Brand lookbook

Examples of how the UCalgary brand is used around campus, in print and online. Lookbook updated annually.

Questions about a project? Email brand@ucalgary.ca

Launched in 2022, Start something celebrates the entrepreneurial spirit of our students, faculty and community. The visual identity for this institution-wide initiative needed to be exciting, creative, and adaptable.

The campaign is anchored by a series of campus experience installations. These environmental graphics immerse visitors in the energy of Start something, create brand recognition, and enliven our campuses.

All faculties and units are encouraged to use the Start something brand if a project speaks to the spirit of entrepreneurial thinking. Browse the photos below to see how Start something has been embraced and used to build a bold, representational brand for UCalgary's future.

Bulkhead over large glass doors covered in Start something graphics

Start something graphics decorating the walls of a lobby

Gold Start something spark decorating the ceiling of an alcove

Three large pillars completely wrapped in colourful Start something graphics

Long, large mural of a classroom and Start something graphics

Mural of a person wearing virtual reality goggles with Start something graphics

Large pillar completely wrapped in Start something graphics

Large, long mural with Start something graphics

Hands holding a tablet with the Start something webpage

Large 3D spark on wheels in front of the Olympic Oval

Students Union president and UCalgary Chancellor standing in front of five colourful pop-up banners

Two students in a lobby encouraging passersby to have their say about UCalgary's strategic plan

A report propped up on a table in front of a stage

Two people in red talking on a stage with large screens behind them

Tour all our Start something campus experience graphic installations: download the printable map

Custom faculty sparks showcase the unique energy and spirit of each UCalgary faculty, while linking to the overall Start something campaign. This customization allows for flexibility within the greater campaign structure, while helping faculties stand out from university-wide assets. Each spark features a unique pattern which can be used to enhance and connect faculty level materials outside of Start something. Browse examples of how faculties are strengthening the UCalgary brand below.

Student in a meeting room with a graphic spark behind their head

Two students in a science lab one is wearing googles with a graphic spark behind their head

Laptop open on a coffee table to the Faculty of Nursing website

Two students walking through a research lab with a spark behind one students head

Laptop open on a coffee table showing the Faculty of Law viewbook

Hallway in the Faculty of Law with wall graphics

Two students building an model one has a spark graphic behind their head

Two students in a kinesiology lab and one has a spark graphic behind their head

The Faculty of Kinesiology strategic plan

A student working on an electric vehicle with a spark graphic behind their head

This visual treatment was developed to identify, elevate and celebrate convocation every spring and fall. It features silhouettes of campus landmarks and uses classic UCalgary red paired with an exclusive metallic gold effect. Our graduates are remarkable and deserve special recognition in all the details of their special day.

Group of UCalgary graduates during convocation

Red menus placed on a beautiful banquet table setting

Red sign with gold details on an easel directing to a registration table

A red table number on a beautiful banquet table

A mobile phone showing a red graphic in a social media post

Printed program with a red cover with gold details

Photo of a smiling graduate with the #UCalgarygrad hashtag

Red sign on a digital billboard congradulating graduates

Images of UCalgary campus, graduates, and university President with a gold overlay

Browse the full convocation program

This annual event features two weeks of campus-wide speaker events, activities and workshops. The diverse UFlourish event is fused by an inclusive identity that represents a commitment to community mental health and well-being.

View the entire UFlourish Reflection Notebook

Drawing thousands of visitors and athletes each year, the Kinesiology complex, Jack Simpson Gym and Olympic Oval are buzzing hubs of activity. To build on this energy, the UCalgary brand and Start something visuals were incorporated throughout the complex. Environmental graphics, displays, speed skate uniforms and zamboni wraps were given bolts of colour, amplifying the excitement running through the complex.

Two speed skaters modeling branded skin suits

Display case of memorabilia for Women in Sport

Large support pillar wrapped in colourful graphics

UCalgary is partnering with more than 130 organizations to transform child health research in Canada, promote Indigenous-led knowledge creation and self-determination, and drive discovery and innovation with the help of $268 million in support.

The One Child Every Child brand helps tie all these efforts together in a recognizable, child-centered visual identity. The announcement event also featured a reading of the UCalgary-produced storybook, Little Spark's Journey, created to help kids understand their value and their potential.

Podium and screen at the front of an audience

A group of kids in red t-shirts signing a large graphic board

A phone in a hand showing an Instagram feed

Kids in red t-shirts sitting on a green carpet

Group of kids sitting in front of a woman reading from a story book

Ghostly animals lit by a fallen star in an aspen forest

An open story book on an orange background

Read Little Spark's Journey

The Schulich School of Engineering needed a visual treatment that reflected the energy, enterprise and excellence of their strategic plan. This chevron pattern was adapted to promote other initiatives including their Makerspace and industry events like Schulich Connects. Chevrons also appear in the Start something spark specially designed for Schulich use. They've become a strong visual anchor to Schulich's innovation and impact.

Phone showing a social media post promoting the report

A meeting room with colourful wall graphics

Read the full strategy

UCalgary alumni groups and events have been represented in countless ways over the past 50+ years. This visual identity compliments the greater UCalgary brand while being boldly alumni-focused. The alumni wordmark, notable for including the UCalgary crest, will establish a new legacy for our alumni community.

The wordmark and graphic treatments are flexible to promote and differentiate alumni initiatives like The Arch Awards and Alumni All-Access while still making them part of the greater alumni identity.

Young woman sitting on a couch with a graphic square around her head

Button pins and stickers displayed on a table

UCalgary Giving Day is an annual opportunity for contributors to give matched donations to support students and the amazing work done at the university. There are many and diverse messages for the Giving Day audience: an energetic and recognizable graphic treatment, combined with inspirational photography, helps unite all channels for a clear call-to-action.

Colourful thank you card and red envelope

Creating Tomorrow is a live event series showcasing the changemakers who embody UCalgary’s innovative and entrepreneurial spirit. To distinguish this series from other Start something initiatives we used classic colours from UCalgary's palette (red and gold) combined with impactful black and white imagery. Three successful events featuring quantum, child health and wellness and water have sparked motivating conversations with our engaged community.