Monday, May 16, 2011

New logo: University of Maryland, Baltimore and University of Maryland Medical Center

On May 12, the University of Maryland, Baltimore (UMB) and the University of Maryland Medical Center (UMMC) revealed a new visual identity which unfies two institutions that previously had separate identities. UMB is a professional university, founded in 1807, while UMMC is a teaching hospital, which tracks its roots to a few decades later. Both instituions are located in Baltimore, Maryland. Although they are legally separate, they collaborate and have similar goals.

This new look replaces a cluttered image with a bunch of different independent logos that have been used by UMMC and UMB and its schools.

The new symbol is based on Davidge Hall, a building at the UMB/UMMC campus built almost 200 years ago with a dome and a portico. The portico, with a reduced number of columns, is clearly visible, while the dome can be seen in a more subtle arch.

The typefaces used are Trajan Pro for everything but the "of" part, which is Times New Roman Italic. Both are obvious and common typeface choices for university logos.

Previous UMB logo.

The previous UMB seal included elements from from the Maryland state seal and flag. They have been abandoned, but the yellow-red-black-white colour scheme is still present. Many other universities in Maryland base their logos on the state seal, so this helps distinguish UMB from them.

A previous UMMC logo (one of several, I haven't been able to track down which was the "main" version).

The UMMC logo contained a more literal representation of Davidge Hall.

The new look was launched on May 12, and will be phased in during the rest of the year, with a deadline set for January 1, 2012.

The symbol can be used on its own.

New UMMC logo.

New UMB logo.

News article (archive)
"New logo launch" (archive)
"Visual Identity and Branding Initiative" (archive)
Brand Standards (archive)
Vimeo: UM logo kickoff

News release (archive)

The Baltimore Sun
Baltimore Business Journal

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