Distinctive split-u logo the centerpiece of UM’s new visual identity program

As part of a strategic communications plan to achieve greater visibility for the University and its excellence, the University of Miami has launched a new visual identity program that incorporates the school’s familiar split-U logo as a symbol for the entire institution.

“Today the ‘U’ stands for far more than success on the playing field–it also represents the finest in teaching, research, and patient care,” said Jacqueline R. Menendez, vice president for University Communications, which developed the new identity program with assistance from Lipman Hearne, a Chicago-based marketing firm that worked with UM on the school’s communications for the $1.4 billion Momentum campaign. “Our bold new look is perhaps the first time an academic and health institution uses a symbol of its celebrated athletics program.”

UM informed its employees about the new strategic communications plan in a University-wide e-mail sent out on Tuesday.

The new visual identity plan has been in the works for the past year and is being phased in gradually. Before its rollout, University Communications conducted extensive research on the new identity, holding focus groups in Chicago, Los Angeles, and New York and conducting an alumni survey. Results affirmed the positive attributes of the split-U mark and the benefits of adapting it as a symbol of pride for the whole University.

Menendez said the mark was “perceived as diverse, modern, confident, and bold.”

The split-U logo will be used on all new marketing materials produced by UM departments, replacing the previous mark, the University of Miami “bar” logo. The new mark will also be used on Web sites, brochures, T-shirts, and notebooks.

The Miller School of Medicine adopted the split-U logo last year for its University of Miami Health System (Health), a comprehensive network of hospitals and outpatient facilities located in four counties.

UM has developed a visual identity Web site and manual that can be accessed by clicking here.