The University of Missouri-Kansas City has unveiled an evolution of its logo, which will soon be seen rolling out across campus. This refresh will strengthen the university’s visual presence for today’s needs while retaining legacy elements of its signature brand.

What’s new is that UMKC condensed and strengthened the typeface for better readability on digital devices and on social media. In addition, the UMKC logo will now carry more visual weight when partnered with other logos.

And yet, this brand stays true to its visual roots. The symbolic “flame” in the flourish of the letter K draws your eye to the torch image that symbolizes both the lamp of knowledge and the ceremonial mace carried by faculty into commencement ceremonies.

To create this refreshed logo, designers in Strategic Marketing and Communications worked in consultation with Bernstein-Rein, the creative agency that developed the current UMKC logo.

Anatomy of a refresh

The evolved logo was created by solving for a list of design challenges independently and then combining the best solutions into a final design. The goal was to give the logo a modern update while maintaining the integrity of the mark and ensuring continuity in brand recognition. The adjustments improve readability at smaller sizes, allow for better alignment and increase visual weight so that it pairs better with other logos.

Updates coming soon

The project that spurred the logo refresh will soon be visible all across the UMKC campuses in the form of repainted wayfinding signs. Many of the campus signs have faded over the years and reflect several generations of color and brand style, some of which are nearly forty years old.

In addition to the signage refresh rolling out in May, updates are also coming to the university websites and social media icons very soon. 

The new logo will be phased in over time and will be automatically incorporated into new projects. Digital updates will made as soon as possible. Updated guidelines and logo files are available on the Strategic Marketing and Communications website. Faculty and staff can update their email signature to include the updated logo.