Referring to the University
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)
Why this matters
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.
When to use the acronym
Use USM after the first reference, in contexts such as:
- 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
When not to use the acronym
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.
Media references
For media coverage:
First reference:
University of Southern Maine (USM)
Subsequent references:
University of Southern Maine
the University