Having logos impact the way the public perceives an entity. This ranges from conveying a set of values without using long texts to establishing connections with others (Westgarth, 2018).

The UP Seal is the official representation of the University of the Philippines system. Adding elements or editing the seal, like arbitrarily changing colors or reducing opacity, is prohibited. As such, the UP Seal ought not to be tampered with or modified in any way.

Following the 2005 Revised Code of the University of the Philippines System, the UP Seal is approved by the Board of Regents in which “a constituent university may adopt the University Seal indicating its name and year of establishment.”

In some cases, both the seal and logotype are used simultaneously. As exemplified above, the prescribed labels are: (1) University of the Philippines, (2) Unibersidad ng Pilipinas, and (3) UP. The allowed configurations, as directly listed in the manual, are as follows:

• Horizontal - to be used in documents

• Stacked - to be used for large reproductions (i.e. horizontal banners and signs)

• Vertical - with limited horizontal space, the Logotype “UP” may be used provided that it is placed under the Seal; the text color is also set to 80% black to create a visual hierarchy

One can also consider that the horizontal and stacked applications of the logotype and the seal can either have the English or Filipino version.

The Oblation remains as one of the most identifiable marks of the university as it has a historical narrative significance. Created by National Artist Guillermo Tolentino, it symbolizes the willingness to sacrifice in order to “achieve higher aspirations for the nation and for the people.”

Feloni (2014) reports that colors are important in logos not only because of recognizability but because it evokes a set of emotions to the public. Moreover, colors also become factors in establishing uniqueness which is why keeping a consistent palette is imperative.

Sanders (n.d) forwards that typographic palettes serve as a non-verbal form of messaging wherein these bind communication across different platforms. These also help promote the extent of recognizability as well as consistency.

The UP branding uses various typefaces to ensure clarity and uniformity. Some of these include:

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