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 UC Irvine in general. We each must honor this responsibility.

The goal of these brand guidelines is to help all of us who 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 narrative no matter how people hear from us.

Core Idea

Illuminating the differences that make a difference.

(The core idea is not a tag-line. A tag-line is an external, communicative line that powerfully expresses the vaue proposition inherent in the core idea.)

Positioning Statement

At UC Irvine, we believe in embracing the differences that make a difference.

From the beginning, we have understood the power of independent thought, 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, exponential and paradigm-changing.

Here we believe that the creation of difference-makers comes from a university that goes beyond classroom academics to improve lives. 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 center of intellectual and creative activity, deeply connected to and influenced by its community.