Official University Logotype:

 

Overview

Montevallo’s logotype, used extensively since the mid-1980s, is an arrangement of typography and line rulings featuring the words “The University of Montevallo.” The word “Montevallo” is set off by medium-weight rules extending the full length of the word. The typefaces are from the Goudy family of fonts, designed by Frederic W. Goudy (1865-1947).

These traditional, serifed typefaces suggest stability, permanence and a sense of the classic.

The words “The University of” are set in a typeface called “Goudy Regular.” The dominant word, “Montevallo,” is set in a font called “Goudy Hand-Tooled.”

The hand-tooled effect gives a more elegant, open-faced look to the type. All words in the logotype are capitalized and are loosely kerned. The type is of medium weight.

Usage

The logotype is used extensively by most University departments on letterhead, envelopes, business cards, manuals, bulletins, memo forms, handbooks, nametags and dozens of other “official,” formal printed materials. Members of the University community should use the “official” University logotype on materials produced for appropriate University business.

Reproduction

The logotype is most often printed in black, though it is permissible to print the logo in PMS 267 (purple). The logo may also be printed in PMS 123 (gold) or in gild (gold) ink. The image may also be reversed for printing against dark backgrounds.

It is not advisable to split the logo for printing in more than one color — for example, “The University of” in gold and “Montevallo” in purple.

Special Considerations

With the advent of computer technology and desktop publishing, UM’s logo continues to be altered by offices across campus. This practice exacerbates fragmentation of the University’s graphic identity. For example, a recent sampling of documents from various campus offices revealed that almost a dozen variations of the logotype are in use.

Since the “Goudy Hand-Tooled” type is not readily available, the word “Montevallo” is most frequently set in the same typeface as “The University of” — usually in Times Roman type. The hand-tooled effect is lost.

Even with the most sophisticated scanning equipment, the open-faced style of the type is difficult to reproduce because of the extremely fine lines that add to the depth of the typeface. To help provide more consistency in the usage of the official logotype, the Public Relations Office offers the logo in the “Public Folders” menu in Microsoft Outlook. The logos may be found in a sub-folder under the “UM” primary folder. The P.R. Office also has high-resolution or “fine” printer’s “slicks” of the logo for those who may wish to scan the image into their own computers.

Standardization

The UM Bookstore offers standard designs for University letterhead, envelopes and business cards. The letterhead and business cards, both printed on white bond stock, feature the University logotype and a blind-embossed seal as primary design elements. All type is black and is thermographed for a raised effect. The letterhead includes the University’s statement on equal opportunity and affirmative action centered at the bottom of the page. To order official letterhead, envelopes and business cards, members of the University community should provide the Bookstore (Ext. 6575) with appropriate information to be printed on each piece.

Use of Letterhead

Letterhead, which is a primary identifier of the University of Montevallo, should be used for appropriate University business only. Members of the University community should not use UM letterhead for personal business of where personal gain would result. Discretion is advised when using any form of University stationery.