Visual identity

Our visual identity should ensure that all communication from the University has a clear and timeless appearance adapted to a digital interface. By following the visual identity in all university communications, the University as sender becomes clear to the recipient.

The current visual identity was last updated on 1 November 2016. The implementations of the updates will be carried out in new productions and in planned productions during 2017.

Updated templates can be found on Aurora under Service and support, Templates, Templates with logo. Implementations in the university systems follow a plan set up by each respective system owner. Faculties and departments are able to control the implementation process themselves based upon the target audience and what people come in contact with the communication.

The Communications Office provides advice before and after production

If you are contemplating creating new products or have already produced something, you can ask for advice from Inhousebyrån at the Communications Office both before and after production. Feel free to get in touch with queries or submit your material for proof-reading, feedback or advice.


The logo is the key element of our visual identity. In the updated visual identity, the logo has been slightly adjusted to an appearance that can be recognised from our 50th anniversary logo. Now, more opportunities of logo placement are available – it can for instance be placed in the centre.

Download the logo

In order to download the Umeå University logo, you need to be logged onto Aurora and fill out a form of contact details.

Go to the form to download a zip logo package

Logo – sender information

Principally, Umeå University is to be regarded as sender in the logo. Faculties, schools, departments, research centres and other units can be added as additional senders in the brand text. Schools at Umeå University can have a logo with their name as sender and Umeå University as an additional sender.

All logos should be produced by Inhousebyrån. Please ask your questions and submit your orders there.


The updated visual identity contains the same fonts as previously:

  • Gotham and Publico, which require a licence. These are primarily used for graphical production such as printed products.
  • Verdana and Georgia, which are free of charge. These are used for products such as documents and presentations.

Buy fonts?

If you already have a licence, there is no need to purchase a new one and most of your needs are covered by the templates that can be downloaded. In cases where no templates are available, you can use Verdana and Georgia. So, in most cases no licences are needed.

However, if you do need to purchase a new licence, you need to place your order to the Communications Office no later than 30 January 2017. Place an order by sending an email to Inhousebyrån.




Gotham Book and Gotham Bold are used in printed communications and to some extent on the web. Umeå University has a version that has been specially produced for us.




Publico is used in printed communications, mainly in body text because it is easy to read in small sizes.

Colour profiles

Umeå University has two primary colours, dark blue and black and three complementary colours.

Primary colours

  • CMYK: 81-54-23-46
  • RGB: 42-71-101
  • HEX: #2A4765
  • CMYK: 0-0-0-100
  • RGB: 0-0-0
  • HEX: #000000

Complementary colours

  • CMYK: 55-9-44-14
  • RGB: 115-167-144
  • HEX: #73A790
  • CMYK: 15-30-55-5
  • RGB: 215-177-124
  • HEX: #D7B17C
  • CMYK: 5-33-20-3
  • RGB: 234-186-185
  • HEX: #EABAB9
  • CMYK: 7-5-13-0
  • RGB: 240-238-227
  • HEX: #F0EEE3


Symbols can be used in both printed and digital communications to lighten up and clarify a message. Umeå University uses the symbol library Entypo.




Students are only to use the university's visual identity when writing their theses or degree projects. Established templates are to be used for those occasions. Students are not to use the university's logo and visual identity when sending emails, making surveys and presentations as a part of their studies. It is the student who is behind the information and content in those cases, not the university.

Communications Office