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University Marketing and Communications

Brand identity guidelines

The University brand in action

The University is a complex organization with many schools and units. To ensure brand integrity and cohesion, it is critical that we have standardized ways we refer to and display the University of Rochester brand. University logos and marks are just pieces of the overall brand puzzle. On this page, you’ll learn about important brand guidelines and visual identity specifics like color codes and typography.

Rochester’s motto

Meliora is the official motto of the University of Rochester. The Latin word means “ever better”, and is pronounced “MEH-lee-OR-ah.”

Mission statement

Learn, Discover, Heal, Create–and Make the World Ever Better.

Vision and values

Visit the Vision and Values website for a comprehensive overview.

Style guide

Our Editorial Style Guide can help you understand how to spell, capitalize, and refer to all things Rochester–including schools and units, buildings, and more.

Our visual brand

Print color requirements

One-color printing

Any dark color can be used to replace Rochester blue when printing only one color ink, but black or Rochester blue is always the preferred dark color.

Dandelion yellow or white is always the preferred light color.

Two-color printing

Print the following Pantone Matching System (PMS) colors:

  • Dandelion yellow: Pantone 109 C
  • Rochester blue: Pantone 541 C
Four-color process printing

Print the following CMYK values:

  • Dandelion yellow: C:0, M:16, Y:100, K:0
  • Rochester blue: C:100, M:78, Y:32, K:22

You can also connect with us if you have questions or need further guidance.