BRAND Style Guide
THE RMU BRAND
Importance of a Brand
The Rocky Mountain University of Health Professions (RMU) 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 education. 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 and loyalty to the institution and is vital for recruitment, retention, and community 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 represent RMU. Please carefully review these pages and become familiar with the guidelines and refer back to them when representing RMU.
RMU AT ITS CORE
Our Brand Personality
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:
Uplifting
Inspirational, Aspirational, Empathetic
The core of RMU’s brand is lifting others: students, employees, community members, and each other.
Educational Evidence-based, Expertise, Mentorship
RMU is an educational institution where evidence-based learning is a mission value.
Strategic Agile, Pioneering
RMU is an agile institution that works to “push the envelope” of learning. We adapt our curriculum and programs to meet current workforce demands.
Our Mission
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
Our vision provides direction for now and 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.
Authentic
We recognize our imperfections and welcome growth stemming from both success and failure. We believe in our unlimited capacities to find solutions. We model gratitude. We seek to understand, to empathize, and to forgive.
Service-Oriented
Because we value people above all else, we serve each other, our patients and clients, our communities, and the world.
Core Values
Evidence-Based
We achieve the best possible outcomes by combining the best available evidence with our expertise and input from our University community.
Learning-Centered
By challenging thinking, encouraging growth, and exploring possibilities within a supportive learning environment, we empower learners to rise to their highest potential.
Trustworthy
We strive for honesty, respect, and accountability in all we do to continuously earn credibility as an institution and as individuals.
Inclusive
By honoring our differences and similarities, we strengthen institutional and community connections.
Collaborative
We learn and create within and across teams to innovate, foster change, implement strategy, ensure accountability, and celebrate achievement.
OUR VOICE & WRITING STYLE
Brand Voice
Brand voice is the distinctive personality that projects from our writing. 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 Associated Press style and should be referenced when questions arise about grammar, punctuation, and word usage.
There are a few RMU exceptions to AP style, including but not limited to names and credentials and healthcare versus health care. To see these exceptions, please refer to the Word document in the RMU Brand Okta chicklet.
University Name & Abbreviation
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 materials, use RMU when referencing the University. Example: Rocky Mountain University of Health Professions (RMU).
Academic Designations
We omit periods for degree designators. (Example 1)
Terms denoting student status are lowercase. Names of degrees, fellowships, etc., are lowercase when referred to generically. (Example 2)
Academic Titles
Capitalize academic titles only when they immediately precede a personal name and are used as part of the name. (Example 3)
1
Ph.D., B.A., M.B.A.
PhD, BA, MBA
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.
3
Tyler Sommer is the Program Director for the PA program.
Tyler Sommer is the program director for the PA program.
Capitalization
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.
Department & Program Titles
Capitalize a department, program, or college when the full and actual title is used and is referring to an official title. Lowercase in other instances.
(Example 4)
Professions
Professions and professionals are lowercase.
Punctuation
The oxford comma is to be used in all forms of communication. When listing a series, a comma appears before the conjunction that leads to the last article in a series.
Acronyms
On first reference, write out the entire title followed by the acronym in parentheses. See following page for all program acronyms.
(Example 5)
Names & Credentials
Write out a person’s full name on the first reference. For name references, use their last name or the designation Dr. [Last name].
The AP style does not include professional titles like “Dr.” in written content. At RMU, we modify this rule by listing a person’s name and credentials and using “Dr. [Last name]” in all future mentions.
Avoid using academic designations alongside credentials. Where space allows, include the person’s academic credentials after their name.
(Example 6)
Example 4
He is a Professor in the Nursing program.
He is a professor in the Doctor of Nursing Practice program.
Example 5
The MS in Medical Speech-Language Pathology (MedSLP) is dedicated to leading the field. The MedSLP program looks at clinical aspects of speech-language pathology.
The Master of Science in Medical Speech-Language Pathology (MS MedSLP) is dedicated to leading the field. The MS MedSLP program looks at clinical aspects of speech-language pathology.
Example 6
Dr. Mark Horacek, PT, MS, PhD, spoke to employees about the new college structure.
Mark Horacek, PhD, spoke to employees about the new college structure. Dr. Horacek introduced the speaker at the symposium.
ABBREVIATIONS & ACRONYMS
Using Program Names in Written Content
When writing out RMU program names, always start spelling out the entirety of the program name, followed with the acronym in parentheses (Example 5). Capitalize the name of the program when you are spelling it out. From then on, use the acronym throughout the document.*
Doctoral Programs
DPT Doctor of Physical Therapy
OD Doctor of Optometry
OTD Doctor of Occupational Therapy
pOTD Post-Professional Doctor of Occupational Therapy
DMSc Doctor of Medical Science
SLPD Doctor of Speech-Language Pathology
DNP Doctor of Nursing Practice
DNP/FNP Doctor of Nursing Practice/Family Nurse Practitioner
PhD Doctor of Philosophy in Health Sciences
tDPT Transitional Doctor of Physical Therapy - Pediatric Science
Masters Programs
MMSc Master of Medical Science
MS MedSLP Master of Science in Medical Speech-Language Pathology
MSCO Master of Science in Counseling
MSCO-SC Master of Science in Counseling-School Counseling
MSCO-MHC Master of Science in Counseling-Clinical Mental Health Counseling
MSCO-AC Master of Science in Counseling-Addiction Counseling
MSCO-MFC Master of Science in Counseling-Marriage, Couples & Family Counseling
MSCO-CRC Master of Science in Counseling-Clinical Rehabilitation Counseling
MSN Master of Science in Nursing
MSN-FNP Master of Science in Nursing-Family Nurse Practitioner
MSN-FNP/ENP Master of Science in Nursing-Family & Emergency Nurse Practitioner
MSN-FNP/PMHNP Master of Science in Nursing-Family & Psychiatric Mental Health Nurse Practitioner
MSN-PMHNP Master of Science in Nursing-Psychiatric Mental Health Nurse Practitioner
MOT Master of Occupational Therapy
MSATP Master of Science in Athletic Training Practice
MSHS Master of Science in Health Science
Fellowships
NEO Neonatology Fellowship
Certificates
FNPC Family Nurse Practitioner Certificate
PMHNPC Psychiatric Mental-Health Nurse Practitioner Certificate
ENPC Emergency Nurse Practitioner Certificate
FNPC/ENPC Family Nurse Practitioner/Emergency Nurse Practitioner Certificate
FNPC/PMHNPC Family Nurse Practitioner/Psychiatric Mental Health Nurse Practitioner Certificate
SC Cert School Counseling Certificate
CMHC Cert Clinical Mental Health Counseling Certificate
AC Cert Addiction Counseling Certificate
CRC Cert Clinical Rehabilitation Counseling Certificate
MFC Cert Marriage, Couples, & Family Counseling Certificate
OT Cert Occupational Therapy Certificates
HLA Healthcare Leadership & Administration Certificate
HPE Healthcare Professions Education Certificate
HSPC Human & Sport Performance Certificate
RSC Rehabilitation Sciences Certificate
HWC Health & Wellness Coaching Certificate
EPCAT Emergency & Primary Care for Athletic Trainers Certificate
Psych Cert Psychiatry Certificate
UNIVERSITY LOGO
The University logo is the defining icon of Rocky Mountain University of Health Professions (RMU) and visually represents the institution’s brand. It is designed to reflect modern academic excellence in healthcare. In order to maintain brand integrity, the logo must be consistently applied in all applications. The logo must remain in its original format and cannot be manipulated in any way. The logo is available in the preferred two color or single color (white or black).
The official University logo pictured in this guide is the only logo approved to represent RMU. Any official collateral using an RMU logo must be designed or approved by University Marketing & Communications (UMC).
Primary Logo
Since we are proud of our distinction as a graduate healthcare university, the current standard at RMU is to use the entire logo, including the full name, Rocky Mountain University of Health Professions, in all situations where we will be reaching our greater external audiences. This includes usage on all collateral, marketing materials, web presence, and official documents.
Primary Logo
UNIVERSITY SHIELD
Shield
The RMU shield is a visually appealing part of our identity and can be used as a stand-alone artistic piece or watermark (see examples). 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 or a patch on products. If in doubt about approved usage of the shield, please contact UMC.
Stand-Alone Shield
PRESIDENTIAL SEAL
Seal
The Presidential Seal is restricted in its usage to materials and events that are sanctioned by The Office of the President. In general, the seal is reserved for official documents, certificates, and materials related to graduation.
Usage of the seal must be approved by UMC and The Office of the President.
CLINIC LOGOS
The Rocky Mountain University Health Clinics logos are an extension of the RMU brand. These logos use the RMU shield with the accent color Blue Sky to show association with the University while also showing distinction of its 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.
All logos are available in the preferred two color or single color (white or black).
The official clinic logos pictured in this guide are the only logos approved to represent RMU clinics.
These primary logos should be used for all marketing materials, clinic signage, clinic apparel, and other items as needed.
Physical & Occupational Therapy Clinic Logo
This primary logo is for the Physical & Occupational Therapy Clinic located in Building 3 on campus.
Physical Therapy Clinic Logo
Formerly the Center for Rehabiltation Clinic (CRC), this logo is for the Physical Therapy Clinic located off campus on State Street in Provo.
Electrophysiology Clinic
(no logo)
SIZING & SPACING
Sizing Guidelines
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 minimum sizes shown.
Note: If you are unsure if the sizing is too small, always err on the side of caution.
Spacing Guidelines
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.
Sizing Examples
Spacing Example
The box is half the height of the logo and surrounds the logo with an equal amount of space.
LOGO MISUSE
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. To ensure consistency, do not add or alter elements to the logo for the purpose of personalization or for any other reason. Please refrain from using old variations of logos. This section illustrates some examples of common misuse.
Resizing & Proportions
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.
Rotation or Mirroring
The logo may not be rotated, flipped, reflected, or mirrored in any way.
Fonts & Colors
Do not change the colors or fonts of the logo in any way. Do not retype fonts to make the text appear bigger or smaller in relation to the whole logo.
Unapproved Logos
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.
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 stand-alone shield as a design element.
Examples of Incorrect Usage
Do
Do
Displaying the Logo on Backgrounds
It is important to choose a background that does not interfere with the integrity or legibility of the logo. When possible, logos should remain on a solid background so that the logo is clearly visible and distinguishable.
Color Backgrounds
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.
Photo Backgrounds
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 spacing guidelines to ensure there is enough space. Avoid images that have a busy pattern, design, or that have too much detail.
Examples of Incorrect Usage
Do not use busy backgrounds, or details that modify the logo
Do not use blue text on dark backgrounds or white text on light backgrounds
Do not contain the logo in a box
Do not use over busy photography
UNIVERSITY FONTS
Institution Logo Font
MADE Tommy is a licensed font that is used in all our RMU logos. It is also effective to use the family of weights on materials representing the University. To obtain this font, contact UMC.
MADE Tommy Font Family
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Serif Text Font
Serif fonts are conventionally used for large bodies of printed text. Source Serif is a free Google font (or Source Serif Pro is an Adobe font).
Source Serif Font Family
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Additional Weights
Sans Serif Text Font
Lato is a free Google font that is approved for use. It is the primary font on the RMU website and in additional digital advertising.
Lato Font Family
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Additional Weights
COLOR PALETTE
Beyond the logo, color is the most powerful visual element in our brand package and is essential in establishing the University’s identity. The primary RMU brand color is RMU Blue. RMU Blue should be the dominant color used in all designs. Our accent color is Sunrise Yellow. It can add a pop of visual interest or impact to our marketing materials. Blue Sky is also available to the University, but is primarily used as the secondary color for the RMU Health Clinics.
It is important to use the brand colors consistently and proportionately to establish the strength of the organization it is intended to represent.
Accent Color: Sunrise
c0 m13 y100 k1
R241 G196 B0
#F1C400
PMS 7406C
Primary Color: RMU Blue
c94 m44 y5 k33
R0 G87 B130
#005782
PMS 2153C
Accent Color: Blue Sky
c38 m4 0y 0k
R158 G205 B251
#9CCDFB
PMS 291C
Black White 40%Black
PHOTO STYLE
People-Centered
The goal of RMU photography is to magnify the messaging “to improve the human condition.” For that reason, people in all our photography are our primary focus. Here are some simple guidelines to accomplish that personable nature.
Simplify Backgrounds
As much as possible, try to minimize what is not necessary in the photo. Remove clutter that can be removed. Change your angle where possible to have a blank wall, windows, or depth that can be blurred to bring the attention back to the people.
Position People
Position people close together where possible. Although in normal working conditions, there might be more distance allotted, in photography place the subjects as close together as comfortable. This will help designers be able to zoom in more tightly and dynamically, or use surrounding blank space for content.
Attitude and personality
Although subjects, both practitioner and client, may be very focused on the task at hand, request that the subjects express positive emotion. A sense of satisfaction can be portrayed in a subtle smile or eye contact.
Color
Bright and light is our objective. Colors should focus on RMU blues and grays and rely on natural night as much as possible.
MOUNTAIN USAGE
Mountains, in a photo or graphic form, may be used to add visual interest to RMU publications and collateral. They may not be used as a replacement for the RMU logo.
Graphic mountain treatments can be used as a design element in print materials, on merchandise, or on environmental applications. Be mindful to use mountains to emulate our local Wasatch range of the Rocky Mountains. Images should represent our mountains local to Utah County as much as possible.
• Lone Peak
• Mount Timpanogos
• Cascade Mountain
• Provo Peak
• Spanish Fork Peak
• Loafer Mountain
• Mount Nebo
Examples of Approved Photos
Rock
Canyon Alpine Loop
Mt. Timpanogos
Mt. Nebo
Provo Peak
ICONS
Icons can be a simple and visual way to bring interest to written content. They are a universal way of communicating some of the complex disciplines our colleges cover. UMC has created an extensive set of 200+ labeled icons that are relevant to every aspect of our University environment. They are packaged as individual blue or white png files, and can be downloaded from the RMU Brand chicklet on Okta. They can also be found in our Canva Team Pro account or pre-loaded into the RMU-Color Block_2025 PowerPoint Presentation, also available through Okta.
TEMPLATES & PATTERNS
Our goal at UMC is to empower our University community with the right tools and instructions to support the marketing efforts of RMU with brand accuracy. More tools are available, including various patterns, templates, and brand building blocks in the RMU Brand Okta chicklet.
Graphic Patterns
Graphic patterns create a secondary layering technique to add texture and depth. They should be used subtly and sparingly, even on bold designs. Adding the shield as a watermark or creating tone-on-tone patterns is a popular design style applicable to our University. It is achieved by adding 10% more black to the primary or accent colors.
Templates
UMC has worked to create some RMU-branded templates such as PowerPoints, letterhead, or email signatures.
Canva
Additional templates and complete brand kits are also available in Canva. To secure a Canva Team Pro seat in our RMU account, please reach out to the Art Director in UMC.
MERCHANDISE GUIDELINES
For apparel, the RMU logo must appear in its entirety somewhere on the item. For items that have a smaller surface area such as pens, mugs, or novelty items, the standalone shield or truncated logo may be used instead of the full logo. Additional logo formats are available through UMC.
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, Sunrise 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.
Example of Merchandise
APPROVED VENDORS
The UMC 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, you must acquire design approval from UMC. For any design creation or approvals, please submit a ticket in the University Marketing help desk online portal. For specific quotes on pricing or specialized items, please reach out to the vendor.
Once a vendor has been established, UMC will supply the artwork to the vendor or grant final approval on your artwork.
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 Street
American Fork, UT 84003
801.899.7164
alphagraphics.com/ us-utah-american-fork-us615
Programs, Flyers, Brochures, Signage, Etc.
Brand Makers
464 S. Main Street
Spanish Fork, UT 84660
801.798.6470 brandmakers.com
Novelty Items Only
North Star Printing
131 W. 2050 N. Street
Spanish Fork, UT 84660
801.798.7261
nsprinting.net
Programs, Magazines, & Calendars
Total Scrubs
247 W. 1230 North Provo, UT 84604
801.356.6003
totalscrubs.com
All University Scrubs
SLCC Printing Services
4600 S. Redwood Road AAB 101 Salt Lake City, UT 84123
801.957.4157
slcc.edu/printingservices
Apparel, Merchandise, Signage, Etc.
Vox Marketing
2222 S. 950 East Provo, UT 84606
801.377.8695
voxmg.com
Apparel & Merchandise
DESIGN HELP & APPROVAL
We’re Here to Help
University Marketing & Communications offers design services for all RMU departments and employees. We have designers available to assist you in designing and branding your materials. To request help, please visit the University Marketing help desk and submit a request.
University Templates
Basic templates for letterhead and PowerPoints are available for use. Additionals files of icons and patterns are also available. Please adhere to branding guidelines when using all available tools.
If your department needs specialized templates, our graphic designers can create customized materials for you and invite you to collaborate in our Canva Team account. Please contact UMC to gain access to Canva and for needed templates.
Branding Approval
Branding approval is needed for all marketing materials such as graphics, merchandise, videos, or any other materials that represent RMU. All external and internal items that extend outside of your immediate department must be designed or reviewed by UMC for final approval before distribution.
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.
Contact UMC
For specific design or branding related questions, please contact:
Shari Warnick Art Director University Marketing & Communications
shari.warnick@rm.edu
