One UC Davis Elements, style and application

INTRODUCTION

BR AND ESSENCE There is only One UC Davis. UC Davis is a place with a purpose. Whether caring for human and animal health, addressing issues in the changing environment, cultivating and protecting food systems, or enriching lives through art and intellectual exploration, we are united in our understanding that cutting-edge innovation and open minds will increase the quality of life for all. “One UC Davis” means that each individual who becomes part of our institution grows and transforms, but retains his or her unique character. Conversely, as each new individual becomes part of this place, UC Davis transforms and becomes richer. From this unique, interdisciplinary melding of great minds and aspirations, the greatest challenges of our time are embraced and solutions sought.

INTRODUCTION

UC DAVIS PERSONALIT Y Curious Creative Bold Real/Genuine/Authentic Problem Solvers Diverse­—many offerings, many opportunities United

INTRODUCTION

VISUAL PHILOSOPHY The visual program is built on the brand essence, based on the personality that is authentic to UC Davis. One UC Davis encircles the many people, disciplines, discoveries and aspirations that are UC Davis. With this inaugural, university-wide integrated marketing campaign, we stand together as never before. The circle—the primary visual metaphor of the campaign—is derived from the O in the word “one.” It is used to highlight the people and words that represent the unique discoveries and aspirations realized at UC Davis. A circle is a universal symbol of inclusiveness, nurturing and welcome. It represents community and common purpose. Our energetic, hand-drawn circle speaks to that which is human, unique, creative, bold and authentic to the institution. This flexible system is designed to allow effective and unique expressions of the One UC Davis concept in the communications of the many diverse and important constituencies at UC Davis.

ELEMENTS CIRCLE, OR O

THE CIRCLE ELEMENT The One UC Davis circle is a clear tie-in to the campaign and can be used to highlight key messages or photo subjects. Please note the way it is used in the examples to follow. Overuse can be distracting in a piece.

L ARGEST CIRCLE (M A XIMUM DETAIL)

SM ALL CIRCLE (REDUCED DETAIL)

Use as a graphic element at largest sizes. Works well as a lightened, or ghosted element that bleeds off one or two sides. When used at a smaller size, it can appear thin and insignificant.

This version is weighted more heavily and has less detail. It can be used as an O in display type (using any o  f these elements in body text is not advised), or used as a stand alone element where its larger counterpart is too light.

F R HEADLINES

CIRCLE FOR LOCKUP (MINIM AL DETAIL) This version has been simplified and weighted to match the customized Hand of Sean font used in the word “One.” Outside of the lockup, it can only be used where the O is part of a line of text, where the text is small enough to demand the heavier weight.

F R SMALL HEADLINES/TEXT

ELEMENTS SPECIAL FONT

HAND OF SEAN

A B C D E F G H I J K L N O P Q R S T U V W X Y Z a b c d e f g h i j k l

n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 This font—like the hand-drawn circle—represents the humanity, uniqueness and creativity of UC Davis. Friendly and approachable, yet confident. It should be used sparingly. It works well in headlines on banners, posters, ads and other materials. It should be carefully assessed for readability in every instance of its application.

ELEMENTS ONE UC DAVIS LOCKUP

This is the primary identifier of the One UC Davis campaign, to be used in all campaign-specific communications. The campaign element “ONE” is attached to the permanent campus word mark. Standard and reversed versions (examples at right) are available for download. Use the reversed version for printing on highcontrast, dark backgrounds. For all other applications, use the standard version.

ELEMENTS IDENTIT Y LOCKUPS AND SUB-CA MPAIGNS

ONE WORLD, ONE UC DAVIS is the phrase associated with the primary institutional campaign. It is the simplest expression of the brand essence (see page 3). In the format above, it is attached to the institutional word mark. SUB-CA MPAIGNS Each unit of campus is encouraged to develop unique creative reflections of the campaign. The visual elements—the lockup, the circle and the font are to be used where appropriate and in keeping with this guide. UNIT PHR ASES Beyond the provided visual assets, each participating unit will develope a unique phrase to use in their sub-campaigns. Strategic

Communications catalogs phrases and ensures that each unit’s phrase is not duplicated by another unit. These may be used as a lockup with the logo (as above), or separately from the ONE UC Davis mark. Examples at right. For more information on developing and using unit phrases, please contact director of marketing Tom Hinds: [email protected] 530-752-8694

Department of Student Affairs ONE FUTURE, MANY PATHS

Find Your Future

at the College of Letters and Science

one future. many paths. The College of Letters and Science is made up of three divisions, encompassing the broadest offering of disciplines and paths of study at UC Davis: • Division of Humanities, Arts and Cultural Studies • Division of Mathematical and Physical Sciences • Division of Social Sciences With a focus on fundamental the college will

education,

provide you with the necessary skills in critical analysis to move into any future career path. At the College of Letters and Science, undergraduate students can choose from a wide variety of majors and have unique opportunities to do research and thesis projects if they choose to do so. With many options to choose from and a rigorous education in the fundamentals, critical analysis and cultural competency, every undergraduate student can create his or her unique future..

Finding Your Future

Declaring a major is a big step towards focusing your education. Your major (or majors) will reflect your area of intellectual interest, though not necessarily your choice of career. You may love studying the literatures of the world, or anthropology, or chemistry, but that doesn’t mean what you study has to be what you do for a living after you graduate. We encourage you to think about the major you want to pursue. What you would like to do professionally may or may not be directly related to your career, but the skills and abilities you gain while studying your major will greatly enhance your professional pursuits. Declaring a Major

Here are tips on declaring your major: • You can declare after your first quarter through the end of your sophomore year. • You are expected to focus your interests and declare your major after you have completed 90 units. • Before declaring a major, consult with an advisor in that department or program. Your advisor can assist you in developing a program of study and help you file the petition to declare the major.

College of Letters—phrase and campaign mark as lockup (above) and separated in a publication.

DOWNLOADABLE TOOLBOX ELEMENTS P r i n t (e ps)

We b a n d M S O f f i c e ve r s i o n s (p n g)

LOCKUPS These elements can be downloaded from http://marketingtoolbox.ucdavis.edu/ one-uc-davis/resources.html Print versions are for all print applications. WEB/MS versions are best for all Web and Microsoft Office applications such as PowerPoint. The “reverse” versions of the lockup are for printing on darker backgrounds. The white elements will only show up when the background provides sufficient contrast.

OneUCDavis_Print.eps

OneUCDavis_MS.png

OneUCDavis_PrintReverse.eps

OneUCDavis_MSReverse.png

OneWorldOneUCDavis_Print.eps

OneWorldOneUCDavis_MS.png

OneWorldOneUCDavis_PrintReverse.eps

OneWorldOneUCDavis_MSReverse.png

CIRCLE

Circle elements can be used in either blue or gold, and can be “ghosted” to overlay images. See Campus Posters page for an example of ghosting. The ONES are standalone elements that should be used with the proper context so that relation to the campaign is clear. These should not be used in lines of body copy.

LargestCircle_PrintBlue.eps

LargestCircle_MSBlue.png

LargestCircle_PrintGold.eps

LargestCircle_MSGold.png

SmallCircle_PrintBlue.eps

SmallCircle_MSBlue.png

SmallCircle_PrintGold.eps

SmallCircle_MSGold.png

ONE

One_Print.eps

One_MS.png

ST YLE PHOTOGR APHY

PHOTOGR APHY: CONTENT AND ST YLE Content: Style: The central themes of One A shallow depth of field is used to UC Davis photography are exaggerate the perception of depth collaboration and community. and suggest layers of space. This Therefore, campaign photography approach is intended to invoke should feature subjects in the curiosity and a sense—however context of others. Where possible, subtle—that the meaning goes candid photography of natural beyond the immediate and interaction is preferred. If no obvious. direct interaction is possible, choose environments that feature people and provide a sense of vibrant community.

ST YLE STORY TELLING

STORY TELLING ST YLE The primary consideration in One UC Davis campaign storytelling is sharing emotionally propelled, human stories that cultivate a deep awareness of UC Davis’ strengths, individually and collectively. The style is deeply human, high touch and high emotion. It is direct, personal and emotive. Remember that the concept of “One UC Davis” unifies people and the greater UC Davis community (e.g. health system, Davis campus, Cooperative Extension) as well as uniting the many locations that represent UC Davis.   Stories describe breakthrough research and scholarship that changes our lives, but from the standpoint of that which motivates people to chase their dreams at UC Davis. We tell the story of innovation and discovery, but in terms of community and human impact; we show how UC Davis is nurturing, supporting,

cultivating and empowering people to change the world.

ONE UC DAVIS STYLE I AM ONE WHO EXPLORES THE POSSIBLE Compare these two versions of How we live reflects who we the same story excerpt to see are, Bob Segar believes. The the difference in traditional chief campus planner sees the storytelling style and the One “big picture” in sustainability, UC Davis campaign style: construction, the arts, and more. One of his team’s most amazing TRADITIONAL STYLE projects was UC Davis West BUILDING COMMUNITY Village, the nation’s first net-zero Bob Segar is just one of the many energy community. Likewise, the staff at UC Davis getting to work on arts are a passion of Segar’s— cutting-edge projects. The assistant his daughter is an acclaimed vice chancellor for campus violinist—and that motivated planning and community resources Bob to help create a regional has directed planning for 23 years jewel in the Mondavi Center for for UC Davis’ 5,300 acres, charting Performing Arts. UC Davis is a the course for sustainability, place where community counts, growth and development, and people like Segar are finding neighborhood districts, and netnew ways to make UC Davis a zero energy projects like UC Davis better place to live and work. West Village. Bob has also served as the planning coordinator for the Mondavi Center for Performing Arts. His work at UC Davis reflects his lifelong passion for creating vibrant communities.

EX A MPLES CA MPUS BANNERS

CREATIVE CONSIDER ATIONS • Medium circle used for letter O in the category text. • Larger circle bleeds on the nonphoto side of banners. • Hand of Sean used for name only, providing a sense of personalization. • Reversed version of lockup used.

PHEN

ne of a Kind

MENAL FACULT Y

EX A MPLES CA MPUS POSTERS

CREATIVE CONSIDER ATIONS • Medium circle used for letter O in the category text.

Eric Sanford

College of Biological Sciences

• Larger circle bleeds; surrounds the One UC Davis lockup consistently.

The California coastline is Eric Sanford’s classroom. The evolution and ecology professor teaches students at the UC Davis Bodega Marine Laboratory, where they conduct experimental field studies to explore the impact of climate change on U C DAV I S. E D U/O N E

marine communities. “Testing hypotheses truly comes alive for students here.”

• Reversed version of lockup used. • Hand of Sean used for name only, providing a sense of personalization.

Gunrock

The uc davis aggie mascot You always knew Gunrcok was a stud, but did you know why? Our aggie mascot is named after a spirited cavalry Thoroughbred put to stud at uc davis in the 1920s,

Toge the r we are

siring hundreds of horses for the military and others, and becoming a beloved campus icon. U C DAV I S. E D U/O N E

u c d av i s . e d u /o n e

EX A MPLES REGIONAL AWARENESS AD

One World | One UC Davis is you—a global network of people committed to innovation, collaboration and improving the world. Visit ucdavis.edu/one to learn more about the new campaign and share your UC Davis story.

CREATIVE CONSIDER ATIONS • Primary campaign messaging. • Larger circle bleeds; surrounds image of students.

Together, we are

UC DAVIS

One World | One UC Davis is a global network of people—our brightest stars, unsung heroes, imaginative research teams and innovative thinkers—all striving to

• Hand of Sean in headline only.

make the world a better place. Together, we are transforming lives,

• Subjects are shown engaged in shared experience, not posed. Background is not in focus.

celebrating humanity and nature, and inspiring breakthroughs in California and beyond.

U C D AV I S . E D U/O N E SacHub_20131122_Final2.indd 1

11/22/13 2:14 PM

EX A MPLES SUB-CA MPAIGN ADVERTISING

CREATIVE CONSIDER ATIONS • Health System phrase applied to campaign lockup. • Larger circle bleeds; surrounds the doctor/patient to emphasize their positive relationship. • Hand of Sean is not used on billboards to maximize readability.