Repeating pattern of spirit marks

UC Davis Spirit Marks

Overview

In this section, you will find a series of spirit marks and guidelines for their use, including:

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.

Guidance on permitted student club use of spirit marks is coming soon.

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 Doug Kouba, UC Davis Trademark Licensing Manager at dkouba@ucdavis.edu.

Summary of Spirit Marks

UCD Solid and Outline

UCD spirit marks

Aggies Script Solid and Outline

Aggies script spirit marks

Go Ags! Spirit Marks

Go Ags marks A and B
Go Ags marks C in two color options

Aggies Script with California Map

Aggies script mark with map


Retired Spirit Marks

These spirit marks are retired and no longer in use.

examples of retired marks

 

UCD Marks Usage Guidelines

UCD Marks may be used ONLY 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

UCD mark in gold on white

OK on white

UCD mark in gold on dark

Aggie Gold on dark or Aggie Blue background

UCD mark in white on dark

White on dark or Aggie Blue background

UCD mark in blue on light

Aggie Blue on light or Aggie Gold background

UCD mark in blue on white

OK on white

UCD outline mark in gold on white

OK on white

UCD outline mark in gold on dark

Aggie Gold on dark or Aggie Blue background

UCD outline mark in white on dark

White on dark or Aggie Blue background

UCD outline mark in blue on light

Aggie Blue on light or Aggie Gold background

UCD outline mark in blue on white

OK on white

Back to top


Aggies Script Marks Usage Guidelines

Aggies Script SOLID Marks may 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

Aggies script solid mark in gold on white

OK on white

Aggies script solid mark in gold on dark

Aggie Gold on dark or Aggie Blue background

Aggies script solid mark in white on dark

White on dark or Aggie Blue background

Aggies script solid mark in blue on light

Aggie Blue on light or Aggie Gold background

Aggies script solid mark in blue on white

OK on white

Aggies Script outline marks must be used ONLY in the color combinations shown below.

Aggies script outlined mark on white

OK on white if large enough (not recommended)

Aggies script outlined mark on dark

Aggie Blue fill with Aggie Gold outline on dark or Aggie Blue background

Aggies script outlined mark on dark

Aggie Blue fill with white outline on dark or Aggie Blue background

Aggies script outlined mark on light

Aggie Gold fill with Aggie Blue outline on light or Aggie Gold background

Aggies script outlined mark on white

OK on white

Back to top


Aggies Script Mark with California Map

Recommended mark and background color combinations:

The California map mark must be used ONLY in the color combinations shown below.

Aggies script mark with California map

Blue script version OK on white

Aggies script mark with California map

Blue script version OK on light background

Aggies script mark with California map

White script version OK on dark or Aggie Blue background

Aggies script mark with California map and image background

White script version OK on dark image or texture background as long as contrast is enough to read the mark

Aggies script mark with California map and wrong colors

Do not replace colors. California is always Aggie Gold.

Aggies script mark with California map and bad background

Always extend background past all edges of the mark.

Back to top


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 mark A

OK on white

Go ags mark A

Aggie Gold on dark or Aggie Blue background

Go ags mark A

White on dark or Aggie Blue background

Go ags mark A

Aggie Blue on light or Aggie Gold background

Go ags mark A

OK on white

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

Go ags mark B

OK on white

Go ags mark B

Aggie Gold on dark or Aggie Blue background

Go ags mark B

White on dark or Aggie Blue background

Go ags mark B

Aggie Blue on light or Aggie Gold background

Go ags mark B

OK on white

Go ags mark B

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-1

OK on white

Go ags mark C-1

Do not use in low-contrast settings.

Go ags mark C-1

Do not use in low-contrast settings.

Go ags mark C-1

OK on very light background

Go ags mark C-2

OK on white

Go ags mark C-2

Do not use in low-contrast settings.

Go ags mark C-2

Do not use in low-contrast settings.

Go ags mark C-2

OK on very light background

Back to top


Patterns using Go Ags! marks

Go Ags! pattern 1

Pattern 1

Go Ags! pattern 2

Pattern 2

Go Ags! pattern 3

Pattern 3

Go Ags! 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

Go Ags! pattern on photo backdrop

Photo or event backdrops

Go Ags! pattern on tote bag

Giveaway items

Go Ags! pattern on Zoom background

Zoom backgrounds

Back to top