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University of Minnesota brand guidelines

The University of Minnesota brand portal offers comprehensive identity standards covering wordmarks, palettes, typography, and channel-specific guidance across digital and physical applications.

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University of Minnesota guidelines: Homepage
Homepage Captured 16 Sep 2026

Homepage of the University of Minnesota brand center showcasing the core mission and navigation to all identity sections.

University of Minnesota guidelines: Platform
Platform Captured 17 Sep 2026 Captured manually

Platform guidelines page detailing primary wordmark configurations across vertical, horizontal, and stacked layouts.

University of Minnesota guidelines: Colors
Colors Captured 16 Sep 2026

Brand colors page featuring maroon and gold primary colors, neutral palettes, and color guardrails.

University of Minnesota guidelines: Fonts
Fonts Captured 17 Sep 2026 Captured manually

Typography standards presenting Hanken Grotesk and Open Sans specimen alphabets and sizing guidelines.

University of Minnesota guidelines: Voice and Tone
Voice and Tone Captured 17 Sep 2026 Captured manually

Voice and tone guidelines outlining core messaging principles and audience-specific considerations.

University of Minnesota guidelines: Social Media
Social Media Captured 17 Sep 2026 Captured manually

Social media guidelines detailing account planning, moderation principles, and accessibility standards.

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Freedam's take

I like how pragmatic the University of Minnesota brand portal is. Rather than presenting abstract principles in isolation, it connects each identity decision directly to practical usage. On the colors page, for example, they pair swatches with a clear rule limiting secondary colors to just ten percent of any design, alongside explicit guardrails against pairing white text on gold backgrounds. You will find similar directness on the typography page, where Hanken Grotesk and Open Sans are accompanied by specific sizing rules for documents, signage, and the web.

At a glance

Sections
Our Brand · Logos & Marks · Colors, Fonts, and Styles · Applying the Brand · Toolkits & Templates · Support
Tone
Direct, structured, and operational guidance tailored for a large collegiate system.

What I noticed

  1. Primary colors are specified as UMN Maroon and UMN Gold, accompanied by neutral Birch and Sandbar palettes and secondary colors.123
  2. A 'Rule of 10%' restricts secondary accent colors to no more than 10% of any layout.4
  3. Hanken Grotesk serves as the official display font, Open Sans handles body text, and Arial is designated as the system alternative.567
  4. Wordmark guidelines instruct users not to recreate or type the mark and illustrate vertical, horizontal, and stacked configurations.8910

Numbers refer to the screenshots above.

What I could not see

  • Could not inspect the full digital asset management platform linked from the mark layout section as direct asset downloads were not visible.
  • Several subpages displayed security verification screens during capture, limiting visibility into deeper page content.

Ideas to borrow

  1. Establishing a strict percentage budget for secondary accent tones, such as a ten percent rule, prevents visual clutter across large decentralized organizations.4

Quick answers

What are the primary typefaces for the University of Minnesota?

The primary fonts are Hanken Grotesk for display headlines and Open Sans for body text, with Arial designated as an alternative fallback.567

What are the official brand colors?

The official primary colors are UMN Maroon and UMN Gold, supported by Birch and Sandbar neutrals and a suite of secondary accent hues.123

Reviewed on 25 September 2026. Request a correction · I built this

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