Identity Guide


A variety of resources are available to assist you in adopting the the UM-Dearborn graphic identity:

  • Approved photos for print and electronic/Web communications can be found in the Photo Library.
  • Definitions of Terms are provided below to assist you in understanding various marketing and policy terms. 


Definition of Terms

Coated Stock
Coated papers are generally smoother and thinner than uncoated papers. Their surface is hard and impervious, so ink holdout--paper's ability to keep ink on the surface without letting it sink into the fibers--is high. This means that coated papers retain more hard-edged detail than uncoated stock. Colors look brighter on coated paper because the surface reflects light back more fully and more directly, rather than scattering it, as uncoated papers do. Coated papers are great when you want to print fine detail, highly saturated colors, or any subject that shines, such as metal, human hair, water or amphibian skin. Zanders' Mega line from M-real is a good example. Colors, particularly oranges, purples and reds, look especially bright on this paper. For more information on paper stock and related terms, visit

Uncoated Stock
Uncoated papers are more textured and more porous than coated papers. Ink sinks into them and spreads out more. This causes a softening of hard edges and harsh colors. Details blur somewhat and colors achieve more of a grayish, subdued cast. This can be perfect for any art that needs softening, such as pastels, watercolors or charcoal sketches. Newsprint is uncoated, so if your design needs the immediacy of a newspaper look, choose an uncoated stock. For more information on paper stock and related terms, visit

The Pantone matching system (PMS) is used for specifying and blending match colors. It provides designers with swatches of over 700 colors and gives printers the recipes for making those colors.

CMYK stands for Cyan, Magenta, Yellow and Black - the four process color inks.

RGB stands for Red, Green and Blue. RGB is the model used to project color on a computer monitor. By mixing these three colors, a large percentage of the visible color spectrum can be represented.

If you are using more advanced graphics software (e.g., Adobe Illustrator, Freehand) or desktop publishing programs (e.g., QuarkXPress, PageMaker) you will want to use the logos available in the EPS format. The .eps images provided below are vector-based, which means that they are resolution independent—based on objects, not pixels. Vector-based EPS graphics will print better than the bitmapped TIFF, so when providing the logo for publishing purposes use EPS.

GIFs are compressed image used on the web. GIFs are based on indexed colors, which is a palette of at most 256 colors. This helps greatly reduce their file size. These compressed image files can be quickly transmitted over a network or the internet, which is why you often see them on web pages. GIF files are great for small icons and animated images, but they lack the color range to be used for high-quality photos.

TIFF is the most universal and most widely supported format across all platforms, Mac, Windows, Unix. Data up to 48 bits is supported. It can store images in color (RGB.CMYK) and greyscale and supports LZW (lossless) compression. A recommended format for storing continuous-tone images. The following TIFF files are not compressed and have white backgrounds. They are appropriate for Power Point or Microsoft Word use.

JPG is the most common format used for storing and transmitting photographs on the web. It is not as well suited for line drawings and other textual or iconic graphics because its compression method performs badly on these types of images. The JPG file is wonderfully small, often compressed by 90%, or to only 1/10 of the size of the original data, which is very good when modems are involved. However, this fantastic compression efficiency comes with a high price. JPG uses “lossy compression” (lossy meaning “with losses”). Lossy means that some image quality is lost when the JPG data is compressed and saved, and this quality can never be recovered.

(or simply “mark”) is a word, phrase, group of letters, symbol, or design that are used by an organization to identify their products or services and distinguish them from those of others. Trademarks are used to prevent confusion by consumers regarding the source of origin of the goods or services.

A mark used in the offering, promotion or sale of services is referred to as a “service mark.” The same legal rules generally apply to the adoption, use, protection and enforcement of both service marks and trademarks.

Unauthorized use of a trademark that belongs to another, or use of a trademark so similar to that of another as to cause the likelihood of confusion in the minds of the public as to the source affiliation or sponsorship of the product or service.

License Agreement
A royalty bearing contract granting permission to a licensee to produce specific products bearing the trademarks of the licensor.

A person or organization who has been granted by the licensor the right, under certain conditions, to use licensors trademarks.

One who contracts to allow another to use licensor’s property (trademark) in exchange for payment, usually royalty as a percent of sales.

Registered mark
A trademark that has been registered with the Federal government at the United States Patent and Trademark Office. Federal registration provides additional protection against the remedies for trademark infringement. Unregistered trademarks are normally designated as trademarks by the notation “TM” and service marks with the designation of “SM.” Federally registered trademarks should include the notation that they are registered, which is the “Circle R.”