Design
Strong design doesn’t just make things look good—it makes your message stick. The College's Marketing and Communications team is here to help you create visuals that are not only on-brand but also compelling, clear and made to resonate with your audience.
Whether you're promoting a program, announcing an event or building awareness for your department, we can help you bring your vision to life with dynamic, thoughtful materials.
Learn about:
We offer a variety of Microsoft Word templates, email signatures, virtual backgrounds and more for departmental use and quick turnaround projects. These templates come with best practices and step-by-step instructions to ensure consistent branding across the College.
Example of a virtual background.
Department Branding Toolkit
Access department-specific branded templates, lockups, virtual backgrounds and more in the Department Branding Toolkit. If you need additional resources, submit a marketing and communications request.
Looking to show off your department’s UB pride with pens, lanyards, water bottles or other swag? Great! Just make sure you follow the proper steps. All UB-branded merchandise must be ordered through approved licensed vendors and receive trademark approval.
Before you begin: take a few minutes to review how to order, learn about royalties and whether you’ll need to submit an artwork release. Also, plan ahead: production can take 6–8 weeks.
Examples of UB merchandise.
To make sure your UB-branded items are ordered correctly—and without last-minute surprises—follow these four key steps:
1. Choose an approved vendor
Start by selecting a vendor from UB’s licensed vendor list. These vendors meet UB’s standards for quality and labor, and they’re authorized to produce merchandise using university marks. Most importantly, they can provide the required proof for trademark approval.
💡Helpful Tip: Use the vendor search tool to find products by type.
2. Design your item(s)
Once you’ve chosen your product, submit a marketing and communication request that includes your product details (URL to items are helpful) and customization needs. Start the process at least 6–8 weeks in advance to allow time for design review, trademark approval and production.
Before you submit: Review the UB brand usage guidelines to be sure the design meets UB brand standards. If your design only includes the department lockup, you can download it directly from the Department Branding Toolkit.
Have a question or want a quick design check? Submit a marketing and communication request for a consultation before submitting your order to your vendor.
3. Trademark approval
After your design is ready, your vendor handles trademark approval. They submit the artwork through the vendor-only Brand Manager portal to the UB Trademarks and Licensing (TML). TML checks that the design follows brand standards.
- If approved, you’ll receive a screenshot of the approval—often within a few days.
- If changes are needed, TML sends clear instructions so the vendor can work with you to revise and resubmit.
✅ If approved:
You’ll receive a screenshot of the approval—often within a few days.
❌ If changes are needed:
TML will provide clear revision instructions so the vendor can work with you to resubmit.
4. Production and delivery
With approval in hand, the vendor can start production. When the order arrives, compare the items to the approved proof.
If anything looks off:
- Contact the vendor first to address issues.
- If concerns remain unresolved, contact UBTrademarks@buffalo.edu for support.
✏️ Good to Know: Because you used a licensed vendor and followed UB guidelines, you’re protected if errors occur during printing or production.
What are royalties?
Royalties are fees collected in exchange for the use of UB’s trademarks (like the name, logos and marks). If an item could be sold in a retail setting—even if it’s not—it’s likely subject to royalty payments.
The royalty rate is based on the wholesale price, not the retail price. For example, a shirt that sells for $25 might have a wholesale cost of $5. A 12% royalty on that amount would equal $0.60.
Current UB Rates:
- 12% for standard UB trademarks
- 13% for items using Little Victor
These royalties help fund brand protection efforts and student scholarships.
Royalty exemptions
Exemptions are rare. They apply only when:
- Items are purchased with university funds
- They’re strictly for giveaway purposes
- They’re customized in a way that makes them unsellable to the public
Little Victor items are never exempt.
Creating your own design? Whether it’s a Canva graphic, hand drawing, or any original artwork, you’ll need to submit an Artwork Release form along with your trademark request.
Here’s what to do:
- Download and complete the Artwork Release form.
- Be sure to use real, handwritten signatures—no digital or typed signatures.
- Attach the actual artwork directly to the PDF form before submitting.
This step ensures that UB has the proper rights to use and reproduce the artwork on merchandise. It’s a small but important part of protecting both your creative work and the university’s brand.
Reorders
Yes—even if you’re placing a reorder, you’ll need to go through the process again. Branding rules change, and we want your gear to meet current standards.
We create in-house or collaborate with creative service vendors to design printed promotional materials, including posters, postcards, brochures and other collateral. Once you have identified your needs and ideas, submit a marketing and communication request, and we'll contact you shortly. Please allow 1-2 months for the prints to be ready.
Print Vendors
For your printing needs, we recommend using Print Services. They offer a variety of services, including black and color copies, posters, business cards, department letterhead, envelopes and more.
Examples of printed promotional items.
Unique Printing
For larger print runs, non-traditional sizing, and specialized college print pieces, submit a marketing and communications request. Our team can provide you with information about external print vendors and the processes involved.
If you have any unique printing requirements, our team is here to help you navigate the options and ensure your project meets all specifications and standards. Reach out to learn more about how we can support your unique printing needs.
Department newsletters are a powerful tool for sharing your department’s story. Our team collaborates with departments to create engaging online newsletters, helping you communicate effectively with alumni and friends through rich, web-driven content. Please allow 1-2 months for the newsletter to be ready.
Before you begin: Please review the best practices below to learn how to gather and organize your deaprtment newsletter content.
Sample visual of new Digest newsletter format.
Collecting Content
To ensure a seamless and timely delivery of your newsletter to alumni and friends, please follow these guidelines for collecting content.
- Timeline for submission: Submit your newsletter content at least eight weeks before the desired send date to ensure timely delivery to alumni and friends.
- Image requirements: All images must be high-resolution in jpeg, png, tiff or EPS formats. Embed images within your content document to help our team understand their placement. Note: This does not replace the need to upload images to UB Box. Please include the link in your request.
- External content: Provide links to any external videos, articles and stories. Include introductory text explaining the relevance of each link in your newsletter.
- Content relevance: Ensure the content is current, ideally no older than three to six months. Incorporate department-related content from "UB In the News" where applicable.
- Editing for style: The content will be edited to adhere to the UB and Associated Press style guidelines. For more information, refer to our Style Guide Tips.
Organizing Content
Create and organize your content in one Microsoft Word document, divided into the following recommended sections:
- Message from the Chair
- Research/Department News
- Events
- Faculty News/Awards
- Student News/Awards
- Alumni News
Content submission: When submitting a marketing and communication request, please include a UBbox link to your content document and high-resolution images.
The latest department newsletters
Bringing UB branding into your department’s physical spaces can do more than freshen up the walls—it can leave a lasting impression on students, faculty, staff and visitors. Whether you're revamping a lobby, refreshing a hallway or installing a full wall graphic, cohesive environmental branding helps make your space feel intentional and inspiring. Submit a Marketing and Communication Request to begin.
⏱️ Timeline: Please allow 2–3 months for project completion.
Before you begin: Make sure to review the full Environmental Brand Guidelines before diving into your project.
Example of the Department of Physics environmental design.
Brand and TML Approval
Projects involving large signage or environmental graphics must receive branding approval before you submit final artwork for Trademarks and Licensing review.
Empower your department's vision
Let the Facilities Planning and Management Office (FPMO) be your partner in creating vibrant, functional spaces by developing and implementing space planning solutions tailored to both current and future needs while managing physical space resources, overseeing facility improvements, and ensuring building code compliance.
Submit a request to the Facilities Planning and Management Office
Images and videos are powerful assets that help us tell the rich, full story that is distinctly UB. To ensure your message is clear, compelling, and on-brand, our team can assist in various ways:
- Arranging Professional Photography: We'll help coordinate with experienced photographers or university photographers to capture high-quality images for events, classroom activities or special projects.
- Guidance for Professional Headshots: Get tips and support for capturing professional headshots, either from the UB Portrait Studio or by taking your own portrait.
- Finding the Right Image: We can help you select the perfect image that fits your needs and aligns with UB's brand.
- Strategizing Video Content: We’ll help you develop and strategize video content to meet your communication needs effectively.
Before you begin: Please review the resources below to ensure your visual content effectively communicates your message and represents UB's identity. For assistance, submit a marketing and communication request 4-6 weeks in advance as we cannot guarantee the photographer's availability.
Photo and Video Resources
By following these guidelines and utilizing the available resources below, you can ensure your images and videos effectively capture and convey the UB story.
If you need a photographer for an event, classroom activity, or environmental portrait, please submit your request 4-6 weeks in advance as we cannot guarantee the photographer's availability for requests. To get started, submit a marketing and communication request.
Model release form
If you will be using any individual as the subject of a photo or video shoot, please make sure this person completes the model release form. It grants the university full usage of the photo or video assets in perpetuity. Download model release form
Examples
Please include the statement below for events where there will be a photographer. This applies to confirmation emails to participants who register online, program booklets/schedules of events, and other print or electronic communications to participants. For large events, consider including a sign at the event.
"The University at Buffalo will occasionally have a photographer at events such as the one for which you are registered. Please be advised that UB may use photographs taken during events for publication in print and online, including social media. Please alert the photographer at the event should you not wish to have your photograph taken."
Discover UB’s comprehensive free online photo database, featuring a vast collection of images showcasing UB campuses and buildings, faculty, staff, students and significant campus events. This resource is invaluable for your marketing and communication needs, providing professional-quality photographs that are up to date and brand-appropriate. Below, you'll find best practices for downloading images for digital use.
UB Photo Database also includes guidelines for capturing the UB "spirit" in visual form.
Faculty and staff in need of a professional headshot may book appointments directly with our contract photographer. Portrait sessions may take place at the portrait studio in Abbott Hall on the South Campus or at an alternative location mutually agreed upon by the photographer and the client.
Photography fees will be invoiced to you or your department at a rate of $100 per portrait session.
Portrait examples.
Video and images are critical tools for communication across social media, websites, advertising, and more. The UB Production Group has years of experience producing high-quality video content.
For a customized production and video cost estimate or to request service, contact the Production Group at production@buffalo.edu.
An example of UB Production Group's work.
These resources offer low-cost and a wide variety of media options to help you create engaging and visually appealing content for your projects.
- iStock: Find unique images and videos that resonate with your audience and enhance your projects.
- Depositphotos: Discover a large thematic collection of stock photography, and explore our stock video and music library to find exactly what you need for your projects.
- TONL: Find culturally diverse stock photos that represent the true world we live in, adding authenticity and inclusiveness to your visual content.
- freepik: Access high-quality photos, videos, vectors, AI images, and icons to transform your ideas into outstanding designs.
- Library of Congress
- Center for Disease Control
- White House
- National Oceanic and Atmospheric Administration (NOAA)
- National Aeronautics and Space Administration (NASA)
Taking a self/ie portrait:
- Lighting: Ensure the space is well-lit. Turn on overhead lights and open blinds to let in natural light.
- Background: Minimize background distractions such as art, books, or other people. A blank, light-colored wall works best.
- Positioning: Hold your smartphone vertically (portrait mode) about an arm's length away from you.
- Framing: Keep your head straight or slightly tilted, and face the phone screen. Make sure there is space above your head, and include your neck and part of your shoulders in the frame.
- Taking Photos: Take five or six shots and select the best two.
- Sending Photos: If you need to send the photos, keep them in color, do not crop them, and send them ‘as is.’
If someone is taking a photo of you:
- Lighting and Background: Follow the same steps as above for lighting and minimizing background distractions.
- Positioning and Framing: The photographer should ensure you are centered in the frame, with your head straight or slightly tilted. There should be space above your head, and your neck and part of your shoulders should be visible.
- Taking Photos: The photographer should take five or six shots. Then, choose the best two.
- Sending Photos: If the photos need to be sent, keep them in color, do not crop them, and send them ‘as is.’
UB collaborates with a pre-approved pool of vendors to provide comprehensive creative design services that align with the university's brand standards. These services include producing materials such as brochures, flyers, event collateral, advertisements and more.
Each vendor has undergone a rigorous application and review process, completed mandatory annual training, and is listed by University Communications as a trusted provider. Editorial support services are also available as an optional add-on for an additional fee. By working with these pre-qualified vendors, the university ensures consistent, high-quality communication across all departments.
Before you begin: Please complete the creative brief below and attach it when you submit a marketing and communication request.
Our team is here to support your needs and provide expert guidance on various design and communication projects. We are dedicated to helping you create effective and brand-compliant materials that communicate UB's values. For assistance, please reach out to our team by submitting a marketing and communications request.
Marketing and Communications Consultations:
We offer consultations to collaborate on the best strategy to meet your department’s needs. Our consultations also include content and design reviews to provide feedback on items, ensuring they meet UB's brand and accessibility guidelines.
Schedule a consultation by submitting a marketing and communications request.
Visit the University Communications Office website to explore the strategy behind the brand. Learn about the proper use of the university's identity, creativity, resources and more.
The College Resources
Sample of the substitute fonts, Arial and Georgia.