Editorial Expression

Editorial expressions paired with other elements of our visual system generate an emotional pull and highlight key themes in our brand story and communications. These expressions are composed of two verbs: the first word is an action that serves as a catalyst, triggering the next action word. Each word is punctuated with a period to complete each thought. Together the expression captures the cascading impact of UCSF’s work.


Editorial expressions are not intended for use in every communications piece. Consider the target audience carefully and assess if an editorial expression will enhance the power of the message.


Creating Editorial Expressions

Editorial expressions should not be altered or created by anyone other than University Relations. The eight editorial expressions shown are approved for internal and external use across all of UCSF. Vector art is available for download below. Should you need additional editorial expressions to better address your specific communication needs, please contact University Relations.




Editorial expressions should always be set in Granjon font. Use Granjon roman for the first line of action. Use Granjon italic for the second line of action. Punctuate each action with a period to complete the expression. When placing an expression on white, use color to differentiate the two words.


Use with Photography

When using an editorial expression with photography, set type in white to contrast against darker areas of an image. To ensure legibility, place editorial expressions in areas with less activity to provide more contrast. Only set an editorial expression in two colors against photography when there are white or light areas.


Use with Color

When setting editorial expression against color backgrounds, always set type in white against colors that provide enough contrast.



Editorial Expression Vector Art

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