External Initiative Logo Lock-up

The external initiative logo lock-up was created to represent programs that need to promote themselves to external audiences. The design of the external initiative logo lock-up differs from the other logo lock-ups within the UCSF brand architecture system (uses Granjon instead of Helvetica Neue) but still allows programs to strongly represent themselves as a part of UCSF. External initiative logo lock-ups are available as navy, black, and white.

Logo Lock-up Resources

External initiative logo lock-ups must be approved by your department and University Relations. To request a logo lock-up for your program, email identity@ucsf.edu.

EXTERNAL INITIATIVE OVERVIEW
NAMING YOUR PROGRAM

The name of your program is important in easily conveying its purpose to your audience. When choosing a name for your program, consider that a program name should:

– Be relevant and accurately describe what the program is

– Be unique

– Differentiate you from the competition

– Be memorable

– Be authentic and realistic

– Reflect UCSF’s brand positioning

– Be appropriate for the target audience

PROGRAM GUIDELINES

Download a PDF (15MB) of the UCSF Programs/Initiatives and Partnership Guidelines. Please use this document in conjunction with the full UCSF Brand Guidelines for guidance on color, typography, photography, etc. PDF iconUCSF_Guidelines_Program-Partnerships_v1_072816.pdf


Logo Lock-Up Versions

LOCAL/REGIONAL PROGRAM

EXTERNAL INITIATIVE VERSION 1

This version should be used for a program that is promoted locally or regionally or where there is not a need to further explain UCSF. The local/regional version is comprised of three elements: the program or initiative name, UCSF logo, and a hairline rule above and below the UCSF logo and program name. Do not use more than one UCSF logo or logo lock-up on a page. Use type only when calling out a specific school or department.

 

NATIONAL/INTERNATIONAL PROGRAM

EXTERNAL INITIATIVE VERSION 2

For programs that are national or international or need further explanation about UCSF, use the national/international version. The national/international version is comprised of four elements: the program or initiative name, the UCSF logo, UCSF logotype text and hairline rules. Do not use more than one UCSF logo or logo lock-up on a page. Use type only when calling out a specific school or department.

 

CLINICAL AND ENTITY PROGRAM

EXTERNAL INITIATIVE VERSION 3

If your program is part of a clinical sub-brand such as UCSF Medical Center or an entity such as UCSF Weill Institute for Neurosciences, use the clinical and entity version. The clinical and entity version is comprised of two elements: the program or initiative name and a hairline above and below the program name. The clinic and entity version should always be used with a clinic or entity logo lock-up on the page, as shown above.


Logo Lock-Up Configurations

STACKED

EXTERNAL INITIATIVE STACKED

For long titles, the preferred arrangement is stacked.

 

HORIZONTAL

EXTERNAL INITIATIVE HORIZONTAL

Horizontal orientation is reserved for instances where vertical space is limited.

 

VERTICAL

EXTERNAL INITIATIVE VERTICAL

Vertical orientation is reserved for instances where horizontal space is limited.


Construction

LOCAL/REGIONAL

EXTERNAL INITIATIVE CONSTRUCTION LOCAL

The distance between the hairline rule, the program name and the UCSF logo should be 5/8 of the width of the letter “U” in the UCSF logo. The length of the hairline rules is equal to the width of the program name.

NATIONAL/INTERNATIONAL

EXTERNAL INITIATIVE CONSTRUCTION NATIONAL

The distance between the hairline rule, the program name and the UCSF logo should be 5/8 of the width of the letter “U” in the UCSF logo. The length of the hairline rules is equal to the width of the program name. The distance between the University of California, San Francisco logotype and the lower hairline rule is equal to the height of the capital letter in the logotype.

CLINICAL AND ENTITY SOLUTION

EXTERNAL INITIATIVE CONSTRUCTION CLINICAL

The distance between the program name and the hairline rules should be equal to the height of the capital letter in the program name. The length of the hairline rules is equal to the width of the program name.


Clear Space

CLEAR SPACE, LOCAL/REGIONAL LOCK-UP

EXTERNAL INITIATIVE CLEAR SPACE LOCAL

To create and maintain maximum impact, initiative logo lock-ups must never be too closely linked to (or crowded by) copy, photography or other graphic elements. Providing the right amount of clear space around the initiative logo lock-up makes it easier to distinguish, and reinforces the importance of the UCSF initiative. 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.

CLEAR SPACE, NATIONAL/INTERNATIONAL LOCK-UP

EXTERNAL INITIATIVE CLEAR SPACE NATIONAL

The same clear space requirement applies to national/international initiative logo lock-ups. 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.

CLEAR SPACE, CLINICAL AND ENTITY VERSION

EXTERNAL INITIATIVE CLEAR SPACE CLINICAL

The required amount of clear space to ensure maximum visibility and legibility is determined by the height of the capital letter within the program name.


Minimum Size

LOCAL/REGIONAL LOCK-UP

EXTERNAL INITIATIVE MINIMUM LOCAL

The minimum print size of a local/regional logo lock-up size is based off of a minimum master brand logo size of .5” (12.7 mm) wide. The minimum screen size is based off of a minimum master brand logo size of 50 pixels wide.

NATIONAL/INTERNATIONAL LOCK-UP

EXTERNAL INITIATIVE MINIMUM NATIONAL

The minimum print size of a national/international logo lock-up is based off of a minimum master brand logo size of .75” (25.4 mm) wide. Logotype text minimum size is 7.5 points. Separating logotype from lock-up in application is acceptable. The minimum screen size is based off of a minimum Signature logo size of 96 pixels wide.

CLINICAL AND ENTITY VERSION

EXTERNAL INITIATIVE MINIMUM CLINICAL

The minimum print size of the clinical and entity solution is based off of the title minimum point size. Within print, the minimum point size is 10 points. The minimum screen title type size is 18 pixels.


Relative Size, Placement

As with our master logo and campus lock-ups, size and location of the external initiative logo lock-up is important for recognition, especially when seen multiple times across various touchpoints. A consistent approach to logo lock-up placement helps create stronger brand recognition over time. The exhibits to the right show relative sizing standards and preferred order of placement.

RELATIVE SIZE

EXTERNAL INITIATIVE RELATIVE SIZE

As with the UCSF logo and logo lock-ups, the external initiative logo lock-up should not appear inappropriately large on any layout, surface or display. It should be proportionate to the other elements on the page. The width of the lock-up should not exceed 30 percent of the total width of a layout, with the exception of extreme vertical layouts.

STAGING PLACEMENT

EXTERNAL INITIATIVE STAGING PLACEMENT

Placement of the external initiative lock-up follows the master brand logo and campus lock-up system. In both horizontal and vertical applications, external initiative logo lock-up placement priority is as follows: lower right, lower left, upper right, and upper left.


Examples

COLLATERAL

EXTERNAL INITIATIVE PRINT EXAMPLES
Web

External programs should represent their name in Helvetica Neue on the left main navigation area, and use a web banner with the UCSF logo. Place the external initiative logo lock-up in the footer.

EXTERNAL INITIATIVE WEB
Green

Incorrect Usage Examples

DO NOT PLACE IN OUTLINED SHAPE
DO NOT USE ALL CAPS
DO NOT USE ACRONYMS
DO NOT ALTER LINE STYLE
DO NOT REMOVE ELEMENTS
DO NOT ALTER SIZE OF ELEMENTS
DO NOT INVERT ELEMENTS
DO NOT COMBINE WITH OTHER LOCK-UPS
DO NOT ALTER LINE WEIGHT
DO NOT CHANGE TYPEFACE
DO NOT CHANGE THE COLOR
DO NOT SET AT AN ANGLE