Alt Text

Alt text is important to making our digital content accessible, allowing those with visual impairment who rely on screen readers to engage with our content effectively. 

Alt Text for Primary and Secondary Marks

For University trademarks, alt text depends on how the marks are being used. When used as an unlinked decoration, such as in a header of a document, it might make sense to mention that it is a logo. For large documents where the mark appears on multiple pages, include the alt text the first mention and label each subsequent mark as decorative.

If the mark is a link or part of a group of logos (such as to indicate the University as a collaborator), the mark means the name of the organization it represents. Simply provide the text equivalent: “University of Minnesota.”

Alt Text for Mascot Marks

For University Mascot Marks, most often, they are used as decorative elements and are not important to the context of the design. In these cases, such as using these marks as a visual accent, part of a patterned background, or alongside the Block M (which is the primary identifier), treat them as decorative and mark them as such. 

If used with intentional messaging or standalone meaning, such as if they are being used prominently in a call to action or message where the mascot is the focus, or where the mascot is representing an overall theme, then you need to provide meaningful text. However, keep alt text basic, regardless of the variation of mascot mark used. For example: