University of California, Riverside


Supporting the Brand

A strong and unified brand is invaluable. It significantly enhances the consistency and coordination of our campus communications efforts and conveys a professional and positive image. It allows us the opportunity to attract and retain the best employees, students and faculty, to establish partnerships within the community and to show supporters that our brand equity is a valuable commodity.

Brand Consistency

It begins with you. Brand consistency throughout our institution is essential for us to be successful. Consistency ensures the sustained growth of UCR’s personality and reputation.

Brand Attributes and Descriptors

As you develop creative concepts and copy for campus publications or presentations, look for ways to illustrate one or more of UCR’s brand attributes and descriptors:


  • An inclusive community that reflects the modern face of California
  • Excellence
  • Exploration and discovery
  • Opportunity


  • Entrepreneurial
  • Excellent
  • Friendly/welcoming
  • Global
  • Inclusive
  • Innovative
  • Intellectually stimulating
  • Intrepid
  • On the rise
  • Open
  • Results-oriented
  • Youthful

Schedule a Consultaion

We are happy to work on a consultancy basis with colleges and departments across campus to help create an overall marketing strategy, and to offer specific guidance on communication projects. For more information or to schedule a consultation, please call (951) 827-2494 or e-mail us.

Tools to Help You Succeed: Our marketing toolkit is a great resource to help you get started.

You can download print-ready logos, browse the photo gallery for the perfect image or glance through our strategic guides and creative briefs for marketing and writing tips.

These key characteristics are designed to support the UCR brand and should be considered broad themes within which many different programs, people and opportunities can be highlighted. They are not designed to serve as advertising slogans or taglines, but rather as the "big ideas" or major themes that distinguish UCR from other institutions.

As you develop copy for new campus publications or presentations, look for ways to illustrate one or more of these major themes in order to help build and reinforce the UCR brand among different audiences. Additional resources are available to assist you through University Communications.

More Information 

General Campus Information

University of California, Riverside
900 University Ave.
Riverside, CA 92521
Tel: (951) 827-1012

Department Information

1156 Hinderaker Hall

Tel: (951) 827-6397 (951.UCR.NEWS)
Fax: (951) 827-5008

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