The CENTENNIAL Campaign for

BRAND GUIDELINES Version 21.0 08/06/15 TABLE OF CONTENTS

BRAND BASICS 3 COPY TONE 55 Copy Tone 55 CAMPAIGN AT A GLANCE 4 Writing Compelling Headlines 56 Body Copy and Long Form 57 CENTENNIAL CAMPAIGN POSITIONING 5 TEMPLATES 58 CONCEPT AND OVERARCHING THEME 6 Email Signatures 58 Donor Proposal 59 Stationery 60 CREATIVE EXECUTION 7 Unit Case Statement 62 Email Templates 63 FACTS AND FIGURES 8

CAMPAIGN BACKGROUND AND PLAN 9

EVERGREEN CONTENT 10

LOGOS & LOCKUPS 12 Let There Be Logotype 12 Let There Be Logotype with Ellipsis 13 The centennial campaign lockup 20

TYPOGRAPHY 23 Brand Typography 23 Campaign Typography 24 Alternatives 25 Headlines Applications 27 Body Copy 32 Hierarchy 32 Digital Typography 33

COLORS 36 Color Usage 36

GRAPHIC ELEMENTS 39 Photons 40 Molecules 42 Slanted Overlay Box 44 Facets 46

IMAGERY 48 Campus and Los Angeles 48 People 49 Sky/Sun 51 Usage / Image Cropping 53

2 The Centennial Campaign for UCLA Brand Guidelines BRAND BASICS

WHAT IS A BRAND?

UCLA views the world differently. Where most see the world how it is, we see it as it could be. Some may call this optimistic. We call it essential. And it is what has enabled us to effect change time and time again. Whether it’s being the birthplace of the Internet or the home to more NCAA titles than any other university; licensing over 500 active patents or saving countless lives a year—everything we do here comes from unflappable belief that if we set our sights on something, it will be done.

Building a successful brand is no different—especially one as far-reaching and high profile as UCLA’s. The new look, feel, and tone contained in these brand standards reflect who and what UCLA is.

The UCLA brand is the result of many different factors coming from many facets of this institution that ultimately come together to form an impression of who we are in people’s minds. Our brand is much more than the blue and gold and the prowess of our athletic legacy.

Our brand is what students, parents, academics, alumni, public servants, corporations, countries and outside observers all think, feel and respond to when they hear the letters, “UCLA.”

The greatest successes at UCLA have been the result of people coming together and standing united to effect great change. We are confident and enthusiastic that, when it comes to building our brand, we can do the same once again.

WHAT ARE BRAND STANDARDS AND WHY ARE THEY IMPORTANT?

Like the university, our brand has enormous influence. By creating a strong brand, we can continue to shape the way people think and feel about UCLA.

This document is intended for those responsible for creating communication materials for UCLA, from department newsletters, university websites and fundraising brochures to student recruitment materials and alumni outreach. Using these brand standards will ensure that the look and feel of UCLA stays consistent when it goes out to meet the wider world. It is vitally important that, as we build our brand, we are disciplined in the way we present UCLA. Hundreds of people are going to touch this brand, and while we urge them to all use their creativity to bring the university to life in the eyes of our various audiences, it is important to do so within the lines, so to speak.

Great brands build strong bonds with their audience by being consistent. They are instantly recognizable and immediately stand for something. And they speak a common language, despite the fact that they may be speaking to very different people from very different places. Amid the complexity that is UCLA, there are very few times we ask our vast community to be single-minded. This happens to be one of them.

3 The Centennial Campaign for UCLA Brand Guidelines CAMPAIGN AT A GLANCE

THE CENTENNIAL CAMPAIGN

The Centennial Campaign for UCLA, like the UCLA master brand, conveys the transforming power of optimism and excellence at UCLA, encouraging individuals to “imagine the possibilities.” An important component of the Centennial Campaign’s success is the presentation of a consistent look and voice in every Campaign communication.

CAMPAIGN OVERVIEW

A Campaign to Build on Success and Shape the Future

In less than 100 years, UCLA has become one of the world’s best universities, a dynamic place where risks are taken, barriers are broken and anything is possible. Our size and scope allow for unimagined diversity, unmatched breadth and worldwide impact. Yet, it is in the lives of individuals — students, patients, alumni and world citizens who benefit from what we do here — that the mission of UCLA finds its greatest meaning. But with state budgets declining and the competition gaining, our ability to continue to attract the best students and faculty, invest in world-changing research, and make our communities healthier, safer and stronger is at risk.

The goal of The Centennial Campaign for UCLA, which begins in May 2014 and continues to the university’s 100th anniversary in 2019, is to meet this historic challenge through the support of the thinkers and the doers who have always stood with us, as well as new friends and partners. Working together for the greater good, we can ensure that UCLA will remain a powerful force for positive change in our city, our state, our nation and our planet.

The Centennial Campaign will ensure that UCLA remains intellectually vibrant and continues to serve California and the greater society as an extraordinary resource for knowledge creation and dissemination. The Campaign will impact UCLA in three ways:

• Academic Programs, Research and Campus Culture. Solving the world’s most pressing challenges requires nothing less than breakthrough thinking from multiple disciplines working toward common goals. The Campaign will enable UCLA to become the outstanding model for how an intellectually integrated campus can create knowledge in new and innovative ways.

• Campus Without Borders: Los Angeles and Beyond. Based on a strong public mission and commitment, UCLA puts its knowledge to work for the benefit of the Los Angeles community in ways that reverberate in real global impact. The Campaign will enable us to solidify and enhance our reputation as a global university committed to finding innovative ways to serve communities.

• Path to Financial Self-Reliance. We are investing in our future by raising funds for students, faculty, programs and infrastructure — and by increasing our endowment. We must attract the world’s best faculty and students and provide adequate resources for them to focus on scholarship with true impact.

4 The Centennial Campaign for UCLA Brand Guidelines CENTENNIAL CAMPAIGN POSITIONING

In 2019, UCLA will reach its centennial — an anniversary that calls for reflection on the momentous accomplishments of our first century and inspires what is possible in the next. As part of this monumental anniversary, UCLA is embarking on a multibillion-dollar Centennial Campaign that will be publicly announced in May 2014 and drive through our centennial mark in 2019.

All gifts attained will support endowed chairs, undergraduate student scholarships, graduate fellowships, capital developments, additional programming opportunities and unrestricted endowments. And these gifts will directly impact three pillars of focus:

1. Transform the educational experience 2. Empower new discoveries and creativity 3. Advance human welfare and the public good UCLA KEY MESSAGE UCLA is an engine of opportunity, propelling action around the world.

CENTENNIAL CAMPAIGN Imagine the possibilities.

TRANSFORM EMPOWER ADVANCE the educational new discoveries human welfare and experience and creativity the public good

To be successful in this Centennial Campaign, we must craft meaningful, engaging materials that support the campaign’s efforts but also align with UCLA master-brand messaging. The overall strategy for the UCLA master brand is “UCLA is an engine of opportunity, propelling action and change around the world.” Using this statement as a foundation, we built a strategy that speaks specifically to the Centennial Campaign: “Imagine the possibilities.” We want this statement to create a pause that encourages people to actually envision the future and imagine its possibilities. This is in alignment with the optimism that is inherent in UCLA’s DNA, our “not going to take no for an answer” attitude, our tireless quest to make the world a better place. We want people to realize that looking for solutions to the problems of the world deserves an interdisciplinary approach where we all play a role, and where UCLA can truly make a difference.

PLEASE NOTE: Do not use “Imagine the possibilities” as a tagline for the campaign — only as a source of inspiration.

UCLA Key Message: “UCLA is an engine of opportunity, propelling action around the world.”

Centennial Campaign: “Imagine the possibilities”

Centennial Campaign Positioning Strategy:

The Campaign should encourage constituents to “imagine the possibilities” and the many remarkable ways that UCLA will continue its legacy of propelling action and change in the community, nation and world — both now and in the future. The Centennial Campaign continues to embrace the UCLA brand pillars, which are:

CULTURED BALANCED VIBRANT PERSEVERANT VISIONARY CATALYTIC

5 The Centennial Campaign for UCLA Brand Guidelines CONCEPT AND OVERARCHING THEME

CONCEPT/THEME

"LET THERE BE..."

Building off the university motto of “Fiat Lux: Let There Be Light,” the theme for The Centennial Campaign for UCLA is “Let There Be . . .,” an open-ended, inclusive approach that challenges all who see it to imagine the possibilities.

To reinforce this thought, the Campaign is bold and visionary, with light-evocative design, progressive coloration and futuristic-style photography. It serves as a snapshot of UCLA today and provides a window into what’s to come. Infinitely customizable, “Let There Be . . .” puts the power of UCLA into all of our hands and reminds us that at UCLA, it’s not a question of “can,” it’s a question of “when.”

UCLA does not solely belong to the students, faculty and staff of the university’s present and past, but to Los Angeles, to California and to the world. With this campaign, we clearly make the case that everyone has a voice and a stake.

6 The Centennial Campaign for UCLA Brand Guidelines CREATIVE EXECUTION

THE CENTENNIAL CAMPAIGN AT A GLANCE The images below provide a snapshot of The Centennial Campaign for UCLA. These examples demonstrate the bold and visionary look and tone of the initiative, used to celebrate the university’s first 100 years across multiple media, including a case statement, outdoor advertising, print advertising, interactive executions and more.

7 The Centennial Campaign for UCLA Brand Guidelines FACTS AND FIGURES

UCLA: A WORLD-CLASS UNIVERSITY

UCLA as a Global Leader • 13 Nobel laureates • 12 Faculty MacArthur Fellows • $1 billion annually in research funding (2015) • 112 NCAA titles • 251 Olympic medals • 140+ companies created based on technology developed at UCLA

UCLA Is Among the World’s Top-Tier Universities • UCLA is the most applied-to university in the nation. • In 2014, UCLA was ranked 23rd in the nation by U.S. News & World Report. • UCLA ranks 12th among the world’s top 400 universities, according to the London Times Higher Education. • UCLA ranks 12th among the world's top 500 universities, according to Shanghai Jiao Tong University’s Academic Ranking of World Universities.

Undergraduate Students • 31 percent of California residents in the freshman class are first-generation college attendees. • The average GPA for admitted incoming freshmen is 4.39 (Fall 2015). • 96 percent of freshmen live in university housing. • More than half of UCLA undergraduates receive financial assistance. • 38 percent of UCLA undergraduates receive Pell Grants. • UCLA offers 125+ majors, 80+ minors, and more than 3,800 courses.

UCLA’s Impact and Significance • One of the top 5 employers in Southern California • 42,000 faculty, staff, and students directly employed by UCLA (including UCLA Health) in full-or part-time jobs • $12.7 billion regional economic impact (including demand on suppliers of goods and services, as well as employee spending) • $1.9 billion paid in taxes that benefit the region, state, and nation • $34 of economic impact generated for every dollar UCLA receives in state funding • 912 U.S. patents from discoveries generated by campus inventors • In 2015, UCLA Health’s hospitals ranked 3rd in the nation by U.S. News & World Report • UCLA Volunteer Day: the nation’s largest community participation event for students

8 The Centennial Campaign for UCLA Brand Guidelines CAMPAIGN BACKGROUND AND PLAN

THE CENTENNIAL CAMPAIGN IS:

The Centennial Campaign Is: • A powerful tool for strategic marketing, employed to communicate urgency and address unique institutional challenges or opportunities • An effective framework for the collaboration of institutional leaders, professional staff and internal and external partners in building a culture of asking • An acceleration of current fundraising programs, often involving a permanent increase to staff and budget, and implying a sustainable increase in annual private support • An effort with multiple goals: a seven-year, all-philanthropy goal; a rising level of cash goals; specific component goals for faculties; targets for alumni participation; growth in volunteer structures; and specific building or endowment goals

The Landscape • UCLA is turning 100 in 2019 • The UC and state budget crises • Building a path to self-reliance

Campaign Timeline (July 2010 – December 2019) • Planning began: July 2010 • Nucleus phase: July 2012 • Public launch: May 2014 • Public phase: May 2014 – December 2019

Campaign Preparation and Status • Four faculty thought-leader meetings • Five Centennial Campaign leadership retreats (9/10, 5/11, 7/11, 9/11, 6/12) • Branding initiative and ad campaign • Campaign initiatives that reflect priorities • Pressure testing • Goal projections and priorities • Leadership Summit (5/13) • Campaign Steering Committee/Campus Steering Committees (ongoing)

9 The Centennial Campaign for UCLA Brand Guidelines EVERGREEN CONTENT

This highly focused evergreen content will remain relevant for the life of the campaign and can be used to address specific audiences, as needed.

SCHOLARSHIPS

UCLA scholarships attract to our campus the most academically gifted, creative and imaginative doers and thinkers our nation and the world have to offer. Many become leading experts in their fields, helping move the needle on issues like education, global poverty, health care and the environment. Scholarships unlock limitless potential, empowering the best with the academic freedom to contribute to their areas of study — through research, invention and artistic expression. Our scholars elevate the quality of UCLA’s academic programs while improving and enriching lives locally, throughout the nation and around the globe.

GRADUATE FELLOWSHIPS

UCLA graduate fellowships attract to our campus the most academically gifted, creative and imaginative doers and thinkers our nation and the world have to offer. Many are already well on their way to becoming leading experts in their fields, helping to move the needle on issues like education, global poverty, health care and the environment. Graduate fellowships unlock limitless potential, empowering the best with the academic freedom to significantly advance their areas of study through research and invention. These unsung heroes of scholarship and teaching elevate the quality of UCLA’s academic programs while delivering multifaceted solutions for the grand challenges of our times.

FACULTY SUPPORT

World-class faculty power UCLA’s drive for excellence. Experts in nearly every field of endeavor, they create knowledge and put it to work for the benefit of Los Angeles, our nation and the world. They harness interdisciplinary collaboration on a scale difficult to imagine anywhere else, delivering revolutionary, life-changing breakthroughs. Attracting, retaining and empowering these leading doers and thinkers — the most gifted our nation and the world have to offer — require making strategic investments in their work at a level unmatched by our competitors.

ENDOWED FACULTY CHAIRS

World-class faculty power UCLA’s drive for excellence. Experts in just about every field of endeavor, they create knowledge and put it to work for the benefit of Los Angeles and the nation in ways that reverberate in real global impact. They harness interdisciplinary collaboration on a scale difficult to imagine anywhere else, delivering revolutionary, life-changing breakthroughs. Investing robustly and permanently in faculty chairs is key to attracting, retaining and empowering these leading doers and thinkers — the most gifted our nation and the world have to offer — for another century of problems solved, technologies developed and lives enriched.

ENDOWMENT

Teaching, learning and societal impact are the essence of UCLA’s DNA. Our groundbreaking innovators in the arts and humanities, engineering, medicine, life sciences and the social sciences maximize interdisciplinary collaboration to an unparalleled degree to create and disseminate knowledge. No investment ensures their continued ability to do so more than growing our endowment.

UCLA aims to strengthen its foundation for another century by achieving a new financial model based on increased self-reliance. Our fiscal solvency can no longer be maintained solely by the state. Endowment gifts in the form of faculty chairs, fellowships and scholarships are imperative for attracting world-class faculty and students. They open up more resources, services and program support so our diverse future leaders can aim high and rise higher. That means even tougher problems solved, better technologies developed, and more lives enriched.

10 The Centennial Campaign for UCLA Brand Guidelines EVERGREEN CONTENT

EVERGREEN COPY (CONT.)

RESEARCH SUPPORT

Solving the world’s most pressing challenges requires nothing less than breakthrough thinking from multiple disciplines working toward common goals. As fields continue to morph and blend, UCLA remains a step ahead by building on our commitment to interdisciplinary study and the cross-pollination of academic fields. UCLA generates discovery — and answers — on a scale few other institutions can approach. Every gift to support research advances pioneering investigations taking place in the lab, in the library, and in the field — and magnifies knowledge creation and innovation that reverberate in real global impact.

COMMUNITY SERVICE/PROGRAMMING

UCLA is Los Angeles and Los Angeles is UCLA. This symbiotic relationship enables both to set the standard on how a global, progressive society looks, feels and acts. UCLA is not a bubble of academia; rather, it is a force for shared advancement that is interwoven into the fabric of our communities. Gifts to support our public service, outreach and programming initiatives strengthen the UCLA-Los Angeles bond to create applications that reverberate around the globe. They enable the university to connect with the tools, talents and pioneering spirit that have always existed — right at our fingertips, in our own backyard — to create a more just, equitable and intelligent world.

11 The Centennial Campaign for UCLA Brand Guidelines LOGOS & LOCKUPS

LOGOS

The “Let There Be” logotype is a unique design and the core identifying element in the graphic identity system for The Centennial Campaign for UCLA. There are a number of different lockups that can be used to present the logotype, including:

• “Let There Be” Theme Lockup • “Let There Be” Theme Lockup with Ellipsis • The Centennial Campaign Lockup

The logo lockup files that you download from this site should not be altered in any way.

“LET THERE BE” THEME LOCKUP

The “Let There Be” theme lockup (without an ellipsis) should be utilized only when there are further words to pay off a statement. For example: Let There Be Impossible.

The relative size, positioning and color treatment of the “Let There Be” theme lockup are governed by specific rules. For example, if the words “Let There Be” occur in body text, do not use this lockup. Instead, set the letters in title case and in the same typeface and size as the balance of the line. However, if the logotype appears in a headline, this lockup should be used.

PLEASE NOTE: The logo is a unique design and cannot be accurately reproduced with any typeface. It must not be hand-drawn, scanned or modified in any way. It should be reproduced only from electronic originals.

12 The Centennial Campaign for UCLA Brand Guidelines LOGOS & LOCKUPS

LET THERE BE LOGOTYPE WITH ELLIPSIS The “Let There Be” theme lockup (with an ellipsis) should be utilized only when the lockup is used as a stationary logo without a payoff statement that immediately follows.

The relative size, positioning and color treatment of the “Let There Be” theme lockup are governed by specific rules. If the words “Let There Be” occur in body text, do not use this logotype. Instead, set the letters in title case and in the same typeface and size as the balance of the line. However, if the logotype appears in a headline, this lockup should be used.

PLEASE NOTE: The logo is a unique design and cannot be accurately reproduced with any typeface. It must not be hand-drawn, scanned or modified in any way. It should be reproduced only from electronic originals.

13 The Centennial Campaign for UCLA Brand Guidelines LOGOS & LOCKUPS

MINIMUM FREE SPACE FOR “LET THERE BE” THEME LOCKUP

The lockup must have a “buffer” space around it to maintain legibility and visual impact. No other graphic elements, such as typography, rules, photography, etc. should infringe upon this space. The minimum free space needed is relative to the height of the lockup: where lockup height is (h), the required buffer space is 0.05h.

EXAMPLES: If the lockup is 1.0” high, the required buffer space is 0.05.” Sometimes the lockup will need to be isolated within a panel shape. The lockup should be visually (not mechanically) centered in the panel shape as shown in the diagrams at left. When this configuration needs to be either larger or smaller, the relative scale of elements should be observed.

This version of the Let There Be lockup (without an ellipsis) should only be utilized when there are further words to payoff a statement. For example, Let There Be Impossible.

MEASUREMENT SYSTEM VISUALLY CENTERED IN MINIMUM SPACE

0.05” 0.05”

0.05”

h

0.05”

h

EXAMPLE: Type treatment stays outside of the buffer area and the top line aligns with the bottom of the lockup.

BROKEN BARRIERS

14 The Centennial Campaign for UCLA Brand Guidelines LOGOS & LOCKUPS

MINIMUM FREE SPACE FOR “LET THERE BE” THEME LOCKUP WITH ELLIPSIS The lockup with ellipsis must have a “buffer” space around it to maintain legibility and visual impact. No other graphic elements, such as typography, rules, photography, etc. should infringe upon this space. The minimum free space needed is relative to the height of the lockup: Where lockup height is (h), the required buffer space is 0.05h. EXAMPLES: If the logo is 1.0” high, the required buffer space is 0.05.” Sometimes the logo will need to be isolated within a panel shape. The logo should be visually (not mechanically) centered in the panel shape as shown in the diagrams at left. When this configuration needs to be either larger or smaller, the relative scale of elements should be observed.

This version of the “Let There Be” theme lockup (with an ellipsis) should be utilized only when a stationary logo without a payoff statement that immediately follows.

MEASUREMENT SYSTEM VISUALLY CENTERED IN MINIMUM SPACE

0.05” 0.05”

0.05”

h

0.05”

h

15 The Centennial Campaign for UCLA Brand Guidelines LOGOS & LOCKUPS

LOGOTYPE WITH OTHER ASSETS (CONT.)

When the logotype is used with other assets, these rules apply:

The CENTENNIAL Campaign for

When paired with “The Centennial Campaign for UCLA” or UCLA logos on a document cover: Keep them right-justified with clear hierarchy given to one logo, with the other in the bottom right corner of the execution.

The CENTENNIAL Campaign for

The CENTENNIAL Campaign for

Proportionality and proximity rules are same as listed on previous page, if the logo is 1.0” high, the required buffer space is 0.05.”

0.05” 0.05” 0.05” 0.05” 0.05” 0.05”

The CENTENNIAL Campaign for

The CENTENNIAL Campaign for 0.05” 0.05”

16 The Centennial Campaign for UCLA Brand Guidelines LOGOS & LOCKUPS

LOGOTYPE WITH OTHER ASSETS (CONT.) When used with molecules or photons: The “Let There Be” lockup may be placed within molecules and photons as long as legibility is not compromised. (For more information on how to use photons and molecules for the Centennial Campaign, see the Graphic Elements section.)

PHOTON USAGE MOLECULE USAGE

Do not place any lockups with more than just the Let There Be logo within a photon or molecule.

The CENTENNIAL Campaign for The CENTENNIAL Campaign for

17 The Centennial Campaign for UCLA Brand Guidelines IMPOSSIBLE We invite the impossible. Tell us it can’t be done. And we’ll remind you that before anything in this world was possible—it wasn’t.

LOGOS & LOCKUPS

LET THERE BE LOGOTYPE (CONT.)

Our Need Our Need

AN INVESTMENT IN ALL OF OUR FUTURES What began as the Southern Branch of the University of California has grown into not only one of the world’s leading institutions, but an institution that is leading the world. We are curing disease. Inventing life-altering technology. And plowing the way for sweeping social advancement. It’s not just the students or even the State of California that need UCLA. AN EVEN The world needs UCLA. And UCLA needs you. GREATER GOODA NEW DAWN We will look beyond the horizon. Let’s rise above the consensus. We will illuminate ways forward never before seen. Let’s change the inevitable. We will envision, enable and enlighten. Because making history Proving each new dawn…. means notTHE being BEST afraid WAY toTO ignore PRESERVE it. now rises in the West. OUR PUBLIC INTEREST IS THROUGH PRIVATE SUPPORT.

Many are aware that state funding of our public institutions has changed over the decades. Few know just how greatly it has shifted. UCLA state support has fallen to 7% of total expenditures. That is less public funding than private institutions receive Strumming through surgery in other states.

Patient Brad Carter was awakened during surgery at Ronald Reagan UCLA Paul Watford,Some may seeJD a precipitous ’94 decline. We see a golden opportunity. We can respond directly and with pinpoint purpose to the needs and dreams of the public. We can Medical Center to play a guitar, guiding the team placing his brain pacemaker. An honorsblur student the lines where at campus the ends UCLAand the community School begins. In of a sense, Law, this is notWatford was also an editor of the UCLA Law a campaign for UCLA. This is a campaign for you, by you. Our resources are your Carter agreed to let UCLA live-tweet his surgery to demystify the procedure Review. Heresources. went If it ison important to toclerk you, it matters for to Supreme us. Supporting UCLA Court reveals the Justice Ruth Bader Ginsburg. In 2012 Watford future for all of us. for others with tremors. Tatiana Segura, Associate Professor, Chemical and Biomolecular Engineering was appointed as a federal judge for the influential Ninth Circuit Court of Appeals. Her lab investigates novel approaches for gene delivery and the development of 12 UCLA biomaterials that can be used as scaffolds to guide tissue regeneration. 13 4 UCLA 5 When a headline begins with “Let There The theme lockup should always be The theme lockup doesn’t always have to Be,” align the “Let There Be” themed executed in either the light-to-dark-blue be against a solid background; it can also be lockup with the base of the top line gradient or the yellow-to-white gradient, placed over other shapes and imagery as of the headline. The size of the type depending on the shade of the background. long as legibility isn’t compromised. within the logo should be, at most, 50 percent of the size of the rest of the headline type. There should also be a considerable amount of breathing room between the theme lockup and the rest of the headline.

CENTENNIAL CAMPAIGN 2 OUR HISTORY 8 Walter Cunningham,OUR NEED Class of 1960, BA ‘61 10 Apollo 7 Astronaut, the first manned OUR VISION mission in the Apollo Space Program to 12 land on the moon.OUR PLAN 14 TRANSFORM 16 EMPOWER 22 ADVANCE CENTENNIAL CAMPAIGN AT A GLANCE 30 YOUR LEGACY BEGINS NOW 36

UCLA 18 The Centennial Campaign for UCLA Brand Guidelines LOGOS & LOCKUPS

THINGS TO AVOID Here are some things to avoid when working with the “Let There Be” logotype:

LET LET THERE THERE BE BE

The “Let There Be” logotype can be presented Do not alter the logo’s justification. Do not retype the logo in Didot. only in blue or black.

A NEW A NEW BLUE AND BLUE ANDA NEWBLUE AND GOLD STANDARDGOLD STANDARDGOLD STANDARD

Only align the logotype with the base of the Do not set the logotype to be of equal size to the Do not change the line breaks in the logotype to top line of a headline, not anywhere below that rest of the headline. The type size should be no align with a headline. Logotype should always be point. more than 50 percent of the headline type size. set to the left of a headline

19 The Centennial Campaign for UCLA Brand Guidelines THE CENTENNIAL CAMPAIGN LOCKUP

INCORPORATING THE CAMPAIGN LOGOTYPE

On any Centennial Campaign execution, the “The Centennial Campaign for UCLA” lockup should be placed at the bottom right-hand corner of the document cover page. Also, keep in mind the need to align the logotype with other elements on the page. Depending on the background, the UCLA logotype should be in either UCLA Blue or white, and the “The Centennial Campaign for” type accompanying it should be in the same color.

When placed against a dark background, the lockup should be executed in white. When placed against a light background, the logotype is either executed in UCLA Blue or placed in white within a blue rectangle.

PLEASE NOTE: On rare occasions, depending on surrounding elements or printing circumstances, the lockup may be executed using one of the blue or yellow gradients, or printed in a foil stamp.

The CENTENNIAL Campaign for

The CENTENNIAL Campaign for

The CENTENNIAL Campaign for

The CENTENNIAL Campaign for ... When applying the lockup to smaller and narrower applications, the lockup may be adjusted as below, with the UCLA logo beneath the “The Centennial Campaign for” part of the lockup.

For any execution for a specific UCLA division, the UCLA logotype is replaced with the logo for that given division. The College or division The CENTENNIAL Campaign for logotype is displayed in white within a blue box container below the full “The Centennial Campaign for UCLA” lockup.

When creating division-specific lockups, follow this proportionality: If the width of the lockup is 2.5”, then a vertical 0.1” gap is left between the Centennial lockup and the division logo box. The division logo box is the same width as the Centennial lockup, with a 0.2” buffer space for the logo inside. The height of the lockup is dependent on the size of the division logo.

The CENTENNIAL Campaign for The CENTENNIAL Campaign for The CENTENNIAL Campaign for

20 The Centennial Campaign for UCLA Brand Guidelines THE CENTENNIAL CAMPAIGN LOCKUP

INCORPORATING THE LOGOTYPE (CONT.) For any execution for a specific UCLA division, the UCLA logotype is replaced with the logo for that given division. The College or division logotype is displayed in white within a blue box container below the full “The Centennial Campaign for UCLA” lockup.

The CENTENNIAL Campaign for The CENTENNIAL Campaign for

College of Letters and Science

The CENTENNIAL Campaign for The CENTENNIAL Campaign for

College of Letters and Science Life Sciences

The CENTENNIAL Campaign for The CENTENNIAL Campaign for

College of Letters and Science Humanities

The CENTENNIAL Campaign for

When creating division-specific lockups, follow the proportionality below. If the width of the lockup is 2.5” then a vertical 0.1” gap is left between the Centennial lockup and the division logo box. The division logo box is the same width as the Centennial lockup, with a 0.2” buffer space for the logo inside. The height of the lockup is dependent on the size of the division logo.

2.5” 2.5” 0.1” 0.1” 0.2”

0.2”

0.2” 0.2”

21 The Centennial Campaign for UCLA Brand Guidelines THE CENTENNIAL CAMPAIGN LOCKUP

INCORPORATING THE LOGOTYPE (CONT.) Here are some things to avoid when incorporating the UCLA logotype:

Transform Transform

The CENTENNIAL Campaign for

The CENTENNIAL Campaign for TheCURING CENTENNIAL THE Campaign AILMENTS for OF THE WORLD BEGINS WITH REMEDYING THE VERY IDEA OF MEDICAL SCHOOL.

We want doctors to take on the medical deserving future doctors and researchers. challenges where their passions lie—not Freedom from debt enables doctors to Do not use different colors for the type and logo. Do notthe job use that will any pay back color their loans the other do what than they are meant white to do—make against a a Do not place type over a background that Teaching and Learning Center will With unparalleled resources and fastest. The burden of medical school difference. It means they can take their provide them with a new platform for technologies at the fingertips of the best debt is what often stands in the way of talents around the world and work in dark background. hindersmore intelligent, legibility. innovative approaches and brightest, UCLA will open new doors taking bold new leaps in medicine. areas of medicine that have a real effect to medicine. Setting the benchmark in in curing, mending and redefining the on society without the worry of looming medical education facilities, the building very face of healthcare. UCLA is on the forefront of creating a medical school loans. will be more conducive to instruction on new breed of doctor. Up to 20% of new medical students at team-based approaches to medical care UCLA will receive full funding from this and the increasing presence of mobile The establishment of the groundbreaking visionary initiative. Not only will they technologies for diagnosing, tracking and David Geffen Scholarship Fund fully enter one of the nation’s top medical monitoring disease. covers the education costs of the most schools, the completion of the new

16 UCLA 17

The CENTENNIAL The CENTENNIAL Campaign for Campaign for The CENTENNIAL Campaign for

Do not change the typeface of the lockup. Do not stack the lockup. Do not place light background behind light lockup.

22 The Centennial Campaign for UCLA Brand Guidelines TYPOGRAPHY

TYPOGRAPHY

Like colors and imagery, fonts play an important role in the visual aspects of an initiative, as they can make campaign messaging instantly recognizable to the reader or viewer. To help ensure that all visual communications are consistent, The Centennial Campaign for UCLA, like the UCLA master brand, uses a specific typography family.

FONTS

OVERARCHING FONT: KARBON

UCLA employs one overarching typeface called Karbon for all printed materials. Karbon is a clean and modern sans serif that is ideal for use across the university. Using one typeface helps to ensure that all of our visual communications are consistent. By incorporating the different weights and treatments, we can achieve a wide range of effects while maintaining consistency across various communication and identity materials. AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 1234567890

Hairline Hairline Italic Thin Thin Italic Regular Regular Italic Medium Medium Italic Semibold Semibold Italic Bold Bold Italic

KARBONUCLA Karbonucla Thin KarbonUCLA Boldopen KARBONUCLA BOLDOUTLINE

Caslon (Brand Font Not used FOR CENTENNIAL CAMPAIGN) 540 Regular 540 Italic

23 The Centennial Campaign for UCLA Brand Guidelines TYPOGRAPHY

DISPLAY FACE FONT: DIDOT In addition to the Brand Fonts, UCLA is introducing Didot as the primary display typeface for the Centennial Campaign. Didot complements the overarching UCLA brand but adds another level of distinction and is flexible for needs given the audience and compliments concept of the campaign. The typeface is only utilized in a caps-only format.

DIDOT MEDIUM ITALIC (ALL CAPS) ABCDEFGHIJKLMNOPQRST UVWXYZ

DIDOT MEDIUM ITALIC NUMBERS 1234567890

24 The Centennial Campaign for UCLA Brand Guidelines TYPOGRAPHY

DIGITAL ALTERNATE FONT: PROXIMA NOVA UCLA employs one overarching typeface called Proxima Nova for all digital materials. This typeface has many similar characteristics and weights to Karbon, but is optimized for digital viewing. This face should not be used in any other media than digital. AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 1234567890

Thin Thin Italic Light Light Italic Regular Regular Italic Semibold Semibold Italic Bold Bold Italic Extra Bold Extra Bold Italic

CamPaign weBsite

PLEASE NOTE: Large, overarching headlines on web applications may be set in the Didot display typeface and placed as a graphic in a web execution.

25 The Centennial Campaign for UCLA Brand Guidelines P. 33 PRePaReD BY: TYPOGRAPHY

DEFAULT ALTERNATE FONT: VERDANA Verdana is the default font for Karbon. If Karbon is unavailable for print materials or Proxima Nova is unavailable for digital materials, use Times Verdana. Verdana should never be used in conjunction with Didot, Karbon or Proxima Nova, and should only be used when licenses for Didot, Karbon or Proxima Nova are not available. In this case, Verdana should be used for all copy other than headlines and subheads. PLEASE NOTE: In order to maintain maximum visual consistency throughout the brand, do not use any other typefaces when using Karbon and/ or Verdana.

VERDANA (Instead of Karbon) AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 1234567890

Regular Regular Italic Bold Bold Italic

DEFAULT ALTERNATE FONT: TIMES NEW ROMAN

Times New Roman is the default font for Didot. If Didot is unavailable for print materials or Proxima Nova is unavailable for digital materials, use Times New Roman.

Times New Roman should never be used in conjunction with Didot, Karbon or Proxima Nova, and should only be used when licenses for Didot, Karbon or Proxima Nova are not available. Times New Roman should only be used for headlines in all caps italic.

PLEASE NOTE: In order to maintain maximum visual consistency throughout the brand, do not use any other typefaces when using Didot and/ or Times New Roman.

TIMES NEW ROMAN (Instead of Didot) ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

REGULAR ITALIC

26 The Centennial Campaign for UCLA Brand Guidelines TYPOGRAPHY

STANDARD HEADLINES

Most materials will use standard headline treatments. These headline treatments should be left justified and set in a contrasting color to its background. Headlines may sit directly over a photograph if legibility is maintained or within a slanted overlay box (see page 40 for details on using an overlay box).

DIDOTCREATING MEDIUM ITALIC, CAPS HEADLINES.

This treatment is for use in bold headlines that need to impart immediacy and carry strong visual emphasis. It should always be used with punctuation when utilized in a branding format. If a headline completes a Let There Be statement, it should not contain punctuation.

PUNCTUATION EXAMPLES NON-PUNCTUATION EXAMPLES

27 The Centennial Campaign for UCLA Brand Guidelines TYPOGRAPHY

STANDARD HEADLINES (CONT.)

HEADLINE TREATMENTS DIDOT MEDIUM ITALIC, Caps When a headline begins with “Let There Be,” the “Let There Be” logo is used in place of the Didot typeface. The logotype will be at least half the size of the headline type size, and the base of the logo will align with the base of the top line of the headline. These headlines do not include punctuation. (See Logos section for more information on incorporating the “Let There Be” logotype.)

USAGE EXAMPLE

28 The Centennial Campaign for UCLA Brand Guidelines TYPOGRAPHY

SECONDARY HEADLINES

Karbon Bold Italic, Caps This font is stylish and concise and is best suited for secondary headlines or statistics.

USAGE EXAMPLES

29 The Centennial Campaign for UCLA Brand Guidelines TYPOGRAPHY

SETTING HEADLINES AND COPY OVER PHOTOS It is okay to set headlines and copy over photos. However, when doing so, it is crucial to maintain legibility. Choose a color, weight, style and size that will complement the photo but will also stand out from the photo. Also, be sure not to obstruct the subject of a photograph with type.

USAGE EXAMPLES

A NEW DAWN We will look beyond the horizon. We will illuminate ways forward never before seen. We will envision, enable and enlighten. Proving each new dawn… now rises in the West.

ADVANCE

EMPOWER Empower

THETHE CENTENNIAL CENTENNIAL CAMPAIGN CAMPAIGN 6 6 OUROUR HISTOR HISTORYY 8 8 ADVANCE Walter Cunningham,WalterOUR OURCunningham, NEED Class NEED of 1960, Class BA of ‘61 1960, BA ‘61 12 10 Apollo 7 Astronaut,Apollo 7 Astronaut, the first mannedthe first manned mission in missiontheOUR ApolloOUR in VISIONthe Space Apollo VISION Program Space to Program to 18 12 land on theland moon.OUR on OURthe PLAN: moon. PLAN: THE THE THREE THREE PILLARS PILLARS 20 14 TRANSFORMTRANSFORM 22 16 EMPOWEREMPOWER 28 22 ADVANCEADVANCE 34 28 A MORE POWERFUL CENTENNIALCAMPAIGN CAMP AT A GLANCEAIGN AT A GLANCE 40 34 YOURYOUR LEGA LEGACYCY BEGINS BEGINS NOW NOW 42 36 ENGINE OF AN OPPORTUNITY UCLA

EPIDEMICWE WILLOF EMPOWER NEW DISCOVERIES Operation Mend AND CREATIVITY. Marine Corporal Aaron Mankin nearly Thom Mayne, Distinguished Professor, Architecture and Urban Design Winner of the international Pritzker Prize and founder of Morphosis, Mayne captures The Centennial Campaign will enable UCLA to focus on new ways of thinking about research, the imaginations of his students and urban planners alike with initiatives like L.A. Now. lost his life in Iraq. Badly scarred by burns COMPASSIONinvention and entrepreneurialism. We have firmly committed ourselves to being a living from an explosive device, he was the first laboratory of creativity, artistic expression and innovation. We will further our position of many veterans to benefit from UCLA as a startup incubator—broadening our connection with the entrepreneurial hub that is Greater Los Angeles. We will approach research and study in new ways, like curiosity- AN surgeons partnering in Operation Mend driven scholarship, where researchers and students are primarily guided by inquisitiveness to heal our wounded warriors. instead of the limitations of the old pragmatic model. We will embrace the arts beyond their aesthetic value, because in an exponentially changing world, where whole industries shift at WE WILL ADVANCE HUMAN WELFARE a moment’s notice, the ability to think creatively will be more sought-after than ever before. UCLA Community School EPIDEMIC OF We will rethink the very layout of the campus to better support innovation, like inventor- A visionary partnership AND THE PUBLIC GOOD. themed housing. This complete live-work-research experience will allow students and Operation Mend between UCLA and LAUSD, researchers to be housed together in an environment equipped for experimentation and Marine Corporal Aaron Mankin nearly invention 24-hours a day. this pilot school challenges While the undertakings at UCLA span just about every new ideas for political discourse. New ways of thinking lost his life in Iraq. Badly scarred by burns old assumptions. Its students imaginable field, they all have one thing in common. about social welfare. And providingLos Angeles a will guiding be the benefactor hand inof UCLA’s pioneering spirit. Revolutionary shifts will COMPASSION from an explosive device, he was the first happen here first. The world will continue to look to Los Angeles and see the prototype city and teachers have achieved They are meant to serve the public good. It’s how blueprinting the evolution of Los Angeles. of many veterans to benefit from UCLA of tomorrow. a 36-point increase in we put our passion, thinking and talent to work. surgeons partnering in Operation Mend the school’s Academic The Centennial Campaign will enable UCLA to be Advancing the greater good also requires protecting Performance Index. ever-present in the advancement of humanto heal welfare. our woundedthe warriors. environment we live in. UCLA will continue to pool our expert sustainability resources like the Institute WE WILL ADVANCE HUMAN WELFARE Building upon the pace-setting David Geffen School of of the Environment and Sustainability, Environmental UCLA Community School AND THE PUBLIC GOOD. Medicine at UCLA, the School of Dentistry, the School Health Sciences, Luskin Center for Innovation, Water A visionary partnership between UCLA and LAUSD, of Nursing and the Fielding School of Public Health, Technology Research Center and The Now Institute, While the undertakings at UCLA span just about every new ideas for political discourse. New ways of thinking UCLA serves as an epicenter for developing sustainable just to name a few, to invent solutions and inform this pilot school challenges Anastasia Loukaitou-Sideris, Associate Dean, Luskin School of Public Affairs old assumptions. Its students imaginable field, they all have one thing in common. about social welfare. And providing a guiding hand in Transit systems, neighborhood parks, even sidewalks:healing this and urban wellness planner embraces strategies that are scalable policy. By minimizing our own footprint and continuing the many factors, large and small, that can revive urban spaces. and teachers have achieved They are meant to serve the public good. It’s how blueprinting the evolution of Los Angeles. throughout California and beyond. UCLA will continue to be a leader in environmental issues like climate a 36-point increase in we put our passion, thinking and talent to work. 24 UCLA to be on the frontline of serving the greater good, like change, UCLA, and in turn Los Angeles, will be the 25 the school’s Academic The Centennial Campaign will enable UCLA to be Advancing the greater good also requires protecting Fielding School of Public Health converting corner model for a more sustainable, verdant community. Performance Index. ever-present in the advancement of human welfare. the environment we live in. UCLA will continue to pool stores into healthier markets in food deserts in East our expert sustainability resources like the Institute Los Angeles, or the School of Dentistry's partnering Los Angeles is more than a city. It is an influencer. A Building upon the pace-setting David Geffen School of of the Environment and Sustainability, Environmental with Wilshire State Bank to provide free dental care to trendsetter. A platform for proving how far we can Medicine at UCLA, the School of Dentistry, the School Health Sciences, Luskin Center for Innovation, Water Los Angeles communities in need. On a larger scale, push the limits of our existence. UCLA’s location and of Nursing and the Fielding School of Public Health, Technology Research Center and The Now Institute, we believe we are well within reach of finding workable shared pioneering spirit with Los Angeles imbue us Jorja Leap ’78, MSW 30 ’80, PhD ’88The Centennial Campaign for UCLA Brand Guidelines UCLA serves as an epicenter for developing sustainable just to name a few, to invent solutions and inform cures for the afflictions plaguing humanity—from with the ability and obligation to be the preeminent An adjunct professor in social healing and wellness strategies that are scalable policy. By minimizing our own footprint and continuing cancer and diabetes to HIV and Alzheimer’s. resource for diversity, inclusion and conflict resolution. welfare, Leap is a recognized throughout California and beyond. UCLA will continue to be a leader in environmental issues like climate What happens here is a reflection of what happens in expert on gangs. She is working to be on the frontline of serving the greater good, like change, UCLA, and in turn Los Angeles, will be the on a longitudinal study to measure We will advance the public sector. The transformative our increasingly global world. UCLA will continue to Fielding School of Public Health converting corner model for a more sustainable, verdant community. the effectiveness of Homeboy gift to establish the Luskin School of Public Affairs has be a powerful leading example of social advancement stores into healthier markets in food deserts in East Industries, the nation’s preeminent reinforced UCLA’s role as a powerful instrument in civic and policy by redefining the 20th-century notion of a gang intervention program. engagement. With reinforced capital, resources and melting pot society. Los Angeles, or the School of Dentistry's partnering Los Angeles is more than a city. It is an influencer. A infrastructure to attract top talent, the Luskin School with Wilshire State Bank to provide free dental care to trendsetter. A platform for proving how far we can is where scholarly thinking meets the streets. Creating Los Angeles communities in need. On a larger scale, push the limits of our existence. UCLA’s location and we believe we are well within reach of finding workable Jorja Leap ’78, MSW ’80, PhD ’88 shared pioneering spirit with Los Angeles imbue us An adjunct professor in social cures for the afflictions plaguing humanity—from with the ability and obligation to be the preeminent 34 UCLA welfare, Leap is a recognized35 cancer and diabetes to HIV and Alzheimer’s. resource for diversity, inclusion and conflict resolution. expert on gangs. She is working What happens here is a reflection of what happens in on a longitudinal study to measure We will advance the public sector. The transformative our increasingly global world. UCLA will continue to the effectiveness of Homeboy gift to establish the Luskin School of Public Affairs has be a powerful leading example of social advancement Industries, the nation’s preeminent reinforced UCLA’s role as a powerful instrument in civic and policy by redefining the 20th-century notion of a gang intervention program. engagement. With reinforced capital, resources and melting pot society. infrastructure to attract top talent, the Luskin School is where scholarly thinking meets the streets. Creating

34 UCLA 35 TYPOGRAPHY

COMBINATION HEADLINES The final headline style available is the combination headline. This option is ideal for a headline that emphasizes certain words, is very long or contains multiple thoughts. The combination headline may contain multiple standard headline styles or a combination of a standard headline Case satement style and a display style. COMBINATION HEADLINE: STANDARD WITH DISPLAY This version of the combination headline uses Karbon Semibold Italic, All Caps with Didot Medium Italic. Always break the headline into two clear thoughts and highlight the “breakthrough moment” in the Didot typeface. The Didot face should be significantly larger in size than the standard Karbon and should use punctuation.

31 The Centennial Campaign for UCLA Brand Guidelines

P. 19 PRePaReD BY: EMPOWER Empower

A MORE POWERFUL TYPOGRAPHYENGINE OF OPPORTUNITY Maintaining a consistent brand through the use of typography goes beyond setting headlines. It is important that all pieces of typography are carefully considered. WE WILL EMPOWER NEW DISCOVERIES AND CREATIVITY. BODY COPY The Centennial Campaign will enable UCLA to focus on new ways of thinking about research, invention and entrepreneurialism. We have firmly committed ourselvesBody to copybeing a shouldliving be set in Karbon Regular, however it may vary by weight depending on laboratory of creativity, artistic expression and innovation. We will further our position as a startup incubator—broadening our connection with the entrepreneurialformat. hubThough that type size of body copy may vary, it should not be smaller than 10 points, with is Greater Los Angeles. We will approach research and study in newthe ways, minimum like curiosity- tracking at 13 points, and minimum leading at 0 points. driven scholarship, where researchers and students are primarily guided by inquisitiveness instead of the limitations of the old pragmatic model. We will embrace the arts beyond their aesthetic value, because in an exponentially changing world, whereWhen whole industries setting shift body at copy, keep the tracking and the leading nice and loose. The leading of body a moment’s notice, the ability to think creatively will be more sought-aftercopy should than ever alwaysbefore. be between three and five points greater than the size of the type. This We will rethink the very layout of the campus to better support innovation,further like communicates inventor- a sense of openness. themed housing. This complete live-work-research experience will allow students and researchers to be housed together in an environment equipped for experimentation and invention 24-hours a day. When appropriate, set the first sentence of body copy in bold caps. This conveys confidence and invites the reader into the copy. Los Angeles will be the benefactor of UCLA’s pioneering spirit. Revolutionary shifts will happen here first. The world will continue to look to Los Angeles and see the prototype city of tomorrow. PLEASE NOTE: Avoid first sentence of body copy in bold caps when a subhead is present. This muddles the hierarchy.

HIERARCHY Whether you’re creating a flyer or laying out a detailed brochure, be sure to take advantage of type size, weight and case to help deliver your message in the clearest way. Take the example below. By using 3 different sizes and four different weights of Karbon we are able to make a particularly content heavy document easier to digest for the reader. Titan Krios The first of its kind, this electron microscope images nanostructures with the highest 32 UCLA level of detail available – helping scientists achieve ground-breaking results in nanoresearch. 33 The Vision The Vision Karbon Semibold Italic GOAL BY PURPOSE. Caps, 18pt

A MORE POWERFUL ENLIGHTENMENT DIVERSITY Karbon Regular Didot As a beacon of enlightenment and progress, To better reflect the global society we live in, Caps, 11pt Medium Italic ENGINE OF we must think beyond the years students are UCLA’s campus will become even more inclusive Caps, 35pt enrolled. UCLA has and will continue to be a and culturally vibrant. Through wider scholarship provider of life-long education. The Centennial and more pervasive recruiting, UCLA will increase OPPORTUNITY. Campaign will grow our pre-K-12 programs and diversity across every spectrum—from ethnic partnerships like UCLA Community School, where to socioeconomic to geographic—attracting pioneering approaches to learning are having a the wide array of perspectives and worldviews Trailblazing Academic Programs, A Path to Financial Self-Reliance Karbon profound effect, like pushing passing rates nearly necessary for a 21st Research and Campus Culture Medium, 11pt 20% higher than the district average. We will Century education. In an infinitely more complex landscape, one-track The time has come to move past the belief that our continue to provide alumni with greater access We will transform the curriculum. Moving beyond thinking is no longer viable. As fields continue to fiscal solvency will be maintained solely by the state. to mentoring, continued education and other static knowledge and compartmentalized learning, morph and blend, UCLA will remain a step ahead. The future of UCLA rests on becoming an autono- resources. We will ensure that the tools and talent new degrees and areas of study will further Building upon our commitment to interdisciplinary mous, more nimble university. Therefore, we have for building a more just, verdant and intelligent UCLA’s commitment to cross-disciplinary problem study and cross-pollination research, the Centennial tasked ourselves with the vital undertaking of clos- world are always available. Campaign will propel UCLA into the model of how ing the endowment gap: an intellectually integrated campus can create the Karbon knowledge, innovation and leaders that will shape Endowment gifts in the form of chairs, fellow Regular our future. ships and scholarships are vital for attracting Italic, 11pt the very best and brightest faculty and students. WE WILL ADVANCE HUMAN WELFARE AND THE PUBLIC GOOD. A Campus Without Borders It opens up more resources, services and pro gram support that will keep UCLA on the fore UCLA is Los Angeles and Los Angeles is UCLA. While the undertakings at UCLA spans just about Luskin Center for Innovation, Water Technology Karbon front of education, research and service. Regular, 11pt This symbiotic relationship enables both to set the every imaginable field, they all share one thing Research Center and Culture Now Institute, just to standard on how a global, progressive society looks, in common. They are meant to serve the public name a few, to invent solutions and inform policy. The Centennial Campaign marks a critical moment feels and acts. UCLA is not a bubble of academia, good. It’s how we put our passion, thinking and By minimizing our own footprint and continuing in UCLA’s existence. Now is the time to put our but rather, a force for shared advancement that is talent to work. The Centennial Campaign will to be a leader in environmental issues like climate investments to work—creating revenue, capital and interwoven into the fabric of the city. Los Angeles enable UCLA to be ever-present in advancing the change, UCLA, and in turn Los Angeles, will be value in new, innovative ways. Together we will and Type Leading, serves as a rich and diverse living laboratory—a welfare of every individual on the planet. the model for a more sustainable, set the standard of a self-reliant public research 13pt veritable microcosm of the world. Therefore, the verdant city. institution in the 21st Century. impact UCLA has within the Los Angeles community Building upon our pace-setting medical, public creates applications that reverberate around the health, nursing, engineering, law and public policy Los Angeles is more than a city. It is an influencer. globe. The Centennial Campaign will enable and social research schools, UCLA is poised to be a A trendsetter. A platform for proving how far UCLA to reach even further. It will foster greater laboratory for developing sustainable healing and we can push the limits of our existence. UCLA’s outreach, stronger bonds and even more wellness strategies that are scalable throughout location and shared pioneering spirit with LA knowledge to benefit every citizen of Los Angeles, California and beyond. We believe we are well imbues us with the ability and obligation to be California and beyond. within reach of finding workable cures for the the preeminent resource for diversity, inclusion afflictions plaguing humanity—from cancer and and conflict resolution. What happens here is a diabetes to HIV and Alzheimer’s. reflection of what happens in our increasingly global world. UCLA will continue to be the Protecting the greater good also requires example of social advancement and policy by protecting the environment we live in. UCLA redefining the 20th Century notion of a melting Karbon will continue to pool our expert sustainability pot society. resources like the Institute of the Environment Medium, 10pt and Sustainability, Environmental Health Sciences,

Karbon 36 UCLA 3737 Regular, 10pt

32 The Centennial Campaign for UCLA Brand Guidelines TYPOGRAPHY

DIGITAL TYPOGRAPHY When using type in a digital space, any live typography utilizes the alternative typefaces, Times New Roman and Proxima Nova. If the type is set within an image, Didot and Karbon are fine to use. The example below showcases how to utilize both image-set type and live type within the The CENTENNIAL Campaign for digital space.

LOREM IPSUM Didot Medium Italic DOLOR SIT Caps, 15pt AMET, (set within image) CONSECTETUR ADIPISICING

Proxima Nova, THURSDAY, OCTOBER 17, 2013 Regular, Caps, 11pt (live type) LOREM IPSUM DOLOR SIT. Proxima Nova, Bold Italic, Caps, 17pt Proxima Nova, Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque Regular, (live type) Sentence Case, 12pt laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. (live type)

Proxima Nova, INVENTORE VERITATIS Bold, Proxima Nova, Caps, 12pt NATUS ERROR SIT LOREM IPSUM DOLOR Bold Italic, (live type) Caps, 15pt (live type)

NEMO ENIM IPSAM VOLUPTATEM.

Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam.

IPSUM VERITATIS ius modi tempora incidunt ut labore et dolore ad minima NATUS ERROR SIT

The Centennial Campaign This email was sent to you because you are a valued 2224 Murphy Hall friend of UCLA. If you do not wish to receive further Los Angeles, CA 90024 regional event communications from Development Events, simply unsubscribe. Copyright © 2013 UNSUBSCRIBE

33 The Centennial Campaign for UCLA Brand Guidelines TYPOGRAPHY

Some things to avoid when setting headlines.

A NEW BLUE ANDA EW BLUE GOLD GOLD ERA AND

Do not center align headline treatments. Do not use all styles at the same type size when Do not create your own modifications to the employing multiple typefaces in a headline. Didot font. Only use the display face provided.

A MOREA NEW POWERFULBLUE AND POWERFUL GOLD ENGINEERA OF ENGINE OPPORTUNITYDo not obstruct the subject matter of a Do not place a headline over a photo where the Do not vary the size of a specific weight or style photograph with a headline. legibility of the headline is compromised. within a headline treatment.

34 The Centennial Campaign for UCLA Brand Guidelines TYPOGRAPHY

Some things to avoid when setting body copy.

In an infinitely more complex The UCLA Art | Sci Center + Lab is The UCLA Art | Sci Center + Lab is a collaboration between California landscape, one-track thinking is NanoSystems Institute and the UCLA School a collaboration between California of Arts and the Department of Design. no longer viable. As fields con- Artists in labs. Scientists in studios. It’s NanoSystems Institute and the UCLA creating a “Third Culture” that is erasing tinue to morph and blend, UCLA our notions of science and art. Renovated School of Arts and the Department will remain a step ahead. Building in 2011, the Charles E. Young Research of Design. Artists in labs. Scientists Library is a first-of-its-kind academic library. upon our commitment to inter- No longer defined solely by its physical in studios. It’s creating a “Third collection, Young Research Library offers disciplinary study and cross-pol- cutting-edge interfacing, digital humanities Culture” that is erasing our notions and data visualization tools that support lination research, the Centennial pedagogy and humanities research in ways of science and art. Renovated in Campaign will propel UCLA into never before possible. Tools like Hyper 2011, the Charles E. Young Research Cities. The brainchild Humanities Associate the model of how an intellectually Professor Todd Presner, this immersive, Library is a first-of-its-kind academic 3D experience enables users to not only Avoid settingintegrated body copy campus in anything can other create than the Do notexplore use tight the leading streets, on body buildings copy. and landscapeDo notlibrary. set body Nocopy longer in a color defined other than white,solely Karbon Regular. of a present day city, they can explore that blue or gold. knowledge, innovation and lead- city at any point hundreds of years in the by its physical collection, Young ers that will shape our future. past. Now, the library is more than just a Research Library offers cutting-edge reference source. It’s a dynamic, communal laboratory of ideas, experimentation and interfacing, digital humanities and breakthroughs. The Center for Research data visualization tools that support The UCLA Art | Sci Center + Lab is Thein Engineering, UCLA Art | SciMedia Center and +Performance The UCLA Art | Sci Center + Lab is (REMAP) is a joint effort between the pedagogy and humanities research a collaboration between California LabSchool is a ofcollaboration Theater, Film between and Television and a collaboration between California the Henry Samueli School of Engineering in ways never before possible. Tools NanoSystems Institute and the UCLA Californiaand Applied NanoSystems Science that Institute transcends the NanoSystems Institute and the UCLA term avant-garde. Participants explore new like Hyper Cities. The brainchild School of Arts and the Department and the UCLA School of Arts School of Arts and the Department enriching cultural forms and empowering Humanities Associate Professor of Design. Artists in labs. Scientists andsocial the situations Department enabled of Design. by the thoughtful of Design. Artists in labs. Scientists interweaving of engineering, the arts and Todd Presner, this immersive, 3D in studios. It’s creating a “Third Artistscommunity in labs. development. Scientists in Projects range in studios. It’s creating a “Third from live performance pieces like Homer experience enables users to not Culture” that is erasing our notions studios.in Cyberspace It’s creating to landmark a “Third undertakings Culture” that is erasing our notions like Remapping LA, which engages urban only explore the streets, buildings of science and art. Renovated in Culture” that is erasing our of science and art. Renovated in communities in the design of technological and landscape of a present day 2011, the Charles E. Young Research notionssystems ofto sciencecreate one and fluid, art. evolving 2011, the Charles E. Young Research database that expresses the cultures and city, they can explore that city at Library is a first-of-its-kind academic Renovatedidentities that in 2011, make the up Charles LA. Library is a first-of-its-kind academic any point hundreds of years in library. No longer defined solely E. Young Research Library is library. No longer defined solely Do not set body copy in white unless there is Do not set tracking below zero. Do notthe center past. body Now, copy. the library is more adequateby itscontrast physical to maintain collection, legibility. Young a first-of-its-kind academic by its physical collection, Young than just a reference source. It’s Research Library offers cutting-edge library. No longer defined Research Library offers cutting-edge a dynamic, communal laboratory interfacing, digital humanities and solely by its physical collection, interfacing, digital humanities and of ideas, experimentation and data visualization tools that support Young Research Library offers data visualization tools that support The UCLA Art | Sci Cen- breakthroughs. The Center for pedagogy and humanities research cutting-edge interfacing, digital pedagogy and humanities research ter + Lab is a collaboration Research in Engineering, Media and in ways never before possible. Tools humanities and data visualization in ways never before possible. Tools between California Nano- Performance (REMAP) is a joint effort like Hyper Cities. The brainchild tools that support pedagogy like Hyper Cities. The brainchild Systems Institute and the between the School of Theater, Humanities Associate Professor and humanities research in ways Humanities Associate Professor UCLA School of Arts and Film and Television and the Henry Todd Presner, this immersive, 3D never before possible. Tools Todd Presner, this immersive, 3D the Department of Design. Samueli School of Engineering and experience enables users to not like Hyper Cities. The brainchild experience enables users to not Artists in labs. Scientists Applied Science that transcends only explore the streets, buildings Humanities Associate Professor only explore the streets, buildings in studios. It’s creating a the term avant-garde. Participants and landscape of a present day Todd Presner, this immersive, and landscape of a present day “Third Culture” that is eras- explore new enriching cultural city, they can explore that city at 3D experience enables users city, they can explore that city at ing our notions of science forms and empowering social any point hundreds of years in to not only explore the streets, any point hundreds of years in and art. Renovated in 2011, situations enabled by the thoughtful Do notthe justify past. body Now, copy. the library is more buildings and landscape of the past. Now, the library is more the Charles E. Young Re- interweaving of engineering, than just a reference source. It’s a present day city, they can than just a reference source. It’s search Library is a first-of- the arts and community a dynamic, communal laboratory explore that city at any point a dynamic, communal laboratory its-kind academic library. development. Projects range of ideas, experimentation and hundreds of years in the past. of ideas, experimentation and 35 The CentennialNo longer Campaign defined for UCLA solely Brand Guidelines from live performance pieces like breakthroughs. The Center for Now, the library is more than breakthroughs. The Center for by its physical collection, Homer in Cyberspace to landmark Research in Engineering, Media and just a reference source. It’s a Research in Engineering, Media and Young Research Library undertakings like Remapping LA, Performance (REMAP) is a joint effort dynamic, communal laboratory Performance (REMAP) is a joint effort offers cutting-edge inter- which engages urban communities between the School of Theater, of ideas, experimentation and between the School of Theater, facing, digital humanities in the design of technological Film and Television and the Henry breakthroughs. The Center for Film and Television and the Henry and data visualization tools systems to create one fluid, evolving Samueli School of Engineering and Research in Engineering, Media Samueli School of Engineering and that support pedagogy database that expresses the cultures Applied Science that transcends and Performance (REMAP) is a Applied Science that transcends COLORS

Color is an important element of brand identity — it can help your audience identify your brand at a glance. The color palette chosen for The Centennial Campaign for UCLA complements the “hero” blue and gold master brand colors for UCLA. The color palette includes primary colors and gradient colors. Correct usage of these colors is vital to upholding the “The Centennial Campaign for UCLA” brand.

PRIMARY COLORS The primary color palette has been developed to respect and complement the tradition of blue and gold while adding an Pantone: 107 Pantone: 286 Pantone: 299 CMYK: 0/5/100/0 CMYK: 100/75/0/0 CMYK: 90/10/0/0 additional level of brightness. RGB: 255/232/0 RGB: 0/85/166 RGB: 0/165/229/ Hex: #ffe800 Hex: #1e4b87 Hex: #00a5e5

UCLA BRAND COLORS UCLA brand colors are reserved for usage alongside any existing UCLA brand elements or logos that require presence of the UCLA UCLA BLUE UCLA GOLD Blue and Gold. Pantone: UCLA BLUE Pantone: 107 CMYK: 75/35/0/7 CMYK: 0/5/100/0 RGB: 50/132/191 RGB: 255/232/0 Hex: #3284bf Hex: #ffe800

CAMPAIGN COLOR GRADIENTS Gradients are used to communicate progression and a visionary aesthetic. Pantone: 299 Pantone: 286 The gradients are based on the primary color CMYK: 90/10/0/0 CMYK: 100/75/0/0 palette. It is up to the designer’s discretion to RGB: 0/165/229/ RGB: 0/85/166 determine the angle and rate of the gradient. Hex: #00a5e5 Hex: #1e4b87 However, it is important that gradients have a smooth transition from one color into the next. For example, transitions that are too slow may yield a high concentration of green, which is not White Pantone: 107 an appropriate color choice. CMYK: 0/5/100/0 RGB: 255/232/0 Hex: #ffe800

Pantone: 299 Pantone: 107 CMYK: 90/10/0/0 CMYK: 0/5/100/0 RGB: 0/165/229/ RGB: 255/232/0 Hex: #00a5e5 Hex: #ffe800

36 The Centennial Campaign for UCLA Brand Guidelines COLORS

OVERARCHING COLOR Correct usage of color is crucial to maintaining the visual legacy of the brand. The following are things to keep in mind when using color. The dominant colors should always be blue and gold. When using slanted boxes to hold copy, a solid gold or gradient blue may be utilized to provide a branded and progressive aesthetic. The dominant colors should TRANSFORM always be blue and gold. When using slanted boxes to hold copy, a solid gold or gradient blue may be utilized to provide a branded and THE DIFFERENCE BETWEEN progressive aesthetic. A GOOD EDUCATION AND A GREAT ONE IS MORE THAN A MATTER OF DEGREES.

While The Centennial Campaign will serve as the major catalyst for a reimagined UCLA, transformation has already begun in and around campus. Here are just a few of the ways UCLA is currently rethinking education. Sound stage in Melnitz Hall For students in the School of Theater, Film and Television, the sound stages and studios are laboratories for storytelling.

The Art | Sci Center + Lab is a collaboration collection, Young Research Library offers 22 In the School of Theater, Film and Television, between California NanoSystems Institute flexible, technology-enabled pods that allow students are learning to marry the power of and Department of Design | Media Arts in the students and faculty to seamlessly utilize storytelling to a sense of social responsibility. School of the Arts and Architecture. Artists in library resources, conduct research and In many ways, digital technology has labs. Scientists in studios. It’s creating a “third interface with people and sources around the democratized the platforms for storytelling. culture” that is erasing our compartmentalized globe. A large backlit screen allows Prof. Todd The newly minted Center for Social Impact in notions of science and art. Presner, chair of Digital Humanities, to share Entertainment and Performing Arts focuses on an immersive digital mapping platform that the power of story to positively impact social Renovated in 2011, the Charles E. Young explores the layered histories of city spaces. change, to move the dial, to connect people in Research Library is a first-of-its-kind academic Now, the library is more than just a reference ways not imagined before — and, ultimately, library. No longer defined solely by its physical source. It’s a dynamic, communal laboratory of to change the course of human history. ideas, experimentation and breakthroughs.

Research commons in the Young Research Library In this collaborative space, interfacing technology—smart boards, smart TVs and audio-visual capture devices—activate and document the research process from brainstorming to final production. Hammer Museum The Hammer showcases emerging artists and engages the community with films, forums, art talks, workshops for children and a calendar of free events. 24 UCLA 25

Aside from relying on shapes using the primary colors, blown up crops of the photon (more about the photon on page 42) can be utilized to provide more dynamic color shapes (left page).

37 The Centennial Campaign for UCLA Brand Guidelines COLORS

OVERARCHING COLOR (CONT.) Gradients are not applied to subheadlines or body copy, only to shapes and headlines. However, gradients are not required for headlines. For instance, a headline against a gradient background may be executed in white.

Our Vision

A NEW BLUE AND GOLDEN ERA The Centennial Campaign for UCLA is bigger than a retrospective of our past 100 years. It is a self-imposed challenge to become more adaptive, more responsive and even more integral in solving the world’s most pressing issues.

THESE ARE OUR PROMISES: TRAILBLAZING ACADEMIC PROGRAMS, RESEARCH AND A CAMPUS A PATH TO CAMPUS CULTURE WITHOUT BORDERS FINANCIAL SELF-RELIANCE

In an infinitely more complex landscape, one-track thinking is UCLA is Los Angeles, and Los Angeles is UCLA. This symbiotic The time has come to move past the belief that our fiscal solvency will be maintained no longer viable. As fields continue to morph and blend, UCLA relationship enables both to set the standard for how a global, solely by the state. The future of UCLA rests on becoming a more nimble university. We will remain a step ahead. Building upon our commitment to progressive society looks, feels and acts. UCLA is not a bubble have, therefore, tasked ourselves with the vital undertaking of closing the endowment interdisciplinary study and the cross-pollination of fields in our of academia; instead, it's a force for shared advancement that is gap. Endowment gifts in the form of faculty chairs, fellowships and scholarships are research, The Centennial Campaign will propel UCLA into being the interwoven into the fabric of the city. Los Angeles serves as a rich imperative for attracting world-class faculty and students. They open up more resources, model of how an intellectually integrated campus can create the and diverse living laboratory—a veritable microcosm of the world. services and program support that will keep UCLA on the forefront of education, research knowledge, innovation and leaders that will shape our future. The impact UCLA has within the Los Angeles community creates and service. The Centennial Campaign marks a critical moment in UCLA’s history. Now applications that reverberate around the globe. The Centennial is the time to put our investments to work—creating revenue, capital and value in Campaign will enable UCLA to reach even further. It will foster new, innovative ways. Together we will set the standard of a self-reliant public research greater outreach, stronger bonds and even more knowledge to institution in the 21st century. benefit every citizen of Los Angeles, California, and beyond.

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38 The Centennial Campaign for UCLA Brand Guidelines GRAPHIC ELEMENTS

There are three primary branding elements at your disposal: the photon, the molecule and the slanted overlay box. These examples highlight the flexibility of the system.

LET THERE BE LOGOTYPE

PHOTONS

SLANTED OVERLAY BOX

TRANSFORM

CURING THE AILMENTS OF THE WORLD BEGINS WITH REMEDYING THE VERY IDEA OF MEDICAL SCHOOL.

We want doctors to take on the medical challenges Up to 20% of new medical students at UCLA will where their passions lie—not the job that will pay receive full funding from this visionary initiative. back their loans the fastest. The burden of medical Not only will they enter one of the nation’s top school debt is what often stands in the way of taking medical schools, but the completion of the new MOLECULES bold new leaps in medicine. Teaching and Learning Center for Health Sciences will provide them with a new platform for more UCLA is at the forefront of creating a intelligent, innovative approaches to medicine. new class of doctor. Setting the benchmark for medical education facilities, the building will be more conducive The groundbreaking David Geffen Medical to instruction on team-based approaches to Scholarships fully cover the education costs of medical care and the increasing presence of the most deserving future doctors and mobile technologies for diagnosing, tracking and researchers. Freedom from debt enables doctors monitoring disease. to do what they are meant to do—make a difference. It means they can take their talents With unparalleled resources and technologies around the world and work in areas of medicine at the fingertips of the best and brightest, UCLA HIV Testing in Uganda that have a real effect on society without the will open new doors in curing, mending and Nursing students put their skills to work in Uganda. worry of looming medical school loans. redefining the very face of health care. The clinical teams of tomorrow will learn collaboratively at the new Teaching and Learning Center for Health Sciences.

26 UCLA 27

39 The Centennial Campaign for UCLA Brand Guidelines GRAPHIC ELEMENTS

PHOTONS The photon is a primary design element used throughout the Centennial Campaign. Photons convey a sense of light and openness, and their refracted color prism light contributes to the spirit of optimism. They are an adaptation of the molecule created by using layers of blue and Our Plan gold UCLA master brand molecules,Our Planwhich symbolize the countless layers of historic figures, accomplishments and ideas within the last 100 years at UCLA, and the energy and infinite possibilities of the future. UCLA PHOTON

BEING ARCHITECTS OF THE FUTURE STARTS WITH STRONG PILLARS. While our vision for UCLA and the future is set, how we get there is open to us all. We have laid a solid foundation in areas where UCLA has a proven history of effecting real change. We will push further. Innovate more. And break new ground. But most importantly, the Centennial Campaign is an invitation to the community it is meant to serve. Together we will…

TRANSFORM the educational experience.

EMPOWER new discoveries and creativity.

A photon may be used to house a headline A blown-up photon provides a textural A photon set on the Multiply effect can be or small bits of information in an expressive background element against solid utilized to add a colorful branded element way. If type is set within the photon, it’s best backgrounds as long as no solid color to a photo treatment, as long as the photon ADVANCE executed in either solid blue or the blue-to- portions of the photon interfere with does not intrude upon any specific focal human welfare and the public good. blue gradient. type elements. points of the imagery. PLEASE NOTE: Blocks of copy should not be set within a photon. Reserve the photon as a device to call out key information.

16 UCLA 17

40 The Centennial Campaign for UCLA Brand Guidelines GRAPHIC ELEMENTS

Some things to avoid when working with the photon.

The UCLA Art | Sci Center + Lab is a collaboration between California NanoSystems Institute and the UCLA School of Arts and the Department of Design. Artists in labs. Scientists in studios. It’s creating a “Third

Do not reduce and multiply photons as you would Do not set a block of copy within a photon. Do not overlap photons. with molecules.

The UCLA Art | Sci Center + Lab is a collaboration between California NanoSystems Institute and the UCLA School of Arts and the Department of Design. Artists in labs. Scientists in studios. It’s creating a “Third Culture” that is erasing our notions of science and art. Renovated in 2011, the

Do not add a stroke around a photon. If you’d like Do not place a photon directly over a person’s face. Do not hinder the legibility of type by the use of to use an outlined shape, use a molecule rather a photon. than a photon.

41 The Centennial Campaign for UCLA Brand Guidelines EMPOWER Empower

NO MATTER THE CALLING. WE HAVE THE NUMBERS. Capitalizing on our dynamic location, intellectual capital and the inextinguishable desire to effect real change, UCLA is a catalyst for innovation and economic growth. The impact UCLA has in just a single year is enormous. Imagine what the Centennial Campaign will make possible.

UCLA generated $1.9 Billion in local, state and federal taxes

GRAPHIC ELEMENTSUCLA employs 42,000 people and indirectly supports 61,000 additional jobs 74 new patents added $12.9 MOLECULES Inspired by the California sunshine668 active and patents the natural in total sunspots captured in photography, the BILLION IN STATEWIDE UCLA brand molecule represents the percolation of ideas and the sense of optimism that is ECONOMIC GROWTH ever-present throughout campus. These brand molecules are versatile in their use and can 140 start-up companies have licensed or were created by technology developed at UCLA be utilized as overlapping graphic elements, containers for headline treatments, and as small graphic elements to enhance typography. Use the following examples as a guide for using the brand molecule in the mostUCLA appropriate, start-up companies aesthetically generated pleasing 4,400 way. jobs and $1.1 billion in economic output UCLA MOLECULE

Centennial Campaign

FOR EVERY UCLA’S EVENTS ATTRACT $1 1.6 OF TAXPAYER INVESTMENT TOP 5 MILLION UCLA GENERATES EMPLOYER IN SOUTHERN CALIFORNIA VISITORS $34 SOLVE IT HERE ANNUALLYT ECONOMIC GROWTH AND SOLVE IT FOR IN RETURN THE WORLD.

California has always been a place for pioneers. From the very beginning, people have come west with the unshakeable notion that they could reinvent themselves and the world around them. Empower Empower

UCLA is the embodiment of this optimistic spirit. No other higher education institution has achieved, innovated or impacted the world more in its first 100 years.36 UCLA All statistics are for fiscal year 2012 37 The headlines. The moments in history. The radical breakthroughs. UCLA has played a role in shaping the present world in every way.

Imagine what’s possible in our next century.

Our relentless innovation and unequaled breadth of expertise is not contained by the boundaries of our campus. It belongs to the world—just as being a part of UCLA extends to each and every one of us.

Now is the time to redefine our great public research institution. By maintaining our excellence through greater self-reliance, UCLA can be more than a place. It becomes a beacon. A beacon where the only thing that is unthinkable is the idea of impossible. Together, when the world calls, we can say… LET THERE BE A MORE POWERFUL ENGINE OF OPPORTUNITY

We will EMPOWER new discoveries and creativity.

The Centennial Campaign will enable UCLA to focus on new ways of thinking about 10 UCLA An “activator” molecule may be used in Using the molecules 11over a photo, but A large outlined or filled yellow molecule research, invention and entrepreneurialism. We have firmly committed ourselves to being a living laboratory of creativity, artistic expression and innovation. We will further our position as a startup incubator—broadening our connection with the yellow with a multiply effect over a photo dramatically pulling back the opacity, is may also be used to hold a headline or small entrepreneurial hub that is Greater Los Angeles. We will approach research and study in new ways, like curiosity-driven scholarships, where researchers and students are to highlight a focal point of either an image the preferred way to add without taking bits of information in an expressive way. Set primarily guided by inquisitiveness instead of the limitations of the old pragmatic model. We will embrace the Arts beyond their aesthetic value, because in an or type (or both). The molecule may also away from the image. Use them at a higher the type in a contrasting color to ensure exponentially changing world, where whole industries shift at a moment’s notice, the be utilized as an abstract design element as opacity when creating a piece with more legibility. ability to think creatively will be more sought-after than ever before. We will rethink the very layout of the campus to better support innovation, like either a filled yellow shape or outlined. energy and attitude. inventor-themed housing—a complete live-work-research experience where students PLEASE NOTE: Blocks of copy should not be and researchers are housed together in an environment equipped for experimentation set within a molecule. Reserve the molecule and invention 24-hours a day. Los Angeles will be the benefactor of UCLA’s pioneering spirit. Revolutionary shifts as a device to call out key information. will happen here first. The world will continue to look to Los Angeles and see the prototype city of tomorrow.

18 UCLA 19

42 The Centennial Campaign for UCLA Brand Guidelines GRAPHIC ELEMENTS

Some things to avoid when working with the molecules.

Do not use molecules at 100% opacity. Do not use the same percentage of opacity on Do not create geometric patterns out of the each of the molecules. molecules.

The UCLA Art | Sci Center + Lab is a collaboration between California NanoSystems Institute and the UCLA School of Arts and the Department of Design. Artists in labs. Scientists in studios. It’s creating a “Third Culture” that is erasing our notions of science and art. Renovated in 2011, the

Do not use the patterned molecules in color Do not add a stroke around a molecule. If you’d Do not set a block of copy within a molecule. when placed over a photo. like to use an outlined molecule,be sure it is not also filled.

The UCLA Art | Sci Center + Lab is a collaboration between California NanoSystems Institute and the UCLA School of Arts and the Department of Design. Artists in labs. Scientists in studios. It’s creating a “Third Culture” that is erasing our notions of science and art. Renovated in 2011, the

Do not use multiple colors in patterned molecules Do not place an activator molecule directly over a Do not hinder the legibility of type by the use of on a page. person’s face. a molecule.

43 The Centennial Campaign for UCLA Brand Guidelines GRAPHIC ELEMENTS

SLANTED OVERLAY BOX This is an evolution to the “brand” overlay box. The slanted overlay box is an important branding element to maximize photography and typography. These boxes are used primarily to hold typography, but they may also contain images. They provide a sense of movement and light, but also allow the copy to shine. The size of the box will vary depending on the image it is overlaying and the content necessary.

There are a few different ways to use a slanted overlay box. One way is to use the slanted IMPOSSIBLE box to intrude and hide certain elements We invite the impossible. Tell us it can’t be done. of a photo to add more visual interest. The And we’ll remind you that before anything in this world was possible—it wasn’t. box should be used in a primary color (PMS 107, 286, 299) or gradient. The opacity of the box should be between 80-100 percent to retain the true color in the palette but also reveal the photo underneath if necessary. Type set within the overlay box should have a margin of at least .125 inches on all sides to allow necessary breathing room. The slanted AN EVEN overlay box may bleed off the page (top GREATER GOOD image) or float in space (bottom image). Let’s rise above the consensus. Let’s change the inevitable. Because making history means not being afraid to ignore it.

Strumming through surgery Patient Brad Carter was awakened during surgery at Ronald Reagan UCLA Paul Watford, JD ’94 Medical Center to play a guitar, guiding the team placing his brain pacemaker. An honors student at the UCLA School of Law, Watford was also an editor of the UCLA Law Carter agreed to let UCLA live-tweet his surgery to demystify the procedure Review. He went on to clerk for Supreme Court Justice Ruth Bader Ginsburg. In 2012 Watford for others with tremors. was appointed as a federal judge for the influential Ninth Circuit Court of Appeals.

4 UCLA 5

TRANSFORM

THE DIFFERENCE BETWEEN A GOOD EDUCATION AND A GREAT ONE IS MORE THAN A MATTER OF DEGREES.

While The Centennial Campaign will serve as the major catalyst for a reimagined UCLA, transformation has already begun in and around campus. Here are just a few of the ways UCLA is currently rethinking education. Sound stage in Melnitz Hall For students in the School of Theater, Film and Television, the sound stages and studios are laboratories for storytelling.

The Art | Sci Center + Lab is a collaboration collection, Young Research Library offers 22 In the School of Theater, Film and Television, between California NanoSystems Institute flexible, technology-enabled pods that allow students are learning to marry the power of and Department of Design | Media Arts in the students and faculty to seamlessly utilize storytelling to a sense of social responsibility. School of the Arts and Architecture. Artists in library resources, conduct research and In many ways, digital technology has labs. Scientists in studios. It’s creating a “third interface with people and sources around the democratized the platforms for storytelling. culture” that is erasing our compartmentalized globe. A large backlit screen allows Prof. Todd The newly minted Center for Social Impact in notions of science and art. Presner, chair of Digital Humanities, to share Entertainment and Performing Arts focuses on an immersive digital mapping platform that the power of story to positively impact social Renovated in 2011, the Charles E. Young explores the layered histories of city spaces. change, to move the dial, to connect people in Research Library is a first-of-its-kind academic Now, the library is more than just a reference ways not imagined before — and, ultimately, library. No longer defined solely by its physical source. It’s a dynamic, communal laboratory of to change the course of human history. ideas, experimentation and breakthroughs.

Research commons in the Young Research Library In this collaborative space, interfacing technology—smart boards, smart TVs and audio-visual capture devices—activate and document the research process from brainstorming to final production. Hammer Museum The Hammer showcases emerging artists and engages the community with films, forums, art talks, workshops for children and a calendar of free events. 24 UCLA 25

44 The Centennial Campaign for UCLA Brand Guidelines GRAPHIC ELEMENTS

SLANTED OVERLAY BOX (CONT.) Some things to avoid when working with the overlay box.

Do not use a square overlay box. Be sure that at Do not use a gray box over a light photo. The gray least one side features an angle so not to feel box is reserved for use on dark photos only. static. The square is reserved for brand materials, not Centennial Campaign.

Do not use an overlay box as a frame for a photo. Do not place an overlay box completely over the A photo may be placed within an overlay box, but subject of a photograph. Boxes should always be it should always be accompanied with type. placed to enhance a photo, not to completely obscure it.

45 The Centennial Campaign for UCLA Brand Guidelines GRAPHIC ELEMENTS

FACETS

This is an evolution to the “brand” overlay box. The slanted overlay box is an important branding element to maximize photography and typography. These boxes are used primarily to hold typography, but they may also contain images. They provide a sense of movement and light, but also allow the copy to shine. The size of the box will vary depending on the image it is overlaying and the content necessary.

Our Need

AN INVESTMENT IN ALL OF OUR FUTURES What began as the Southern Branch of the University of California has grown into not only one of the world’s leading institutions, but an institution that is leading the world. We are curing disease. Inventing life-altering technology. And plowing the way for sweeping social advancement.

It’s not just the students or even the state of California that need UCLA.

The world needs UCLA. And UCLA needs you.

THE BEST WAY TO PRESERVE OUR PUBLIC INTEREST IS THROUGH PRIVATE SUPPORT.

Many are aware that state funding of our public institutions has changed over the decades. Few know just how greatly it has shifted. UCLA state support has fallen to 7% of total expenditures. That is less public funding than private institutions receive in other states.

Some may see an imminent decline. We see a golden opportunity. We can respond directly and with pinpoint purpose to the needs and dreams of the Tatiana Segura, Associate Professor, Chemical and Biomolecular Engineering public. We can blur the lines where campus ends and the community begins. Segura’s lab investigates novel approaches for gene delivery and the development of In a sense, this is not a campaign for UCLA. This is a campaign for you, by you. biomaterials that can be used as scaffolds to guide tissue regeneration. Our resources are your resources. If it is important to you, it matters to us. Supporting UCLA reveals the future for all of us.

12 UCLA 13

ADVANCEADVANCE

TOUCHING MORE LIVES

UCLA is driven by its public mission to serve each and With an alumni list that includes Jackie Robinson, every citizen of California. The Centennial Campaign Ralph Bunche, Tom Bradley, Agnes de Mille, and Kay will greatly grow UCLA’s ability to touch and improve Ryan, UCLA has always been a place that fuels social the lives of individuals here and beyond. Here are just a advancement. This uncompromising view on society few ways UCLA is currently making a difference. exists even more so today. Resources like the Center for Global and Immigrant Health, Blum Center on Poverty UCLA Health remains on the frontline of well-being, and Health in Latin America, the Center for Labor from health outreach in underserved communities to Research and Education, and the Center for Global groundbreaking treatments like the first hand and face Management each enable UCLA to inform policy and transplants in the West. UCLA Health System played a produce the leaders currently shaping our landscape. leading role in the clinical trials of a device that delivers transplant organs alive, and invented a wearable kidney UCLA is leading the push for sustainability by treatment that removes the pain and restriction of example. You’ll now find solar panels atop Ackerman dialysis. The cross-disciplinary approach among several Union. Every new or repurposed building must now departments and institutes, like the collaborative be certified green. We’re even reaching into the efforts of the California NanoSystems Institute and the community: our campus cogeneration plant uses Brain Research Institute, are ensuring no avenue is left landfill gases from the Sepulveda Pass as an unexplored when it comes to healing and living better. energy source.

Yang Yang, Professor, Materials Science and Engineering Yang invented a two-layer, see-through solar film that could be placed on windows, sunroofs, smartphone displays and other surfaces to harvest energy from the sun. He is a member of the Grand Challenges team working to make Los Angeles a fully sustainable city.

3036 UCLA 37

46 The Centennial Campaign for UCLA Brand Guidelines GRAPHIC ELEMENTS

FACETS (CONT.) Some things to avoid when working with the facets.

Do not add too many facets to a communication. This can confuse the viewer When cropping facets, be sure not to crop images too closely so recognition and make it difficult for them to interpret the message. is easy.

Do not place a facet within an existing facet. Do not use dramatic filters or special effects.

47 The Centennial Campaign for UCLA Brand Guidelines IMAGERY

Photography is used to convey a sense of optimism and confidence to the viewer. For that reason, light and sunshine play a huge role in campaign photography. Plentiful sunshine, high contrast lighting and sun flares are welcome. Brand photography shares the same sense of optimism, but in a more natural light, where the Centennial Campaign photography has a more polished, high contrast tone. CAMPUS, INTERIORS, LOS ANGELES

When taking photos of the campus and Los Angeles, keep as much sky in the photo as possible to help express the expansive nature of UCLA. When shooting indoors, the subject should be well lit and always avoid using a heavy flash. Using nighttime imagery should be kept to a minimum, but when necessary, lights (city lights, street lights, etc.) should play a key role.

Photos should be taken from below looking slightly up whenever possible. This conveys a feeling of confidence and suggests looking beyond the horizon. Photos may also be taken from directly below to create dramatic crops of campus and Los Angeles, but this should be used sparingly. Photos are treated in a very crisp and highly saturated manner.

Disclaimer: When viewing images on this site, please keep in mind that monitors can influence the way color or contrast is displayed.

Campaign Imagery:

48 The Centennial Campaign for UCLA Brand Guidelines IMAGERY

PEOPLE When using photography, the approach should flex to be more aesthetically appropriate for the subject matter. The style should take on a more sophisticated and staged portraiture approach. It can feel bold, visionary, possibly even a little heroic, but it should be executed with a level of refinement so as not to appear contrived or in-your-face.

Campaign Imagery:

IMPOSSIBLE We invite the impossible. Tell us it can’t be done. And we’ll remind you that before anything in this world was possible—it wasn’t.

AN EVEN GREATER GOOD Let’s rise above the consensus. Let’s change the inevitable. Because making history, means not being afraid to ignore it.

Broad Stem Cell Center Louis Gomez, Professor and Chair, Department of Education Researchers here are developing treatments that use the body’s own An expert on human-computer interactions, Gomez is a UCLA cells to regenerate healthy tissue. Clinical trials are already underway. passionate advocate for technology in urban schools and communities.

49 The Centennial Campaign for UCLA Brand Guidelines IMAGERY

PEOPLE (CONT.) Some things to avoid when working with people-based photography.

Do not use photography that is out of focus. Do not use dim lit photography. Do not crop an image so severely that the subject and the emotion of the photograph are compromised.

Do not use flash photography to supplement Do not use colorizing or other dramatic filters. natural light.

50 The Centennial Campaign for UCLA Brand Guidelines IMAGERY

SKY/SUN Because the entire UCLA master brand is based on the concept of optimism and limitless opportunity, imagery of the sky should be incorporated whenever appropriate. Images may feature almost exclusively sky, but should always have some small piece of structure (campus or Los Angeles) to ground the reader/user. This is important to correctly convey the idea of optimism and limitless opportunity, and not to communicate the absence of thought. Rather than using it as a hero shot, use it as a canvas to communicate your message.

BEST PRACTICES The centennial photography should feel bright, epic, optimistic and professional. Adjustments to levels, saturation and color temperature may be made to enhance the photo, but should not be so dramatic as to appear completely unnatural.

51 The Centennial Campaign for UCLA Brand Guidelines IMAGERY

SKY/SUN (CONT.) Some things to avoid when working with sky focused photography.

Do not use photography that is out of focus. Do not use imagery of the sky without a tie to the Do not use overcast skies. Clouds are only campus or Los Angeles. acceptable if they are accompanied by blue sky.

Do not use photography with overpowering and Do not focus on night sky without any light Do not feature sun/sky photography in black and harsh sun presence. source. white.

*Images for style only. Not owned by University of California, Los Angeles.

52 The Centennial Campaign for UCLA Brand Guidelines IMAGERY USAGE

IMAGE CROPPING Imagery is a very important element of the Centennial Campaign. To keep a forward-thinking and unexpected aesthetic to all materials, most photography is treated in a diagonally cropped manner. Rather than utilizing static square frames for imagery, diagonal cuts can be utilized to double photography as design elements.

There are a few different ways to crop The Centennial Campaign for UCLA images. Multiple images could lead into one another, or one image could span across a spread. SOLVE IT HERE AND SOLVE IT FOR THE WORLD.

California has always been a place for visionaries. People journey to our state with the unshakeable notion that they can reinvent themselves and the world around them.

UCLA is the embodiment of this optimistic spirit. No other higher education institution has achieved, innovated or impacted the world more in its first 100 years. The headlines. The moments in history. The radical breakthroughs. As a world-class institution, UCLA has played a role in shaping the present world in every way.

Imagine what’s possible in our next century.

Our relentless innovation and unequaled breadth of expertise are not contained by the boundaries of our campus. They belong to the world—just as being a part of UCLA extends to each and every one of us. Gene Block, UCLA Chancellor

Now is the time to redefine our great public research institution. By maintaining our excellence through greater self-reliance, UCLA can be more than a place. It becomes a beacon. A beacon where the only thing that is unthinkable is the idea of impossible.

Together, when the world calls, we can say … LET THERE BE

Gene Block, UCLA Chancellor

6 UCLA 7

Our Need

AN INVESTMENT IN ALL OF OUR FUTURES What began as the Southern Branch of the University of California has grown into not only one of the world’s leading institutions, but an institution that is leading the world. We are curing disease. Inventing life-altering technology. And plowing the way for sweeping social advancement.

It’s not just the students or even the state of California that need UCLA.

The world needs UCLA. And UCLA needs you.

THE BEST WAY TO PRESERVE OUR PUBLIC INTEREST IS THROUGH PRIVATE SUPPORT.

Many are aware that state funding of our public institutions has changed over the decades. Few know just how greatly it has shifted. UCLA state support has fallen to 7% of total expenditures. That is less public funding than private institutions receive in other states.

Some may see an imminent decline. We see a golden opportunity. We can respond directly and with pinpoint purpose to the needs and dreams of the Tatiana Segura, Associate Professor, Chemical and Biomolecular Engineering public. We can blur the lines where campus ends and the community begins. Segura’s lab investigates novel approaches for gene delivery and the development of In a sense, this is not a campaign for UCLA. This is a campaign for you, by you. biomaterials that can be used as scaffolds to guide tissue regeneration. Our resources are your resources. If it is important to you, it matters to us. Supporting UCLA reveals the future for all of us.

12 UCLA 13

53 The Centennial Campaign for UCLA Brand Guidelines IMAGERY USAGE

IMAGE CROPPING (CONT.) Some things to avoid when working with image cropping.

The UCLA Art | Sci Center + Lab is a collaboration between California NanoSystems Institute and the UCLA School of Arts and the Department of Design. Artists in labs. Scientists in studios. It’s creating a “Third Culture” that is erasing our notions of science Do not crop out the subject of the photograph. Do not use a cropand that art. interferes Renovated with body in copy2011, the Crops should be used to enhance a photo, not to legibility. Charles E. Young Research Library completely obscure it. is a first-of-its-kind academic library. No longer defined solely by its physical collection, Young Research Library offers cutting-edge interfacing, digital humanities and data visualization tools that support pedagogy and humanities research in ways never before possible. Tools like Hyper Cities. The brainchild Humanities Associate Professor Todd Presner, this immersive, 3D experience enables users to not Do not crop out any shape other than a diagonal Do not cut diagonalsonly exploreout of the image;the streets, crop only buildings line. one side with aand diagonal landscape line. of a present day city, they can explore that city at any point hundreds of years in the past. Now, the library is more than just a reference source. It’s a dynamic, communal laboratory of ideas, experimentation and breakthroughs. The Center for Research in Engineering, Media and Performance (REMAP) is a joint effort between the School of Theater, Film and Television and the Henry Samueli School of Engineering and Applied Science that transcends the term avant- 54 The Centennial Campaign for UCLA Brand Guidelines garde. Participants explore new enriching cultural forms and empowering social situations enabled by the thoughtful interweaving of engineering, the arts and community development. Projects range COPY TONE

From humble beginnings as the southern branch of the University of California to an institution leading the very evolution of human existence, UCLA can make the claim that no other university has achieved, innovated or impacted the world more in such a relatively short period of time. Imagine what’s possible in the next century.

The tone of the campaign copy should echo these sentiments. Visionary, yet solidly grounded. Globally reaching, yet intimate. And always accompanied with an air of optimism from the UCLA brand. The role of the copy is to serve as an open invitation and an anthemic cry that now is the time to make a real difference and UCLA is the place to make it a reality.

USAGE EXAMPLES

Our Vision

IMPOSSIBLE We invite the impossible. A NEW Tell us it can’t be done. And we’ll remind you that before anything in BLUE AND this world was possible—it wasn’t. GOLDEN ERA The Centennial Campaign for UCLA is bigger than a retrospective of our past 100 years. It is a self-imposed challenge to become more adaptive, more responsive and even more integral in solving the world’s most pressing issues.

THESE ARE OUR PROMISES: TRAILBLAZING ACADEMIC PROGRAMS, RESEARCH AND A CAMPUS A PATH TO AN EVEN CAMPUS CULTURE WITHOUT BORDERS FINANCIAL SELF-RELIANCE GREATER GOOD In an infinitely more complex landscape, one-track thinking is UCLA is Los Angeles, and Los Angeles is UCLA. This symbiotic The time has come to move past the belief that our fiscal solvency will be maintained no longer viable. As fields continue to morph and blend, UCLA relationship enables both to set the standard for how a global, solely by the state. The future of UCLA rests on becoming a more nimble university. We Let’s rise above the consensus. will remain a step ahead. Building upon our commitment to progressive society looks, feels and acts. UCLA is not a bubble have, therefore, tasked ourselves with the vital undertaking of closing the endowment Let’s change the inevitable. interdisciplinary study and the cross-pollination of fields in our of academia; instead, it's a force for shared advancement that is gap. Endowment gifts in the form of faculty chairs, fellowships and scholarships are Because making history research, The Centennial Campaign will propel UCLA into being the interwoven into the fabric of the city. Los Angeles serves as a rich imperative for attracting world-class faculty and students. They open up more resources, means not being afraid to ignore it. model of how an intellectually integrated campus can create the and diverse living laboratory—a veritable microcosm of the world. services and program support that will keep UCLA on the forefront of education, research knowledge, innovation and leaders that will shape our future. The impact UCLA has within the Los Angeles community creates and service. The Centennial Campaign marks a critical moment in UCLA’s history. Now applications that reverberate around the globe. The Centennial is the time to put our investments to work—creating revenue, capital and value in Campaign will enable UCLA to reach even further. It will foster new, innovative ways. Together we will set the standard of a self-reliantStrumming public through research surgery greater outreach, stronger bonds and even more knowledge to institution in the 21st century. Patient Brad Carter was awakened during surgery at Ronald Reagan UCLA Paul Watford, JD ’94 benefit every citizen of Los Angeles, California, and beyond. Medical Center to play a guitar, guiding the team placing his brain pacemaker. An honors student at the UCLA School of Law, Watford was also an editor of the UCLA Law Carter agreed to let UCLA live-tweet his surgery to demystify the procedure Review. He went on to clerk for Supreme Court Justice Ruth Bader Ginsburg. In 2012 Watford for others with tremors. was appointed as a federal judge for the influential Ninth Circuit Court of Appeals.

4 UCLA 5 18 UCLA 19

TRANSFORM ADVANCE

CLASSROOMS WITHOUT WALLS

ANCER IS JUST A WORD. Owen Witte, MD, Director, Broad Stem Cell Research Center A member of President Obama's Cancer Panel, Witte has done breakthrough research NOT A SENTENCE. on human leukemias and epithelial cancer stem cells. Under his leadership, researchers at the Broad Stem Cell Research Center are developing treatments that use the body's own cells to regenerate healthy tissue. WE WILL TRANSFORM UCLA education, our graduates don’t just curriculum, UCLA will adopt innovative nearly 20% higher than the district average. compete in the job market; they define it. new platforms and formats for learning, THE EDUCATIONAL like UCLA Global, which will be a quantum We will continue to provide alumni with EXPERIENCE. To better reflect the global society we live leap in online degree programs. It will offer greater access to mentoring, ongoing in, UCLA’s campus will become even more richer online resources, digital/new media education and unparalleled networking The Eli & Edythe Broad Center of Regenerative Medicine & Stem Cell Research at UCLA is at the Moving beyond static knowledge and inclusive and culturally vibrant. Through collaborations and ways of connecting and resources. We will ensure that the tools and forefront in the field of cellular therapeutics—cell-based approaches for tissue repair. It’s more compartmentalized learning, new degrees and more robust scholarship support and more interacting that have greater reach and talent for building a more just, verdant and than just creating cells. It’s creating the new building blocks of medicine. areas of study will further UCLA’s commitment pervasive recruiting, UCLA will increase immersion than the traditional lecture. intelligent world are always available. to cross-disciplinary problem solving. This ethnic, socioeconomic and geographic Developing treatments like an immune response to melanoma—where the body actually seeks includes contemporary humanities degrees diversity, attracting the wide array of The Centennial Campaign will grow our As a beacon of enlightenment and out and destroys malignant tumor cells—is just one of the clinical trials currently underway. From and combined B.A./B.S. certificate programs perspectives and worldviews necessary for pre-K—12 programs and partnerships like progress, we must think beyond the years regeneration of damaged cardiac tissue to the only active stem cell-based clinical trial for macular as well as interdepartmental Ph.D.’s like a 21st-century education. UCLA Community School, where pioneering students are enrolled. UCLA has been degeneration treatment, we are taking discoveries from the laboratory to the patient’s bedside. bioinformatics, spanning medicine, engineering, approaches to learning are having a and will continue to be a provider of and life and physical sciences. Powered with a To support a more nimble and responsive profound effect—pushing passing rates lifelong education. Stem cell research at UCLA is creating breakthroughs that translate to treatments that come from within our own bodies. So we can move away from invasive surgery or powerful drugs. It’s medicine, personalized.

It’s life with a second chance.

Game Lab Laurence C. Smith, Professor, Geography, Earth & Space Sciences This experimental research and development lab is an incubator for students to launch The UCLA College’s Larry Smith, an expert on Arctic climate change, ambitious computer game projects and explore the very nature of gaming. While all took a team of graduate students and postdoctoral researchers to students from all disciplines are welcome, the gaming artists are primarily from Greenland to measure the melting of the ice sheet. Design | Media Arts in the School of the Arts and Architecture. 1622 UCLA 23 38 CUCLA 39

55 The Centennial Campaign for UCLA Brand Guidelines COPY TONE

WRITING COMPELLING LET THERE BE HEADLINES The “Let There Be” headline system was designed to deliver a message of limitless possibilities. Therefore, just about any word or phrase can complete the headline, whether it’s more direct:

TRANSFORMATION

Or more thought-provoking:

AN EPIDEMIC OF COMPASSION

The system allows you to easily tailor the headline to your message and should be embraced throughout the Centennial Campaign’s messaging. Just a few things to keep in mind: “Let There Be” is an imperative, and therefore, whatever follows should punctuate the statement. Avoid following with just an adjective or adverb:

BR IGHT, QUICKLY

The headline should always be a statement. Never follow with a question.

HOW WILL YOU HELP?

Keep it clear and simple. Overly wordy or jargon laden statements take away from the headline.

A PRAGMATIC APPROACH TO CREATING SUSTAINABLE, ENVIRONMENTALLY FRIENDLY ENERGY SOLUTIONS TO MEET AN EXPANDING URBAN POPULATION

56 The Centennial Campaign for UCLA Brand Guidelines COPY TONE

BODY COPY AND LONG FORM Writing style and tone should always match our audience. For an advancement campaign, body copy should not be quite as playful or conversational as it would be in undergraduate marketing materials. It should be polished, sophisticated and coming from a place of authority, yet without being overly institutional or impersonal. Remember, we are not talking at the audience; we are talking to them as their partner in creating a lasting legacy.

Body copy can be used to set the mood and inspire.

Example: California has always been a place for visionaries. People journey to our state with the unshakable notion that they can reinvent themselves and the world around them.

UCLA is the embodiment of this optimistic spirit. No other higher education institution has achieved, innovated or impacted the world more in its first 100 years. The headlines. The moments in history. The radical breakthroughs. As a world-class institution, UCLA has played a role in shaping the present world in every way.

Imagine what’s possible in our next century.

Even when body copy gets more informational, there should always be an element of storytelling and emotion.

Example: Curing the ailments of the world begins with remedying the very idea of medical school.

We want doctors to take on the medical challenges where their passions lie—not the job that will pay back their loans the fastest. The burden of medical school debt is what often stands in the way of taking bold new leaps in medicine. UCLA is at the forefront of creating a new breed of doctor.

The establishment of the groundbreaking David Geffen Scholarship Fund fully covers the education costs of the most deserving future doctors and researchers. Freedom from debt enables doctors to do what they are meant to do—make a difference. It means they can take their talents around the world and work in areas of medicine that have a real effect on society without the worry of looming medical school loans.

57 The Centennial Campaign for UCLA Brand Guidelines TEMPLATES

With simple, branded templates, you can create Centennial Campaign communications that are consistent — and allow your content to be the star.

EMAIL SIGNATURES

Email signatures can be generated using the Campaign’s email signature tool, which can be found at emailsignature.support.ucla.edu. Features of the tool include:

• Signatures can be created and added to PC users’ Outlook automatically and instantly.

• Signatures can be revised and re-generated any time.

• Signatures are immune to personal modifications (upon login, they are reset to the original standard format).

• Future signature updates can be pushed out globally and effortlessly through this tool.

Email signatures are typed in Verdana. The sender’s name is in 10-point, all caps, bold italic treatment, and the rest of the type is in 8-point font.

58 The Centennial Campaign for UCLA Brand Guidelines TEMPLATES

DONOR PROPOSAL

The donor proposal templates provided on this site are meant to be a starting point for your donor proposals. Since every proposal is unique and must meet a variety of messaging needs, you may find that you will need to deviate somewhat from the three types of donor proposal templates provided:

• For light proposals that are simple and straightforward and predominantly text-driven (up to four pages), the 8.5" x 11” portrait template can be used. This template is available in PowerPoint format for desktop office use. • For medium proposals that are more comprehensive and contain photography or other visuals (10-12 pages in length), the 8.5" X 14” landscape template is appropriate. This template is available in PowerPoint format for desktop office use. For large proposals and prospectuses (which contain building renderings, etc.) that are more elaborate than those described above, an InDesign template is available. • For large proposals and prospectuses (which contain building renderings, etc.) that are more elaborate than those described above, an InDesign template is available.

If you need further assistance creating a donor proposal, please consult with a Development Officer.

Small Version

Medium Version

59 The Centennial Campaign for UCLA Brand Guidelines TEMPLATES

STATIONERY TEMPLATES

Campaign stationery can be used to correspond with donors and prospects. Templates are available for 8.5” x 11” letterhead and envelopes, memo pads and business cards.

Front Back Business Cards, RHEA TURTELTAUB 3.5" � 2" horizontal Vice Chancellor, External Affairs 2224 Murphy Hall, Los Angeles, CA 90024 P. 123.456.7890 F. 098.765.4321 C. 098.765.4312 [email protected]

Generic Personalized Notepads, 5.5" � 8"

vertical RHEA TURTELTAUB Vice Chancellor, External Affairs

60 The Centennial Campaign for UCLA Brand Guidelines TEMPLATES

STATIONERY TEMPLATES (CONT.)

No. 11 Envelope,

10.375" � 4.5" horizontal The Centennial Campaign 2224 Murphy Hall Los Angeles, CA 90024

Option 1 Option 2 Letterheads, 8.5" � 11" vertical

RHEA TURTELTAUB Vice Chancellor, External Affairs 2224 Murphy Hall, Los Angeles, CA 90024 P. 123.456.7890 2224 Murphy Hall, Los Angeles, CA 90024 F. 098.765.4321 P. 123.456.7890 C. 098.765.4312 F. 098.765.4321 [email protected] [email protected]

Option 3

61 The Centennial Campaign for UCLA Brand Guidelines TEMPLATES

UNIT CASE STATEMENT TEMPLATES

Unit case statements are core documents of any capital campaign. They can be used to make a case for a specific program or project, and can answer the who, what and why of your fundraising efforts. Step-by-step instructions make the case statement templates easy to use.

The templates are infinitely flexible to address the needs—and unique personality—of each unit. They are available in both long and short versions. Short-version templates should be used for text-driven case statements while long-version templates are best for case statements that also include photography or other visuals.

Layouts directed at professional or institutional audiences should flex to be more aesthetically appropriate for the subject matter and take on a more sophisticated approach. Below are a few specific ways to visually accomplish this.

Advisory: Unit case statements are designed to work as a family of overarching case statements and must be well-coordinated. You should use these templates only if you are instructed to do so by your unit. If you have questions about unit case statements or need more information, please contact Cynthia Chaillie Marchant at (310) 494-2380.

[ EPIC / SOLVE IT INTRO ]

COMPLETE THE HEADLINE WITH WORD OR PHRASE AROUND RESEARCH / INITIATIVE / ACHIEVEMENT THAT LOREM REPRESENTS THE ESSENCE OF THE UNIT

DESIGN ELEMENT USED TO HIGH- LIGHT A CERTAIN AREA OF THE PHOTOGRAPHY IPSWUMPiendele caborehendam volupicienis volorit quis res aceat fugia pa seculli taquasit ipsunti aerovid qui blam idel in [ FULL BLEED PHOTO 2 HERE ]

INSERT QUICK, POETIC COPY TO EXPAND ON THE ABOVE STATEMENT. SEE THE UNIVERSITY CASE STATEMENT OPENING SPREADS FOR REFERENCE.

[ FULL BLEED PHOTO 1 HERE ] SOLVE IT HERE AND SOLVE IT

THE FOLLOWING SPREAD IS MEANT TO SERVE AS AN EMOTIVE INTRODUC- TION TO THE UNIT. WE WANT TO SET THE EMOTIONAL, ANTHEMIC TONE FOR THE UNIT AND THE CENTENNIAL CAMPAIGN. GATHER APPROPRIATE FOR THE WORLD. PHOTO ASSETS. ONE SPREAD SHOULD UTILIZE IMAGERY OF A PERSON, WHETHER PORTRAIT OR PERSON IN ENVIRONMENTS. THE OTHER SPREAD SHOULD FEATURE PLACES, THINGS OR ACTIONS—THIS COULD INCLUDE ENVIRONMENTS, FACILITIES, TOOLS, TECHNOLOGY, ACTIVE RESEARCH, California has always been a place for pioneers. From the very beginning, people have come west OUTREACH, ETC. with the unshakeable notion they could reinvent themselves and the world around them.

UCLA is the embodiment of this optimistic spirit. No other higher education institution has achieved, innovated or impacted the world more in its first 100 years. The headlines. The moments in history. The radical breakthroughs. UCLA has played a role in shaping the present world in every way.

Imagine what’s possible in our next century.

Insert a paragraph of copy that speaks to your unit’s role in our future. Ga. Libus a nullaut elit voluptus nisiminias as doluptatiae molorest ommodiam, offic tem eicit volor sin eos reiuntur? Cus.Uptatur? Cestiusa que nimus conecto quo esequid ma prerum nitiand ignimintia dolorrum faccuptae nusaperchic te rem arum incipsum esequia quam sequo ereperum quidiam, ofaperchic te rem arum incipsum esequia quam sequo ereperum quiducipiet aut latem. [ MAX WORD COUNT - 75 WORDS ] Together, when the world calls, we can say…

Let there be.

2 UCLA 3

[ FINANCIALS ]

COMPLETE THE LINE WITH A WORD OR PHRASE THAT RE- LATES TO UNIT CAMPAIGN VISION

$ ADD/SUBTRACT AS NEEDED LORUM IPSUM GOAL BY DEPARTMENT IPSUM

IN THIS SECTION INCLUDE: $ 1. FINANCIAL GOALS GOAL BY DEPARTMENT 2. FINANCIAL DESIGNATIONS 3. ANY SUPPORTING STATISTICS OR MEASURES AROUND FUNDING THE UNIT’S VISION. $ GOAL BY DEPARTMENT INFORMATION SHOULD BE PRESENTED IN EASY-TO-DIGEST VISUALS.

$ UNIT GOAL

LOREM IPSUM: LOREM IPSUM

LOREM IPSUM: LOREM IPSUM UNIT TOTAL GOAL LOREM IPSUM: LOREM IPSUM $ $ GOAL BY DEPARTMENT LOREM IPSUM: LOREM IPSUM GOAL BY INITIATIVE / GOAL BY PURPOSE $ GOAL BY DEPARTMENT

LOREM IPSUM: LOREM IPSUM

LOREM IPSUM: LOREM IPSUM

LOREM IPSUM: LOREM IPSUM ADD/SUBTRACT AS NEEDED

22 UCLA 23

62 The Centennial Campaign for UCLA Brand Guidelines TEMPLATES

EMAIL TEMPLATES Email templates feature the Let There Be and Centennial Campaign lockups at the top banner and a header image with an overarching headline below, followed by the main content of the email. The main headline can be in Didot, as it will be part of the header image, and all other copy utilizes Verdana. The email template is designed for EA Mailer, which is the university’s External Affairs mail system. If you need assistance creating an email using the template, please speak with a Development Officer and enlist the assistance of a professional designer.

63 The Centennial Campaign for UCLA Brand Guidelines