University Name Guidelines

Always spell out the full name on first reference in any given piece such as a website page, a print piece, etc. with our abbreviation noted afterwards:

University of Southern Maine (USM)

After first reference, you may use:

• University of Southern Maine
• the University
• Our University
• We, our, us
• USM (to reinforce recognition and improve readability)

The word “university” conveys meaning, credibility, and academic distinction that an acronym alone does not. Introducing the full name first establishes that meaning.

Once the full name has been introduced, using USM helps build recognition, improves readability, and creates a conversational voice for student-facing content.

Prospective students, families, legislators, and community members may not immediately recognize “USM,” particularly outside Maine, so first-reference clarity is critical.

• Ongoing content that reinforces meaning
• Situations where the acronym improves readability
• When space is limited, such as social media hashtags
• Informal or school-spirit contexts

The acronym USM is appropriate for:

• University Store merchandise
• Student organization materials
• T-shirts, banners, and posters
• School-spirit materials

Do not place USM before a department, office, school, or program name.

Correct:
Office of Admissions at the University of Southern Maine

Incorrect:
USM Office of Admissions

“University of Southern Maine” is the institutional brand. “USM” is an abbreviation, not a standalone brand.

For media coverage:

First reference:
University of Southern Maine (USM)

Subsequent references:
University of Southern Maine
the University