Visual Identity




Visual Identity Toolkit

Visual identity creates a consistent presence. How do we create consistency?

Our visual identity reaches people at every touch point they experience in their relationship with us. Our visual representation means we show up in a memorable way — instantly recognizable as an inspiring place where open thinking leads to ideas that change the world.

UBC’s brand visual elements — our logo, wordmark, signature, typography, and colours — should act as a foundation for all of our communications to better reflect the promise we are making to our students, faculty, staff, alumni and the broader global community. How we appear in the world should tell our story in a collective voice to inspire, motivate and educate in any context.

Here are some examples that bring this to life.

Key Considerations

Key Considerations for Visual Identity

What are the key elements of UBC’s visual identity?

Our logo, signature, typeface, and brand colours anchor UBC’s visual identity.


Will the audience associate the final work with UBC?

Keep in mind that consistency strengthens UBC’s presence in the world. Our work should have instant association with the UBC brand wherever it is experienced.


Does the design fit the selected medium?

Each medium, such as print, web, or outdoor signage, has its own specific considerations, advantages, and limitations. Create and plan content to optimize its presentation and distribution.


Does the design utilize existing brand templates?

For many design-related projects, there are UBC brand templates available in the downloads section of the brand site. We strongly recommend you use these templates for your brand communications.


Does it target the specific audience?

For example, formal communications should have a more conservative layout and colour palette, whereas material aimed at students can be more fun or go ‘out of the box’.

Think Strategically

Think Strategically

Make the most out of your project. Here are some strategies that we think will help you.

  1. Develop a creative brief for the project.
  2. Obtain copies of Whitney and Guardian Egyptian, UBC’s official fonts, by filling out this form.
  3. Ensure that you have the current UBC signatures, which can be downloaded on this site. Also, check the templates and assets pages to see if there is a UBC template available to use before creating your own layout.
  4. Check that you have the proper size and specs for the project.
  5. Consider whether or not what you are creating will be accessible and understandable. For example, will people with vision problems be able to read it?
  6. Meet with your supplier, print or paper representative, web programmer or signage production representative. Inform and consult with them thoroughly about your project, ask questions and set up regular ‘check-ins’ to avoid any misunderstandings on process or deliverables.
  1. Use the UBC colour palette and your faculty or unit’s identifying colour, if applicable.
  2. Commission a photographer to shoot ‘on-brand’ photography. When shooting or art directing, think of all the possible applications for the photo (ex. tall and narrow for posters or banners, wide and shallow for web-banner ads). Also think about adding ‘quiet space’ in the image for headlines and text. If you are unable to hire a photographer, look to the Communications and Marketing Flickr site for high-resolution images that are available for free to the UBC community.
  3. When working with a supplier, ensure that you’re using the proper colour mode. Note that colour modes are divided into two main streams: RGB (digital) or CMYK (print). Don’t hesitate to ask questions and confer with your supplier at every phase of the production process.
  4. Step back and assess whether there is a clear hierarchy in your design. Viewers should be able to easily see and understand the important information they need.
  5. Save files in formats that ensure their usability in other applications or at other sizes.
  1. Gather and organize all related files (correspondence, proofs, quotations, artwork, links). Archive the complete file.
  2. If your project is a part of a series, ensure that the look and feel is carried throughout the entire series or campaign.
  3. If possible, follow up with end users and audiences to gather feedback. Utilize the feedback in future projects.



UBC Logos, Signatures and Visual Identity elements

The visual building blocks of the UBC brand. Here you will find the official UBC logo, signature options and the core elements that make up our visual identity.

Print and Presentation Templates

Please use these templates when you are printing materials or presenting as a UBC staff, faculty, or officially on UBC’s behalf.

Advertising Templates

External communications always require careful consideration. Please use these official templates for any advertising you will be publishing.

Order Stationery

Official UBC stationery items, including business cards, letterhead, envelopes, and Word templates, are available for all UBC faculty and staff.

Request our institutional typefaces

UBC has license packages of our institutional fonts that are available to all UBC faculties and units for free. To acquire a font package, please fill out the following request form.



Opportunities to gain new insights and communication skills, whether you are a new or seasoned communicator, are always available to you at UBC.

Upcoming Workshops

DesignThinkers Vancouver

Conference — May 29 & 30, 2018 at the Vancouver Playhouse
Registration options range from $330-$725
DesignThinkers, Canada’s only annual conference for visual communicators, is a must-attend for informed, forward-thinking creative communications and design professionals. This inspiring two-day event offers in-depth analyses of trends and best practices in branding, design thinking, design management, communications technologies and user experience with a range of opportunities to exchange ideas with colleagues.

Training Videos

UBC Unit Signatures — A Conversation with Matt Warburton