This brand toolkit contains guidelines and resources to support Clark School communicators in promoting the school’s diverse research, entrepreneurial activities and faculty and student achievements and ensuring that we are promoting effective and cohesive communications for the school.

  • The Clark School is a highly-ranked, 'World-Class Program'
  • Location: The Clark School’s close proximity to federal agencies, corporations, and research laboratories offers unique professional opportunities for students and faculty.
  • Mpact: The Clark School’s research and innovations are aimed at helping improve millions of lives
  • Clark School students benefit from an Entrepreneurial Ecosystem and UMD’s entrepreneurship education programs are ranked among the best in the nation
  • Hands-On Education with an emphasis on early experiential opportunities
  • National and international Student Competitions allow students to work and compete in teams, preparing them for the workplace
  • Diversity: Clark School programs offer an environment that supports diversity

Goals & Objectives

  • Elevating the school's academic and research reputation
  • Recruiting and admitting the best students
  • Driving collaboration and partnerships within and beyond the University
  • Driving alumni engagement and participation


  • Prospective Students
  • Prospective Faculty
  • Leadership and Faculty at Peer Institutions
  • Alumni
  • Donors
  • Corporate Partners & Representatives
  • Government Representatives
  • Parents
  • High School Guidance Counselors
  • Current Clark School Students
  • Current Clark School Faculty and Staff
  • Media


  • Clark School Communications should take on an objective, reporting tone
  • The overarching theme of Mpact—research and innovations that aim at improving millions of lives—should be incorporated at every opportunity

Messaging Priorities

  • Messaging priorities should enable not only communicators, but all Clark School representatives to be good 'Brand Ambassadors' for the school
  • All creative elements and communications materials should:
    • Demonstrate student and faculty impact on issues facing society
    • Demonstrate student engagement out of the classroom (competitions, service, special activities, etc.)
    • Demonstrate unique and high-level partnerships and opportunities due to our proximity to Washington, D.C.
    • Tell our story in a distinctive voice
    • Evoke an emotional response

Clark School Primary Logo

web logo
For Print - Primary logo (EPS) For Web, PowerPoint, Word - Primary logo (PNG)

Clark School Primary Logo for dark backgrounds

UMD logo PNG
For Print - Primary logo (EPS) For Web, PowerPoint, Word - Primary logo (PNG)

Clark School Secondary Logo

Clark Secondary logo
For Print - Primary logo (EPS) For Web, PowerPoint, Word - Primary logo (PNG)

Clark School Secondary Logo for dark backgrounds

Clark Secondary logo on dark background
For Print - Primary logo (EPS) For Web, PowerPoint, Word - Primary logo (PNG)

On-Campus Printers

Typography (both University and Clark)

  • Clark School fonts (Gotham/Garamond)
  • University fonts (Bembo/Univers). The official typeface of the university is Adobe Bembo, a serif book type that combines traditional forms with contemporary styling. The official sans-serif typeface is Univers, which conveys a modern, clean aesthetic and pairs nicely with Bembo. A university license for Adobe fonts (Bembo and Univers) is available through the Division of Information Technology Software Licensing or by calling 301-405-2986. 


Sample Name R/G/B Hexadecimal C/M/Y/K Pantone PMS
UMD Red 224/58/62 #e03a3e 0/91/76/6 186
UMD Gold 255/213/32 #ffd520 0/15/94/0 116
UMD Gold for uncoated paper 255/225/79 #ffe14f 0/9/80/0 115
Black 0/0/0 #000000 0/0/0/100 K
  White 255/255/255 #ffffff 0/0/0/0 n/a
Clark Gray 153/153/153 #a7a9ac 0/0/0/40  


You can save yourself and your email recipients time by automatically appending your name and contact information through an email signature at the bottom of your messages. For more details, please consult the University's guidelines for email signatures.

Elements to Include

People expect to see your name, title, company name, UMD address, phone, fax (if you use it), UMD Web address and social media account links (if they are important to you). If necessary for the type of work you do, disclaimers or confidentiality statements are also appropriate. Some people opt to include their email address, but since recipients presumably have your email address in the "From:" field, this is unnecessary. If you'd like to include a short UMD slogan that reinforces a key service, paste it below all your contact information.

Elements to Leave Out

Keep the signature block small. Refrain from philosophical statements or quotations. Leave those for personal emails, as you run the risk of driving away someone who doesn't agree with the philosophy or quote. Avoid images pasted into your signature. Spam blockers don't like them, and many email programs will show them as attachments. Your recipient can't tell the attached image is just your logo or some harmless icon. This will make many people wary of opening your email for fear of viruses that might be linked to attachments.


Not including an appropriate signature can frustrate the recipient. If you've already sent someone an email, spare him or her the extra step of looking up your phone number or address. Links to your social media accounts and website within your signature are marketing tools because they can entice people to follow the links to learn more.

Style Rules

Keep your signature clean. Choose professional colors such as black or gray. Use one font. Stretch your signature wider rather than longer by using bullet points or pipes ( | ) between elements. You will commonly see phone, fax and Web address all on the same line in this manner.


Michael Dean
Director, Business Applications
University of Maryland
A. James Clark School of Engineering
2201 J.M. Patterson Building | College Park, MD 20742
tel 301.405.2050 | fax 301.314.2020 | @ClarkSchool

Digital Signage System

To reach students, faculty and visitors to the Kim Engineering Building, you may use specially designed PowerPoint templates to create properly sized messages for the building’s plasma screen digital signage system.

Name Tags

The name tag template provided here is for use with the following Avery supplies:

  • Avery Clip Style Name Badges (74541)
  • Avery Name Badge Insert Refills (5392)

Pocket Folders

Please contact Melissa Andreychek to obtain these folders.


The PowerPoint template provided here helps demonstrate consistency with other Clark School presenters and thus increase audiences’ awareness of and favorable perceptions of the school.

Printing Resources

Consent forms



Zoom backgrounds

The Clark School follows Associated Press (AP) style in addition to University of Maryland standards.

AP References

Basic Style Guidelines

Acronyms: Always spell out on first reference in a news story, even commonly or frequently used acronyms such as:

  • Institute of Electrical and Electronics Engineers (IEEE)
  • American Society of Mechanical Engineers (ASME)
  • National Academy of Engineers (NAE)
  • The Center for Advanced Life Cycle Engineering (CALCE)

Titles are only capitalized when they precede the name: Examples:

  • CALCE Director Michael Pecht will give the lecture.
  • Michael Pecht, director of CALCE, will give the lecture.

Majors and references to departments that are not the full name are not capitalized. Examples:

  • John Smith, an electrical engineering major, won the top prize.
  • Jane Davis, professor or mechanical engineering, will teach the class.

When referring to the official name of a department, capitalize it. Example:

  • Jane Davis will join the Department of Mechanical Engineering in the fall.

Publication titles are italicized. Example:

  • In the recent U.S. News and World Report rankings…


When referring to the school, please try to use “Clark School” instead of using the general terms “University of Maryland” or “engineering.” Examples:

  • Engineering student John Smith won the prize.
  • Clark School student John Smith won the prize.

When writing a news story that you are submitting for the Clark School homepage, remember to write it in more general terms. It’s okay to leave in department affiliations, but please spell these out on first reference.

News Engine Guidelines for Stories

  • Headlines should be no more than 6 (ideal) to 10 (if including words such as "a," "the," or "and") words
  • Subhead or "Blurb" should be 12 words or less, and be in sentence case. This is where to include 'extra' information not covered in the headline:

Examples: Radermacher and Hwang Awarded New Patent Mechanical Engineering professors awarded patent for advancements in air conditioning technology. Story body (no minimum length) Images (optional): Small (80x120 pixels with a 1-pixel border) Large (155x233 or 233x155 pixels) Caption (if using large photo) Pull-quote (optional) Social Media—does the story involve a student group or organization that has a social media presence? If so, be sure to include that in the story.


The Clark School's boilerplate should be used for press releases and publications requiring a brief overview description of the Clark School.


The University of Maryland’s A. James Clark School of Engineering is a premier program, ranked among the top 20 in the world. Located just a few miles from Washington, D.C., the Clark School is at the center of a constellation of high-tech companies and federal laboratories, offering students and faculty access to unique professional opportunities.

Our broad spectrum of academic programs, including the world’s only accredited undergraduate fire protection engineering program, is complemented by a vibrant entrepreneurial ecosystem, early hands-on educational experiences, and participation in national and international competitions.

The Clark School is leading research advancements in aerospace, bioengineering, robotics, nanotechnology, disaster resilience, energy and sustainability, and cybersecurity. From the Universal Product Code to satellite radio, SMS text messaging to the implantable insulin pump, our students, faculty, and alumni are engineering life-changing innovations for millions.