Design Assets
Building Tomorrow, Together
Our visual identity uses geometric patterns based on the idea of “building tomorrow, together” and “connecting the dots” to create our brand vocabulary. Made primarily of squares, each square can be filled with something different inside.
These geometric patterns can be styled as lines or filled shapes. This modular system provides a flexible structure where creativity and play can thrive while still maintaining a consistent look.
The geometric shapes can also overlap to create designs with more dimension and reflect the dynamic spirit of ASUCD.
Here are some examples of how these patterns can be shown:
Connect the Dots
The secondary positioning statement of ASUCD is “connecting the dots” on campus, reflecting how we connect students with one another and to their interests. This can also inspire designs that “connect the dots” between shapes or forms.
The logo itself can also be used as a graphic element on the page or can be expanded into a dot grid pattern. Since it is made up of circles, we encourage designers to get creative with the logo (i.e., recreating it using physical circular objects and taking a picture).
Introducing Dottie
Dottie the Cow is ASUCD’s new official cow! Designed to make ASUCD’s brand more cohesive, our cow strengthens our identity and messaging while reinforcing our “by students, for students” mission. Dottie is more than just a cow—Dottie represents a student actively engaging with ASUCD units. The aim of this cow is to resonate with students and bridge the gap between ASUCD and the student community.
Dottie’s name comes from our slogan “connecting the dots.” The design reflects ASUCD’s classic five-dotted logo, with the two horns representing the two upper dots and the three rounded tufts of hair representing the bottom three dots.
Download Dottie
You can download an svg, pdf, or png of Dottie to use in your designs. ASUCD has several Dottie Designs, and we also have unique Dottie designs for each ASUCD unit!
All of these designs can be found in the ASUCD Logo Library or within our Canva Pro Brand Kits.
Background
Given UC Davis’ history of being an agricultural school, Dottie is designed as a black and white Holstein, the most popular breed of dairy cow in California. This design was selected by students
to represent the student body (in line with our “by students, for students” mission). We chose an anthropomorphic design because we want students to be able to imagine themselves as Dottie experiencing all of the amazing resources and events ASUCD has to offer.
Personality
Character traits that guide Dottie’s voice and expression:
• Amiable
• Kind hearted
• Optimistic
• Inclusive
• Fun-loving
Usage
Based on our core goal of “oneness,” we customized Dottie to fit each unit. Using these variants brings consistency to our brand and makes it easier to attribute Dottie to ASUCD as a whole. To avoid brand confusion, use your unit specific cow whenever possible. Dottie must not be used as a primary identifier; the cow is meant to support your current assets (logo, lockup, etc.), not replace them.
When to Use
Dottie is great to use for promotional content for specific events, Instagram, graphics, flyers, etc.
Do's and Don'ts
Do
• Use Dottie!
• Stay consistent with the ASUCD brand
• Use Dottie positively and reflecting ASUCD’s values
• Use Dottie as an additional element to your existing ASUCD logo
Don’t
• Don’t create your own cow design
• We want Dottie to be recognized, so use Dottie to maintain consistency
• Never alter the cow icon without approval
• For example, never change the color of Dottie’s spots or alter Dottie’s expressions
• Don’t distort the proportions of the cow
• Don’t modify in any way
• Do not use Dottie one non-asucd promotional materials
• For example, use your unit’s logo and unit specific cow icon, not just Dottie.
Contact projects@creativemedia.ucdavis.edu with questions on how to use Dottie or any specific Dottie design requests.
Proportions
The minimum width of using Dottie is as follows:
- 1 inch for head only
- 1.5 inch for half body and full body
Any dimensions smaller than that will negatively impact visibility
