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The Importance of Graphic identity is the sum of all the visual impressions associated with the UCLA name. With dozens of incompatible logos in use, UCLA’s graphic identity has been a jumble. The impact of any logo depends on continuous use resulting in a large number of impressions over a long period of time. Familiar logos are not “read” as words, but processed by the brain visually, evoking a complex set of associations much more powerful than words. By using a shared UCLA graphic identity system, we can help build upon UCLA’s reputation for excellence. We can increase the quality, efficiency and cost-effectiveness of our communications efforts. We can better reflect the diversity of our academic offerings — it will be clear that the many benefits of UCLA, from healthcare to education to the arts, come from a single institution. And in the long run, we will help foster an even stronger sense of affiliation with UCLA and its various academic and administrative units. The new UCLA graphic identity should be phased in. Existing inventories of print materials may be used up; new materials should incorporate the new graphics. Please do not weaken or diffuse UCLA’s identity. Use the materials and follow the standards described in this manual and available at www.identity.ucla.edu. The key elements of UCLA’s graphic identity are: a. The UCLA logotype
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