Relevant content:

• fits within UM’s goals
• supports a user’s task
• is of sufficient quality for publication
• is honest

1. Relevance check 1: UM’s goals
   This content contributes towards <goal> by <specific content> because <result>.
   
   For example: This content contributes towards <attracting the right people> by <providing insight into life in Maastricht> because <it provides students with an idea of what their life would be like >.
2. Relevance check 2: User’s task
   This content enables <target audience> to <conduct task x> because it answers the question <specific question of the target audience>.
   
   For example: This content enables <prospective students> to <find a suitable scholarship> because it answers the question(s): <what are the conditions, do I fit within the criteria, how do I apply and how much can I receive>
3. Relevance check 3: Sufficient quality
   High quality content:
   1. is correct and complete
   2. provides evidence (show, don’t tell)
   3. complies with web guidelines (both text and image)
   4. is schedule correctly and provided through the right channel
   5. assumes the most appropriate format  (a list, a story, text, image, or video) for the goals and tasks of the content
4. Relevance check 4:
   We should provide an honest image of everything at UM. Images should be ‘real’, not staged. They should give the visitor the idea that they are situated in the midst of it all. We should address readers directly, in a friendly manner, using their language.

Image brand & white space

• the white space in front of the UM logo is fixed and locked into the logo file - any box’s edges must fully cover the entire logo file
• the image and word brands may not be used separately (exception: UM social media applications)
• the logo is preferably displayed in UM dark blue or black
• to keep the logo clearly visible, the background is preferably white or a light colour
• the logo may not have bled edges
• for the sake of readability, the logo may not be smaller than 30 mm wide (including the fixed white space mentioned above)

The UM logo, when used in digital environments, can be displayed with the following colour combinations:

In some digital applications, there is no room for the branded wording in the logo (for example social media avatars, apps, and display on mobile phones). If it is not possible to include the branded wording, the logo maybe used without it. The white space, however, must still be present. Sometimes avatars and branded wording must occupy a square, and then different white space rules apply.

All UM organisational units can have a compact version of the UM logo combined with their own name to apply to media created by third parties. If you have any questions, you can contact the House Style Office.

The accent colours, orange-red and light blue, play a supporting and more illustrative role.

• largely white designs are usually more suitable for business media, where excessive use of colour detracts from functionality (e.g., reports, digital newsletters)
• predominantly dark blue designs with accent colours are better suited to more stylish, image-strengthening media (e.g., invitations, annual reports)

The following image shows the target group colours (bachelor's orange and master's red) applied within the context of the four basic colours:

For optimum readability, some circumstances require light blue with a transparent black layer for darker colouring

There are several colours available for practical uses such as illuminated blocks, call-to-action buttons, and tips.

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Colour proportions

In cases where the logo is absent or the typography plays no role, colours proportions must convey UM’s presence.

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Colour and contrast: web guidelines

The public website of Maastricht University must comply with AAA guidelines for web accessibility (Dutch only). This means, among other things, that the contrasts between the use of text and coloured backgrounds (including white) must be sufficient. You can check this with this tool.

There are rules for text larger than 18px and text smaller than 18 px.

These rules are very strict and are difficult to apply within the colour palette of the UM Branding. Though it is very difficult to meet all web guidelines, your content must still be as accessible as possible. The web guidelines for colour are all about contrast. Use colour and contrast to ensure that users understand the navigation, possible actions, and that the content is easily readable. This involves both colours and text, in making them as clear as possible.