Visual Identity Guidelines

Click here to download PDF of McMaster Brand Manual.

A consistent, clear identity is a powerful way for the University to make its mark. Whether communications travel locally or globally, a strong visual identity for McMaster helps the University strengthen its brand in an era where marketing is becoming an increasingly important competitive advantage.

McMaster’s current visual identity was approved by the Board of Governors in 1997 and consistently appears on University print and electronic communications.

This manual provides updated guidelines to ensure that McMaster’s visual identity is used correctly and consistently to achieve maximum effectiveness. Along with specifications on colours and typography, it provides information on two new features.

1. First, it focuses on the appropriate use of the tag line, Inspiring Innovation and Discovery, developed as part of a branding exercise to help support the positioning of McMaster.
2. Second, it provides new guidelines for the approval and use of secondary logos. It is important that such logos, once they receive official approval, are used correctly in partnership with the McMaster brand.

Thank you for your cooperation in using the McMaster University identity appropriately on all University communications. It is an essential common element for all Faculties and departments to reflect McMaster’s proud heritage, solid tradition of growth, and commitment to a strong and vibrant future.

The visual identity guidelines and the brand manual are maintained by the Office of Public Relations, McMaster University. Updated:November 2006