Corporate Visual Identity System
Guidelines for a Consistent Visual System of the UPV’s image.
The corporate identity of the Polytechnic University of Valencia clearly reflects the personality of this institution. The choice of typefaces, colors, graphic symbols, and layout options is not random. On the contrary, it is designed so that its distinctive features can be recognized at a glance. Therefore must be respected and is mandatory.
The Communications Department is responsible for the UPV’s corporate identity.
· UPV Communication Guide
The Communication Guide from the Polytechnic University of Valencia is an essential reference document for all members of the university community who create institutional content of any kind: from those who interact with the public in person or over the phone, to those who develop websites, brochures, or videos, as well as administrators of institutional social media profiles.
The UPV Communication Guide includes the Corporate Visual Identity Manual (MIVC)) with the recent addition of the user guide for the UPV’s (Poli) new pictogram. /*New/
Compliance with the Corporate Identity Manual (MIVC) It is essential for community members or external providers who create corporate content such as websites, brochures, or videos, social media content, etc.
TABLE OF CONTENTS
+ Figma Version (Developers) >> UPV Web Style Guide
Elements of Visual Identity
Elements of Visual Identity
The UPV Brand
Guidelines for Use:
The UPV brand is indivisible and unchangeable (Symbol/coat of arms + Logo/lettering)
Download the UPV brand files .zip (PNG, PDF, SVG…)
The MIVC provides all the guidelines regarding the use of the UPV brand, including correct and incorrect usage, coexistence of the brand, and more.
Institutional Identifiers: The UPV Brand
Any institutional use of the trademark, whether in the public or private sector, requires a request and approval from the UPV:
Application for Use of the UPV Trademark
The brand and sub-issuers.
Vice-Rectors’ Offices, Divisions, Services, and other sub-entities are listed in the text next to the UPV logo. See the MIVC section 2.1.5 Institutional Identity and Identity of UPV Sub-Issuers.
The Brand and the Campuses
Set, with “UPV” written horizontally and the name of the corresponding campus. See compositions and uses in the MIVC, section 2.1.4.
The UPV Graph
The element that refreshes the brand image
The UPV logo remains unchanged. An element is added, the UPV graph, which supports the brand image by updating the University’s image and improving its visibility and institutional recognition.
It serves as a secondary brand and is used for promotional purposes.
THE UPV GRAPH
The link between brand and modernity
For the implementation of the new logo, four colors have been selected for use in communications and corporate materials. These colors are red (used exclusively when the sender is the institution itself at the highest level or the president), gray, yellow, blue, and white.
The graphic will only be used without the university’s name when it is shared through a verified communication channel (email, website, social media, etc.) or used as a graphic element. Refer to the manual for full details on usage and application.
*There are 8 official designs for use in promotional materials and other applications, all of which must include the name of the UPV.
The UPV’s New Pictogram
The latest addition to the UPV’s visual identity system
This is a significant new development in the UPV’s visual identity, designed to convey a sense of approachability and freshness and to present a more human and relatable image in its communications.
This new character will be associated with the brand and the UPV logo and will appear in both digital and physical media, participating in campaigns, activities, and outreach efforts aimed specifically at students and the university community.
Poli
Brand Identity and UPV Visual Identity
This element is conceived as a strategic communication asset, designed to complement the current corporate identity. It is intended to work alongside the UPV brand and graphic system to complement the existing graphic identity, coexisting with it while bringing versatility and a human touch to communication.
UPV (Poli) Pictogram User Guide, Chapter 2.5 of the MIVC
Poli It’s here now, so we’ll have to learn how to use it.
And that’s why we’ve published a guide, including usage guidelines from Poli: composition, color, expressiveness, and how it should be used in conjunction with the brand and the UPV logo. In addition to prohibited uses.
Important Note on the Use of the Pictogram: The character/mascot Poli may not be used to create trademarks, logos, etc.
Download the UPV’s brand elements and templates
Digital Accessibility
On June 28, 2025, Law 11/2023 came into effect in Spain, transposing European Directive 2019/882 on accessibility requirements for products and services. This regulation requires us to ensure the accessibility of our digital channels. There are many small, everyday actions that anyone can apply when creating or sharing digital content (email, websites, social media, documents, videos, etc.). Find out more!
Accessibility is a way to communicate more effectively and to build a university that is more inclusive and open to everyone.
yosedo _Image Unit · ACOM
IMPORTANT:
When adding content to the website, ensure that it more than meets the accessibility criteria—at least Level AA—for text on colored backgrounds.
Important Notice:
– The Accessibility Act applies to all communications and media/devices –.
By law, the government, the universities and some companies—such as banks, electric utilities, water utilities, and transportation services, among others—are required to make their web content accessible.
Use all available means to create accessible content. Use color in a way that complies with web accessibility standards and those of any digital medium.
UPV Promotional Materials / Merchandise
The Communications Department is responsible for reviewing and approving all promotional material produced using the UPV brand.
Inquiries and advice: image -AT- upv.es (ACOM, Yolanda Segura)