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University of California

Brand Guidelines


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.


Campus identities

The UC systemwide identity system does not replace individual campus identities or the university's systemwide seal, but rather, becomes the way in which UC as a whole can begin to identify—and get credit—for all the great systemwide work we do.

  1. Berkeley: Brand guidelines
  2. Davis: Brand guidelines
  3. Irvine: Brand guidelines
  4. Los Angeles: Brand guidelines
  5. Merced: Brand guidelines
  6. Riverside: Brand guidelines
  7. San Diego: Brand guidelines
  8. San Francisco: Brand guidelines
  9. Santa Barbara: Brand guidelines
  10. Santa Cruz: Brand guidelines


Policies & guidelines

The University has a vast store of resources on the appropriate usage of visual materials and other guidelines.
To read the fine print, please visit the 
Office of Ethics, Compliance & Audit Services on the UCOP website.