The visual system
It's more than just a wordmark — it's a system.
The “University of California” wordmark serves as the primary graphic identifier of the university for systemwide communications. However, the visual identity is more than just the wordmark. Photography, other graphics, typography, color palettes—all these elements help form the "visual ecosystem" for the name of the university. In addition to the visual guidelines, these guidelines also provide examples of the tone editorial content should express.