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 & Beverage
Education

Services

Branding & Logo Design
Environmental Graphic Design

Client

UC San Diego

Design awards

Creative Communication Awards, Winner in Environmental Graphics / Functional Typography
,
2022
White "Sixth Market" dimensional project identity signage mounted to wall for UC San Diego by RSM Design in San Diego, California.
White "Sixth Market" vinyl identity graphic on window for UC San Diego Sixth Market dining hall by RSM Design in San Diego, California.

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.

Black "Sixth Market" dimensional letter entrance project identity sign with halo illumination mounted on wall above entrance by RSM Design for UC San Diego Sixth Market dining hall in San Diego, California.
Historical images of the original UC San Diego campus etched on wood for UC San Diego Sixth College dining hall by RSM Design in San Diego, California.
Detail of white "Sixth Market" dimensional letter project identity mounted to facade for UC San Diego Sixth Market by RSM Design in San Diego, California.

Sixth Market

The naming behind Sixth Market reflects the name of the existing 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.

"THE ROOFTOP" open channel letter identity with exposed warm light bulbs sign for UC San Diego Sixth College dining hall by RSM Design in San Diego, California.
Red directional open channel arrow with exposed light bulbs mounted wall by staircase above black "THE ROOFTOP" dimensional letters signage for UC San Diego Sixth College Dining Hall by RSM Design in San Diego, California.
Mounted wall directional for "THE ROOFTOP" shown mounted to wall by staircase leading to dining hall building with "THE ROOFTOP" open channel letter primary identity with exposed light bulbs for UC San Diego Sixth College Dining Hall by RSM Design in San Diego, California.

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" primary identity made from resin with M in the color yellow, a in light blue, k in light green, a in teal blue, and i in purple. Both a's of the sign sit back from the M, k, and i for added dimensionality. Branding, signage and wayfinding for UC San Diego Sixth College Dining Hall by RSM Design in San Diego, California.
Close up of colorful resin sign identity for "Makai" in UC San Diego Sixth College's dining hall by RSM Design in San Diego, California.

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. 

Angled, looking up view of "crave" primary identity in white pin mounted to green plant wall in UC San Diego Sixth College's dining hall by RSM Design in San Diego, California.
Straight on view of "crave" primary identity in white pin mounted to green plant wall in UC San Diego Sixth College's dining hall by RSM Design in San Diego, California.

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.

Neon tube lettering sign spelling "Noodles" in a warm light mounted to canopy above vendor in UC San Diego Sixth College's dining hall by RSM Design in San Diego, California.
Rendering of neon tube lettering sign spelling out "Noodles" in a warm light at a side view for UC San Diego Sixth College's dining hall by RSM Design in San Diego, California.

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.

Detail image of Wolftown's painted mural by Max Moses with bold colors and graphics for UC San Diego Sixth College's dining hall by RSM Design in San Diego, California.
Storefront of Wolftown with painted mural by Max Moses with bold colors and graphics for UC San Diego Sixth College's dining hall by RSM Design in San Diego, California.

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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