The University of Maribor is the second university in Slovenia. Visual identity project is developed from the existing, identifiable elements of the University of Maribor building. Since the building itself in its simplification does not pose much distinctive values, the starting point was selection of details that have a strong identification potential.
Joined letters U and M present the base for the University of Maribor logo. They provide a frame through which a distinctive detail of UM building is presented. Detail is semantically open and, in addition to exposing the letters U and M it enables the presentation of the semantic pairs, characteristic for the University of Maribor.