Go Ags! Marks

About Spirit Marks

As part of Strategic Communications’s effort to keep our brand assets up to date, we are retiring some older spirit marks and introducing new ones. Spirit marks should be for internal use, celebratory purposes and promotional items. It should not be used for external audiences or official communications and materials.

A general note on usage

No spirit mark should be used as a stand-alone identifier or as part of the identity of a campus unit, department or program. The UC Davis wordmark should be used as the primary logo in all official university communications and materials to represent the academic campus, academic units and departments, programs and initiatives. See the Logos page for further guidelines on university logo and mark use.

Use on promotional items

If you plan to use the Spirit Marks on promotional items, such as t-shirts, water bottles, etc. you must contact a licensed vendor to do so. In addition, if you are interested in using the Spirit Marks on items intended for retail, please contact the Marketing Unit at marketing@ucdavis.edu.

Go Ags! Marks Usage Guidelines

Go Ags! marks A and B may only be used in the following colors (specs are on the color palette):

  • Aggie Blue
  • Aggie Gold
  • Rec Pool
  • Tahoe
  • Gunrock
  • Bodega
  • Golden State
  • Sunflower

Recommended mark and background color combinations for Go Ags! mark A

Go Ags script logo

OK on white 

Go Ags script logo gold on dark

Aggie Gold on dark or Aggie Blue background

Go Ags script mark white on dark

White on dark or Aggie Blue background 
Go Ags script mark blue on light background

Aggie Blue on light or Aggie Gold background

Go Ags script mark blue on white

OK on white 

 

Recommended mark and background color combinations for Go Ags! mark B 

Go Ags mark B in gold

OK on white 

Go Ags Mark B in gold on dark

Aggie Gold on dark or Aggie Blue background 

Go Ags Mark B in white on dark

White on dark or Aggie Blue background 
Go Ags mark B in blue on light

Aggie Blue on light or Aggie Gold background 

Go Ags markB in blue on white

OK on white 

Go Ags mark B altered to have filled lettering

Do not add color behind the mark to make the lettering appear filled. 

Recommended mark and background color combinations for Go Ags! mark C

The Go Ags! mark C must be used ONLY in the color combinations shown below.

Go Ags mark C on white

OK on white 

Go Ags mark C on dark

Do not use in low-contrast settings. 

Go Ags mark C on low-contrast background

Do not use in low-contrast settings. 

Go Ags mark C on very light background

OK on very light background 
Go Ags mark C on white

OK on white 

Go Ags mark C on low-contrast background

Do not use in low-contrast settings. 

Go Ags mark C on low-contrast background

Do not use in low-contrast settings. 

Go Ags mark C on very light background

OK on very light background 

Patterns using Go Ags! marks

Pattern 1

Pattern 1 

Pattern 2

Pattern 2 
Pattern 3

Pattern 3 

Pattern 4

Pattern 4 

Guidelines for using Go Ags! patterns

These patterns are provided as Adobe Illustrator pattern swatches. Each pattern may be used as is, or with different background colors as appropriate.

  • Care should be taken when scaling the pattern to ensure readability is maintained.
  • New patterns may be made as long as other logo guidelines are followed.
  • New patterns must have either a UC Davis wordmark or a UCD mark included as one of the marks in the pattern.
  • Do not set the Aggies script logo adjacent to the Go Ags! script logo.
Aggies script mark and Go Ags! script mark shown adjacent

Possible uses for Go Ags! patterns 

Pattern on photo backdrop

Photo or event backdrops 

Pattern on tote bag

Giveaway items 

Pattern on Zoom background

Zoom backgrounds