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UC San Diego
Brand Story

WHY
BRAND MATTERS

Brand is more than a visual system with logos, colors, and typography. It’s a reflection of campus essence and how UC San Diego stakeholders feel about the institution. What is UC San Diego? What comes to mind when you think about it?

A consistent brand for UC San Diego helps define and reinforce who we are. It supports the story of why we’re different, and why what we do matters. We communicate the brand by how we position the campus, create consistent message platforms for our broad publics, and deploy the graphic system across print and online channels.

The brand guidelines are intended as a resource tool. They won’t answer all questions, but instead provide a framework for you to shape your communications.