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.
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 logotype.
- Do not stretch or change the proportions of the logotype.
- Do not rearrange or overlap components of the logo.
- Do not alter the weight of the logotype.
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.
- Use only specified colors.
- Do not reproduce the logo in solid gold or yellow.
- Do not tint the logo.
- Do not outline the logo.
C100 M86 Y42 K42
R24 G43 B73
C6 M35 Y99 K18
R200 G147 B19
The logotype and rule line must always maintain the same size relation. 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 150 pixels.
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.
For printed materials, place the UC San Diego logo in the upper-left or lower-right corner of the piece.
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.