Using the UC Master Gardener Program’s branding guidelines helps us present a clear, unified identity across California. Consistent branding not only strengthens recognition of our statewide program—it also ensures that the information we share is accurate and reliable. These guidelines make it easier for county programs to save time, streamline communication, and present a polished, professional image in every interaction.
Resources:
- Rebrand - Information on the new rebrand
- Visual Style Guide - Logos, fonts, and color palette guidelines
- Writing Guidelines - Mission statement, tagline, naming protocols, and more
Questions? Contact:
Melissa Womack
Assistant Director, Impact & Communication
mgwomack@ucanr.edu
(530)750-1388
Branding
Most people think of a logo when they hear the term "branding." While a logo is an important part of our visual brand identity, a logo in itself is not the brand. A brand is how someone feels after they have an interaction with you — whether it be in person, in an email, or on social media.
Our Brand Family
The UC Master Gardener Program is part of a larger brand family. We are a "sub-brand" or program connected to our "parents" — the University of California (UC) and UC Agriculture and Natural Resources (UC ANR).
All of our materials and resources should feel like we are part of the same brand family. This connection strengthens recognition and builds credibility with the public we serve.
We all play a role in influencing perceptions and strengthening our overall brand. We do this by presenting consistent, credible, and authentic interactions. Our brand is defined by the overlap between what we claim, how we behave, and how others perceive us. Our brand is made visible through every word, image, and gesture.
UC Master Gardener Brand Attributes
Brand attributes (or brand personality) refer to a set of human characteristics that are attributed to a brand. These traits are useful in crafting the messaging, tone, and look and feel of communication materials.
The UC ANR brand personality traits reflect how people view the personality of our organization and are derived from market research data from studies conducted by UC ANR and UCOP in 2007 and 2013. Consider these attributes when crafting messaging and determining the tone and look-and-feel of all communication materials.
UC Master Gardener Brand Traits:
- Welcoming
- Optimistic
- Essential
- Curious
- Trusted
- Proven
- Practical
- Connected