Bearcats for Life is designed to meet future Bearcats wherever they are and follow them throughout their journey. This story connects with every Bearcat—from kids growing up in UC t-shirts to high schoolers exploring their options, from eager first-time applicants to transfer students searching for a community that fits, from online students looking to benefit from UC’s reputation to alumni who are shaping it.

By communicating with every Bearcat through one clear, emotionally resonant campaign, we can create a consistent experience for students at every phase of the funnel—building awareness, trust, and pride from the moment they first see the UC logo.

The goal isn’t just recruitment and retention. We’re creating lifelong fans. Proud community members. Engaged collaborators. Energized donors. We’re creating Bearcats for Life.

The Bearcats for Life design system is bold but approachable, representing both the drive that defines the Bearcats identity and the enduring community that unites us. The grid in the design system pushes the boundaries. The bold typography bleeds off the page and communicates the everlasting effect of UC. This campaign showcases handwritten type styles that breathe life into the design, showing individual journeys in relation to the overall evolution of community. Photography captures tenacity and authenticity, highlighting students in their element.

While the primary graphic should remain consistent when used as a graphic element, “Bearcats for Life” may appear as headline copy and may be adjusted to fit the layout.

Gotham Ultra is to be used as a header font and in oversized type applications. It should be utilized in all caps.

For subheaders, use Gotham Black in title case or all caps. For body copy, use Gotham Book.

Handwritten versions of the word “Bearcats” can be used as an alternate headline style. Each variation reflects the individuality of every Bearcat’s journey. Additional handwriting styles may be developed to further expand on this element.

Use only approved vector files to ensure scalability and consistency across print, digital ads, merchandise, and promotional materials.

Below are samples of the handwritten “Bearcats” in different uses. It can be used in oversized and small styles and overlap text.

For graphic representation of the words “Bearcats for Life” on websites, web-friendly and accessible fonts must be applied to maintain readability, compliance with accessibility guidelines, and brand alignment. Marketing + Communications will have discretion on approved font use on uc.edu applications.

The Bearcats For Life tape bars are used as a design element running horizontally or vertically. Use in a horizontal format for web and vertical for print formats. The tape bar helps direct the eye around the design. It can be used in both black and red with white text. Ensure that at least one instance of the copy/phrase is fully visible in each application. 

Image borders are used to frame a photo. Same-colored type can also bleed into the border.

Parts of a photo can be cut out and overlap text and solid color backgrounds. This unites text and image and pushes boundaries in the design system.

The off-centered grid alignment gives the campaign a sense of forward pacing, communicating that Bearcats build momentum for life.

Inspired by the geometry of progress and the spirit of expansion, freeform waves speak to possibility and upward momentum. They’re fluid, dynamic, and perfect for compositions that require motion or a layered feel. These waves are a visual metaphor for drive, adaptability, and the continuity of the Bearcat identity. Freeform waves can be used as a decorative element, to highlight a subject, or to add movement and texture.

These shapes blend clarity with creativity. Inspired by the fluidity of the freeform waves, contained waves serve as intentional framing devices that reinforce structure while embracing the organic. They are ideal for print layouts, digital headers, or any design that benefits from visual order with creative flexibility. Contained waves can be used as a decorative element, to highlight images or divide text, or to enclose content with emphasis.