Logos, Icons and Graphics

Core Principle

Not every program needs its own icon or logo. In most cases, programs benefit more from being clearly and consistently connected to the Extension brand than from operating as visually distinct sub-brands. Customized icons or logos should be the exception, not the default.

From a brand and reputation perspective, we want the public to associate their experience with each of our individual programs and events with Extension and UMaine. Creating multiple logos makes it more difficult. 

Why This Matters

Extension’s brand is built on public trust, institutional credibility, and consistent recognition across counties, disciplines, and audiences. When too many unique graphics or icons exist, audiences may become confused about what is (and is not) Extension. Our brand recognition becomes diluted, and our print and digital materials look inconsistent or unofficial. In some cases, programs may serve distinct audiences or operate in competitive or external markets where visual differentiation may be appropriate. However, this is a rare exception and not the norm. This guidance is designed to clarify when that threshold is met.

Default Recommendation

Programs should use the official Extension brand and visual identity without a custom logo or icon. Programs are encouraged to express their identity through:

• Program titles and taglines
• Photography and imagery
• Color accents (within brand guidelines)
• Layout and messaging tone
• Thematic graphic elements or icons that can accompany the official Extension logo

In most cases, these approaches provide sufficient differentiation without fragmenting the brand.

When a Custom Icon or Logo May Be Appropriate

In some cases, a significant event may benefit from a custom image or typographic treatment that can be used for multiple years on event materials and merchandise (always with the Extension logo and within the UMaine branding scheme). This decision will be made in consultation with Extension leadership after discussion of the event’s goals and objectives. Merchandise created for fundraising purposes may also feature custom graphics and need to be approved by Extension’s C+M Director and UMaine Marketing.

A program may be considered for a custom icon or logo only if it meets most or all of the following criteria:

• Long-Term Program Stability
  • The program:
    • Is expected to exist for multiple years (not a pilot, fixed-length grant, or time-limited initiative)
    • Has stable leadership and funding
    • Is not likely to change scope, name, or structure in the near future

• Market Differentiation Need
  • There is a clear, documented need to visually differentiate the program because it:
    • Operates in a crowded or competitive space
    • Partners with external organizations that use distinct branding

• Demonstrated Use Case
  • The program can clearly explain:
    • Where the icon or graphic will be used (e.g., website, signage, educational materials)
    • How it will improve audience understanding or engagement
    • Why existing Extension branding is insufficient for those needs

• Capacity for Stewardship
  • The program agrees to and has the capacity to:
    • Use the icon or logo consistently and correctly
    • Retire or update it if the program changes or ends
    • Follow accessibility, design, and brand standards
    • Coordinate with Communications and Marketing before creating or modifying visual identity assets

What Qualifies as an “Icon” vs. a “Logo”

Icon

• A simple visual mark used as a supporting element.
• Icons are typically:
  • Non-textual or minimal text
  • Clearly subordinate to the Extension brand
  • Easier to approve and maintain

Logo

• A brand mark intended to represent a program independently and appear with the Extension logo in most cases. The Extension logo is always prominent and dominant.
• Logos imply:
  • Higher design standards
  • Long-term commitment
  • Greater risk of brand fragmentation

Icons are preferred over logos when some visual differentiation is warranted.

Approval Process

Requests for a custom icon or logo should be reviewed by Extension Communications and Marketing and include:

• A brief description of the program and its audiences
• An explanation of why a custom visual identity is needed
• Expected lifespan of the program
• Planned uses of the icon or logo
• Confirmation of alignment with Extension brand standards

Final approval rests with the Director of Communications and Marketing, in consultation with UMaine’s chief branding officer, to ensure consistency, accessibility, and brand integrity.

What Is Not a Sufficient Justification

The following alone do not justify a custom logo or icon:

• Personal preference
• Desire for autonomy or ownership
• “Other programs have one”
• A fixed-length grant or event
• Internal audiences only

All of our programs are important and deserve to be highlighted and promoted, but we can do that in other ways:

• Program-specific stories to share via owned and earned media
• Social media campaigns
• Email highlights
• Relationships with local media outlets

Guiding Philosophy

Extension programs are strongest when they look connected and build recognition together. A strong, shared brand amplifies the impact of individual programs far more effectively than a collection of disconnected visual identities.