Detroit Mercy Visual Identity
Using the University Brand
Following the Brand Standards Guide ensures clear and consistent communication of the University's identity. The guide states specific directions on the use of the University's official identity elements including logo, crest, typeface, school colors, etc. on printed materials and other special applications.
UDM logos
The Detroit Mercy logo is the University's official public identifier. In the majority of Detroit Mercy communications, the logo should be used to ensure consistency of the University's image. It is especially important to use the logo on materials that will be distributed or seen outside of the University, i.e. for marketing, recruitment and general information.
University of Detroit Mercy has two primary logos/wordmarks (the logo and crest) to identify itself in public, on the Detroit Mercy website and in internal documents. Each has a specific policy governing print and electronic use.
In any approved use, the logo may not be altered in any way, including colors, backgrounds, fonts, proportions, or existing elements of the design. The logo should not be used with additional text or graphics to create a "new" logo, unless designated in the Brand Standards Guide or by the Department of Marketing & Communications.
This is the logo showing official red and blue colors (numerical values listed below). The red may not be printed in any other red or in any other color other than black. The blue may not be printed in any other blue or in any other color other than black.
The logo may be printed in all black if only black or black and one other color are being used for the print job or if reproduction with the screened logo option will be poor, i.e. when printing on newsprint or photocopying. The logo may also be printed in white on a dark background in some instances.
Other logos
Sub-identities
Each UDM school, college, department or office may have its own sub-identity. A 'sub-ID' combines the Detroit Mercy logo and full University name with the smaller unit's name. The Marketing & Communications Department can also help you with logo design to create a visual brand for your unit that adheres to University identity standards. Please refer to the Graphic Design Services Request page for information and the request form which initiates the process.
Athletics
For information related to Athletics logos, contact the Athletic Department.
Detroit Mercy Crest (Seal)
The Detroit Mercy crest is a unique and honored symbol of the institution's identity. It is not intended for use as a graphic or a design element, and it should not be used in publications or materials in which use of the Detroit Mercy logo is appropriate as the University identifier.
The Detroit Mercy crest is to be used only on official, institutional documents, such as transcripts and diplomas and on formal proclamations, certificates, invitations, etc., issued from the Office of the President or the Vice President for Academic Affairs. Any other use of the crest is limited and should always be referred to the Marketing & Communications department before publication.
The crest should not be used online, nor in combination with the Detroit Mercy logo.
In any approved use, the crest may not be altered in any way, including colors, backgrounds, fonts, proportions, or existing elements of the design. The crest should not be used with additional text or graphics to create a "new" logo, unless designated in the Brand Standards Guide or by the Department of Marketing & Communications.
Official Detroit Mercy colors
The logo and crest must be printed in Pantone Matching System (PMS) 1945-red and 288-blue or black, according to the guidelines defined below. Some elements of the crest are printed in black, along with the blue and red. These graphics may not be printed in any other colors, nor in one PMS color without the other. On rare occasion, the crest and logo official colors may be "trapped" or printed using four-color process. Contact the Marketing & Communications department on guidelines for trapping the colors. The logo and crest can also be printed with foil stamping.
Use of the correct Detroit Mercy colors, in print and online, is critical to the success of our branding efforts.| Color System | Blue | Red | White |
|---|---|---|---|
| Color Sample | |||
| Hexadecimal color (web) | 002C77 | A70A43 | FFFFFF |
| RGB color (web) | 0, 44, 119 | 167, 10, 67 | 255, 255, 255 |
| Process color (CMYK) |
C100/M79/Y0/K37 |
C0/M100/Y48/K26 | |
| Spot color (Pantone aka PMS) |
PMS 288 | PMS 1945 | |
| Black ink only (Grayscale) | Solid black (K100) | 60% black (K60) |
Find UDM's Secondary Colors in the Brand Standards Guide.
Letterhead, envelopes and business cards
All University of Detroit Mercy official business cards, email signatures and letterhead are required to use the University brands only. Use of other institutional, organizational or company names, logos or other brand elements on Detroit Mercy business cards, email signatures and letterhead are prohibited.
Official University of Detroit Mercy letterhead, envelopes and business cards should be used for all external communications.
The University uses 24# Cougar Opaque paper stock for the letterhead with corresponding #10 business envelopes. Letterhead is printed on 8 1/2 x 11 inch paper and utilizes the Detroit Mercy logo and the official Detroit Mercy colors.
Business cards are printed on Cougar Opaque 80# cover stock. To maintain consistent style and identity with letterhead and business cards, please order letterhead, etc. from Hatteras Printing.
See the Hatteras website for online order forms for new letterhead, envelopes and business cards.
Please be aware the order form has three options (McNichols and Novi, Law, Dental) depending on your respective campus location.
Acronym usage policy - UDM is OK, but DM, U of D are not
Do not use acronyms such as DM, U of D or the like when referencing Detroit Mercy on public websites, marketing materials including fliers, brochures, pamphlets, booklets and other promotional materials.
Please remember that following the first reference to “University of Detroit Mercy,” use "UDM" or “Detroit Mercy” for subsequent references.
This standard applies to all promotion, web content and other material used to promote the institution.