Brand Strategy

Each of us – as employees, faculty, health care providers, staff, and students – share a responsibility for telling the UCSF story every day. Our brand strategy is the foundation for telling that story – it is what drives us, what differentiates us from others, and why we feel proud to be a part of UCSF. If individually we tell a consistent story about who UCSF is and what we stand for, we'll increase the impact of UCSF as a whole.

Through our singular focus, we are leading revolutions in health.

The UCSF positioning statement is the foundation of everything we say and do. It is the cohesive message that defines who we are, and demonstrates how we want to be perceived by our audiences.



We each share responsibility for telling the UCSF story every day. Talking about the institution as a whole and making the connection specific to each audience strengthens our ability to have an impact. A positioning statement helps us tell a strong, authentic story.  It helps us distinguish ourselves from our competitors, and helps tell our audiences what they can expect from UCSF.


Brand Attributes

The foundation of the UCSF brand positioning is our differentiators, our driving forces and our core principles. The attributes in these categories help us to establish emotional connections with our audiences. These attributes are consistent, enduring and predictable.


While many regard us as a leader in health, they often recognize us for only part of what we do. Few appreciate what sets us apart as a whole. The following differentiators are common to each of our endeavors, and are our larger story.






San Francisco


Driving forces are the unique reasons why we do what we do. Our communications will be stronger and more distinctive when these forces shape the tone and personality of what we want to say.





Public Mission


All that we say and do should communicate these four core principles. This will yield more cohesive communications that leverage our differentiators and harness our driving forces to create a compelling and sustainable UCSF story.






Positioning Narrative

UC San Francisco is driven by the idea that when the best research, the best education and the best patient care converge, great breakthroughs are achieved. We pursue this integrated excellence with singular focus, fueled by collaboration among our top-ranked professional and graduate schools, medical center, research programs and support teams.


We work passionately to advance knowledge, yielding scientific breakthroughs that benefit life and health worldwide. We innovate health education across disciplines to develop collaborative and creative leaders. We improve the lives of patients and populations by creating and implementing urgently needed new practices, policies, therapies and cures.


We are committed to serving our diverse communities. From the heart of the dynamic bay area, we create new models for partnering with leading innovators in academia, science, technology and industry in pursuit of our public mission.


Working as one, UCSF integrates excellence with a singular focus to deliver the best possible outcomes for you and those you care about.

Resources to tell the ucsf story

The UCSF Brand Positioning Guide contains the common messaging we've adopted to tell the UCSF story. To learn more about UCSF's brand positioning, view the training deck.


PDF iconUCSF Brand Positioning Guide.pdf

PDF iconUCSF Brand Positioning Guide Training.pdf


In addition, the UCSF Editorial Style Guide is available to help answer some common questions when writing for campus publications or websites.  University Relations is in the process of updating this style guide - please refer back to this section soon for the latest version.


PDF iconUCSF Editorial Style Guide_2016_v1.pdf

UCSF Vision

UCSF is a diverse community, made up of people with many skills and talents. But throughout all that we do, there is an indisputable common bond: A core belief that our work makes a difference and that, together, we can – and will – improve the health of people here and around the world.


Our ambitions are big and they are leading us to partner in bold, new ways – to strengthen our research capabilities, deepen our educational impact, improve patient care and continually extend the reach of our service....


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