Campus Logo Lock-up

The campus logo lock-up gives prominence to academic entities, such as schools and departments, while reinforcing their affiliation with UCSF. Consistent application of campus logo lock-ups increase recognition of the UCSF school or department.

Logo Resources

Select campus logo lock-ups are available on the UCSF Digital Asset Database. If your logo lock-up is not available, follow the process for requesting a logo lock-up on the Get Help page to request a new logo lock-up for your department or entity.


Flexible Hierarchy

At UCSF we communicate with many audiences. Our logo lock-up system enables you to determine the most meaningful way to connect with a particular audience through a flexible hierarchy. This tiered hierarchy configuration retains a consistent relationship with the UCSF logo while permitting variable prominence for entities and sub-entities.

 

tier 1

The UCSF campus logo lock-up organizes many academic and administrative entities under a single institutional umbrella. Tier 1 represents the major entity that sits just below the UCSF umbrella.

TIER 2

Tier 2 is an entity that is part of Tier 1. The flexible hierarchy allows a Tier 2 entity to sit above or below Tier 1, as well as locking up exclusively with the UCSF logo. To determine the ideal configuration, consider the specific ;application and audience.

TIER 3

Tier 3 is an entity that is part of Tier 2. The flexible hierarchy allows a Tier 3 ;entity to sit below a combined Tier 1 and Tier 2, or sit above or below Tier 2 only. Use only the hierarchy structures as they are shown in the example. To determine the ideal configuration, consider the specific application and audience.


Minimum Maximum Tier Lines

When using a campus logo lock-up, the entire lock-up must occupy a minimum of two lines and a maximum of five lines.

 

MINIMUM LINES FOR SUB-BRAND

MINIMUM LINES FOR SUB-Brand and tertiary

MAXIMUM LINES FOR SUB-BRAND + TERTIARY


Color Versions

NAVY

Navy is the preferred color for all brand logo lock-ups. When using the navy campus logo lock-up, it should always appear against white. As a general rule, avoid placing navy logos on colored backgrounds.

Black

The black campus logo lock-up is available when black and white or grayscale designs are needed. When using the black versions, white is the preferred background color. Avoid placing dark logos on colored backgrounds to ensure adequate contrast and legibility.

reversed

Use the reversed version (white) when placing the campus logo lock-up over navy or dark backgrounds. Be sure there is adequate contrast between logo lock-up and backgrounds to ensure legibility.

color background

The campus logo lock-up may be reversed out of any color within the UCSF color palette.


Image Backgrounds

PLACING LOGO LOCK-UP ON IMAGERY

A logo lock-up may be used over imagery or photography, provided there is adequate contrast. Place the logo lock-up against solid contrasting areas within imagery or photography that do not compete with the legibility of the lock-up.

Be judicious about where and when the lock-up is used against imagery or photography, and contact University Relations for guidance when necessary.

INCORRECT APPLICATION OF LOGO LOCK-UP

Do not use the lock-up over any imagery, texture or pattern that diminishes the prominence or legibility of the lock-up.

Do not use the campus logo lock-up over photography that diminishes the prominence or legibility of the lock-up.


Clear Space & Minimum Size

CLEAR SPACE

To create and maintain maximum impact, campus logo lock-ups must never be too closely linked to (or crowded by) copy, photography or other graphic elements. Providing the right amount of clear space around the campus logo lock-up makes it easier to distinguish, and reinforces the importance of UCSF and the sub-brand identity. The required amount of clear space to ensure maximum visibility and legibility is determined by the width of the letter “U” in the UCSF logo.

CLEAR SPACE

The same clear space requirement applies to a multi-tiered campus logo lock-up. The required amount of clear space to ensure maximum visibility and legibility is determined by the width of the letter “U” in the UCSF logo.

minimum size

The minimum print size of a campus logo lock-up is .75” (25.4 mm) wide.The minimum screen size 90 pixels wide. The minimum type size of a multitiered logo is 11.5 pt for Tier 1 and 7.5 pt for Tier 2.


Application

When seeking to reinforce the master brand, the campus logo lock-up may also be used in conjunction with the University of California San Francisco logotype, as shown.

 

CAMPUS LOGO LOCK-UP

CAMPUS LOGO LOCK-UP + LOGOTYPE


Relative Size & Placement

The size and location of the UCSF campus logo lock-up is important for recognition, especially when seen multiple times across various touchpoints. A consistent approach to logo lock-up placement helps create stronger brand recognition over time. The exhibits to the right show relative sizing standards and preferred order of placement.

 

RELATIVE SIZE

The campus logo lock-up should not appear inappropriately large on any layout, surface or display. It should be proportionate to the other elements surrounding it. The width of the lock-up should not exceed 30 percent of the total width of a layout, with the exception of extreme vertical layouts.

 

STAGING PLACEMENT

In both horizontal and vertical applications, logo lock-up placement priority is as follows: lower right, lower left, upper right, and upper left.

 


Lock-Up with Logotype 

When using the campus logo lock-up with master brand logotype, size and location of these elements in layouts is also important for recognition and consistency. When pairing campus logo lock-ups with logotype, the logotype should be one-half of the lock-up size if using the two-line logotype; one-fourth of the lock-up size if using the one-line logotype. As a general rule, when placing the lock-up with logotype in layout, the lock-up should not exceed 30% of the application width.

 

When staging the lock-up and logotype together in layout, it is important that the lock-up and logotype don’t lock up together and remain separate. Each element should occupy opposite corners of the page while being aligned either flush top or bottom for horizontal layouts, and flush left or right for vertical layouts. When applying both elements flush right, use the one-line version of the logotype.

 

SIZING RELATIONSHIP

STAGING PLACEMENT


Representing Campus Entity in Type

If the campus logo lock-up cannot fit without occupying more than 30% of the page, the campus entity may be set in Helvetica Neue Light type and paired with the UCSF logo in an adjacent corner as shown in the examples in the left-hand column.

 

PAIRING CAMPUS ENTITY WITH MASTER BRAND 

INCORRECT USAGE

Green

Incorrect Usage Examples

DO NOT ADD LINES BEYOND MAXIMUM ALLOWANCE
DO NOT CHANGE TYPE WEIGHT OF TIERS
DO NOT LOCK UP WITH ACRONYM
DO NOT LOCK UP WITH ONE LINE
DO NOT ALTER SPACING
DO NOT ALTER ELEMENT PLACEMENT
DO NOT ALTER COLOR OF TIERS
DO NOT CHANGE SIZE RELATIONSHIP OF ELEMENTS
DO NOT CHANGE TYPE WEIGHT
DO NOT STACK ELEMENTS
DO NOT ALTER COLOR
DO NOT LOCK UP WITH SIGNATURE