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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
Brand Basics and Marketing Strategy | 10
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 Basics and Marketing Strategy | 11
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
Brand Basics and Marketing Strategy | 12
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.
Brand Basics and Marketing Strategy | 13
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
Brand Basics and Marketing Strategy | 14
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)
Brand Basics and Marketing Strategy | 15
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
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.
Current Engagement Campaign | 18
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
Current Engagement Campaign | 19
Conveys that our institution
is unique
Conveys that everyone is unique
Current Engagement Campaign | 21
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.
Current Engagement Campaign | 22
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.)
UC Davis Health System Brand Campaign | 25
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.
UC Davis Health System Brand Campaign | 26
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.
UC Davis Health System Brand Campaign | 27
Audience • Patients • Consumers, public at large • Current and prospective
faculty and staff • Referring providers • Legislators, opinion leaders • Prospective donors
UC Davis Health System Brand Campaign | 28
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.
Copyright © UC Regents, Davis campus, 2015. All rights reserved.
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.
Copyright © UC Regents, Davis campus, 2015. All rights reserved.
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.
Copyright © UC Regents, Davis campus, 2015. All rights reserved.
UC Davis Health System Brand Campaign | 29
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!
UC Davis Health System Brand Campaign | 30
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
Graphic Design and UC Davis Identity | 33
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.
Graphic Design and UC Davis Identity | 34
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
Graphic Design and UC Davis Identity | 35
School/College MarksOnly schools and colleges can attach a graphic mark to their logo signature.
Graphic Design and UC Davis Identity | 36
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
Graphic Design and UC Davis Identity | 37
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.
Graphic Design and UC Davis Identity | 38
UC Davis Fonts
Proxima Nova (all weights)
Lucida Sans
Berkeley UC Davis (all weights)
Georgia
web
AaBbCc
AaBbCcAaBbCc
AaBbCc
Graphic Design and UC Davis Identity | 39
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
Graphic Design and UC Davis Identity | 40
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
Graphic Design and UC Davis Identity | 41
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.
Photography and Video | 44
example
Photography and Video | 45
example
Photography and Video | 46
UC Davis Photo Library • Simple to use. • Click here to sign up for access.
Click to visit website
Photography and Video | 47
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.
Photography and Video | 48
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.
Photography and Video | 49
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
Photography and Video | 50
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.
Web and Interactive Design
Web and Interactive Design | 52
Web DesignAll websites should be responsive.
Web and Interactive Design | 53
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.
Web and Interactive Design | 54
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/
Web and Interactive Design | 55
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.
Web and Interactive Design | 56
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.
Writing: The UC Davis Voice | 59
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.”
Writing: The UC Davis Voice | 60
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.
Produced by UC Davis Office of Strategic Communications, Fall 2015