Business System

The business system is the most widely used communications tool at UCSF. It is a formal representation of the brand used for both internal and external audiences. Each component of the business system (individually and as a whole) supports the impression of a coherent visual identity for the institution. Consistent use demonstrates that each entity and sub-brand values its affiliation with the UCSF master brand.

 

All pieces in the business system incorporate the master brand signature in the primary navy blue. To infuse vibrancy and emotion, the broader colors form the remaining primary and secondary palettes have been applied to the backs of the business cards.

To order stationery

The business system items are available to order via UCSF Documents & Media. Please note the new UCSF Health and Benioff Children's Hospitals stationery items are available. See below for stationery details. 

BUSINESS SYSTEM

Business Cards

 
FRONT STANDARD WITH SEAL  

BUSINESS CARD FRONT WITH SEAL

All business cards are printed in navy blue ink and accompanied by a light gray UCSF seal. The layout allows five (5) lines for titles and departments. Address and contact information is laid out in the right column, followed by additional information, such as social and web links

FRONT EXTENDED WITHOUT SEAL

BUSINESS CARD FRONT WITHOUT SEAL

In cases where faculty or staff have more information than a standard business card can accommodate, the seal can be eliminated, allowing for up to nine (9) lines for titles and departments.

BACK

All backs of the business cards feature six colors from our primary and secondary palettes. On each card, the master brand tagline signature is featured in white. The vibrant color usage reflects the diversity and energy of UCSF.


Letterhead

Letterhead is designed with the master brand signature printed in the primary navy blue in the upper, left corner in order to maintain the formal connection that each sub-brand has to the organization. The seal also maintains a consistent footprint in the bottom, left corner. Sub-brand naming will be typeset in bold underneath the master brand signature followed by department name, office and/or contact information, printed in the primary navy blue to match the master brand signature.

 

Sub-brand logo lock-ups other than UCSF Medical Center and UCSF Benioff Children’s Hospital will not be used on official letterhead.

EXAMPLES OF LETTERHEAD SYSTEM

LETTERHEAD

Envelopes

Envelopes are designed with the master brand signature printed in the primary navy blue in the upper, left corner in order to maintain the formal connection that each sub-brand has to the organization. The sub-brand name and return address will print in bold below the master brand signature in the primary navy blue. The seal is printed in the bottom, left corner in light gray.

 
EXAMPLES OF ENVELOPE SYSTEM


 

Clinical and Entity

UCSF Health, UCSF Benioff Children’s Hospitals and UCSF entity business systems mirror the approach used within the UCSF master brand business system.

 

UCSF Health

 

UCSF BENIOFF CHILDREN’S HOSPITALS

 

UCSF WEILL INSTITUTE FOR NEUROSCIENCES

UCSF WEILL INSTITUTE FOR NEUROSCIENCES

 


 

Role of the Seal

The University of California seal represents more official, formal UCSF communications. Toward this purpose, the lead use of the seal is in the business system.

 
USE OF SEAL

UCSF SEAL

The seal is used on its own, rather than coupled with the master brand signature.

SEAL ON BUSINESS CARD

The seal maintains a consistent footprint throughout the business system, in the bottom, left corner.

SEAL ON LETTERHEAD

The seal will consistently print in light gray on letterhead, envelopes and mailing labels


Additional Materials

 
MAILING LABEL

Note: Mailing labels are available through Documents and Media.

SAMPLE PRESENTATION FOLDER

 

 

Note: Presentation folders are available through Documents and Media.

 

 

Email Signature Options

 
MASTER EMAIL SIGNATURE

EMAIL MASTER

Specifications

- Type is 10 pt Arial

- Name is bold

- Line space after title, department / division

- University of California, San Francisco is in bold

- Place logo art at designated size (width of UCSF logo is 67 pixels wide)

- Include rule underneath logo allowing for clear space

- All social media links will go underneath the logo art

- Signature information and logo are 100% black

CLINICAL EMAIL SIGNATURE

 

 

Specifications

- Type is 10 pt Arial

- Name is bold

- Line space after title, department / division

- University of California, San Francisco is in bold

- Clinical/Entity name under University of California, San Francisco in regular

- Place logo art at designated size (UCSF logo within logo lock-up is 50 pixels wide) For UCSF Health logo, place logo art at min size of 150 pixels wide (refer to pg. 13). For UCSF Benioff Children’s Hospitals logo, place logo art at min size of 260 pixels wide (refer to pg. 23)

- Include rule underneath logo allowing for clear space

- All social media links go underneath the logo lock-up art

- Signature information and logo lock-up are 100% black (except for UCSF Health and UCSF Benioff Children’s Hospitals logo)

 

 
entity email signature

EMAIL CLINICAL ENTITY

Specifications

- Type is 10 pt Arial

- Name is bold

- Line space after title, department / division

- University of California, San Francisco is in bold

- Clinical/Entity name under University of California, San Francisco in regular

- Place logo art at designated size (UCSF logo within logo lock-up is 50 pixels wide) For UCSF Benioff Children’s Hospitals logo, place logo art at min size of 260 pixels wide (refer to pg. 46)

- Include rule underneath logo allowing for clear space

- All social media links go underneath the logo lock-up art

- Signature information and logo lock-up are 100% black (except UCSF Benioff Children’s Hospital logo)

MULTIPLE APPOINTMENTS EMAIL SIGNATURE

EMAIL MULTIPLE

Specifications

- Type is 10 pt Arial

- Name is bold

- No logo lock-up in the signature

- Line space after title, department / division

- UCSF location is in bold

- Line space after location information

- All social media links will go underneath signature information

- Signature information is 100% black

Purple