University of California Brand Guidelines Return to the home page


The wordmark

The official UC wordmark is the approved relationship between the words “University,” “of,” and “California” offered in two configurations. Using Kievit—a modern typeface built upon the “bones” of 16th-century humanistic typefaces—the wordmark is rooted in the past but pointedly contemporary. 


Wordmark variation

Secondary text variation of the UC wordmark can be used in instances where less emphasis is required.

University of California wordmark


To ensure legibility and recognizability, our wordmark must have a minimum clearspace around it.

University of California clearspace diagram

Inappropriate usage

Even in the most flexible and dynamic visual system, guidelines and consistency are critical to ensure we understand who we are. Here, we offer guidelines on what not to do with UC's lock-up.

  1. Do not change the font of the wordmark.
  2. Do not center the wordmark.
  3. Do not change the space between the words “University” “of” and “California.”
  4. Drop shadows and other typographic effects may not be added to the monogram or wordmark.