District-College Branding Project

District logo has a royal blue bottom with the campus colors coming off of it like a sunburstFollowing a monthslong stakeholder engagement process that included surveys, presentations, and other feedback, the Board of Trustees adopted a new brand, which includes an updated logo, primary color, and typeface, as well as the introduction of a tagline for the District. The new District logo was one of several concepts developed based on input from students, employees, and community members. This feedback included comments that the District’s existing logo looks dated and is not reflective of our current mission, vision, and values. People also expressed a desire to see a stronger alignment between the District and college logos, including use of the same font. The introduction of a new visual identity system, including a new tagline for the District, “Be. Belong. Become.”, is an additional opportunity to connect the SDCCD to San Diego and the vibrancy of the communities we serve. The tagline captures the most critical elements of our mission – to create an environment in which every student, employee, and community member can show up authentically, experience belonging within a community, and achieve their goals to become the person they aspire to be.

Out of a dozen initial designs, following meetings with Chancellor’s Cabinet, District Governance Council, and the United Student Council, options were narrowed down to three logo finalists. Of the three, survey results showed a clear preference by students, employees, and community stakeholders. The selected logomark is inspired by the radiant energy of a sunburst, which can be seen as a beacon of inspiration and positivity across the District and colleges. It incorporates the colors of each of the colleges and introduces a new cyan blue for the District to help differentiate it from Miramar College’s teal green. The new District logo incorporates the same typeface as the colleges, which will create a more unified look.


With approval of the new District logo, work can proceed on development of a complete visual identity system that includes several versions of the District and college logos to be used in all official communication. Logo and brand guidelines also will be prepared to allow for a smooth transition during the 2024-25 academic year.

We understand you may be excited to begin using the new logos but ask that you to wait until all the resources you need are in place. If you have questions please contact District Communications and Public Relations at cpr@sdccd.edu.

Thank you to everyone who participated in this process. Additional updates will be provided as we get closer to a full brand launch during the fall semester.

Gregory Smith 

Logo finalists Survey Results, Spring 2024

July to September 2023 Brand Research audit of existing branding, logos and visual identity. Analysis of over brand. September 2023 to January 2024 Stakeholder engagements one on one interviews group discussions digital surveys. Findings and Presentations presented engagement findings to chancellor’s cabinet district governance council. Brand recommendations. January to April 2024 Strategy and design concepts. Set project goals and objectives. Brand logo design concept sketches. Design testing. Presentations to United Student Council, Chancellor’s Cabinet and District Governance Council. Digital Surveys. April to June 2024. Final logo and brand guide reveal. Announcement of new logo. Development of brand style guide. Brand training sessions with employee stakeholders ongoing.



Branding Project FAQ
Why is the San Diego Community College District engaged in a rebrand and changing its logo?
On July 21, 2022, the SDCCD Board of Trustees adopted the 2023-2030 Strategic Plan. A key element within the plan is the identity of the District and its four colleges, San Diego City, Mesa, Miramar, and Continuing Education. A strong visual identity system reinforces the mission, vision, awareness, and value of the District and colleges within and outside the SDCCD. Ensuring the District’s logos, typography, colors, and other visual elements align with its desired identity is an important element in communicating the SDCCD’s purpose to students, employees, industry partners, and other stakeholders. The District’s current logo was created in 2005 and refreshed in 2017. Since then, much has changed in the world, and it was time to assess how well the District’s current visual identity system reflects the SDCCD’s purpose within the community and how that fits with the vision set out to achieve by 2030.
Will the individual college logos change?
Currently there is not a plan to change the college logos. However, based on community and stakeholder feedback, if there is a strong desire to change or modify the existing college logos to be more cohesive with the District, that discussion might be worth looking into in the future.
How was Selbert Perkins Design chosen to work on the rebrand project?
In spring 2023, the District put out an RFP related to branding, and Selbert Perkins Design was among more than 15 firms that submitted proposals for the project. SPD's work with various public organizations and their emphasis on conducting the project in a clear, transparent manner set them apart from other applicants.
Who gets to weigh in on the rebranding process and choose a new logo?
From the start, the District wanted to make sure stakeholders from all areas within and outside SDCCD were included in the process to make sure diverse voices and viewpoints were being shared. A survey to gauge people’s feelings on the existing brand was sent to SDCCD employees, students, and community members. Selbert Perkins Design also conducted 15 1:1 interviews and six group discussions with Board of Trustees members, College residents, public information officers, Academic and Classified Professionals Senate leaders, student groups, and development directors.
What will the rebrand include?
At this time, the scope of the project is to update the District’s official logo. Additionally, consideration is going into the creation of a tagline that quickly expresses the District’s mission and value to the community, as well as an official District seal that would mirror the new logo and be used for specific internal purposes.
What is a tagline? Does one already exist for the District?
A tagline is a brief phrase or message that is used to garner attention and express a brand’s value in a memorable way. The SDCCD does not currently have a tagline.
Is there anything I need to do as a result of this change?
A soft launch of the new logo design will take place starting in May with a full implementation during the 2024-25 academic year. Resources, such as a branding guide and templates, will be provided to make the transition simple and easy. We recognize the current logo exists in numerous places including on building signage, swag, business cards, stationery, etc. It will take some time before the old logo is completely retired, and we encourage you to use up your current supplies before ordering anything with the new logo.
When can I start using the new District logo?
The District’s Department of Communications and Public Relations recognizes there is a lot of excitement around the announcement of a new logo. However, we ask that you wait until all resources you need, including logo files for print and digital use and brand guide with usage parameters are provided. We estimate these assets will be available ahead of the start of the fall 2024 semester.
How was the new brand developed?
With a new Strategic Plan adopted in 2023, the District embarked on a District-College Branding Project to help clarify its mission, vision, and values so that more people can better understand what the SDCCD is and how the community can benefit from the programs and services offered at its colleges. With initial input from students, employees, and the community on what they would like to see the District’s brand communicate, partner Selbert Perkins Design developed an initial 12 logo designs, as well as several tagline options. Through various presentations to District stakeholder groups, the 12 designs were narrowed down to three final options that were voted upon by students, employees and community members and a final design, which constituents felt was welcoming and best embodied community, education, and growth, was selected.
What’s the meaning behind the new logo?
The sunburst logo design is inspired by the radiating energy of the sun. It serves as a beacon of inspiration, unity, positivity, and growth across the District and colleges. The dynamic design reflects the ever-evolving nature of education, as well as the District’s dedication to fostering a welcoming environment where every individual knows they can succeed. The rays are a balance of all four colleges represented by their colors with the foundation of the District supporting all colleges.
Why is there a new color for the District?
Constituents told us there was a strong desire to, in some way, incorporate the individual colleges into the District logo. While City, Mesa, and Continuing Education colleges each has its own distinct identifying color, Miramar College’s color was nearly identical to the existing District teal. As such, a new District color, a cyan blue, was identified as not only a complementary color to the college colors, but one that was unique from Miramar College and allowed for greater distinction between the two.
When and where can I get a copy of the new logo?
The District, in partnership with Selbert Perkins Design, is currently working on all versions of the new logo. New files will be available closer to the start of the 2024-25 academic year in August and will be made available for download on the District’s website.
What do I do with the remaining supplies that have the old logo on them?
The rollout of the new brand will be gradual. We encourage that existing resources be used up before tossing and/or reordering new items, including business cards, stationery, promotional items, etc.
In what order will items be rebranded?
The District aims to have business collateral, such as business cards, stationery, e-mail signatures, and District Zoom backgrounds, available at the start of the fall 2024 semester start.
When can I order new business cards?
Please use existing business cards before reordering a new supply. A template for business cards with the new District logo will be available at the start of the fall 2024 semester.
What are brand guidelines and why are they necessary?
There are a lot of components that go into having a cohesive brand beyond the logo itself. Brand guidelines provide usage parameters that help make sure all elements are used presented consistently and in their intended ways. Additionally, these guidelines help ensure all parties use the brand’s elements consistently across all platforms, which ultimately helps the larger SDCCD community to be able to identify and relate to the brand. Based on these new brand guidelines, a District style guide will be provided.
How does the new brand affect the District website?
While conducting the District-College Branding project, the District also has been working with partners 25th Hour to redesign the District’s website. A new look and feel of the District website, which will incorporate the District’s new logo and color, is slated to launch in early September.
Who do I contact if I have questions?
All questions about the District’s new logo and overall brand can be sent to cpr@sdccd.edu. This landing page will continue to be updated as the brand rollout continues over the summer.