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

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BRAND GUIDELINES Version 21.0 08/06/15 TABLE of CONTENTS 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.
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