The Rocky Mountain University brand is more than a logo or tagline; it is a representation of who we are-past, present, future-and it impacts how others view us. Our promise is to deliver innovation and excellence in graduate healthcare. It is vital that our brand unites to deliver, strengthen, and communicate this promise to the public.
As members of this University, we are all charged with the task of shaping our brand. A strong brand produces pride in the loyalty to the institution and is vital for recruitment, retention, community involvement, and donor relations. It is important that we work together to clearly articulate and represent the brand of this outstanding University.
This style guide provides the tools and guidelines necessary to visually represent RMU. Please carefully review these pages and become familiar with the guidelines and refer back to them when using the RMU name.
Everyone has a personality that guides how they interact with others. Brand personality guides institutional character and interactions with their associations. The RMU brand has distinct personality traits that should be portrayed through all representation and communication with others. The RMU brand personality encompasses the following:
Relatable
Sincere, Welcoming, Connected
Familial Compassionate, Inclusive, Empathetic Visionary
Hungry, Innovative, Inspiring
Authoritative
Proactive, Evidence-based, Expert Empowering
Supportive, Collaborative, Personalized Driven Focused, Hardworking, Agile
Our mission defines what we do, our objectives, and our approach to reach those objectives. Our mission sets us apart from other institutions of higher education through our commitment to advancing healthcare through specialized graduate education.
The mission of Rocky Mountain University of Health Professions is to educate current and future healthcare professionals for outcomes-oriented, evidence-based practice. The University demonstrates mission fulfillment through the quality of its education and success of its students in academic programs that develop leaders skilled in clinical inquiry and prepared to effect healthcare change.
Our vision provides direction for now and into the future. A strong vision helps each RMU member focus on a key aspect of our brand that we would like to enhance and embrace.
The vision of Rocky Mountain University of Health Professions is to advance the quality, delivery, and efficacy of healthcare.
A tagline expresses an organization’s promise to the world. The RMU approved tagline is “Advancing Knowledge, Advancing Healthcare.” The tagline is a rallying cry for faculty, staff and administration, and is RMU’s promise to the students and community we serve.
Brand Voice
Brand voice is the distinctive personality that projects from our writing. Voice is tied to, but not limited to, the words that we use to express our brand in marketing. It’s more about how you say something than what you say. While topics will vary, our voice should remain consistent.
In all instances, communication should focus on being clear and easy to understand. RMU should strive to be:
• Professional, but not sterile
• Accessible, but not amateur
• Confident, but not condescending
• Proud, but not boastful
For written publications, both digital and print, the University follows the Chicago Manual of Style and should be referenced when questions about grammar and usage arise.
When using the university name in any written material, use the full university name upon first reference followed by RMU in parentheses.
Throughout the remainder of the matierals, use RMU when referencing the university. Example: Rocky Mountain University of Health Professions (RMU).
We omit periods for degree designators (Chicago 10.20). (Example 1)
Terms denoting student status are lowercase. Names of degrees, fellowships, etc., are lowercase when referred to generically (Chicago 8.28–8.29). (Example 2)
Academic certificates are capitalized when referring to the academic certificates; lowercase in general references. (Example 3)
Example 1
Capitalize academic titles only when they immediately precede a personal name and are used as part of the name (Chicago 8.18; AP 3). If the title precedes a person’s first and last name, avoid capitalizing the title. (Example 4)
Ph.D., B.A., M.B.A.
PhD, BA, MBA
Example 2
Smith was a Sophomore when he decided he wanted to pursue a Master’s Degree.
Smith was a sophomore when he decided he wanted to pursue a master’s degree.
Example 3
Susan studied Functional Nutrition through RMU’s certificate program.
Susan studied functional nutrition through RMU’s certificate program.
Example 4
X X X X
Jon Baird is a Professor in the MPAS program.
Jon Baird is a professor in the MPAS program.
Capitalize “university” when it is being used as a proper noun in place of “Rocky Mountain University of Health Professions.”
Capitalize the Mission, Vision, Core Themes, and Core Values when directly referring to the formal guiding principles.
Capitalize a department, program, college, or study when the full and actual title is used and is referring to an official title. Lowercase in other instances. (Example 5)
Professions and professionals are lowercase. (Example 6)
Punctuation
The oxford comma is to be used in all forms of communication. When listing a series, a common appears before the conjunction that leads to the last article in a series.
For media writing, please follow the following conventions for consistency and clarity.
Acronyms
Example 5
On first reference, write out the entire title followed by the acronym in parentheses. (Example 7) Write out a person’s full name on first reference. For following name references, use just their last name. Avoid using academic designations alongside credentials. Where space allows, include the person’s academic credentials after their name. Note: In some situations where space is limited (social media, flyers, etc,), academic designations can be used in place of credentials. (Example 8)
Names & Credentials
He is a Professor in the Nursing program.
He is a professor in the Doctor of Nursing Practice program.
Example 6
I am a Physical Therapist. I am studying Physical Therapy
I am a physical therapist. I am studying physical therapy.
Example 7
She is a graduate of the MPAS program. The MPAS program…
She is a graduate of the Master of Physician Assistant Studies program (MPAS). The MPAS program…
Example 8
X X X X
Dr. Mark Horacek, PT, MS, PhD, spoke to employees about the new college structure.
Mark Horacek, PT, MS, PhD, spoke to employees about the new college structure. Dr. Mark Horacek introduced the speaker at the symposium.
RMU commonly refers to programs and credentials in acronym form. To ensure consistency in spelling and abbreviation of titles, please review the list of acronyms.
Doctoral Programs
DMSc Doctor of Medical Science
DNP Doctor of Nursing Practice
DNP/FNP Doctor of Nursing Practice/Family Nurse Practitioner
OTD Doctor of Occupational Therapy
OD Doctor of Optometry
PhD Doctor of Philosophy in Health Sciences
DPT Doctor of Physical Therapy
SLPD Doctor of Speech-Language Pathology
tDPT-Peds Transitional Doctor of Physical Therapy-Pediatric Science
Masters Programs
MPAS Master of Physician Assistant Studies
MSATP Master of Science in Athletic Training Practice
MHC Master of Science in Clinical Mental Health Counseling
MSHS Master of Science in Health Science
MS MedSLP Master of Science in Medical Speech-Language Pathology
MSN Master of Science in Nursing
MSC Master of Science in School Counseling
Fellowships
NEO Neonatology Fellowship
Certificates
ATPC Assistive Technology Practice Certificate
ENPC Emergency Nurse Practitioner Certificate
EPCAT Emergency & Primary Care in Athletic Training Practice
Certificate
FNPC Family Nurse Practitioner Certificate
FNPC/ENPC Family Nurse Practitioner Certificate/Emergency Nurse
Practitioner Certificate
FNC Functional Nutrition Certificate
HLA Healthcare Leadership and Administration
HPE Healthcare Professions Education
HWC Health & Wellness Coaching
LPD Leadership in Practice Certificate
MHCC Post-Master’s Certificate in Clinical Mental Health Counseling
PPC Pediatric Practice Certificate
SCC Post-Master’s School Counseling Certificate
PsychC Psychiatry Certificate
PMHNP Psychiatric Mental Health Nurse Practitioner
SBP School Based Practice of Occupational Therapy Certificate
Other Common Acronyms
CCD Center for Communication Disorders
CTD Concentration Track Director
CRC Community Rehabilitation Clinic
ETD Elective Track Director
IRB Institutional Review Board
LRC Library Resource Center
ORSP Office of Research & Sponsored Projects
UMC University Marketing & Communications
Color is a powerful brand tool and is essential in establishing the University’s identity. Beyond the wordmark, color is the most recognizable element of the brand. The RMU brand colors are RMU Blue and RMU White. RMU Blue should be the main color used in all designs. White and effective white space should be used to enhance the visual appeal of all materials.
Our accent colors are Sunrise and Blue Sky. Accent colors should be used strategically alongside the main colors. Accents are used to add emphasis, impact, or interest. Black and gray can also be used as needed for supplemental materials.
The best way to ensure color consistency in printing is to use the Pantone Color Matching System (PMS). When PMS colors are unavailable, such as four-color process, CMYK (cyan, magenta, yellow & black) may be used.
For web or mobile based applications, RGB (red, green & blue) or HEX colors should be used.
Header Font
Inter is a free Google font. It may be used for titles and headings. Semibold is the default weight that should be used. Other weights may also be used as needed. Inter may not replace MADE Tommy in logos and other institution marks.
Inter Font Family
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Additional Weights
Digital Text Font
Sans serif fonts are conventionally used for large bodies of text that are viewed digitally. Lato is a free Google font that is approved for use.
Lato Font Family
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Additional Weights
Printed Text Font
Serif fonts are conventionally used for large bodies of printed text. There are two University-approved serif fonts. Minion Pro is a paid serif font. Source Serif Pro is a free Google font.
Minion Pro Font Family
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Additional Weights
Source Serif Pro Family
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Additional Weights
The university logo is the defining icon of Rocky Mountain University and visually represents the institution’s brand. It is designed to reflect modern academic excellence in healthcare.
In order to maintain brand integrity, the logos must be consistently applied in all usages. The logos must remain in their original format and cannot be manipulated in any way.
All logos are available in one color white, black, and blue for special circumstances. For access to these variations, please contact UMC.
The official university logos pictured in this guide are the only logos approved to represent RMU. Any official collateral using RMU logos must be designed or approved by UMC.
There are two marketing logos that are approved for everyday use. These should be used for all marketing materials, supplementary campus signage, apparel, social media, and everyday communication. The three-line logo
should be used when the width of items is limited such as on scrubs or polos.
The formal logo is to be used in special circumstances where the University name must appear in its entirety. This includes University letterhead, certificates, business cards, campus signage, diplomas, and diploma covers.
The web logo is for web use only unless approved by UMC for other uses.
The RMU shield can be used as a stand-alone artistic piece or watermark. If it is being used in this capacity, the artwork must also include a university logo somewhere to help clearly identify the University. The shield can also be used as an icon for social media profile pictures.
Two-Line Logo
Stand-Alone Shield
Rocky Mountain University’s clinic logos are an extension of the RMU brand. These logos use the RMU shield with the accent color Sky blue to show association with the University while also showing distinction of it’s clinical nature.
In order to maintain brand integrity, the logos must be consistently applied in all usages. The logos must remain in their original format and cannot be manipulated in any way. Please refer to Section 4 of the style guide on logo usage.
All logos are available in one color white, black, and blue for special circumstances. For access to these variations, please contact UMC.
The official clinic logos pictured in this guide are the only logos approved to represent RMU clinics.
There are two logos for the Center for Communications Disorders. The primary logo should be used for all marketing materials, clinic signage, clinic apparel, and other items as needed. The abbreviated logo can be used in special instances when space is limited such as on novelty items. The abbreviated logo can also be used in conjunction with the primary logo on materials such as multi-page documents where both logos can separately be displayed.
There are two logos for the Community Rehabilitation Clinic. The primary logo should be used for all marketing materials, clinic signage, clinic apparel, and other items as needed. The abbreviated logo can be used in special instances when space is limited such as on novelty items. The abbreviated logo can also be used in conjunction with the primary logo on materials such as multi-page documents where both logos can separately be displayed.
Primary Logo
Abbreviated Logo
Primary Logo
Abbreviated Logo
There is one logo for the RMU Health Clinics Eye Institute. This logo should be used for all marketing materials, clinic signage, clinic apparel, and other items as needed.
There is one logo for the RMU Counseling Clinic located within the RMU Health Clinics. This logo should be used for all marketing materials, clinic signage, clinic apparel, and other items as needed.
All marketing materials for RMU clinics must be designed by UMC. This includes but is not limited to flyers, brochures, apparel, web design, and events. Clinics will be included in the design process to verify the accuracy of content. Feedback and collaboration are appreciated and considered throughout the process. All final design and content approval rests with UMC.
Third party contractors are not allowed to be used. However, in special circumstances, permission may be granted by the Senior Director of University Marketing, & Communications.
Mountains may be used in a limited capacity to add visual interest to RMU publications and collateral. They may not be used in replacement of a logo.
Images must be representative of mountains local to Utah County which could include one of our seven local peaks:
• Loan Peak
• Mount Timpanogos
• Cascade Mountain
• Provo Peak
• Spanish Fork Peak
• Loafer Mountain
• Mount Nebo
Graphic mountains may be used but must be representative of the peaks from one of our seven mountains.
To access approved graphics of the peaks, please contact UMC.
Examples of Approved Photos
Rock Canyon Alpine Loop
Proper logo size is vital to maintain readability and to ensure a consistent look throughout the University brand. Always apply the logo at a confident size. The logo should never be overpowering (too large) or understated (too small) for each individual application. To ensure readability, please adhere to the following minimum sizes for the wordmarks:
• Formal Logo: 1.75" min. width
• Three-Line Logo 1.50" min. width
• Two-Line Logo 1.25" min. width
• Abbreviated Logo: 1.0" min. width
• Stand-Alone Shield: 0.5" min. width
Note: If you are unsure if the sizing is too small, always err on the side of caution. Also, many design applications have rulers located along the top and left side of your document that can be used to help determine the size.
When designing, always allow enough white space around the logo. White space protects the logo from distractions within a layout to maintain maximum readability and reinforce the strength of the brand.
A good rule of thumb for ensuring adequate white space is to surround the wordmark with an amount of space equal to half the height of the logo. See the example provided.
The box is half the height of the logo and surrounds the logo with an equal amount of space.
The RMU logo is the primary representation of the University and must appear on all campus publications and collateral. The RMU logo has been carefully designed and should never be altered in any way. Instances of logo misuse can occur when the logo has been distorted out of its original state, whether intentional or not.
To ensure consistency, do not add or alter elements to the logo for the purpose of personalization, or for any other reason. Redrawn or hand drawn versions of the marks are not authorized. Please refrain from use old variations of logos. The following section provides additional usage information and illustrates some examples of common misuse.
One of the most common instances of misuse is altering the proportions of the logo. Be sure to size the logo proportionally. Do not stretch, extend, condense, bend, twist, skew, or distort the logo out of its original shape in any way. Do not alter the size or position relationship of elements within the logos.
The logo may not be rotated, flipped, reflected or mirrored in any way. Do not change the colors or fonts for the purpose of personalization. Do not retype fonts to make the text appear bigger or smaller in relation to the whole logo.
Fonts & Colors
Unapproved logos or symbols for university-supported units, colleges, centers, departments, academic units, or programs should not be created. Do not add any words, images, or new elements to the logos with the intent to create a new logo.
Unapproved Logos Effects
Design effects may not be applied. This includes outlines, drop shadows, glows, 3D effects, or software filters. The opacity may not be changed unless using the standalone shield as a design element.
It is important to choose a background that does not interfere with the integrity of the logo. When possible, logos should remain on a solid background so that the logo is clearly visible and distinguishable.
Examples of Incorrect Usage
Do Not Use a Busy Background
Backgrounds should not appear like they are adding or modifying the logo in any way.
When placing the logo, do not encompass the logo in a different colored box, unless it is part of a footer that extends the length of the item.
Logos should be chosen in relation to the color of the background. For lightly colored backgrounds, the logo text should be blue. On dark backgrounds, the logo text should be white.
When placing the logo over a background photo, the logo must remain clearly visible and its colors distinguishable. Acceptable photographs offer a clear or safe space around the logo. Refer to the white spacing guidelines to ensure there is enough space. Avoid images that have a busy pattern, design, or that have too much detail.
X
X X X X 19
Backgrounds Should Not Modify the Logo
Do Not Use Blue Text on Dark Backgrounds
Do Not Encompass the Logo in a Box
For apparel, the RMU logo must appear in its entirety on the item. For items that have a smaller surface area such as pens, mugs, or novelty items, the stand-alone shield or truncated logo may used instead of the full logo.
Merchandise can include a department or college name as long as it does not interfere with the RMU logo. The stand-alone shield cannot be added to a department name on merchandise in replacement of the RMU logo. Please work with UMC to create your apparel or swag items.
Merchandise must adhere to our color guidelines. Approved colors for merchandise include RMU blue (royal blue), sky blue, yellow, black, gray, and white.
Any merchandise being printed must be approved by UMC to ensure consistency and quality brand representation. This includes awards, certificates, promotional items, cohort specific items, etc. Due to the nature of our trademark, all items must go through an approved vendor. Please refer to our list of approved vendors as needed.
The University Marketing and Communications department has identified exclusive vendors who are licensed to print our trademarked logo. Each vendor specializes in different types of items and materials produced.
Before any material can be printed through any vendor, approved or not approved, you must acquire design approval from UMC. For any design creation or approvals, please submit a ticket in the UMC help desk online portal. For specific quotes on pricing or specialized items please reach out the vendor. Once a vendor has been established, UMC will supply the artwork to the vendor and grant final approval.
When reaching out to a vendor, please request the RMU rep to guarantee the best pricing.
If there are questions or concerns with these vendors or the quality of materials produced, please contact UMC.
Vendor Contact Information
Alphagraphics
309 E State St American Fork, UT 84003 801.899.7164
alphagraphics.com/us-utahamerican-fork-us615
Programs, Flyers, Brochures, Signage, Etc.
Brand Makers
464 S Main St Spanish Fork, UT 84660 801.798.6470
brandmakers.com
Novelty Items Only
North Star Printing
131 W 2050 N St Spanish Fork, UT 84660 801.798.7261
nsprinting.net
Programs, Magazines, & Calendars
Total Scrubs
247 W 1230 N Provo, UT 84604 801.356.6003
totalscrubs.com
All University Scrubs
4600 S Redwood Rd AAB 101 Salt Lake City, UT 84123 801.957.4157
Apparel, Merchandise, Signage, Etc.
Vox Marketing
2222 S 950 E Provo, UT 84606 801.377.8695
voxmg.com
Apparel & Merchandise
We’re Here to Help designers can create specialized templates for you on Lucidpress. Lucidpress is a web-based design service available for University members on an as-need basis. Please contact UMC to gain access to Lucidpress and for needed templates.
The University Marketing & Communications department offers design services for all RMU departments, employees, and students. We have designers available to assist you in designing and branding your materials. To request help, please visit the UMC help desk and submit a request.
Requests typically take 10 business days for a project to be completed. It may take longer depending on the scope of the project and the number of revisions that need to be made. We’ll work to accommodate your timeline as best as we can.
Basic templates for letterhead and PowerPoints are available for use. These templates should not be altered other than changing or adding necessary elements such as text or approved photos. These templates do not need additional approval from UMC. Please adhere to branding guidelines when using them. Access to these templates can be found in the Google Drive.
If your department needs specialized templates, our graphic
Branding approval is needed for all marketing materials such as graphics, merchandise, videos, or any other materials that represent RMU. All external items and internal items that extend outside of your immediate deparment or are university-wide must be designed and approved by UMC. To have an external item designed and approved, please submit a design request in the UMC help desk.
For internal projects that are not need UMC approval, please submit a branding request through the UMC help desk. Upon submission, it may be requested to re-design or edit the artwork before approval is given. For flyers, once the design is approved, the UMC department will put the appropriate RMU logo on the flyer. The design may then be used and printed if applicable.
The review process typically takes two business days. Please submit designs ahead of time to account for any adjustments or revisions that may need to be made in order to meet branding and quality standards.
UMC reserves the right to reject and/or eliminate any materials that do not meet the RMU branding criteria. Items that are currently in circulation, both print and digital, that do not meet the standards may be asked to be discontinued or removed. To avoid unnecessary issues please communicate your design and branding needs with UMC.
For specific design or branding related questions, please contact:
Mckinsey Kaanapu Brand & Design Managermckinsey.kaanapu@rm.edu
385.375.8764
