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Brand Guidelines Brand Guidelines
  1. UC San Diego Brand Guidelines
  2. Using the Brand
  3. Campus Name

Campus Name

Our campus name, like our logo, is a core part of our identity. Use it consistently so communications are clear and aligned with the UC San Diego brand.

  • Default: UC San Diego
  • Use UCSD only in: hashtags, email addresses, URLs
  • Formal use (when needed): University of California San Diego (no comma)

Primary Name: UC San Diego

UC San Diego is our primary name and should be used in most communications, including marketing, storytelling, headlines and body copy. 

Using “UC San Diego” in place of the abbreviation “UCSD” better identifies our campus both locally and nationally. There’s confusion among San Diego higher education institutions because of similar abbreviations — UCSD, USD and SDSU — which we eliminate by using UC San Diego. Additionally, this naming convention is consistent with other campuses in the University of California system, such as UC Irvine, UC Riverside, UC Santa Barbara, UC Davis and so on.

Full Campus Name: University of California San Diego (no comma)

Use University of California San Diego when a formal reference is needed – for example, in legal or ceremonial contexts, formal agreements or when communicating with national or unfamiliar audiences. Then use UC San Diego thereafter.

Choosing the right form by context:

Marketing and brand-forward communication

  • Default to UC San Diego. Use University of California San Diego only when a more formal tone is needed (for example, formal invitations). 

Editorial and news-style communication

Choose based on audience familiarity:

  • Local, regional, and internal audiences: Use UC San Diego on first reference.
  • National or unfamiliar audiences: Use University of California San Diego on first reference, then UC San Diego.

Once established, you may use “the campus” or “the institution” when it improves readability.

Abbreviations and Special Use Cases

  • The abbreviation “UCSD” may only be used in hashtags, URLs, and email addresses.
  • Avoid constructions such as “School of X at UC San Diego” when possible. In most cases, use the formal unit name (for example, “UC San Diego School of Medicine”) rather than “at UC San Diego.”
  • Registered student organizations should follow the format: “___ at UC San Diego” or “___ @ UC San Diego” (e.g., Engineers Without Borders at UC San Diego, not “UC San Diego Engineers Without Borders.”)

Editorial Style Guide

For punctuation, capitalization, naming conventions, and exceptions, refer to the Editorial Style Guide.

Use of Name Policy Guidance

Need guidance on when UC San Diego’s name can be used in third-party, commercial, or endorsement contexts? See University Communications’ Use of Name Guidance.

Policy and Contacts

 

For more information or to submit an official Use of Name request, please email brand@ucsd.edu.