Primary Campus Logo

Logo Overview

At the core of every brand identity is a brand mark or logo, which represents the brand in its simplest form. The UC San Diego logo is the primary graphic identifier for the campus and the preferred logo for general use. It is not intended to replace the official or unofficial seals of the University of California or UC San Diego.

The UC San Diego logo is intended for use in print, web, video and all other mediums for both internal and external audiences.

Logo Components

The UC San Diego logo has two components: the logotype, custom designed and based on the Rotis Serif font, and the rule line below the logotype.

The logo must appear on the front and/or back of all printed material intended for internal and external audiences as well as on all campus websites.

• Do not change the typeface.
• Do not attach other graphic elements to the logo.
• Do not stretch or change the proportions of the logo.
• Do not rearrange or overlap components of the logo.
• Do not alter the weight of the logo.

Logo Color

The official colors of the UC San Diego logo are PMS 2767 (blue) for the logotype and PMS 1245 (gold) for the rule. The logo can also appear as one color in either PMS 2767 or black. When using the logo over an image or dark background, the logo should be reversed to white.

• Do not deviate from specified colors.
• Do not reproduce the logo in solid gold or yellow.
• Do not tint the logo.
• Do not outline the logo.

 

Pantone 2767

C100 M86 Y42 K42

R24 G43 B73

#182B49

 

Pantone 1245

C6 M35 Y99 K18

R198 G146 B20

#C69214

Logo Usage

Logo Size

The logotype and rule line must always maintain the same size relation. In most cases, the minimum size for the logo in print is 1.25 inches wide. The preferred logo width for use on the front of a typical printed piece is 1.5 inches but will vary when used on especially small or large formats. The logo may appear smaller in secondary applications, as on the back of the piece.

All campus websites must include the approved UC San Diego logo. The minimum logo width for all web and digital applications is 125 pixels.

Clear Space

The logo requires an appropriate amount of space around it. The clear space around the logo should be a minimum of one cap height (the height of the "U"). No text, graphics or other elements should appear in this space.

Logo Placement for Print

For printed materials, place the UC San Diego logo in the upper-left or lower-right corner of the piece.

Logo Placement for Web

The UC San Diego logo should appear prominently at the top of all campus websites. In most cases, the site name should be to the left and the campus logo to the right.

School, Departments and Unit Branded Lock Ups

Sub-brand Logos

UC San Diego is a large, diverse and structurally complex institution. To unify the university’s many academic, research and administrative units, we have created a system of sub-brand logos. Sub-brands are designed to highlight individual departments or units while visually connecting the unit with the university brand.

A unit sub-brand consists of the UC San Diego logo with a unit name below. In some cases, as with academic departments, it is appropriate to include the academic division or school followed by the academic department.

Under no circumstances should any text or graphic other than a unit name be coupled with the logo.

To obtain a sub-brand logo, please contact University Communications at brand@ucsd.edu. Units may not design their own sub-brand logo.

Do you really need your own logo/symbol?

Separate or unique logos for your unit, department or project are often unnecessary and can confuse the audience and your message. Academic, administrative, research and support units may not create, commission or adopt individual unit logos. The best way to develop your unit’s image is through consistent use of color, type, imagery and by using the UC San Diego logo or an approved sub-brand logo.

Multiple Campus Units

When representing multiple campus units on a piece — for example, on the sponsor page of an event program — use a single UC San Diego logo with unit names listed separately in text, either below the logo or to the right separated by a rule line. Do not use multiple sub-brand logos together.

Co-Branding with Partner Logos

At UC San Diego, we believe that solid partnerships multiply our impact. In co-branded communication, we place a rule line between logos, ensuring that both logos are of equal visual weight.Space between the logos should be equal to two cap heights (the height of the “U”). The rule line should be equal in width to the rule line below the campus logo and should extend one x height (the height of the "a") above and below the height of the campus logo.