, lorem. Phasellus id nunc. Pellentesque et nunc ut odio blandit condimentum.
Donec convallis. Integer malesuada. Aenean tellus nunc, ornare nec, tristique pretium, eleifend vel,
magna. Praesent turpis urna, eleifend nec, tempor id, malesuada sed, mauris. Suspendisse potenti. Fusce
ipsum. Fusce ultricies, enim et egestas convallis, pede diam tincidunt dolor, ac mollis sem neque
tincidunt enim. Cras justo ipsum, malesuada non, vestibulum ac, auctor sit amet, erat. Mauris commodo
varius felis. Donec quis elit. Quisque euismod. Phasellus consectetuer venenatis turpis. Curabitur
suscipit. Maecenas convallis venenatis risus. Ut diam tellus, vestibulum eget, semper ut, eleifend in,
augue.
augue.
In eu pede. Nullam libero libero, vestibulum et, placerat sed, laoreet interdum, ligula. Phasellus dictum
massa ac tortor. Cras accumsan. Aliquam vestibulum. Curabitur sem. Nam vel massa. Curabitur ac lacus
in arcu aliquam facilisis. Praesent et ante. Praesent tempus neque et mauris. Nullam mattis dictum arcu.
Aenean tristique. Nulla varius, erat nec blandit tempor, lorem quam molestie massa, vitae euismod urna
nulla vel metus. Mauris sodales, mauris a tincidunt convallis, neque risus aliquet magna, sit amet
sodales augue eros eu quam. Vivamus lectus. Donec mi. Vivamus ullamcorper, velit sit amet luctus
molestie, ante sapien dapibus purus, eu malesuada wisi erat in velit. Duis vel ligula. Praesent commodo,
dui at dapibus sagittis, massa nisl luctus erat, egestas aliquam tortor wisi vel nulla.
Sed luctus. Sed turpis dolor, blandit eu, feugiat at, posuere sed, eros. Duis congue porta libero. Sed
posuere, eros non blandit molestie, mauris leo faucibus ante, a placerat wisi odio eget ipsum. In augue
dolor, volutpat et, dapibus in, mollis vel, ante. Vestibulum vulputate wisi.
Sincerely,
Sincerely,
Your Name Here
Your Name Here

207 780 4290, TTY: 207 780 5646, Fax: 207 780 4318
www.usm.maine.edu
Sample 1. One sub identifier
16
An academic unit of the
College of Arts and Sciences

207 780 4290, TTY: 207 780 5646, Fax: 207 780 4318
www.usm.maine.edu
Sample 2. One sub identifier with the parent identifier

for an academic program
New Student
Advising and Registration
August 29, 2003
August 29, 2003
Recipients Name
Street Address
City, State Zip
Recipients Name
Street Address
City, State Zip
Salutation,
Salutation,
augue.
augue.
Sincerely,
Sincerely,
Your Name Here
Your Name Here
A department of
USM Advising Services

207 780 4290, TTY: 207 780 5646, Fax: 207 780 4318
www.usm.maine.edu

207 780 4290, TTY: 207 780 5646, Fax: 207 780 4318
www.usm.maine.edu
Sample 3. One sub identifier with the parent identifier

for an administrative department
Sample 4. Generic stationery.
17
Inter-campus Communications
University buck slips, shown below, are available in half page and quarter page sizes. They can be ordered at the
USM Printing center.
University FAX sheet is on the next page. You may print out a copy from our Web site.
18
FAX Transmission
Date ________________
To ________________________________________________________________________________
FAX Number (
) ________________
From ______________________________________________________________________________
____________________________________________________________________________________
Phone number (
) ________________ FAX number (
) ________________
Number of pages including this cover sheet ______

Message __________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
Please call (
) ________________ to report any problems with this transmission.
PowerPoint Guidelines Page

Template types
PowerPoint templates can be downloaded from

www.usm.maine.edu/image/powerpoint.htm
There are three main template types:

Introduction to Using the Templates
The templates have been designed to work with the Microsoft
PowerPoint package.
While every effort has been made to make the creation of
slideshow presentations as straightforward as possible using these
templates, they do assume a basic level of proficiency with
Microsoft PowerPoint. For example, they assume that you know
how to work with Slide Masters, edit and add text, insert images,
and run a slide show.
USM identiy information on the top.
All the USM identity information is contained on the master slides
within the templates and will be applied to each new slide you
create. Three very simple slides are included as examples within
each template option.
Templates are provided to help unify the University's Web presence, and we encourage that they be used as they were originally
designed, although you may feel free to add multimedia effects
like sound, animation, charts, and other customized content as
necessary.
USM identiy information on the side.
Download
Visit the download page to get the templates you need to get started. at http://www.usm.maine.edu/image/powerpoint_dl.htm
Tutorials
There is help within the Microsoft PowerPoint, as well as online
help at the Microsoft site that you can use.
USM identiy information on the bottom.
20
Business Cards
To maintain a consistent and professional image, the business card
format illustrated below will be used for all campus personnel.
The cards are printed on USM white paper. Individual campus
units or persons may not design their own USM business cards.
Cards may be ordered in minimum quantities of 100.
To order business cards, call the USM Printing Center at
(207) 780-4065 or stop in at the Winslow Street entrance under
the blue awning behind the USM Police Department on the
Portland campus.
Susan W. Vines
Associate Dean for Research
Associate Professor of Nursing
207 780 4108 svines@usm.maine.edu

Health Professions
P.O. Box 9300

Portland, ME 04104-9300
TTY: 207 780 5646
Fax: 207 228 8177
www.usm.maine.edu
Sample business card.
21
Envelopes
The standard address block used for all University of Southern
Maine envelopes and labels is listed below for each campus. All
#10 envelopes are printed on USM white paper. To order
envelopes, call the USM Printing Center at (207) 780-4065.
Portland campus:
[USM Department or office name]
P.O. Box 9300
Portland, Maine 04104-9300
Gorham campus:
37 College Avenue
Gorham, Maine 04038
Lewiston-Auburn College:
51 Westminster Street
Lewiston, Maine 04240
On envelopes that are not printed with the logo or of another
color besides white, mailing labels (shown at right) are encouraged.
Mailing label
Business envelope (#10 envelope)

22
Reply mail
Correct address block for Business Reply Mail: These are the
addresses currently recognized by the United States Post Office.
Offices that want to create a business reply envelope or card or
make a bulk mailing with addresses different from the 3 mailing
addresses above need to inform USM Mail Services of the mailing
and the address to ensure that the Post Office includes your
address with the USM permit.
Correspondence Style Guidelines

To provide a more standardized, professional look for USM correspondence, the University suggests that the letter begin at 2 1/4
inches from the top of the page with a 1 1/8 inch margin at the
left and 1 inch margin at theright.
The preferred type size and font for letters is 11-point Times
Roman and should follow the format below.
Two and a quarter inch margin on top
August 29, 2003
Recipients Name
Street Address
City, State Zip
Salutation,
One and an
eighth inch
margin left
One inch
margin right
augue.
Sincerely,
Your Name Here

One and one half inch margin on bottom.

207 780 4290, TTY: 207 780 5646, Fax: 207 780 4318
www.usm.maine.edu
23
Recommended Type Styles

The recommended type styles for the University of Southern
Maines campus-wide marketing pieces are listed below. These type
styles possess a dignified, easy-to-read quality and their use is
encouraged for body copy for brochures, newsletters, and other
communications.
Serif fonts
Sans Serif fonts
Berkeley Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
abcdefghijklmnopqrstuvwxyz
Futura Book
Berkeley Medium
Futura Bold
Berkeley Medium Italic

Arial
Berkeley Bold
Helvetica
Times Roman
Helvetica Italic
Garamond
Helvetica Bold
Garamond Italic
Helvetica Black
Abcdefghijklmnopqrstuvwxyz
Garamond Bold
Garamond Bold Italic
24
Examples of Usage
Newsletter
It is required that University logo go on the front page.
Flyer
Place the logo prominently on the bottom of the
page.
Book cover
Applicable to brochure cover design.
25
Web Usage
All USM Web pages are required to use the USM headers and footers on their primary page. For assistance, contact the USM Web
Group by e-mail at webmaster@usm.maine.edu, or visit
www.usm.maine.edu/webdev for information on adopting the
official USM look on your Web site, to download USM Web
templates, or to browse the image bank. Classes about using the
USM Web templates are offered throughout the academic year.
26
Outdoor Signage
University signage standards provide for a unified, apparent, and
ADA-compliant campus-wide orientation and signage system.
Focused on USMs visual identity, accessibility, and clarity, these
standards will help to minimize confusion created by visually
inconsistent signs. Outlined in this section are standards that
cover outdoor, out building, indoor, wayfinding and vehicle signage and the use of banners.
To order any University signage, please use the order form included at the end of this section.
For more information contact USM Facilities Management at
780-4160 on the Portland campus and Lewiston-Auburn College,
and 780-5226 on the Gorham campus.
Building Identifiers
34.272"
Large campus buildings will be identified in large brushed

aluminum lettering or building signage may be architecturally
determined.
21.504"
42"
48"
96"
Campus entrance signage
27
Out Building Identifiers

Signs for out buildings are made at the USM Department of
Facilities Management and are attached flush to the building. These signs include the University logo, street address,
and in some cases may include up to two lines of identifying
text. This identifying text can be a maximum of 32 characters per line and can identify up to two building occupying
departments or offices, one occupant per line. Occupying
departments or offices with longer names may use both
lines, but only if they are the sole occupant of a building. If
three or more building departments or offices have names
such that they could fit within the two-line requirement,
consideration will be given to this.
Multi-use buildings with more than two occupying departments or offices, or with longer names that take up more
than two lines as mentioned above will be identified only by
street address. The sign may not increase in height to identify more occupants or have additional signs added below it.
These signs will appear in the USM colors shown above.
For multi-use buildings, offices and departments will be
identified in a directory at the entrance. The directory
guidelines are described on the following pages in the
indoor signage section.
Campus out building signage

28
Banners
Exclusive of generic USM banners, banners shall be used only for
advertising events and will be permitted only for a maximum of
four weeks. Banners will not be permitted as permanent signage.
All banners must be installed by the USM Department of Facilities
Management.
All banners on University sign posts need to be approved through
USM Facilities Management.
29
Indoor Signage
Interior signage will include office and room identifiers as well as
directional signs and directories at entrances. Room number signs
will appear adjacent to the door (per ADA standards). These signs
will be in USM Blue with white typography as shown.
Faculty and staff members may have door-mounted blue nameplates with white Helvetica lettering at least 5/8 tall. In buildings
in which signage has been architecturally determined, use the
buildings existing style.
Directory Signs
Directory signs will be at main entrances of every large campus
building, and at handicap accessible entrances. The directory will
note the building name, floor, department or program name, and
room number of the occupant. The signs will be made of aluminum framing with blue nameplates and will be sized to display
the information listed above, within the design standards listed
below. USMs Department of Facilities Management will create
these signs.
Building names will be on blue, non-glare plates in white 2 inch
tall Helvetica upper and lowercase white lettering with at least 1/4
inch of space between the top and bottom of the letter and the
edges of the aluminum frame.
Department or program names, floors, and room numbers will be
on blue, non-glare plates in white 5/8 inch tall Helvetica upper
and lowercase white lettering with at least 1/4 inch of space
between the top and bottom of the letter and the edges of the aluminum frame.
Hallway Signage
At the perpendicular junction of two hallways a ceiling sign will
be hung designating room numbers only. No other identifying
ceiling signs are acceptable.
30
Office and Classroom Identifying Signage

Offices, single-use classrooms, and labs will be identified by name
with blue signs with white lettering. Multi-use classrooms will be
identified by room number. These signs will appear adjacent to
the door (per ADA standards).
Any unique signage situations which fall outside the parameters of
this policy will be decided on a case-by-case basis.
Other Multi-use Building Signage
Barring restroom, safety, and accessibility signage, no other identifying, permanently affixed signage will be used in hallways, doorways, windows, on walls or the outside of buildings.
31
Vehicles
All visual identity guidelines outlined in this manual
apply to the use of the USM identity on campus vehicles, excluding motor pool vehicles. The department
or office of the vehicle may be placed with the logo as
per the standards set forth previously in this guide.
See Logotype usage for departments, programs, and
offices on page 11.
For more information contact the USM Facilities
Management at 780-4160 on the Portland campus
and Lewiston-Auburn College, and 780-5226 on the
Gorham campus.
Vehicle without USM colors
32
USM Signage Request Form

Please refer to www.usm.maine.edu/image for signage standards.
Forward completed form to:
Engineering and Architectural Services

USM Facilities Management
25 Bedford Street, Portland campus
780-4177, FAX 780-4538
Sign type: Interior Exterior Other

Requested by ____________________________________________________
Contact Person ____________________________________________________
Department ______________________________________________________
Building Name ____________________________________________________
Date __________________________
Account Number ________________
Telephone ______________________
Campus ______________________
Floor __________________________
Interior:
Copy to Appear on Sign:
Room number ____________________________________________________________________________________
Department ______________________________________________________________________________________
Directory listing:
Building __________________________________________________________ Location ______________________
Department ______________________________________________________ Room Number __________________
Exterior: (Out-building signage, other than address can only be 2 lines of identifying text 32 letters long).
Street address ____________________________________________________________________________________
Department or program: ____________________________________________________________________________
Other requests: if your request does not match the signs on this form, please give description/location
________________________________________________________________________________________________
________________________________________________________________________________________________
________________________________________________________________________________________________
Proof approval: Yes No
______________________________ ______________________________
______________________________
Print name
Signature
Date
Comments: ______________________________________________________________________________________
Authorization for off-standards requests:
__________________________________________________
Facilities Mangement (please print name)
______________________________________________________
__________
Signature
Date
Comments: ______________________________________________________________________________________________________________
__________________________________________________
University Advancement (please print name)
______________________________________________________
__________
Signature
Date
Comments: ______________________________________________________________________________________________________________
__________________________________________________
Space Committee (please print name)
______________________________________________________
__________
Signature
Date
Comments: ______________________________________________________________________________________________________________
__________________________________________________
FM Engineering and Architectural Services
(please print name)
______________________________________________________
__________
Signature
Date
Comments: ______________________________________________________________________________________________________________
33
Other University Requirements

For all printed publications the following must be included.
The Equal Opportunity (EEO) statement
The short version for smaller publications:
The University of Southern Maine shall not discriminate on
the grounds of race, color, religion, sex, sexual orientation,
national origin or citizenship status, age, disability, or veterans status in employment, education, and all other areas of
the University. The University provides reasonable accommodations to qualified individuals with disabilities upon
request. Questions and complaints about discrimination in
any area of the University should be directed to the executive director, Office of Campus Diversity and Equity, 7805094, TTY 780-5646.
The long version for catalogs and larger publications:
The University of Southern Maine shall not discriminate on
the grounds of race, color, religion, sex, sexual orientation,
national origin or citizenship status, age, disability, or veterans status in employment, education, and all other areas of
the University. The University provides reasonable accommodations to qualified individuals with disabilities upon
request. Questions and complaints about discrimination in
any area of the University should be directed to the executive director, Office of Campus Diversity and Equity, 7805094, TTY 780-5646. Inquiries or complaints about discrimination in employment or education may also be
referred to the Maine Human Rights Commission. Inquiries
or complaints about discrimination in employment may be
referred to the U.S. Equal Employment Opportunity
Commission. Inquiries about the Universitys compliance
with Title VI of the Civil Rights Act of 1964, which prohibits
discrimination on the basis of race, color, and national origin; Section 504 of the Rehabilitation Act of 1973 and Title
II of the Americans with Disabilities Act of 1990, which prohibit discrimination on the basis of disability; Title IX of the
Education Amendments of 1972, which prohibits discrimination on the basis of sex; and the Age Discrimination Act of
1975, which prohibits discrimination on the basis of age,
may also be referred to the U.S. Department of Education,
Office for Civil Rights (OCR), Boston, MA 02109-4557, telephone (617) 223-9662 (voice) or (617) 223-9695 (TTY).
Generally, an individual may also file a complaint with OCR
within 180 days of alleged discrimination.
34
If you have any questions regarding the EEO statement

please contact the USM Office of Campus Diversity and
Equity at 780-5094.
Campus Safety Statement
This statement must appear on University publications that
recruit students, faculty, and staff.
Campus Safety
The Jeanne Clery Disclosure of Campus Security Policy and
Campus Crime Statistics Act of 1998 requires universities to
disclose three years of statistics regarding campus crime,
including off-campus buildings the University owns, and on
public property adjacent to campus in Portland, Gorham,
and Lewiston. The USM report (Safety and Security
Information Report) also includes policies for campus security, such as those concerning alcohol and drug use, crime
prevention, the reporting of crimes and sexual assaults, and
other related matters. A copy may be obtained by accessing
the following Web address: www.usm.maine.edu/police/safetyreport.htm or by calling the Office of Community
Standards at (207) 780-5242 to request a paper copy.
System Identifier
The system identifier statement should appear on all
University communications:
The only words capitalized are A, University, Maine,
and System.
This statement may appear above the EEO statement with
one line space between it and the EEO statement.
Style in Word Usage

The University uses the Chicago Manual of Style as its style
manual. Below are examples for common use. For more
information consult the Chicago Manual of Style or contact
the USM Office of Publications and Marketing.
A
Academy Building
Admission Office or Office of Admission/not Admissions
Office
ANES/American and New England Studies Department
Anderson Hall
Annual Fund
Art Drawing Classroom
Art Gallery
B
Bailey Hall
Brooks Student Center/Kenneth Brooks Student Center
C
Child and Family Centers/USM Child and Family Centers
no longer Child Care Services/University Child Care Services
College of Arts and Sciences
College of Education and Human Development
College of Nursing and Health Professions
Core curriculum not Core Curriculum or core curriculum
Corthell Hall
Costello Sports Complex consists of the Field House, Ice
Arena, and Warren Hill Gymnasium
D
Department names are always capitalized; Publications
Department, the Department of Art
DFM/Department of Facilities Management
Dickey-Wood Hall
Division of Student and University Life no longer University
Life and Student Services
E
E-mail/e-mail not Email/email
EAP/Extended Academic Programs
ESL/English as a Second Language
ETEP/Extended Teacher Education Program
G
Graduate Studies Office not Graduate Studies and Research
Office
I
Internet
J
Jean Byers Sampson Center for Diversity?
L
Lewiston-Auburn College not Lewiston/Auburn College or
L-A College
Lewiston Auburn campus
Luther Bonney Hall
M
McLellan House
Mitchell Center/John Mitchell Center
Muskie School of Public Service/Edmund S. Muskie School
of Public Service
O
Off-campus centers: University College at Saco/Biddeford,
University College at Sanford, University College at
Bath/Brunswick
OLLI/Osher Lifelong Learning Institute
P
Philippi Hall
R
Robie-Andrews Hall
S
SBDC/Small Business Development Center/s
School of Applied Science, Engineering, and Technology
(ASET)
School of Business
School of Music not Music Department
Sullivan Recreation and Fitness Complex not Sullivan
Gymnasium
Summer Session
T
Titles are not capitalized unless they appear before the persons name; USM President Richard Pattenaude; Amy Barnes,
assistant director of the Publications and Marketing Office;
etc.
U
University of Maine School of Law/Law School not
University of Southern Maine Law School
Upton-Hastings Hall
W
Web addresses are always without the http:
www.usm.maine.edu, unless it would be confusing otherwise (typically in those cases where the URLs do not
include www, http://bioethics.com
Web site not web site or Website
Winter Session
Woodward Hall
World Wide Web
35

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University of Southern Maine

Identity Guide and

The USM Identity

Slogan and Tagline

The University Logo

Other Official University Marks

The University of Southern Maine Stationery

Power Point templates

Recommended Type Styles

Signage Request form

Other University Requirements

Style in Word Usage

Office of the President

August 29, 2003

Richard Pattenaude, President

P.O. Box 9300, Portland, ME 04104-9300

The USM Identity

USM is a university where changes happenin peoples lives,

We have never had an effective, unified visual identity. In

All parts of USM need to be identified as being part of USM at all

Slogan and Tagline

The University Logo

When presented in full color, the logo shall appear as identified at

3/16 inch space

To maintain a clean look on all materials, keep

Other guidelines for general use of the logo include:

To allow flexibility the logo can be used in a horizontal or vertical

The reverse treatment may incorporate the use of the gold

Departments, Programs, and Offices

College of Nursing and

College of Nursing and

To build our identity, the logotype as shown on these pages must

If the logotype appears in one color, whenever possible that color

Other Official University Marks

Athletic Department Logo and Mascot

University of Maine System Logo

The University of Southern Maine Stationery

Office of the President

Modern and Classical

August 29, 2003

August 29, 2003

Your Name Here

Your Name Here

P.O. Box 9300, Portland, ME 04104-9300

Sample 1. One sub identifier

An academic unit of the

College of Arts and Sciences

P.O. Box 9300, Portland, ME 04104-9300

Sample 2. One sub identifier with the parent identifier

August 29, 2003

August 29, 2003

Your Name Here

Your Name Here

USM Advising Services

P.O. Box 9300, Portland, ME 04104-9300

P.O. Box 9300, Portland, ME 04104-9300

A member of the University of Maine System

A member of the University of Maine System

Sample 3. One sub identifier with the parent identifier

Sample 4. Generic stationery.

) ________________ FAX number (

Number of pages including this cover sheet ______

) ________________ to report any problems with this transmission.

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