Internal Initiative Treatment

The internal initiative treatment allows internal programs developed by campus and clinical entities to represent themselves in a unique way while still associating themselves with the UCSF brand. The treatment uses a colored box that sits alongside the UCSF logo or department logo lock-up that boldly illustrates the initiative to internal audiences.

TEMPLATES FOR YOUR PROGRAM/INITIATIVE

University Relations is in the process of developing templates that can be used to represent your internal program/initiative. Please contact identity@ucsf.edu for guidance on developing your Internal Initiative Treatment.

INTERNAL 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


Configurations

There are three box configurations for internal initiatives — square, rectangle, and a band. These configurations are flexible and interchangeable. Consider the length of your program name and where the treatment is being used when determining the best configuration for your initiative.

SQUARE

INTERNAL INITIATIVE CONFIGURATIONS SQUARE

 

RECTANGLE

INTERNAL INITIATIVE CONFIGURATIONS RECTANGLE

 

BAND

INTERNAL INITIATIVE CONFIGURATIONS BAND

 


Construction

SQUARE

INTERNAL INITIATIVE CONSTRUCTION SQUARE

Program names are always in Granjon Roman. The space around the title is equal height of the capital letter in the program name. Center the type vertically within the square. Only use square orientation for short names (less than 15 characters per line) and use a maximum of four lines. Any color from the UCSF color palette may be used provided there is sufficient contrast for legibility. Choose one color for your initiative and apply it consistently across all communications to strengthen recognition of your program.

RECTANGLE

INTERNAL INITIATIVE CONSTRUCTION RECTANGLE

The rectangle orientation will be used most frequently as it can be applied to programs with various name lengths. Program names are always in Granjon Roman. The space around the title is equal height of the capital letter in the program name. Center the type within the rectangle. Any color from the UCSF color palette may be used provided there is sufficient contrast for legibility. Choose one color for your initiative and apply it consistently across all communications to strengthen recognition of your program.

BAND

INTERNAL INITIATIVE CONSTRUCTION BAND

The band orientation should only be used for short program names (maximum of 32 characters) and uses a maximum of one line. Program names are always in Granjon Roman. The space around the title is equal height of the capital letter in the program name. Center the type within the band. Any color from the UCSF color palette may be used provided there is sufficient contrast for legibility. Choose one color for your initiative and apply it consistently across all communications to strengthen recognition of your program.


Clear Space, Minimum Size

Providing the right amount of clear space around the internal initiative treatment makes it easier to distinguish it as a program name and not a headline. Leave ample space between the internal initiative treatment and the UCSF logo or logo lock-up. When pairing the box with the UCSF logo expression, the boxes may touch.

CLEAR SPACE

INTERNAL INITIATIVE CLEAR SPACE

Providing the right amount of clear space around the internal initiative treatment makes it easier to distinguish it as a program name and not a headline. When pairing an internal initiative treatment with the UCSF logo expression, the boxes may touch.

MINIMUM SIZE

INTERNAL INITIATIVE MINIMUM SIZE

Minimum print size is 13 point type for the program name. Minimum screen program name type size is 18 pixels.


Relative Size, Placement

The exhibits to the right show relative sizing standards and preferred order of placement for internal initiative treatments and programs. When placing the internal initiative and UCSF logo or department logo lock-up together in layout, the initiative and logo should be separated and placed on opposite corners of the page. When using the UCSF logo expression the boxes may touch.

RELATIVE SIZE

INTERNAL INITIATIVE RELATIVE SIZE

As with the UCSF logo and logo lock-ups, the internal initiative treatment should be proportionate to the other elements on the page. The width of the treatment should not exceed 30 percent of the total width of a layout, with the exception of extreme vertical layouts.

STAGING PLACEMENT

INTERNAL INITIATIVE STAGING PLACEMENT

In both horizontal and vertical applications, internal initiative treatment placement priority is opposite the UCSF logo: upper right, upper left, lower right, and lower left.


Examples

COLLATERAL

INTERNAL INITIATIVE PRINT EXAMPLES
Web

When the internal program is represented as a page of an existing department website, the name of the initiative should be represented in type on the page title. The chosen color for the program, as well as a description of the program, can be used in the content area at the top of the web page.

INTERNAL INITIATIVE WEB
Green

Incorrect Usage Examples

DO NOT USE MORE THAN FOUR LINES OF TYPE
DO NOT USE COLOR IN TYPE
DO NOT USE ALL CAPS
DO NOT USE ACRONYMS
DO NOT CHANGE TYPEFACE OR TYPE WEIGHT
DO NOT PLACE IN CIRCLES OR ALTERNATE SHAPES
DO NOT CENTER TYPE
DO NOT USE OUTLINES
DO NOT ALTER BORDER WIDTH
DO NOT CREATE A LOCK-UP WITH THE UCSF LOGO EXPRESSION OR OTHER LOGO LOCK-UP
DO NOT USE PHOTOS, TEXTURES OR GRADIENTS IN BOX
DO NOT PLACE SHAPE OR TYPE AT AN ANGLE