RCC Brand

The Riverside City College Brand

A brand is not just a logo, tagline, or product—it’s our reputation. It embodies how Riverside City College is perceived by prospective students, current and future employees, business partners, alumni, donors, and the broader community. Our brand reflects who we are as an institution and is one of our most valuable assets.

RCC has earned a long-standing reputation as a leading community college, recognized for its rigorous academics and deep commitment to inclusivity, diversity, and community engagement. These core values shape perceptions of RCC and are central to our brand.

The identity of Riverside City College is complex and multifaceted. It includes our history, mission, and institutional vision, as well as the experiences of those who have been part of our community—past and present. While our wordmark and slogan, "You Matter," symbolize and support the brand, the brand itself goes far beyond these elements.

Maintaining the integrity of the RCC brand is everyone’s responsibility. Consistency in how we present the College across all channels—whether in print, digital media, or visual imagery—strengthens and reinforces our message.

This Brand Identity Guide is intended to be a roadmap, providing guidance on how best to represent the College and its programs consistently and effectively, across all channels, in print and imagery. This guide is updated and maintained regularly by the College Marketing Resources Committee (MRC) under the direction of the Resource Development and Administrative Services Leadership Council (RDAS) and in coordination with College Business Services. Updates to the guide or issues related to branding that is not covered by the guide should be brought to the attention of MRC for discussion, evaluation, and revision. It is important that everyone upholds the integrity of the RCC brand and follow the standards stated in this brand guide.

Brand Identity

The RCC brand is not a logo. It is not a tagline or an advertisement. Our brand is our reputation supported by the perceptions of the communities we serve. This reputation is one of our most valuable assets and is reinforced by what we do, say, and present ourselves to the world.

This brand guide is meant to direct our visual identity and coordinate our message across all channels of communication. This will help us effectively differentiate ourselves from other institutions and reinforce our reputation among the communities we serve.

The RCC Brand Message

Your Future is Bright. Be Empowered. Be Transformed.

As an institution of higher education, RCC is proud of our tradition of teaching excellence that empowers students from diverse backgrounds to improve their lives through education. As Tigers, we take Pride in student success and our spirit of community that brings us together and transforms us.

Mission, Vision, and Values

Mission
Riverside City College serves a diverse Community of learners by offering certificates, degrees, and transfer programs that help students achieve their educational and career goals. The college strives to improve the social and economic mobility of its students and communities by being ready to meet students where they are, valuing and supporting each student in the successful attainment of their goals and promoting an inclusive, equityfocused environment. 

Vision
Riverside City College strives to provide excellent educational opportunities that are responsive to the diverse needs of its students and communities, and empowers both to be active participants in shaping the future.

Values

• Tradition and Innovation: We work collaboratively to develop flexible and creative solutions to meet the evolving needs of our community and embrace change while respecting our tradition and legacy of strong partnerships. Integrity and
• Transparency: We promote an environment of trust by being honest, fair, transparent, and equitable. We honor our commitments to our students, staff, and communities. Growth and Continual Learning: We commit to intellectual inquiry, reflection, professional development, and growth for all stakeholders. We adjust our teaching practices to provide equitable opportunities and outcomes and to encourage continual learning for our students, faculty, and staff. Equity-
• Mindedness: We promote social justice and equity. Responsiveness: We respond to the needs of our students and communities through engagement and collaboration. Student Centeredness: We create meaningful learning environments that value the strengths and experiences our students bring and that support students in developing and accomplishing their personal, education, and career goals.