Elements of the University Identity

  1. University Motto
  2. University Emblem
  3. University Name
  4. University Abbreviation
  5. University Logo
  6. University Icon
  7. University Colour and Brand Colours
  8. Recommended Typefaces
  9. University Anthem
  10. Usage of Identifiers


A. University Motto
At the time of its founding, UM decided to use the five traditional Chinese virtues, namely Humanity, Integrity, Propriety, Wisdom, and Sincerity, as its motto. It also represents UM’s wish to produce graduates who possess these virtues.

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B. University Emblem
The university emblem is a registered trademark and is reserved for official use only. The colours are red for hope, blue for the joy of well-being, and gold for the advancement of humanity.

  1. The emblem of UM features a five-towered crest encircled by golden rings and the name of the university in Chinese and Portuguese.
  2. The bridge links together Eastern and Western cultures.
  3. The key on the book is the key to knowledge, and the waves represent the university’s island setting in the South China Sea.
  4. On the ribbon is a Chinese motto listing the five virtues of an ideal scholar: Humanity, Integrity, Propriety, Wisdom and Sincerity.

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C. University Name

  • In Chinese: 澳 門 大 學
  • In English : University of Macau
  • In Portuguese: Universidade de Macau

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D. University Abbreviation

  • In Chinese: 澳 大
  • In English : UM
  • In Portuguese: UM

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E. University Logo
The University Logo is the principal identity that represents the university, so whenever the image of the university is presented to external parties, the logo should be used. The logo consists of two parts: the emblem and the University of Macau’s name in Chinese (澳門大學), Portuguese (Universidade of Macau) and English (University of Macau).

The University Logo’s colours consist of blue, red and gold. See below for their colour codes.

Consistent and correct use of the logo helps reinforce the brand image of the university. For details of the usage of University Logo, please refer to University of Macau Brand Guidelines.

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F. University Icon
The University Icon is mainly for promotional purposes. It can be used on promotional items, souvenirs, and campus facilities. Please note that for official documents, the University Logo must be used.

The bilingual versions are preferred while the English-only and Chinese-only versions may also be used to cater to specific design needs.

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G.University Colour and Brand Colours
Colour alone can help strengthen the university’s brand and build awareness, so it is critical that the colours are accurately and consistently used across the university. The standard colours include University Colour and Brand Colours.

  • University Colour

The University Colour is mainly used for the University Emblem, the University Logo, and the buildings, with University Blue (Pantone 295) as the University Colour.

  • Brand Colours

The brand colours are mainly used for external promotion, with blue (Pantone 641) as the primary brand colour. The supplementary brand colours (red, green, yellow and grey) can also be used along with the primary brand colour (blue) to cater to specific design needs.

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H. Recommended Typefaces
Below typefaces are recommeded for publications, promotional materials, and websites.

  • Preferred:

 

  • Alternative:

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I. University Anthem

Powered By Cincopa

Lyrics by: Dr. Daniel C.W.Tse
Music by: Mrs. Margaret Tse Perron

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Brief explanations of the lyrics:

The opening line of the lyrics, “On Chinese soil where East meets West, UM grows young and strong”, recalls the history of UM. The university is rooted in Chinese culture, but has absorbed the essence of Eastern and Western cultures as it flourishes over the years.

The second line, “On Taipa Hill or Hengqin Plain where beauty brightness shine”, describes the campus development. In the beginning the old campus was built upon a hill in Taipa, and now the new campus is in Hengqin. Whether on a hill or on a plain, whether old or new, the UM campus has been and will always be a serene, beautiful and intellectually-stimulating place where talented people gather together to nurture more talented people.The third line, “Ren, Yi, Li, Zhi, Xin, marks of College life”, includes the university motto and highlights the important role UM plays in students’ character development.

The fourth line, “Arts and Sciences thrive in Learned Hall”, stresses UM’s equal emphasis on liberal arts and science disciplines, and conveys UM’s diligent pursuit of intellectual growth through exploration of new frontiers in all disciplines.

The fifth line, “Feet firm on ground and eyes on high, our global vision clear”, portrays UM members’ down-to-earth attitude and their international perspectives.

And the last line, “With hand on heart we proudly march, for Homeland and Mankind”, expresses UM members’ good wishes for UM as it embarks on a new journey as well as the state leaders’ high expectation for UM.

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J. Usage of Identifiers
The University of Macau Brand Guidelines outline all brand elements, correct and incorrect usage of the identifiers, and templates of UM’s brand system. For details, please refer to University of Macau Brand Guidelines or download templates here.

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