• The University of California is major university in the United States with ten different campuses. However, they all have different brand identities even though they under the same umbrella of the university organization. 

    I created the brand identity to unify different campuses under this umbrella with unique visual identities while maintaining the classical and historical characteristics germane to the university.  

    I was inspired by the meaning of the university’s seal and motto, “Let there be light“. I imbued the university’s brand with power by hearkening back to the presence of the stylized tome that is part of their seal; it conveys the concept of knowledge.

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