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Introduction | 1

Brand Guidelines

Thank you for your interest in learning about the branding guidelines for UC Davis communicators and vendors. Our goal is to provide quick-reference information to assist you in developing materials and initiatives that align with our overall brand platform.

Introduction 4

Photography and Video 42

8Brand Basics and Marketing Strategy

51Web and Interactive Design

16Current Engagement Campaign

57Writing: The UC Davis Voice

23UC Davis Health System Brand Campaign

31Graphic Design and UC Davis Identity

Introduction

Introduction | 5

The AggiesFounded in 1905 • No. 1 globally in agriculture and

veterinary medicine • Most comprehensive university

on the West Coast, e.g., Health System, Veterinary Medicine, Law, Management, Education, Nursing

• 104 undergraduate majors; 96 graduate programs

• 23 Division I intercollegiate sports, including football

• 35,000 students; 231,000 alumni • 2,400 faculty; 18,500 staff

Introduction | 6

Major Strategic Goals: Defining the University of the 21st Century2020 Initiative • Grow by 5,000 undergraduate students • Meet California residential goals • Grow national and international

enrollment • Meet Hispanic Serving Institution goal

by 2017 • Expand international experiences and

exposures • Boost regional economic development • Hire up to 300 new tenure-track faculty

(total hires around 600) • Improve infrastructure • Increase financial stability

http://chancellor.ucdavis.edu/initiatives/2020_Initiative/index.html

University of the 21st Century Vision • Financial sustainability • Human equity • Student success • Transformational research

• Creating a community of learners

http://chancellor.ucdavis.edu/initiatives/21st_Century/

Planning for next Comprehensive Fundraising Campaign • Recently completed a $1.1 billion

campaign • Two to three years to build foundation

for the next campaign • First phase will be a quiet phase for

gathering support





Introduction | 7

Marketing and CommunicationsThere are two primary communications offices—Strategic Communications and Health System Public Affairs and Marketing—and additional communications offices throughout the university.

Strategic Communications36 employees in four units: Creative Communications; Marketing; Web and Interactive; News and Media Relations

UC Davis Health System32 employees in four units: Executive Communications; Marketing; New Media; News and Operations

Additional OfficesSchools and colleges, institutes and centers, some administrative units, Student Affairs, Development and Alumni Relations, Mondavi Center, Athletics, etc.

Brand Basics and Marketing Strategy

Brand Basics and Marketing Strategy | 9

“UC Davis has a tradition of not wanting to be arrogant. But we need to be truthful and convey the true value we are bringing.” – Chancellor Linda P.B. Katehi


Who We AreUC Davis is a global community of individuals who are singularly dedicated in advancing the quality of life on earth and discovering solutions for some of the world’s most pressing challenges.


Brand BasicsIntegrated marketing approach: Strategic Communications provides leadership in setting brand standards and messaging, and collaborates across the university to provide tools and guidance for: • Leveraging the UC Davis brand • Adhering to brand standards • Coordinating messaging


Our Brand EssenceThrough achievements in agriculture, human and veterinary medicine, biological sciences, engineering, the arts and more, our community is focused on our understanding that cutting-edge innovation and open minds will raise the quality of life for all.


Conveying the Brand • Celebration of breakthrough discovery • Established collaborations in state,

nation and world • Excellent scholarship • Creativity • The role we play in enhancing the

quality of life for all living beings

Why It MattersUC Davis is dedicated to better living for all. We bring this about through: • Achievements • Transformations • Innovations • Inclusiveness • Caring • Discoveries

Brand Personality • Unique • Creative • Bold • Real / genuine / authentic • Diverse • United • Problem solving


UC Davis Name UsageUC Davis (primary)University of California, DavisDavis (casual or subsequent reference)UC Davis Health SystemUC Davis Medical CenterUC Davis School of MedicineBetty Irene Moore School of Nursing

NeverUCDHSUCD (only known regionally and to alums)University of California at Davis (incorrect)Cal Davis (pre independent campus name)


Marketing Toolbox • One-stop shop for all things

brand related • Brand and identity guide • Template downloads • Logo, photo, video clip and

font downloads • Web standards, including social media • Information on campus content

management system (CMS) • Editorial style guide • Gateway to other communication-

related resources

Click to visit Marketing Toolbox

http://marketingtoolbox.ucdavis.edu

http://marketingtoolbox.ucdavis.edu

Current Engagement Campaign

Current Engagement Campaign | 17

“One of a kind” Brand CampaignThis engagement campaign celebrates uniqueness by telling stories of extraordinary people and recognizing that everyone is one of a kind. This gathering of special people—their sharing of ideas and quest to take on the world’s most difficult challenges— is what makes UC Davis unique.


Here because you know a thing or two about being different and doing things your own way.

Here you will find support and likewise become a supporter.

Here you are an Aggie. The kind that strives for better. The kind that breaks new ground.

Here, you will make your mark, transform our institution and in turn make the world a better place.

UC Davis. One of a kind, like you.

This is the home of the go-getters, change makers, problem solvers.

Here you are one of a kind and part of a kind.

The kind that works together and grows together.

Here you will improve health, enrich life and help feed the world.

Here you will challenge convention and make learning your own.

Manifesto


Conveys that our institution

is unique

Conveys that everyone is unique


Campaign Sampleshttp://ucdavis.edu/one

http://ucdavis.edu/one


From One UC Davis to “One of a kind, like you”The “One” campaign, launched in fall 2013 to unify the campus community, has successfully run its course. As of fall 2015, we evolved this position with the introduction of the “One of a kind” campaign.


When do we phase out One UC Davis?We will adopt the “winding down” method and allow the old campaign to cycle itself out. Hence, campus communicators are encouraged to continue using existing materials and refrain from producing new materials using the One UC Davis logo lockups. They should transition to the new “One of a kind, like you” lockup when they launch or refresh their internal or alumni-focused initiatives.

“One of a kind” Brand Campaign UsageThis campaign is currently limited to recruitment, development and campus-related, spirit-building initiatives.

For other usage, please contact: Sunny Teo, Director of Creative Communications [email protected]

UC Davis Health System Brand Campaign

UC Davis Health System Brand Campaign | 24

Health System Brand Hierarchy

UC Davis Medical Center

UC Davis School of Medicine

Betty Irene Moore School of Nursing at UC Davis

UC Davis Medical Group

UC Davis Children’s Hospital

UC Davis Comprehensive Cancer Center

UC Davis MIND Institute(Never: UCDHS, UCDMC, UCDSOM, BIMSON, etc.)


Communications OverviewIdentity system is derived from the UC Davis wordmark, fonts and colors, but with minor customization: • Look is generally light, bright

and hopeful. • Communication style is positive,

active voice. • Health system’s Public Affairs and

Marketing group has oversight over all advertising, marketing and public communications for all health system entities.

• Separate Graphic Standards Manual and Style Guide supplement the UC Davis Style Guide, and will be provided to contracted vendors as needed.


Brand EssenceUC Davis Health System is a world-class leader in advancing health. We are a collaborative community of brilliant, committed, innovative professionals; a “destination of choice” for scientists, students, patients and philanthropists.

For more information, click here to download UC Davis Health System Messaging Framework

Brand Personality • Well-educated • Technically accomplished • Innovative • Collaborative • Committed to social

responsibility and justice • Energetic • Passionate

Conveying the Brand • Collaborative, multidisciplinary

team approach to teaching, research and patient care.

• Committed to addressing the problems that matter.

• Pioneering new, nontraditional approaches to solving the most vexing health problems facing our community and our world; transforming health globally.

• Academic excellence, scientific rigor, quality patient care

• Strong sense of urgency.

http://marketingtoolbox.ucdavis.edu/docs/document-library/Health_System_Messaging_Framework.pdf


Audience • Patients • Consumers, public at large • Current and prospective

faculty and staff • Referring providers • Legislators, opinion leaders • Prospective donors


Brand CampaignA campaign to build awareness and appreciation for UC Davis Health System as a world-class leader in advancing health, through compelling stories of patients who have benefited from our remarkable innovations.

I’m savoring life’s simple pleasures again.

Copyright © UC Regents, Davis campus, 2015. All rights reserved.

Mauerman he lost something

most of us take for granted –

the ability to swallow food and

drink. The retired engineer and

home brewing enthusiast was

forced to take all nourishment

through a tube in his stomach.

It seemed no one could help,

until UC Davis doctors developed

a revolutionary new swallow

expansion device that restored

the fruits of his labor.

Meet Iwan van der Schoor – husband, father, expert skydiver and photographer.

Following a hard water landing during a Fourth of July jump, Iwan was taken to

Once stabilized, doctors rushed him by air ambulance to the level I trauma

center at UC Davis – where the trauma team assembled to assist as vascular

surgeons performed a minimally invasive aortic repair. Weeks later, with his

doctor’s permission – and that of his wife – Iwan is raring to get back in the air.

One of a kind, like you

See Iwan’s story at healthierworld.ucdavis.edu

Timing, teamwork, and technologysaved my life.


Arsenia Harrison isn’t one to let disease get in the way of what she wants

to accomplish. Still in pain after two major surgeries for peripheral artery

disease, Arsenia turned to the experts at UC Davis. There she joined an

innovative study that uses one’s own stem cells to help regenerate blocked

blood vessels in the leg. Today, Arsenia is walking, jogging and playing

with her grandkids pain-free – not to mention pursuing her degree and

starting her own business – all with boundless positivity.

See Arsenia’s story at healthierworld.ucdavis.edu

Stem cells got me back

on my feet.


Whether in his career as a nuclear engineer or his hobby as a baker, Rick Parks practiced exacting precision – and now his life would depend on the same. Surgery to remove an aggressive throat cancer could also damage major arteries or his ability to speak, eat or control facial expressions. Rick’s medical team paired robotic and traditional surgery to remove the cancer along with a unique new UC Davis research technology – a laser that may enhance surgical precision and help revolutionize cancer care. Rick emerged with

See Rick’s story at healthierworld.ucdavis.edu

It all comes down to laser precision.



You wouldn’t know it to see him today, but Teddy Reynolds was born blind –

his lenses covered by hereditary cataracts. If not corrected early, Teddy’s brain

See Teddy’s story at healthierworld.ucdavis.edu

The future looks bright to me!


Using the Campaign • Download resources (fonts, lockup/

logo, email signatures, etc.). • Incorporate campaign messaging and

design elements. • Use existing templates.

We’re also available to help. Please don’t hesitate to contact us.

Graphic Design and UC Davis Identity

Graphic Design and UC Davis Identity | 32

UC Davis WordmarkNever use the wordmark in a line of text. This includes display text.Never make a typographic treatment of the UC Davis name, like UCDavis or UC Davis.Never combine the wordmark with other graphic elements to create logos or illustrations.It is OK to simply bold UC Davis in a line of text for emphasis, or italicize where appropriate.Observe clear space guidelines.

standard expanded

clear space


Unit Logo SignaturesThey are the only official marks for UC Davis units, departments, programs or centers. They are also the only marks which can incorporate the UC Davis wordmark. They are designed to indicate ownership and identity only.


Health System Style DifferencesKnow that there are differences. Complete style guide provided on a case-by-case basis.

Health System vs. Davis Campus

• Logo signatures are centered

• Gold PMS 132

• Logo signatures are predominantly flush left (optional)

• Gold PMS 117


School/College MarksOnly schools and colleges can attach a graphic mark to their logo signature.


Athletic Marks • Athletics marks are reserved

for Athletics and Student Affairs projects only.

• Use is subject to approval by Trademark Licensing.

http://trademarks.ucdavis.edu

http://trademarks.ucdavis.edu


UC Davis SealThe UC Davis seal is based on the seal used by the University of California and is identified by the word “DAVIS” in the space at the bottom.

The UC Davis seal is reserved for use by the Chancellor’s Office. It can also be used on official documents acknowledging services performed or courses completed. The UC Davis wordmark or expanded wordmark are the official identifiers for UC Davis.


UC Davis Fonts

print

Proxima Nova (all weights)

Lucida Sans

Berkeley UC Davis (all weights)

Georgia

web

AaBbCc

AaBbCcAaBbCc

AaBbCc


UC Davis Color PalettesUC Davis official colors: blue and gold

BLUE:PMS 295CCMYK 100/56/0/34 RGB 0/40/85HTML 002855

GOLD:PMS 117CCMYK 0/18/100/15 RGB 201/151/0HTML C99700


UC Davis Color PalettesSecondary colors offer flexibility while providing a reasonably limited palette. Use secondary colors only as accents, never as dominant colors or backgrounds.

bright

Unitrans RedPMS 200CMYK 3/100/70/12HTML: BA0C2F

Sunny GrassPMS 368CMYK 65/0/100/0HTML: 78BE20

Western RedbudPMS 233CMYK 12/100/0/0HTML: C6007E

Sky BluePMS 306CMYK 75/0/5/0HTML: 00B5E2

California PoppyPMS 144CMYK 0/51/100/0HTML: ED8B00

Golden LupinePMS 116CMYK 0/14/100/0HTML: FFCD00

Rec Pool BluePMS 3135CMYK 100/0/20/0HTML: 008EAA

Wine GrapePMS 260CMYK 66/100/8/27HTML: 642667

neutral

MU BrickPMS 7607CMYK 0/59/49/14HTML: C26E60

Winter Sky GrayPMS 5415CMYK 56/24/11/34HTML: 5B7F95

Hart Hall StuccoPMS 7411CMYK 0/42/75/2HTML: E6A65D

Centennial Walk GrayPMS Cool Gray 5CCMYK 13/9/10/27HTML: B1B3B3

Sage GreenPMS 7494CMYK 35/5/42/14HTML: 9CAF88

EvergreenPMS 7484CMYK 91/14/78/60HTML: 00573F

Cork OakPMS Warm Gray 5CCMYK 11/13/16/32HTML: ACA39A

South Hall Shingle BrownPMS 4625CMYK 30/72/74/80HTML: 4F2C1D


UC Davis Color PalettesPlease use the color values above rather than changing opacity levels.

web colors100%

002855

100%C99700

100%DAAA00

100%000000

80%335379

80%D4AC33

80%E1BB33

70%4C4C4C

70%4D688C

70%D9B64C

70%E5C44D

60%666666

60%667D9D

60%DFC166

60%E9CC66

50%808080

50%7F93AE

50%E4CB7F

50%ECD47F

40%999999

40%99A9BF

40%E9D599

40%F0DD99

30%B2B2B2

30%B2BDCF

30%EFE0B2

30%F4E5B2

20%CCCCCC

20%CCD4E0

20%F4EACC

20%F8EECC

10%E5E9EF

10%F9F4E5

10%FBF6E5

90%1A3E68

90%CFA21A

90%DEB31A

80%333333

Photography and Video

Photography and Video | 43

PhotographyA picture can say a thousand words.Look for images that speak.

Our goal is to capture images of our community at work, in action, in their natural environments. At times, we must shoot standard portraits, but always look for opportunities to tell the story of your subject in as natural a way as possible.


example


example


UC Davis Photo Library • Simple to use. • Click here to sign up for access.

Click to visit website

http://marketingtoolbox.ucdavis.edu/photo-library/contact-us.html

http://photos.ucdavis.edu/

http://photos.ucdavis.edu/


Stock PhotographySearch the UC Davis Photo Library’s Campus Collection • These are our best, newest images

of the campus. • If these images don’t meet your

needs, look for stock images that mirror the campus style.

• Make sure your images are current.

http://photos.ucdavis.edu

http://photos.ucdavis.edu


A Note on Lab Photos • All subjects must wear safety glasses,

even where not required. • Where additional protective gear

is required, subjects must be featured in maximum protective gear.

• Status of a lab (inactive, for example) and purpose of the shoot are not factors.


VideoKeep your messages clear and brief.

Video stories are most powerful when they focus on the emotional authenticity of the subject. There’s an approach to jam as much information into one video—avoid this approach at all times. Keep messaging clear and simple. Focus on the emotional reaction of your audience and leave the information for written documents.

Click to play video example

https://www.youtube.com/watch?v=PAwB_t_iM7U

https://www.youtube.com/watch?v=PAwB_t_iM7U


Click to play video example

VideoLike we do in photography, always try and capture your subject in their natural environment, doing what they do, sharing their contribution to the UC Davis community and it’s larger mission.

https://www.youtube.com/watch?v=EvsoVeemIrQ

https://www.youtube.com/watch?v=EvsoVeemIrQ

Web and Interactive Design

Web and Interactive Design | 52

Web DesignAll websites should be responsive.


Accessibility • Websites should, at a minimum, meet

WCAG 2.0 AA standards. • Websites should also pass the informal

“alt-tab” test. • Websites should be tested to ensure a

web browser’s zoom “text-only” doesn’t break the site.


UC Davis wordmark should be in the header of every website

Wordmark Usage • The UC Davis wordmark should also

be wrapped in a link to the university home page. (http://ucdavis.edu)

• Beginning in February 2016 links to the university homepage should be changed to: https://www.ucdavis.edu/


Required contact information for university websites:Contact information & Regent’s copyrightDetails in Policy 310-70 (linked in Marketing Toolbox)Please note, the underlined links are active.

Required InformationNote that you may link “Questions or comments” to your own contact form or person if desired. “Sitemap” should link to the sitemap for the specific site on which the contact information is located.

http://ucdavis.edu

http://ucdavis.edu/help/privacy-accessibility.html

http://contact.ucdavis.edu/www_contact/

http://ucdavis.edu/sitemap.html


Other Quality Control Considerations • Consider how design decisions will

impact pageload speed. • Avoid duplicate content. • Validate your code.

Website Life Cycles and Sustainability • Consider expected life and

maintenance, especially for mobile. • Utilize existing sites. When possible,

avoid creating new sites unless absolutely necessary.

Leave No Link Behind • Make sure to put redirects in place, and

redirect to home page should only be used as last resort.

• Reorganizing or merging content—make sure to redirect to proper URL.

• Watch 404 logs to fix broken links or redirect where necessary.

Writing: The UC Davis Voice

Writing: The UC Davis Voice | 58

The UC Davis VoiceA friendly conversationA knowledgeable friend, a supportive mentor, a trusted expert, a valued community member—these are people to whom we turn for support and direction. It’s easy to interact with them because the experience is authentic, and we always take away something positive from the conversation. The voice of UC Davis should help our target audience feel the same way.


Campus Editorial StandardsEditorial Style Guides • Associated Press Stylebook • Chicago Manual of Style

UC Davis Health System has separate style guide, provided to contracted vendors as needed.

Audience Messaging • “Talking points” tailored for

our audiences located in the Marketing Toolbox.

• Messaging shouldn’t be used verbatim—craft it in the voice of your communications.

Storytelling Style • More literary journalism than reporting

in style—see toolbox example. • Direct, personal and emotive. • Helps to inspire the community. • Focused on the human outcome. • Avoid “academese.”


In short, the UC Davis voice is helpful, honest, knowledgeable, relevant, clear and— above all—human.

This concludes the Brand Guidelines training. To fulfill your annual contractual agreement, click here and complete the form by December 18, 2015.

http://goo.gl/forms/OMaZQ1eOgZ

Produced by UC Davis Office of Strategic Communications, Fall 2015

Documents

Download the Brand Guidelines training manual