What is a Brand?
A brand is a promise we make to the world – it’s the story we tell about who we are and what we do. We make this promise with every communication that we put out, whether it’s an email, a press release, a web page, or a video. More importantly, each communication is part of a larger whole. What we convey as independent schools, departments, organizations, and entities shapes the perception of UCI in general. We each must honor this responsibility.
The goal of this brand guideline is to help all of us that communicate about the university make the same promise, tell the same story, and speak with the same voice. In this way, we can create a consistent story no matter how people hear from us.
Illuminating the Differences that Make a Difference.
- Make brighter
- Advance to a higher intellectual level
- Highlight, promote or exalt discoveries
- New ways of thinking
- Imagination & creativity
- Confident in pioneering
- Breaking through traditional boundaries
- Open to new ideas; not copying our way to the top
Make a Difference
- Impact public
- Provide innovative ideas that improve society
(The core idea is NOT a tag-line. A tag-line is an external, communicative line that powerfully expresses the value proposition inherent in the core idea.)
At UCI we believe in embracing the differences that make a difference. From the beginning, we have understood the power of the independent thinking from which true brilliance shines. We foster new modes of inquiry that break traditional boundaries. We nurture new ways of thinking. And we achieve results that are expansive and exponential.
Whether it’s a life-saving discovery or life-enhancing creation, each of our accomplishments start with unique contributions of intellect, imagination and creativity from those with the resolve and courage to pursue a new idea. Through UCI it is made real.
Here we believe that the creation of difference makers comes from a university that goes beyond classroom academics. We provide access to real-world expertise and hands-on learning to produce real-world impact. Located in the heart of Orange County, UCI is a vibrant intellectual and cultural center, deeply connected to and influenced by its community.
Known for our excellence in academics and research, UCI currently ranks amongst the Top 10 public universities. From the 16 fully accredited schools and programs, to the winning Anteater athletics teams, the brightest and most passionate are making their distinctive mark through UCI.
We enthusiastically embrace the bold, the one-of-a-kind, the independent mind. Those who see things differently. Who know differently. Who do differently. Those with the ability to shine brighter.
Our brand pillars are those inherent capabilities that distinguish us. They are the truths about our brand. Importantly, they illuminate how UCI stands above and apart from others.
Trailblazers who boldly create new fields of inquiry, enterprise or knowledge
Learning for real world impact
Driven to positively affect the lives of people in our communities and of humankind
Courageous, compassionate, optimistic and resolute in pursuit of discovery
Embracing people who see differently
Infinitely curious, distinctive in thought and welcoming of the unique, the unpredictable
Who is UCI?
The following is the broadest description of our core audiences. It clarifies the types of individuals we champion – those who are a part of, and contribute to, the University.
Fiercely dedicated individuals driven to make their mark in the world
This is the character of our brand. The following attributes guide the brand’s
look, feel and voice. It must: support the positioning, readily apply to creative execution, contribute to a distinct impression and aptly describe the organization.
The first or among the earliest in any field of inquiry, enterprise or progress
Necessitating courage and daring; fearless; resolute
Highly skilled; expert; proficient
Uncommon thinking; particular to an individual; unpredictable – following the course of discovery.