Logo Do’s and Don’ts

Do

  • Use only the electronic logo files provided by Strategic Communications
  • Scale the files proportionally
  • Keep all elements of the logo together as a unit
  • Maintain the minimum size standards
  • Keep the university colors
  • Follow the wordmark color guidelines
  • Keep the logo prominent
  • Contact Strategic Communications with questions about the proper use of the logo

Don’t

  • Try to recreate the logo
  • Add names or other type
  • Use the wordmark as part of a larger mark
  • Stretch, squash or otherwise distort the logo
  • Add or take away graphic elements
  • Make the logo too small
  • Put the logo over busy patterns, backgrounds or colors that obscure the readability of the logo
  • Split the wordmark or exchange the colors in the expanded wordmark.

Graphic: examples of what not to do

The UC Davis identities are customized wordmarks. To reproduce them, approved artwork files must be used. The UC Davis wordmark is a piece of artwork—NOT type. It cannot be reproduced using fonts.

The wordmark should not be inserted in body copy or headlines. When the university name appears in copy on first mention in a publication, use the campus’s complete name: University of California, Davis. In subsequent mentions, use UC Davis set in type. (See the UC Davis Editorial Style Guide).

Colors

For all applications, the campus wordmark and extended wordmark must be used in the colors and color combinations specified. Both marks are also available in one-color, black versions for use in newsprint and other black and white applications.

The campus wordmark must be used in these color combinations:

Graphic: examples of appropriate color usage for the campus wordmark

Minimum size

The UC Davis wordmarks should be reproduced at a reasonable size to maintain legibility in all media. The standard wordmark must be at least 1 inch wide for all uses — print, web, embroidery, etc. For print, the expanded wordmark (with University of California below the wordmark) must be at least 1.5 inches wide. For web, embroidery or other non-print uses, the expanded wordmark must be at least 2 inches (150 pixels) wide.

Graphic: examples of minimum sizes for the campus wordmark

Surrounding space requirements

A prescribed amount of clear space around the wordmarks should be maintained at all times. No other type or graphic element may appear within the prescribed clear space.

The unit of measure is a square equal to the height from the baseline to the top of the initial “U” in the wordmark. The light gold area in the diagram represents the amount of space that must be maintained between the wordmark and any other element, including the edge of a page.

Minimum surrounding space requirements for the wordmark:

Graphic: Shows minimum surrounding space requirements for the wordmark

There are exceptions to the space and size requirements. For example, the wordmark on business cards, lapel pins or large banners may be positioned closer to the edge of the piece. Good design judgment should be employed according to the use.