"Sixth Market" building sign at dusk with a rooftop terrace and stairway at the UCSD Sixth College dining hall - environmental graphic design by RSM Design

San Diego, California

UC San Diego Dining Hall

A Unified Campus Dining Experience

Project type

Brand Development Environmental Graphic Design

Project sector

Food & Beverage Education Design
Close-up of dimensional letters spelling "Sixth Market" on a corrugated metal facade at UCSD Sixth College dining - environmental graphic design by RSM Design

Project info

Client UC San Diego

Architect HKS

Architect Safdie Rabines

Landscape OJB Landscape Architecture

A collection of six dining concepts, each with its own identity

At UC San Diego’s Sixth College dining hall, RSM Design was brought on to create five distinct restaurant brands from the ground up—developing everything from naming and logos to brand expression and signage. The goal was to give each venue a unique identity while ensuring a cohesive connection to the dining hall’s modern beach house-inspired architecture. Every brand was designed to be instantly recognizable, with aesthetics that reflect the flavors and atmosphere of its menu.

From the fresh, market-style appeal of Sixth Market to the laid-back ambiance of Rooftop, the island-inspired vibrancy of Maikai, the indulgent allure of Crave, the comforting authenticity of Noodles, and the rustic charm of Wolftown, each space offers a distinct experience. Through strategic branding and immersive storytelling, RSM Design transformed the dining hall into a culinary destination that enhances the student experience.

Storefront window graphics reading "Sixth Market" with address number 9605 at UCSD Sixth College dining - environmental graphic design by RSM Design

Sixth Market

The “Sixth Market” name pays homage to the original student store at Sixth College’s first campus. The branding preserves the college’s heritage, featuring a logo that reflects its origins. A prominent mural within the market showcases historical photographs from the initial campus, fostering a sense of continuity and tradition. 

Orange dimensional "Sixth Market" logo mounted against a dark backlit background at UCSD Sixth College dining - environmental graphic design by RSM Design
Branded coffee cup with the "Sixth Market" logo held in hand, brand identity for UCSD Sixth College dining by RSM Design
Marquee-style "The Rooftop" sign above an open-air dining terrace at UCSD Sixth College dining - environmental graphic design by RSM Design

The Rooftop

Inspired by the warm glow of kitchen flames and the rich flavors of grilled cuisine, “The Rooftop” offers an outdoor dining venue for students and guests. The brand’s design incorporates elements reminiscent of a traditional grill house, creating an inviting atmosphere that complements the dining experience. 

Marquee arrow directional sign reading "The Rooftop" beside a stairway at UCSD Sixth College dining - environmental graphic design by RSM Design
Marquee-lit "The Rooftop" sign above the interior serving line at UCSD Sixth College dining - environmental graphic design by RSM Design
Colorful dimensional "Mikiri" logo above a serving station with geometric tile at UCSD Sixth College dining - environmental graphic design by RSM Design
3D rendering of the speckled acrylic "Mikiri" logo letterforms in a yellow-to-purple gradient - environmental graphic design by RSM Design

Makai

"Makai" is a Hawaiian-inspired seafood venue whose vibrant, woodblock-influenced branding and tropical color palette create a welcoming, island-style ambiance in the dining hall.

Dimensional "Crave" logo mounted on a living moss wall at UCSD Sixth College dining - environmental graphic design by RSM Design
Angled view of the dimensional "Crave" logo on a moss wall at UCSD Sixth College dining - environmental graphic design by RSM Design

Crave

"Crave" is a health-conscious venue featuring farm-fresh ingredients and sustainable dining, reflected through clean branding and a striking living green wall that reinforces its commitment to fresh, wholesome food.

Denim staff apron printed with the "Crave" logo, brand identity for UCSD Sixth College dining by RSM Design
Chopstick sleeves branded with the "Noodles" script logo in gold and black at UCSD Sixth College dining - environmental graphic design by RSM Design
Yellow staff cap embroidered with the "Noodles" script logo, brand identity for UCSD Sixth College dining by RSM Design

Noodles

"Noodles" is a noodle-focused venue offering diverse dishes, distinguished by bold neon signage that brings a modern, dynamic energy to the dining hall.

Neon "Noodles" script sign above the serving station at UCSD Sixth College dining - environmental graphic design by RSM Design
Colorful graffiti-style mural spelling "Town2" above the deli serving station at UCSD Sixth College dining - environmental graphic design by RSM Design
"Wolftown" logo in a distressed stacked typeface, brand identity for UCSD Sixth College dining by RSM Design

Wolftown

"Wolftown" is a lively fast-casual venue serving campus favorites, brought to life by a vibrant, playful aesthetic and a striking storefront mural by San Diego artist Max Moses.