Identity Guidelines

Organizational Identity
The formal name for the system-wide function that represents the extension mission of the University of Missouri is

University of Missouri Extension

Example: A University of Missouri Extension seminar will explain the latest state tax laws.

MU Extension is the preferred second reference for programs based on the Columbia campus and at county extension centers, and may be used as a first reference when space is limited.

Example: A complete list of seminar sites is available on the MU Extension Web site at http://extension.missouri.edu.

UMKC Extension, UMR Extension and UM-St. Louis Extension are the preferred second references for programs based on these campuses.

Capitalize the word "Extension" when it is used as part of a formal name, such as University of Missouri Extension Association; lowercase in all other instances, such as the extension program.

Do not form acronyms by using "E" for Extension, such as MUE or UME, in external or internal communications.

Web site URL usage in print and web links

extension.missouri.edu is the preferred way to show our Web site address.

Logo for MU Campus and Off-Campus Operations

The MU logo with typographic treatment of "University of Missouri Extension" serves as the official graphic identity for all MU-based programs and for county centers. See Graphic Standards.

Other Campuses
University of Missouri Extension programs located at UMKC, UMR and UM-St. Louis are encouraged to use their campus logos and associated guidelines with the nomenclature "University of Missouri Extension." The relationship with University of Missouri Extension should be stated clearly where appropriate in publications, Web sites etc. The use of a University of Missouri Extension logo is optional.

Letterhead
All University of Missouri Extension letterhead must include the following cooperating and non-discrimination statements:

University of Missouri, Lincoln University, U.S. Department of Agriculture and Local Extension Councils Cooperating

equal opportunity/ADA institutions

Note: "Institution" is plural when it follows the cooperating statement.

The cooperating statement is required only on letterhead and newsletters.

Business cards and notepads
Business cards and personalized notepads do not require the cooperating statement and non-discrimination statements.

Ordering from Printing Services
In addition to using the provided templates, MU Extension centers and departments can order stationery items that meet all design requirements directly from University of Missouri Printing Services at competitive prices. An online order form provides for convenient ordering using a MoCode for payment.

Brochures, publications and reports
MU Extension's non-discrimination statement should be used on all print and Web-based materials produced by MU Extension. Whenever possible, he full statement should be used:

Equal opportunity is and shall be provided to all participants in Extension programs and activities, and for all employees and applicants for employment on the basis of their demonstrated ability and competence without discrimination on the basis of their race, color, religion, sex, sexual orientation, national origin, age, disability or status as a Vietnam-era veteran. This policy shall not be interpreted in such a manner as to violate the legal rights of religious organizations or military organizations associated with the armed forces of the United States of America.

When space is limited, it is acceptable to use:

“equal opportunity/ADA institution”

Often a good design is to use the logo as a “signature” at the end of the brochure, followed by “an equal opportunity/ADA institution.”

University of Missouri Extension-funded projects
Resources published for projects that are funded in whole or part by University of Missouri Extension, including those funded by the Outreach Development Fund that are not clearly identified as MU Extension resources must include the following statement:

The <project name> is supported by University of Missouri Extension.

County Organization
University of Missouri Extension in <Name> County

Example: "A seminar, sponsored by University of Missouri Extension in Howell County, will explain the latest state tax laws."

County Centers

• First reference: University of Missouri Extension Center in <Name> County, or when space is limited, MU Extension Center, <city or county>.

Example: The seminar will take place at the University of Missouri Extension Center in Howell County.

• Second reference: extension center

• Plural: University of Missouri Extension centers in …

County Councils

• Legal documents: University of Missouri Extension Council of <Name> County

• Other instances: <Name> County University of Missouri Extension Council or <Name> County Extension Council

Vice Provost and Director of Cooperative Extension
First Reference

• Do not capitalize the title if used after the name: Michael Ouart, University of Missouri vice provost and director of cooperative extension

• Capitalize title used before the name: Vice Provost and Director of Cooperative Extension Michael Ouart.

Second reference: Ouart

Media releases: Michael Ouart, University of Missouri Extension director or MU Extension director

Telephone Answering
Answer office telephones with "University of Missouri Extension." The appropriate office name may follow: "Boone County" or "Administrative Management."

Telephone Directory
White Pages: List under "U" as "University of Missouri Extension." Also, list alphabetically under county name.

Yellow Pages or Blue (Government) Pages: List under county government. May be listed under Universities and Colleges in yellow pages: "University of Missouri Extension."