Maastricht University has quickly secured a strong position in the European academic world. Maintaining and further developing this position depends on many factors, with unequivocal branding continuing to play a prominent role. The UM house style gives shape to this by insuring that faculties, schools, institutes, service centres, and other units belong to UM.

The UM House style unifies UM’s visual identity and supports its innovative and international character. Positioning the brand clearly and consistently involves presenting and maintaining a strong identity. The main ‘image brand’ element (i.e., the two triangles) combined with the ‘word brand’ (the university’s name) in the UM logo forms the basis for the house style structure.

The UM House style is monolithic: one organisation, one name, one visual identity. Thus we must present ourselves as one clear and consistent UM family, all using the same logo and house style elements. Within this context, however, some level of flexibility is required. UM-affiliated A-brands, such as research schools and institutes, may take on an endorsed identity (also see Quadrant model and branding).

The house style consists of a number of basic elements such as logo, colour gamut, typography, grids, and style characteristics. Together, they make up the designer’s basic tools, and their application can make or break the house style’s effectiveness.

As the range of communication media is virtually infinite, it is impossible for us to answer ‘all’ house style questions. UM has opted to further develop its house style based on internal clients’ needs and their specific target groups. We do request that clients follow a set procedure when applying the house style, for example, by using one of the preferred suppliers, designers, photographers, and printers, who are familiar with the latest house style rules.

The House Style Office of the Marketing and Communications department coordinates the application of UM’s house style rules, working closely with the non-central coordinators at the faculties, service centres, and the Maastricht University Office, each of whom are responsible for the application of House Style within their units.

This House Style is composed of decisions of the Executive Board – in consultation with UM’s management team – setting out the house style’s basic elements, including the authorised names list of all UM units are obliged to comply with house style. The list also specifies the extent to which each unit must adhere to house style.