Logo Expression

The UCSF visual system uses a range of elements to infuse emotion into the UCSF brand. One of the newer tools is the logo expression. The design introduces a new way of framing the UCSF master brand logo in an expressive, graphic way. The UCSF logo expression should be used in the format provided and reserved for applications where it feels most appropriate. The UCSF logo expression is intended for use with the UCSF master brand logo only.

Logo Resources

Logo expressions in all brand colors are available for download in the downloads section below.

 


Color

The UCSF logo expression has the added flexibility of working with any of the UCSF brand palette colors. The box shape may assume the color with the logo knocked out. Similarly, a white box with the knocked out logo may be laid atop any of the brand colors, as shown in the bottom left example. The logo expression is available in all brand colors built with either the UCSF logo knocked out, or a regular version with the UCSF logo set in white.

 

LOGO EXPRESSION COLORS

 


Knock Out & Regular Versions

The UCSF logo expression may also be laid atop an approved brand photograph. When using the knocked out versions against an image, place the logo expression where the knocked out logo offers the greatest legibility, and ensures a strong contrast between the logo expression’s color and the photograph.

 

When an image doesn’t provide enough contrast for legibility with a knocked out logo, you may opt to use the regular version of the logo expression with UCSF set in white.

KNOCK OUT VERSION OF WHITE LOGO EXPRESSION

REGULAR VERSION OF LOGO EXPRESSION in navy


Related Resources: Brand Photography

Visit the UCSF Brand Photo Library for photos aligned with the UCSF photography direction.


Knock Out with Imagery

In some applications where more expression is desired, such as the cover of a magazine or in motion graphics, science imagery can provide a lively contrast for the UCSF logo expression. In addition to placing the logo expression atop a photograph, the photograph may be placed inside the logo expression, as shown in the right-most example. In this application, only science imagery or textural imagery with a constant ratio of visual activity is recommended. When creating a logo expression with imagery inside, ensure that the image allows for legibility and offers a strong contrast with the selected color from the UCSF palette. Only use this application of the logo expression where appropriate.

 

KNOCK OUT VERSION OF WHITE LOGO EXPRESSION

KNOCK OUT EXPRESSION WITH IMAGERY INSIDE

 


Placement & Staging

Similar to the master brand logo and logotype, size and location of the logo expression is important for recognition and consistency. However, the logo expression offers more flexibility in size and placement. It can appear in various sizes depending on your application. It can be placed centered, or, flush left, right, top or bottom within a page.

 

The logo expression can also be paired with the master brand logotype—following the same guidelines. When staging the logo expression and logotype together in layout, it is important that they 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 used with the graphic expression, the logo expression can offer further flexibility and possibilities for branding your materials. Guidance on using our graphic expression is available in the graphic expression section. 

LOGO EXPRESSION PLACEMENT AND STAGING

LOGO EXPRESSION WITH GRAPHIC EXPRESSION


Incorrect Usage

The strength of the UCSF identity system relies on consistent usage and the prominent appearance of one UCSF logo. For this reason, it is essential that multiple UCSF logos do not appear together. When using the logo expression, do not use it in conjunction with any other UCSF logos, except the UCSF logotype.

 

The UCSF logo expression is intended for use with the UCSF master brand logo only. Do not alter or lock up the logo expression with logotypes or sub-brands names. Please also refer to the incorrect examples below.

 

DO NOT USE LOGO EXPRESSION IN ADDITION TO ANY UCSF LOGOS

DO NOT CREATE LOCK-UPS WITH LOGO EXPRESSION

Green

Incorrect Usage Examples

DO NOT PLACE ON LOW CONTRAST PHOTO BACKGROUNDS
DO NOT PLACE PATTERNS WITHIN BOX
DO NOT USE GRADIENTS WITHIN BOX
DO NOT PLACE SHAPES WITHIN BOX
DO NOT PLACE ON AREAS OF LOW CONTRAST
DO NOT CHANGE COLOR OF LOGO WITHIN BOX
DO NOT CREATE NEW COLORS
DO NOT CHANGE SHAPE OF BOX
DO NOT ADD TEXT WITHIN BOX
DO NOT ROTATE
DO NOT MOVE LOGO WITHIN BOX
DO NOT CHANGE SCALE OF LOGO WITHIN BOX

Downloads

Logo Expression

Package icon Download (485.2 KB)
Package icon Download (2.89 MB)
Package icon Download (485.85 KB)
Package icon Download (484.19 KB)
Package icon Download (486.45 KB)
Package icon Download (486.02 KB)
Package icon Download (3.56 MB)
Package icon Download (483.63 KB)
Package icon Download (479.27 KB)
Package icon Download (484.68 KB)
Package icon Download (2.27 MB)