Maryland Athletics Brand Guidelines

Click here to view the full Maryland Athletics Brand Guide

At Maryland Athletics, we celebrate and uplift our more than 550 student-athletes, leading to positive experiences that will create a lifetime of memories. We do so by inspiring pride, leading boldly, and, ultimately, by winning championships.

Maryland Will Win. These three words define who we are, and they are, therefore, foundational to both our brand messaging and our visual identity. The latter is made up of a system of logos, colors, fonts and typography styles, patterns, and other custom assets that live within our full brand guide. These key components help us tell the Maryland Athletics’ story, and the method and consistent manner in which they are used shape people’s perception of our athletic department.

Included below you will find our brand essentials, including our colors, primary logos, and typography. To request access to additional brand elements, please email us at mdsportsmarketing@umd.edu. The University of Maryland is unique in that it boasts four primary colors: red, white, black and gold. As the flagship state university in Maryland, this color palette is inspired directly by the colors of the Maryland state flag. These colors are bold and dynamic, and, when leveraged effectively, they provide the unique opportunity to craft an instantly recognizable brand identity.

Red

For Print Use
Pantone: PMS 186
CMYK: C=0, M=100, Y=81, K=4

For Digital Display Use
RGB: R=206, G=17, B=38

For Web Use
Hex Code: #CE1126

White

For Print Use
Pantone: PMS 000C White
CMYK: C=0, M=0, Y=0, K=0

For Digital Display Use
RGB: R=255, G=255, B=255

For Web Use
Hex Code: #FFFFFF

Black

For Print Use
Pantone: PMS Process Black
CMYK: C=30, M=30, Y=30, K=100

For Digital Display Use
RGB: R=0, G=0, B=0

For Web Use
Hex Code: #000000

Gold

For Print Use
Pantone: PMS 116
CMYK: C=0, M=16, Y=100, K=0

For Digital Display Use
RGB: R=252, G=209, B=22

For Web Use
Hex Code: #FCD116

The “M-Bar”
This is our primary mark, and it is the most foundational piece of our brand presentation and our story.

Debuting in 2013, the M-Bar mark was designed in collaboration with our fundamental partner, Under Armour, on the heels of the introduction of the "Maryland" Wordmark in 2011. That year, in alignment with the transformation of our football uniforms, our brand marks were reimagined to streamline our brand identity, and, more importantly, to celebrate our place as Maryland's flagship state University.

We don't exist without the state of Maryland, and the M-Bar doesn't exist without the "flag bar" that comprises its bottom portion The mark should never be manipulated, and each of the full-color versions, which feature variable outer stroking, should be applied to the appropriate background color, denoted below.

Maryland Wordmark
This is our primary mark, and it is the most foundational piece of our brand presentation and our story.

DThis is our primary wordmark, and it presents the opportunity for a creative pivot from the primary M-Bar mark, while still maintaining recognizable alignment with Maryland Athletics. That said, this mark (and other wordmarks) should be viewed as peripheral, used with significant infrequency and only when deemed essential (i.e. the audience has no prior exposure to our brand or the application is remarkably horizontal).

Script Terps
Reintroduced full time in 2022, the Script Terps mark should be used exclusively for Maryland Football across any external-facing areas, though limited exceptions will be made for other Maryland programs for use on non-competition apparel/equipment and no limitations exist for licensed merchandise. While the M-Bar, as noted earlier, is still our primary mark, Script Terps may serve in a similar capacity for Football-specific uses.

Similar to the M-Bar, there are five separate Script Terps versions for use on different background colors. They are all shown below.

There are five different fonts included within the Maryland Athletics brand, all of which serve a distinct purpose.

Terrafont
With sharp, angular serifs and strong, clean lines, Terrafont, which is represented within our primary brand marks and only exists in All Caps, serves as our preeminent brand font. It should be used primarily for uniforms, facility branding, header elements, and for visual emphasis as appropriate.

ABCDEFGHIJKLMNOPQRSTUVWXYZ
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Tusker
A versatile and identifiable font intended for use primarily in graphical elements across all platforms, Tusker may be used widely across all design areas, particularly for use on digital graphical elements.