Established for brand awareness and recognition, UMSL’s full-name wordmark provides the ability to
communicate location and the university’s identity. The wordmark is constructed with all-uppercase lettering to reflect brand strength, conviction and determination. The wordmark cannot be used with the official UMSL logo except in limited circumstances.
Please note: Use of the University of Missouri–St. Louis wordmark must in all cases first be approved by the Marketing Communications Department. Please contact Traci Moore, Director of Creative Services, at 314-516-4416 or tracimoore@umsl.edu for additional information and approval.
Clear space and minimum size
To ensure its integrity and visibility, the University of Missouri–St. Louis wordmark should be kept clear of competing text, images, and other marks. It must be surrounded on all sides by adequate clear space – a space equal in size to the cap height of the logotype (the height of the capital ”MI” in MISSOURI). This is a minimum clear space. Ideally, the wordmark should be surrounded by additional white space whenever possible.
Color options and acceptable contrast
Background colors and images can easily overpower or compete with the University of Missouri–St. Louis
wordmark. The preferred treatment of the wordmark is either Triton red or black over an open, white background. If the logo must be placed on a dark background, you may use a reverse (knockout) version of the wordmark to improve readability. The wordmark may be placed over a background image or pattern only if there is sufficient contrast to distinguish the wordmark from outside elements. White is the only color approved for use on black backgrounds.
