University of California, Riverside

Creative Design Services



Identity Standards Manual: Primary Wordmark


UCR's Primary Logo: The Wordmark

UC Riverside wordmark

The primary logo of UCR and its many parts is the customized wordmark shown on this page. It replaces all other logos representing the university on all print and electronic materials.

The UCR wordmark is one complete digital artwork file. This customized logo is not a font and should not be recreated using standard fonts. Approved wordmark artwork files can be obtained via website download or requested from Creative Design Services ((951) 827-7178).

The wordmark should not be inserted into text. When the school name appears in copy, it should be spelled out as “University of California, Riverside” or “UC Riverside” or “UCR.”

Primary Workmark: Approved Color

Primary Wordmark: UCR Gold/UCR Blue

Two Color Primary Wordmark

For all applications, the primary wordmark must be displayed in colors specified on these pages. Whenever possible, the wordmark should be used in the approved UCR Gold and UCR Blue colors.

Primary Wordmark: UCR Blue

Primary Wordmark One Color

When only one color is available or the background does not lend itself to the two-color rendition, there are three one-color versions that can be used: UCR Blue, Grayscale/Black and Black.

Primary Wordmark: Grayscale/Black

Primary Wordmark black and white

Primary Wordmark: Black

Primary Wordmark Line Art

Primary Wordmark: Approved Reverse

Primary Wordmark reversed

When displaying the primary wordmark on a background color, it is best to place it on one of the primary identity colors, UCR Blue or UCR Gold. This reinforces the strength of the identity.

One Color reversed

When the wordmark must be placed on a busy background, it should be reversed out to white.

Primary Wordmark: Clear Space

Primary Wordmark Clear Space

To keep the integrity of the logo, the wordmark must be surrounded by clear space at least equal to the width of the letter “U.” Other design elements, such as type, photography and illustrations, must not be positioned within the “X” clear space. As a general rule, the more clear space around the wordmark the better. For example, the wordmark would be the only logo on a page.

Primary Wordmark: Minimum Size

Primary Wordmark minimum size

The primary wordmark can be scaled down to a minimum size of 1.75 inches.

For applications between 1.5 and 1.75 inches, like printing the wordmark on a pen, a different “small scale wordmark” has been created. Use this version of the logo to maintain fine detail and readability at this scale. The wordmark should not be used in applications smaller than 1.5 inches.

For questions about wordmark clear space, small applications or exceptions please contact Creative Design Services at (951) 827-7178.

Primary Wordmark: Incorrect Usage

Primary Wordmark Incorrect Usage

The primary wordmark exclusively establishes UCR’s distinct identity. To clearly communicate the goals and vision of the university, the identity must be displayed consistently according to the guidelines in this manual.

Some applications may require deviation from the identity guidelines. In these cases, such as imprinting the logo on clothing, an exception or waiver may be granted by contacting the Office of Strategic Communications, (951) 827-7178.

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More Information 

General Campus Information

University of California, Riverside
900 University Ave.
Riverside, CA 92521
Tel: (951) 827-1012

Department Information

Creative Design Services
1156 Hinderaker Hall

Tel: (951) 827-7178
Fax: (951) 827-5008
E-mail: luis.sanz@ucr.edu

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