Master Brand

A “master brand” describes the overarching brand identity of a company or organization. It is part of an overall strategy designed to create a close link between an organization and its entities. A strong master brand helps maximize impact and awareness of an organization. UCSF’s future depends on engaging key audiences – patients, students, faculty and staff, donors, and industry partners. Elevating the UCSF master brand and building consistency in the UCSF name will help each of us further engage with our audiences.

Master Brand Signature

The master brand signature is the most prominent representation of the UCSF brand and is the preferred variation of the UCSF logo for all print and digital applications. The master brand signature is comprised of two elements: the UCSF logo and the University of California, San Francisco logotype. The visual structure of the UCSF master brand signature has been specifically designed to balance the logo with the logotype. Each element has been specially placed, sized and rendered to bear precise relationships to the others. The master brand signature should be treated as one unit and should never be modified or redrawn in any way.

 

 


Master Brand Logo

The UCSF master brand logo is core to the UCSF brand and is the most visually prominent representation of the brand. For added flexibility in print, digital or signage applications, the master brand logo can be used separately and independent from the logotype. 

 

 


Master Brand Logotype

The logotype is available in both a two-line and one-line configuration depending on the application. For flexibility within digital environments and small applications, the logotype and master brand logo may be used either in conjunction with or independent of one another.

 

TWO-LINE

ONE-LINE

 


Color Versions

NAVY

Navy is the preferred color for all brand logos. When using the navy signature, logo or logotype, it should always appear against a white background. As a general rule, avoid placing navy logos on colored backgrounds.

BLACK

The black signature, logo and logotype are 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 (white) version when placing the signature, logo or logotype over navy or dark backgrounds. Be sure there is adequate contrast between logos and backgrounds to ensure legibility.

COLOR BACKGROUND

The signature, logo or logotype may be reversed out of any color within the UCSF color palette. Be sure there is adequate contrast between logos and backgrounds to ensure legibility.


Image Backgrounds

PLACING SIGNATURE, LOGO, AND LOGOTYPE ON FULL-BLEED IMAGERY

 

In some cases, the master brand signature, logo, and logotype may be used on full-bleed imagery. Place the signature against solid contrasting areas within imagery or photography that do not compete with the legibility or staging of the signature.

 

To ensure enough contrast and legibility, the navy signature may be used against light areas. Be judicious about where and when the signature is used against imagery or photography, and contact university relations for guidance when necessary.

PLACING LOGO ON IMAGERY

Where appropriate, the logo may be used over imager or photography as an expression, provided there is adequate contrast. Place logo against solid contrasting areas within imagery or photography that do not compete with the legibility of the logo.

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

INCORRECT APPLICATION OF THE SIGNATURE OR LOGOTYPE

Do not use the master brand signature or logotype directly over any photography that diminishes the prominence or legibility of the signature or logotype.


Clear Space & Minimum Size

Providing the right amount of clear space around the signature makes it easier to distinguish, and reinforces the importance of the UCSF identity.

 

SIGNATURE CLEAR SPACE

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.

LOGO CLEAR SPACE

The same clear space requirement applies to the logo.

 

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.

LOGOTYPE CLEAR SPACE 

A similar clear space requirement applies to the one-line and two-line logotype.

 

The required amount of clear space to ensure maximum visibility and legibility is determined by the height of the letter “U” in the University of California, San Francisco two-line logotype.

MINIMUM SIZE: SIGNATURE + LOGO

- The minimum print size of the signature is 1” (25.4 mm) wide.

- The minimum screen size of the signature is 120 pixels wide.

- The minimum print size of the logo is .5” (12.7mm) wide.

- The minimum screen size of the logo is 60 pixels wide.

MINIMUM SIZE: LOGOTYPE

- The minimum print size of the two-line logotype is 1" (25.4 mm) wide.

- The minimum screen size of the logotype is 120 pixels wide.

- The minimum print size of the one-line logotype is 1.5” (38.1 mm) wide.

- The minimum screen size of the logotype is 180 pixels wide.

WHEN TO USE LOGOTYPE

Whenever possible, use the UCSF master brand signature. If the minimum size signature does not fit, use the UCSF logo and logotype components separately. When using the two separate elements, it is important that the logo and logotype remain separate. Please see logo placement for small applications below.


Signature vs Logo + Logotype

Whenever possible, use the UCSF master brand signature. If the minimum size signature does not fit the application, use the UCSF master brand logo and logotype separately. When using the master brand logo and logotype separately, it is important that each element be placed distinctly apart from one another so it does not resemble the master brand signature. Use the one-line logotype configuration for a horizontal layout, and the two-line logotype configuration for a vertical layout as shown. Please see sizing and placement guidelines below.

 

SIGNATURE

LOGO + LOGOTYPE


Relative Size & Placement

The size and location of the UCSF master brand signature in layouts is important for recognition, especially when seen multiple times across various touchpoints. A consistent approach to logo placement helps create stronger brand recognition over time.

 

RELATIVE SIZE

The master brand signature should not appear inappropriately large on any layout, surface or display and should be proportionate to the other elements surrounding it. The width of the signature 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 placement priority is as follows lower right, lower left, upper right and upper left.


Use in Small Applications

When using the master brand logo and logotype as separate elements, size and location of these elements in layouts is also important for recognition and consistency. When pairing logo with logotype, the logotype should be two-thirds (two-line) and one-third (one-line) the size of the logo. As a general rule, when placing the logo with logotype in layout, the logo should not exceed 15% of the application width. When staging the logo and logotype together in layout, it is important that the logo 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


UCSF in Written Text

Consistent application of our brand is key to building recognition and awareness, both in visual representation and in written text. See the UCSF Editorial Style Guide, downloadable from the Brand Strategy page, for further detail and cases of how to represent UCSF.

 

When the University name is used in body text communications (print or electronic), the correct and preferred use for initial reference is University of California, San Francisco (with an initial cap for all words except “of”). This is for instances where the target audience is unlikely to know what UC stands for.

 

In cases where the audience is likely to know what UC stands for, the correct and preferred use for initial reference is UC San Francisco. All subsequent references are in all caps (no periods, no spaces): UCSF.

 

When setting UCSF in type within a title, headline or continuous text, use the same text weight. The signature or its constituent elements (logo and logotype) should never be used as part of a title, headline or within continuous text.

 

UCSF IN WRITTEN TEXT

INCORRECT USAGE


UCSF as an Affiliate or Partner

When signing or tagging UCSF as an affiliate or partner, phrasing should be set in the italicized version of Helvetica Neue Light, or Roman for optimum legibility depending on application and scale. In both examples, the UCSF acronym should not be italicized and always set in all caps.

 

TYPE STYLE 

TYPE WEIGHTS


Incorrect Usage

The impact of our signature is dependent on proper, consistent use. Any changes to the shape and color of the UCSF signature will change or diminish the important values, ideas and meanings with which it is associated. Signatures are, among other things, symbols of reputation: Alter them, and they can subtly shift perceptions of the institutions they stand for. For this reason, strict adherence to the correct signature structure and implementation is critical.

 

Green

Incorrect Usage Examples

DO NOT USE GRADIENT FILLS OR ADD OUTLINES
DO NOT ALTER LOGOTYPE
DO NOT USE LOGO AS TYPE IN EDITORIAL CONTEXT
DO NOT ALTER COLOR
DO NOT PLACE ON POOR CONTRASTING BACKGROUNDS
DO NOT PLACE IN SHAPE
DO NOT LOCK UP UCSF IN TYPE WITH ELEMENTS
DO NOT ALTER ELEMENT PLACEMENT
DO NOT CHANGE SIZE RELATIONSHIP OF ELEMENTS
DO NOT ADD EFFECTS
DO NOT ROTATE
DO NOT DISTORT OR SKEW

Downloads

Logotype and Tagline

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Logo-Signature-Signature with Tagline

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