Purpose

Not just a university

What isn’t simple is ensuring that what we say, what we do and what people believe are in sync.

UC is not just a university, contributing highly-skilled graduates to California, but a place in perpetual motion, igniting the potential of California and its citizens through its research, excellence and scale.

How can UC’s brand embody all these attributes? It’s the tone, attitude and actions of the institution, both internally and externally.

The brand is made visible through every word, image and gesture.

To represent the incredible diversity, breadth and depth of the university, UC’s identity is comprised of several parts, resulting in a very flexible and dynamic system.

Every piece of the identity—visually and editorially—has been carefully designed to work alone and together, creating a recognizable “UC vocabulary.”