Visual Identity

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)

Learn more about how to use the Campus Name at:

BRAND.UCSD.EDU

RRSS Main Logo

Includes internal-facing admin and support units:

• RRSS Leadership
• Human Resources
• Facilities and Building Serivces
• Finance and Marketing

Download Main Logo

Customer-Facing Unit Logos

• Campus Partnership Program
• Core Bio Services
• Graduate Family Housing
• Hospitality and Conference Services
• Moving Services
• Outbound Shipping
• Residential Dining
• Residential Services and Housing
• Saltaire Catering
• Self-Storage
• STORE
• Student Mail
• Surplus Sales
• The Trove
• Upper Division Housing

Color Palette

Ensuring the accuracy of UC San Diego’s brand colors in both print and digital is essential for consistent university communications and representation. For print materials, use the CMYK breakdown or PMS number, and for digital materials, use RGB or HEX. Use only the color codes listed here or download the approved color swatches below.

Download the swatches

Core Colors

Our core colors are the official colors of UC San Diego. Consistent use of these colors in all branding is essential to establishing our identity.

Accents

Our palette of accent colors have been developed to add energy and amplify the UC San Diego brand. Inspired by our vibrant natural surroundings, accent colors can be used in conjunction with our core colors to create materials that push boundaries while still recognizable as UC San Diego.

Neutrals

Including neutrals into our color palette is essential for long-term adaptability. While these neutral colors may not play a major role in branded materials, they provide options for contrast and flexibility.

Accessible Brand Color Combinations

To find an accessible color combination, select a background color and a text color from the list below. Your color contrast results (including the contrast ratio) will appear below the sample text. A green check indicates that the color combination passes Level AA requirements for the specified type size. A red x indicates that the color combination does not pass for the specified type size.

Accessible Color Checker

Brand Fonts

Brix Sans (Primary)

Refrigerator Deluxe (Headline)

Chronicle (Body Copy)

Type Hierarchy

This is the recommended type hierarchy for standard use on materials. When in doubt, see the tips below.

H1 HEADING
Refrigerator Deluxe Heavy
All Caps
0 Tracking
85% Leading

H2 SUBHEADING
Brix Black
All Caps
175 Tracking
160% Leading

H3 EYEBROWS
Refrigerator Deluxe Extra Bold
All Caps
80 Tracking
130% Leading

BODY COPY
Brix Regular & Italic
0 Tracking
140% Leading

Typesetting Best Practices

Ensuring that any content is legible and readable is essential for communication to all audiences. While certain aspects of type setting can vary based on scale and application, there are some basics that should always be considered:

• For print, body copy should be sized between 7-11 pts. For digital, font size should be between 12-16 px.
• Headlines should always be differentiated from body copy through size, color and/or font differentiation.
• When placing copy over complex backgrounds, like photos, always ensure legibility of content is not compromised.
• Body copy should not be tracked more than 20 pts.
• Body copy should not be set in all caps or all bold as it is dense and hard to read.