The document summarizes the branding efforts of the Recreational Sports program at UCSB from 2010. It discusses developing a single unified logo and brand identity, creating a brand story and slogan of "Where Gauchos Play", and protecting the brand identity through consistent logo use and marketing messages. The goal was to increase brand recognition of the program which previously lacked a cohesive brand and identity.

1. branding the
GAUCHO necessity
[ Legacy Overview: UCSB Recreational Sports ]
Recreational Sports is an essential component of the educational experience at the University of
California, Santa Barbara. The programs exist to enhance the quality of life on campus, and to
emphasize a well-rounded educational experience balancing one’s physical, social, intellectual and
emotional well-being.
The goal of the Recreational Sports program is to inspire growth of the mind, body and spirit through
[ The Story ]
integrate this vast program with an identity. The summer of 2010 was dedicated to one main
The program’s main challenge started with brand recognition. Intramural Sports, Sport Clubs,
Adventure Programs, Athletic Training, Open Recreation, Special Events, and facilities all served as
dilutions of this all encompassing brand. Past marketing attempts proved to be arbitrary in brand
recognition efforts. Multiple logos, countless tag lines, and inconsistent advertising messages
characterized UCSB Recreational Sports’ marketing attempts.
We developed a strong logo, three-word tag line, and the branding elements that supported their
Created a brand identity
Designed an all new visual style
Developed brand guidelines
Designed marketing concepts to help communicate the brand
Developed marketing materials and stationary systems
Built the brand from the ground up

2. branding
the horse
[ Logo Development ]
Recreational Sports. The company, had no unitary logo, and had gone about marketing their
associated website as a brand itself.
To increase brand recognition and to prevent further dilution of the brand, the Marketing Team
implemented a single logo representation of the program.
The logo combined both the “UCSB Recreational Sports” and “GauchosPlay.com” logos into one
united image. To give the brand the opportunity to visually identify itself.
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...LOGO...
w w w . g a u c h o s p l ay . co m

3. rec sports
brand story
[ The Marketing Vision]
The purpose of this vision is to create a story of the UCSB Recreational Sports brand. It is here to
brand’s story. This is an introduction into the brand.
UCSB Recreational Sports, Where Gauchos Play.
Here, the everyday stresses are dissolved.
There are no textbooks to read, no papers to write, no tuition fees to pay.
body to become one. This is the place where you experience unconstrained freedom, an outlet from
obligations.
Here, you can expect more - expect more from yourself, your fellow players, your experience. This is
the opportunity to explore your potential.
Your weekly IM game, three hour Sport Club practice, or trip with Adventure Programs is yours to
own. This is the place where the freedom to discover is yours. Claim it.
[ name ] [ logo ] [ slogan ]
UCSB Where
Recreational Gauchos
Sports Play

4. branding in
our terms
[ The “Brand” History ]
Pre-Summer 2010, the company’s marketing attempts can be described as “inconsistent.”
Fun, Fitness, and Friendship
No Experience Necessary
Forfeits Are a Bummer
PRIDE - Personal Responsibility in Daily Effort
There is Something for Everyone
UCSB campus, this lack in brand differentiation lead the audience to associate Rec Sports as a
facility, rather than the program that provided the facility.
[ Protecting the Brand ]
UCSB Recreational Sports is a participatory brand. It is Where Gauchos Play. Rec Sports offers
students the opportunity to engage with our brand through play. Whether on a court, with their team,
and our brand. It’s about the conversation that occurs amongst our community and ourselves.
promise, and our words are our bond with our audience. Protecting the brand can come from creating
a comprehensive marketing campaign to the very document you use. Correct logos, materials, email
responses, etc. are all part of the brand.
Branding Principles
Be a defender and an advocate for the correct logo use as much as possible
Everything with our logo is our brand
Every piece of paper, apparel item, poster display, etc. is an extension of the brand
Measure work based on “how it builds the brand” – if it doesn’t, then reconsider this representation
Give our representation a consistent and stable look and feel

5. our brand debut