Graphic Expression

The graphic expression emphasizes the collaborative nature of UCSF, where each person contributes to our common goal of advancing health worldwide. Each of our stories may be unique, but together these stories create the collective power of UCSF. The following pages show how to develop a graphic expression and use it in different layouts.

 

GRAPHIC EXPRESSION

 


Development of a Sample Layout

1. SAMPLE FORM

SAMPLE FORM

A sample graphic form can be built by combining a number of squares or rectangular boxes together into a collage. Asymmetrical alignments add to the unique dynamic quality of the form. Consider some alignment to a grid.

2. SAMPLE FORM WITH PHOTOS CREATES A GRAPHIC EXPRESSION

SAMPLE FORM WITH PHOTOS

Once the graphic form has been developed, place photos or solid color within it. This creates a graphic expression. When pairing photos, consider images that complement one another in terms of color, symmetry, composition, scale and contrast.

3. CROPS WITHIN SAMPLE GRAPHIC EXPRESSION

CROPS WITHIN SAMPLE GRAPHIC EXPRESSION

Once an expression is built, use the expression as is or to crop into selective areas for a more focused version of the expression.

4. LAYOUTS BASED ON CROPS

LAYOUTS BASED ON CROPS

These cropped versions of the expression begin to extend the expression into focused areas that look and feel like it is connected to a larger whole. Simply add a brand logo lock-up or logo expression to complete the layout.


Sample Layouts with Copy

1. CROP WITHIN SAMPLE GRAPHIC EXPRESSION

Creating a large graphic expression can yield many different usable application formats. Simply select areas of focus that best tells a story and crop accordingly.

2. DEVELOP LAYOUT USING CROP

In the example above, a select crop from the expression can work within a half-page brochure or newsletter. Depending on how it is scaled and cropped, the graphic expression is highly flexible to adapt to most applications.

3. ADJUST CROP TO SUIT APPLICATION NEEDS

For applications that have more information and copy, use the graphic expression minimally. The expression can be simple or more dynamic depending on the crop.

For applications that need more expression, show more of the expression by expanding the crop or scaling the art proportionally.

4. ADD GRID TO PROVIDE STRUCTURE FOR CONTENT

Add headline and body copy by applying a two- or three-column grid to the layout. Place the logo and logotype to complete the layout.

Use the same grid to find areas to align the graphic expression with the logo or logo expression. As a general rule, using a grid helps create cleaner and more visually balanced designs.

5. USE MARGINS AND WHITE SPACE WITH A GRID

Highlighted above are two- and three-column grids. As a general rule, using a grid helps create cleaner and more visually balanced designs.

When building any grid, it is important to create margins and leave white space between elements to give the design ample breathing room. Follow instructions on the following page on how to build grids appropriate for the layout application.


Vertical Grid Formation

MAKING A VERTICAL GRID

— A two-column grid is created by dividing the page area in half.

— The decision to use a two- or three-column grid should be driven by content and the purpose of the piece.

— The space between each column is known as a gutter.

— A gutter divides each column to allow ample space between columns of type.

— A three-column grid is created by dividing the page area in equal thirds.

— The decision to use a two- or three-column grid should be driven by content and the purpose of the piece.

— Align content, imagery, logo lock-ups, etc. to horizontal gridlines.

— The amount of gridlines used can vary to best suit the desired layout.

— Aligning elements to these gridlines creates an underlying relationship from one element to the next, enhancing the overall unity.

— Further sub-dividing columns and rows offers more options for alignment.

— This highlighted area is known as the margin.

— As a rule of thumb, always avoid placing text and logo lock-ups in the margin.

— Best practices dictate to keep the margin size between a quarter of an inch and half an inch.


Horizontal Grid Formation

MAKING A HORIZONTAL GRID

 

 

— A two-column grid is created by dividing the page area in half.

— The decision to use a two- or three-column grid should be driven by content and the purpose of the piece.

— The space between each column is known as a gutter.

— A gutter divides each column to allow ample space between columns of type.

 

 

— A three-column grid is created by dividing the page area in equal thirds.

— The decision to use a two- or three-column grid should be driven by content and the purpose of the piece.

 

 

— Align content, imagery, logo lock-ups, etc. to horizontal gridlines.

— The amount of gridlines used can vary to best suit the desired layout.

— Aligning elements to these gridlines creates an underlying relationship from one element to the next,

enhancing the overall unity.

— Further sub-dividing columns and rows offers more options for alignment

 

 

— This highlighted area is known as the margin.

— As a rule of thumb, always avoid placing text and logo lock-ups in the margin.

— Best practices dictate to keep the margin size between a quarter of an inch and half an inch.


Sample Horizontal Configurations

Our graphic expression offers many different  ways to build a story using horizontal forms, from simple two graphic configurations to multi-graphic configurations. Sample graphic configurations are supplied to help craft each photographic story, and can also be customized based off the examples shown. Sample horizontal graphic configurations in Adobe Illustrator can be downloaded from the UCSF Digital Asset Library.

 

SAMPLE HORIZONTAL GRAPHIC FORMS

2-GRAPHIC CONFIGURATION

3-GRAPHIC CONFIGURATION

4-GRAPHIC CONFIGURATION

MULTI-GRAPHIC CONFIGURATION


Sample Vertical Configurations

Our graphic expression offers many different ways to build a story using vertical forms, from simple two graphic configurations to multi-graphic configurations. Sample graphic configurations are supplied to help craft each photographic story, and can also be customized based off the examples shown. Sample vertical graphic configurations in Adobe Illustrator can be downloaded from the UCSF Digital Asset Library.

 

SAMPLE VERTICAL GRAPHIC FORMS

2-GRAPHIC CONFIGURATION

3-GRAPHIC CONFIGURATION

4-GRAPHIC CONFIGURATION

MULTI-GRAPHIC CONFIGURATION

 

Green