ASUCD Brand Guide

The Associated Students, University of California, Davis (ASUCD) improve the quality of campus life by providing resources and services to cultivate a culture of involvement and student leadership. Join us as ASUCD connects the dots between all facets of our campus and builds tomorrow, together.

Building Tomorrow, Together. Connecting the Dots.

Our brand mantra invites students to take ownership of our campus and shape the future of our generation both at the University of California, Davis (UC Davis) and beyond. It brings us back to the heart of why ASUCD was founded back in 1915, when students identified problems on campus and took the initiative to devise a solution so that their peers and future students could have a better tomorrow. Our mantra also emphasizes collaboration, as our mission counts on the contribution of each individual.

Our driving motivations behind everything we do.

The core values make up our brand platform and distill our beliefs into four themes. This creates a structure for how we talk about ASUCD and lays the foundation of our identity and messaging. Our brand platform provides a framework for both internal and external communications and should also be reflected in how all of our individual units carry themselves.

Personality

Character traits that guide our voice and expression:

• Open-Minded
• Proactive
• Transparent
• Optimistic

Avoid representing the ASUCD brand in a way that highlights a negative context or storyline. Please adhere to the UC Davis Principles of Community.

Diversity & Inclusion

ASUCD provides a platform for students of all backgrounds to take ownership of their university. Transparency—honest and open communication—is the key to ASUCD’s performance. Every day, our goal is to celebrate our differences and what it means to be an Aggie.

Collaboration

There are many opportunities for cross-functional collaboration. ASUCD is a team-oriented organization that values vibrant individuals coming together to achieve common goals. We aspire to connect the dots between different aspects of our campus.

Community Impact

One of ASUCD’s fundamental goals is to create a proactive and positive lasting impact on the UC Davis community. Our units work hard all year to create environmentally-friendly events and opportunities to support fulfilling lifestyles at UC Davis.

Professional Development

ASUCD provides hundreds of opportunities for student leaders to develop themselves professionally. We believe that mentorship is a key factor in nurturing healthy professional development.

4 Pillars of ASUCD