Exterior of UC San Diego's Sixth College Dining Hall with staircase in front of wood facade with directional and identity signage on canopyExterior of UC San Diego's Sixth College Dining Hall with staircase in front of wood facade with directional and identity signage on canopyExterior of UC San Diego's Sixth College Dining Hall with staircase in front of wood facade with directional and identity signage on canopyExterior of UC San Diego's Sixth College Dining Hall with staircase in front of wood facade with directional and identity signage on canopyExterior of UC San Diego's Sixth College Dining Hall with staircase in front of wood facade with directional and identity signage on canopy

San Diego, California

UC San Diego Dining Hall

RSM was brought onto the team for the new dining hall at UCSD’s Sixth College to simultaneously create five new brands from scratch, from the name, logo, brand expression and sign program.

Markets

Food Halls
Education

Services

Branding & Logo Design
Environmental Graphic Design

Client

UC San Diego

Design awards

Creative Communication Awards, Winner in Environmental Graphics / Functional Typography
,
2022

The Branded Environment

The goal of the project was for each venue to feel like its own uniquely branded restaurant. Each brand aesthetic has an immediately recognizable sensibility that ties back to its menu, while also complimenting the modern beach house architecture of the entire space.

Sixth Market

The naming behind Sixth Market reflects the name of the exisitng student store in the first generation Sixth College campus. Eventually, the college will be given a new name, but the logo let’s the origins of the college live on. A large mural in the market uses historic photos from the original campus.

Rooftop

The warm amber glow of the flames in a kitchen and traditional flavors of the grill inspiree the form making for this venue. Rooftop will become an outdoor dining venue for students and guests.

Makai

“Makai” is traditionally known as the Hawaiian word for “the water side of things”. With plenty of offerings of fresh fish and seafood, the logo and brand vision embraces an island-style approach. With soft textures made of wood block prints and bright colors inspired by island tones in the signage design, Makai makes a welcoming appearance for guests as they first enter the dining hall. 

Crave

Crave offers farm-fresh ingredients and healthier options for university students and guests. The branding and logo design models a clean and simple approach to the typography and an illustrative mark. The sign application at the foodhall stand integrates a living green wall to inspire the community to eat fresh.

Noodles

“Noodles” is a playful name for this restaurant that expresses the menu with clarity. The shape of the typographic logo is intended to mimic the fluidity of noodles. The design team crafted a neon signage design of the logo that will be placed in the food hall interior.

Wolftown

This dining destination is for fast and casual options that are often campus favorites. The RSM Design team worked to create a playful expression for the Wolftown brand aesthetic. The final storefront graphic will include a mural painted by San Diego based muralist, Max Moses.

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