Navigating the UCLA Brand Guidelines: A Comprehensive Overview
UCLA, recognized globally as a premier academic institution, places significant importance on maintaining a strong, unified, and recognizable brand identity. This commitment is articulated through comprehensive brand guidelines designed to ensure consistency and clarity across all communications and materials representing the university. These guidelines are crucial for every member of the UCLA community, from registered campus organizations to individual departments and external partners, ensuring that the UCLA name and its associated trademarks are used appropriately and effectively. The university has dedicated considerable effort to studying and implementing effective branding strategies, particularly within the academic sphere, to solidify its position as a leader in higher education and research.
The Importance of a Unified Brand Identity
In an era where institutions are increasingly judged by their public perception, a consistent brand is paramount. UCLA, with its rich history of innovation and excellence, understands that its brand is a powerful asset. The university has observed a proliferation of diverse logos and branding elements across its various schools and programs, leading to a potential dilution of its core identity. To counteract this, a campus-wide initiative has been launched to build a strong, unified identity system. This endeavor aims to consolidate the visual and verbal representation of UCLA, ensuring that all communications reflect the university's core values and mission. A strong brand influences how constituents perceive the institution, fostering trust, recognition, and a shared sense of purpose. Vital, impactful brands are built on truth and continuity, consistently presenting a clear and unified message that distinguishes them from competing entities.
Core Components of the UCLA Brand
The UCLA brand is built upon a foundation of distinct elements that collectively shape its identity. These include the university's established brand tagline, "Think in the Next," and its core brand values: "Share Success," "Think Fearlessly," and "Drive Change." These tenets are not merely slogans but are intended to guide the tone, content, and overall messaging of all UCLA-related communications. For instance, at the UCLA Samueli School of Engineering, their positioning is deeply rooted in serving the common good within a global city that thrives on innovation. Their copy is crafted to reflect this by emphasizing how their work improves lives and advances understanding of the world. The tone is meticulously shaped through word choice, sentence structure, and point of view, aiming to convey a sense of collaboration, interdisciplinarity, fearlessness, and dedication to excellence. A tagline, in essence, encapsulates this brand identity, aiming to leave a lasting impression and capture the unique sense of optimism, commitment to service, and the conviction that a difference can be made.
Navigating UCLA's Visual Identity: Logos, Colors, and Typography
Central to the UCLA brand guidelines are directives on the appropriate use of visual elements, including logos, colors, and typography. The university has made subtle but significant changes to its color palette, adopting specific shades of blue and gold that meet Americans with Disabilities Act standards for visibility. While these changes may not be immediately apparent to most observers, they are essential for ensuring accessibility and inclusivity. The guidelines provide detailed instructions on how to use the official UCLA logo, emphasizing that approval is now required for its use in advertising, for sponsorships, or on merchandise. This ensures that the logo is not misused and continues to represent the university with integrity.
For materials that are reusable, such as retractable banners and tablecloths, the directive is to create new versions as soon as possible to reflect the updated branding. This transition period acknowledges that logo updates take time, with an anticipation that all programs, departments, and centers will update their materials within approximately one year. In the interim, individuals are encouraged to use the provided logo art for any communications or materials they create, while simultaneously planning for the transition to updated templates which will be available in the new Brand Resource Guide.
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UCLA Policy 110 and Trademark Protection
The university's commitment to protecting its name, seals, and marks is reinforced by UCLA Policy 110, originally adopted in 1988. This policy serves as the bedrock for regulating the use of UCLA's intellectual property. Under this policy, certain uses of the logo are restricted, prohibited, or require special permission. This framework is essential for safeguarding the university's reputation and preventing unauthorized commercial exploitation of its brand. To facilitate adherence to these regulations, a simple digital approval form is available for requesting the use of the logo. This request is then subject to review by Pat Godefroy, associate dean of marketing and communications, followed by Bonita Alford in the UCLA Trademarks & Licensing office, ensuring a thorough and official approval process.
Resources and Support for Registered Campus Organizations
Registered campus organizations play a vital role in the UCLA community and have access to a wealth of promotional and marketing materials to support their efforts. To leverage these resources effectively, organizations must navigate the UCLA Marks approval process. Consulting with their SOLE Advisor is the recommended first step to review available marketing resources and understand how to proceed with approvals.
Bruin Custom Print is a key resource, offering printing and marketing services specifically for the UCLA community. Registered campus organizations can utilize Bruin Custom Print for essential services like copy and binding, poster printing, banner printing, and t-shirt printing. Furthermore, UCLA Marks provides crucial support in understanding how to use UCLA Marks in compliance with UCLA Policy 110 and the UCLA Brand Guidelines. They also assist registered campus organizations by providing resources for approved UCLA licensed vendors. It's important to note that additional product vendors are also approved UCLA licensed vendors, available for use by registered campus organizations and campus units.
Beyond direct marketing support, registered campus organizations can submit their event, program, or activity information to be featured on the Community Calendar. These submissions are reviewed by an assigned SOLE Advisor prior to being posted. The university also disseminates a newsletter that provides valuable information on funding, campus updates, and student group events. Organizations are encouraged to engage with this newsletter and can even submit their own events to be featured or have their organization highlighted as part of 'Feature Fridays!'.
Publicity Opportunities and Sustainability
UCLA Res Life also offers publicity opportunities on the Hill during the academic year, available on a first-come, first-served basis. These opportunities, while valuable, are subject to the overall brand guidelines to maintain consistency.
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A critical aspect of the brand transition is the emphasis on sustainability. To avoid creating waste, the university encourages the use of existing inventory of paper materials and merchandise before creating anything new. This mindful approach aligns with broader institutional goals of environmental responsibility and resource conservation.
The UCLA Health Brand Experience
The UCLA Health Center for Brand Excellence serves as a central hub for tools, guidance, and inspiration to represent the UCLA Health brand with clarity and consistency. A brand, in its essence, is a perception - how people see, feel, and trust an institution. Every interaction with UCLA Health, from patient care to recruitment, shapes this perception. Strong brands are built on truth and consistency, and when the visual, verbal, and emotional presentation is uniform, it builds recognition, earns trust, and reinforces the institution's identity and purpose. Clear brand guidelines are instrumental in ensuring that all created materials accurately reflect this identity and purpose.
As part of the broader UCLA, UCLA Health carries forward a legacy of groundbreaking discoveries, pioneering treatments, and inspiring care. All members of the UCLA Health family, including employees and partners, are encouraged to explore the brand resources and follow the guidelines when using any component of the UCLA Health brand, including its registered logo. Only UCLA Health faculty and staff are authorized to download brand assets. Physicians and researchers can order business cards and utilize registered UCLA Health logos on presentations and research posters. For external agencies and designers working on UCLA Health projects, download privileges may be granted with written approval from UCLA Health Marketing. To ascertain if permission is needed for a specific use of marketing materials or to submit a request, the Resources and Orders section is the designated point of contact. These brand assets are crucial for ensuring a consistent and recognizable brand identity across all platforms.
Co-Branding and Third-Party Collaborations
The guidelines also address the complexities of co-branding and the inclusion of third-party logos on promotional materials. To include a third-party sponsor's logo, written permission from that entity is required. For collaborations, it is ideal to maintain visual separation between the third-party logo and the UCLA mark.
Regarding the creation of new logos for joint programs, campus logos are generally reserved for campus units. Co-branded logos may be approved if a campus unit has entered into a formal, legal partnership with a non-UCLA entity. However, in most instances, it is more appropriate to use the official UCLA logo and acknowledge any third-party contribution elsewhere. Only Strategic Communications is authorized to create new logos, ensuring a controlled and consistent approach to brand evolution.
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Usage in Press Releases
The use of the campus logo in press releases is also clearly defined. If UCLA is issuing a press release, the campus logo is permitted, but direct consultation with a Media Relations representative is required beforehand. For non-UCLA, third-party press releases, statements about UCLA may be approved after review and approval by the Administrative Vice Chancellor, but the use of the UCLA campus logo is strictly prohibited. This is in line with UCLA's policy of not endorsing or appearing to endorse outside companies, products, programs, and services.
The UCLA Health Writing Style Guide
The UCLA Health Writing Style Guide serves as a comprehensive grammar and style reference for anyone creating digital or print copy for the organization. Its primary objective is to guarantee consistency across all internal and external communications. Much of the content within this guide is derived from the AP Stylebook, reflecting the organization's established policy of adhering to its style. However, certain guidelines have been adapted to better suit the specific needs of UCLA Health. This guide functions as a supplement to the AP Stylebook, not a replacement. For detailed questions regarding spelling, punctuation, or other grammatical nuances, this guide should be consulted as a primary reference, used like a dictionary and a directive for writing for UCLA Health's publications. Items are listed alphabetically for ease of access. Critically, all UCLA Health content must undergo an official review process, underscoring the commitment to brand integrity and accuracy.
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