Trademarks & Licensing
Maryland Trademarks
A sample of commonly used UMD logos and wordmarks is shown below. Any unauthorized use of any UMD logo or workmark is strictly prohibited. Additional requests for logo use should be directed to licensing@umd.edu.
Academic
The University of Maryland logo is the primary element of our institution's visual identity. The logo provides immediate brand recognition, and its proper use is imperative as we work together to maintain a reputation of prestige, excellence and authority as the flagship institution for higher education in the state of Maryland. Presenting a professional and unified visual identity is an essential part of building and maintaining our reputation.
Presidential
The formal seal distinguishes the University of Maryland from government and public agencies that use the Maryland state seal. The formal seal is reserved exclusively for ceremonies, presidential communications, diplomas and certificate applications. General use on merchandise and giveaways is prohibited.
Athletics
The Maryland Terrapins represent the university in athletic competition. The Terps are marked by a unique visual identity reserved for use by the Department of Intercollegiate Athletics (ICA).
The following logo marks are licensed to selected vendors for use in retail products such as apparel, gifts and other merchandise. No alterations of these graphics are permitted.
Mascot
This logo features the cartoon version of the university’s mascot, Testudo, holding the letter “M.” No alterations in his stance, what he is holding or wearing, his color palette or his facial expression are permitted.
Vintage
These vintage marks have been used at different points in the university’s more than 150-year history. Vendors must have a vintage license to use these marks.
Spirit
The stylized turtle shell brand mark, honoring the university’s connection to the native diamondback terrapin, is used primarily as an institutional branding asset. Nothing may overlap the shell unless it is in a designated rectangle space.
Word Marks
UMD word marks are a set of words and phrases that clearly identify and distinguish the university from other institutions:
- University of Maryland
- Terps
- Terrapins
- Maryland Terrapins
- Fear the Turtle
Hell in the Shell
Guidelines for Usage
University-protected marks are valuable assets that identify and protect our institution’s brand integrity. It is the responsibility of the Office of Marketing and Communications to ensure these marks are used appropriately.
When is approval required?
The university must approve all commercial and noncommercial uses of university marks. In most circumstances, the university will require payment of a royalty on income-producing uses of university marks. Any unauthorized use or alteration threatens the university’s brand rights and is subject to administrative or legal review. Email licensing@umd.edu with all inquiries about approved usage of logos.
How does the approval process work?
Any university departments, students, employees, registered student organizations, non-university persons or other entities that want to use university marks in connection with the commercial sale or resale of goods or services must obtain products from a university-licensed vendor or obtain a license themselves before offering products for sale.
Advance approval from Trademarks and Licensing is required whether the commercial use will be ongoing or associated with a one-time event, such as using a mark on a poster announcing an event or on an item to be sold as a fundraiser.