At UCSF, we are united by a driving passion to improve health. Through every promising graduate, every breakthrough discovery and every grateful patient, we are making a profound impact – from San Francisco to every corner of the world.


Our brand is the culmination of every impression that helps us – as part of the UCSF community – engage with supporters, patients, advocates, and students. It represents the pride and passion that we have in the work we do, and how we distinguish ourselves as UCSF.

Purpose of this Guide

Strengthening the UCSF brand is vital to our future. This guide was designed to help tell the UCSF story in a consistent and compelling way. When we pair a strong logo system with a rich palette of color, type and imagery, we form the basis of the UCSF identity system. They are tools for storytelling that build strong emotional connections to the UCSF brand and invite immediate associations to our schools, research centers, patient facilities and everything we collectively represent.


Every encounter with UCSF — whether in person, online or through our services — is an opportunity to share our story. Applying these guidelines is essential to building our brand — with a consistent voice and look that is unmistakably UCSF.




Updated guidelines available. 

Download a PDF (146MB) of the UCSF brand guidelines. 

PDF iconUCSF_BrandGuide_v1.2.pdf

Brand Strategy

We each share a responsibility for telling the UCSF story every day.


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Visual System

Building blocks for communicating UCSF's brand identity in a unified visual system.


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Brand elements brought together in the right way create engaging visual expressions


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At UCSF, there is a core belief that our work makes a difference. Each of us is redefining possible in the work we do. Together, our efforts combine to form One UCSF. Our contributions exemplify the drive, passion and intensity of UCSF, and help achieve our mission of advancing health worldwide. We encourage you to visit our campaign website, or join the conversation via social media using the hashtag #oneUCSF. 



Additional Resources

related identity Resources 

This site provides a top-level view of how to express the UCSF Medical Center and UCSF Benioff Children's Hospitals identities. For further information about these specific identities, please contact art.director@ucsfmedctr.org.


UCSF is celebrating its 150th Anniversary this year. An identity has been designed to mark this milestone. Learn more here.



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