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
Aggies Script Solid and Outline
Go Ags! Spirit Marks
Aggies Script with California Map
Download Spirit Marks
This Box package contains all the marks on this page. Requires UC Davis login.
Retired Spirit Marks
These spirit marks are retired and no longer in use.
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
OK on white
Aggie Gold on dark or Aggie Blue background
White on dark or Aggie Blue background
Aggie Blue on light or Aggie Gold background
OK on white
OK on white
Aggie Gold on dark or Aggie Blue background
White on dark or Aggie Blue background
Aggie Blue on light or Aggie Gold background
OK on white
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
OK on white
Aggie Gold on dark or Aggie Blue background
White on dark or Aggie Blue background
Aggie Blue on light or Aggie Gold background
OK on white
Aggies Script outline marks must be used ONLY in the color combinations shown below.
OK on white if large enough (not recommended)
Aggie Blue fill with Aggie Gold outline on dark or Aggie Blue background
Aggie Blue fill with white outline on dark or Aggie Blue background
Aggie Gold fill with Aggie Blue outline on light or Aggie Gold background
OK on white
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.
Blue script version OK on white
Blue script version OK on light background
White script version OK on dark or Aggie Blue background
White script version OK on dark image or texture background as long as contrast is enough to read the mark
Do not replace colors. California is always Aggie Gold.
Always extend background past all edges of the mark.
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
OK on white
Aggie Gold on dark or Aggie Blue background
White on dark or Aggie Blue background
Aggie Blue on light or Aggie Gold background
OK on white
Recommended mark and background color combinations for Go Ags! mark B
OK on white
Aggie Gold on dark or Aggie Blue background
White on dark or Aggie Blue background
Aggie Blue on light or Aggie Gold background
OK on white
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.
OK on white
Do not use in low-contrast settings.
Do not use in low-contrast settings.
OK on very light background
OK on white
Do not use in low-contrast settings.
Do not use in low-contrast settings.
OK on very light background
Patterns using Go Ags! marks
Pattern 1
Pattern 2
Pattern 3
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.
Possible uses for Go Ags! patterns
Photo or event backdrops
Giveaway items
Zoom backgrounds