Partnerships

As the number of partnerships with outside companies, organizations, and academic institutions increase, there is a need to build structure around how to best represent UCSF in these partnerships. The partnership logo lock-up system was created to represent UCSF’s partnership with external entities. The design of the partnership logo lock-up differs from our other logo lock-ups and is unique, distinctive, and proprietary, but the system still aligns with the overall UCSF brand architecture. The partnership logo lock-up suggests inclusion and collaboration, and strongly represents both UCSF and the external partner. In most cases, full-color logos should be used for partnership logo lock-ups.

Please note: If a formal partnership agreement does not exist between UCSF and the external company or organization, please visit the Sponsorship / Co-Branding page for guidance on how to represent UCSF with external entities.

REQUESTING A Partnership Logo Lock-up

Contact University Relations for guidance on creating a logo lock-up for your partnership.

PARTNERSHIPS OVERVIEW
PARTNERSHIP 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


Lead and Supporting Partner

The partnership guidelines incorporate the strategy of building one UCSF brand, therefore, the preference is to have the UCSF logo appear first in order of appearance. Exceptions permit the partner logo to appear first on the partner’s marketing materials and website. If UCSF is playing a supporting role in the partnership, it will appear second in order of appearance. The order of appearance in the partnership logo lock-up, and any exceptions, should be written into the partnership agreement prior to the development of the partnership logo lock-up.

UCSF AS LEAD PARTNER

PARTNERSHIPS LEAD

The above is an example of UCSF as the lead partner. In most cases, full-color logos should be used for partnership logo lock-ups. Lock-ups are also available as all black and all white.

UCSF AS SUPPORTING PARTNER

PARTNERSHIPS SUPPORTING

The above is an example of UCSF as the supporting partner. In most cases, full-color logos should be used for partnership logo lock-ups. Lock-ups are also available as all black and all white.


Logo Lock-Up Versions

The scope of the partnership program should dictate which UCSF logo to use in your partnership logo lock-up. For programs that are local or regional or do not need further explanation about UCSF, use the UCSF logo. For national and international programs or for communications where UCSF needs further explanation, use the UCSF signature.

LOCAL/REGIONAL

PARTNERSHIPS LOCAL

The local/regional partnership logo lock-up is comprised of four elements: the program name, the UCSF logo, the partner logo(s), and the partnership bracket. The program name and partnership bracket are black. In most cases, full-color logos should be used for partnership logo lock-ups. Lock-ups are also available as all black and all white. Partner logos should be sized to have equal visual prominence to the UCSF logo.

NATIONAL/INTERNATIONAL

PARTNERSHIPS VERSIONS NATIONAL

The national/international partnership logo lock-up is comprised of four elements: the program name, the UCSF signature, the partner logo(s), and the partnership bracket. The program name and partnership bracket are black. In most cases, full-color logos should be used for partnership logo lock-ups. Logo lock-ups are also available as all black and all white. Partner logos should be sized to have equal visual prominence to the UCSF logo.


Configurations

PREFERRED

PARTNERSHIPS CONFIGURATIONS PREFERRED

The preferred configuration can be a one to three line title. Maximum number of characters in a title, including spaces, is 45. Minimum character count is 16, including spaces. Partner logos should be sized to have equal visual prominence to the UCSF logo. In most cases, full-color logos should be used for partnership logo lock-ups. Lock-ups are also available as all black and all white.

HORIZONTAL

PARTNERSHIPS CONFIGURATIONS HORIZONTAL

Horizontal configurations are reserved for instances where there is limited vertical space. Name should be a minimum of 16 characters and a maximum of 45 characters, including spaces. Partner logos should be sized to have equal visual prominence to the UCSF logo. In most cases, full-color logos should be used for partnership logo lock-ups. Lock-ups are also available as all black and all white.

VERTICAL

PARTNERSHIPS CONFIGURATIONS VERTICAL

Vertical configurations are reserved for instances where there is limited horizontal space. Name should be a minimum of 16 characters and a maximum of 45 characters, including spaces. No more than 14-20 characters (including spaces) per line, and no more than 4 lines in total. Partner logos should be sized to have equal visual prominence to the UCSF logo. In most cases, full-color logos should be used for partnership logo lock-ups. Logo lock-ups are also available as all black and all white.


Multiple Partner Configurations

HORIZONTAL

PARTNERSHIPS MULTI PARTNER HORIZONTAL

If a program has multiple partners, use the horizontal configuration. Partner logos should be sized to have equal visual prominence to the UCSF logo. In most cases, full-color logos should be used for partnership logo lock-ups. Lock-ups are also available as all black and all white.

VERTICAL

PARTNERSHIPS MULTI PARTNER VERTICAL

When horizontal space is limited, stack logos in vertical order as shown above. Maintain bracket, minimum size and spacing requirements. Partner logos should be sized to have equal visual prominence to the UCSF logo. In most cases, full-color logos should be used for partnership logo lock-ups. Lock-ups are also available as all black and all white.

GREATER THAN 3 LOGO TREATMENT

PARTNERSHIPS MULTI PARTNER MORE THAN 3

In instances where there are more than 3 partner logos, separate the program name from logos. Maintain the same size relationship between logos and program name as within lock-ups with 3 or less partners. Maintain bracket, minimum size and equal spacing requirements as shown above. Partner logos should be sized to have equal visual prominence to the UCSF logo. In most cases, full-color logos should be used for partnership logo lock-ups. Logo lock-ups are also available as all black and all white.


Construction, Clear Space, Minimum Size

CONSTRUCTION

PARTNERSHIPS CONSTRUCTION

The distance between the bracket and the UCSF and partner logo(s) should be the width of the letter “U” in the UCSF logo. The width of the bracket should be equal to the width of the program name or logos. The length of bracket vertical arm is 3/4 width of the ‘U’ in the UCSF logo. The distance between the program name and the bracket is 3/4 the width of ‘U’. The stroke weight of the bracket scales with logo lock-up. The distance between the UCSF logo and partner logo(s) is 1 1/2 the width of ‘U’. The program name is in Helvetica Neue Light. The height of the capital letter of the program name type is equal to 65 percent the width of the “U” in UCSF.

CLEAR SPACE

PARTNERSHIPS CLEAR SPACE

To create and maintain maximum impact, partnership 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 partnership logo lock-up makes it easier to distinguish, and reinforces the importance of the partnership. 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.

MINIMUM SIZE

PARTNERSHIPS MINIMUM SIZE

The minimum print size of a local/regional partnership logo lock-up is based off of a minimum master brand logo size of .5” wide. The minimum screen size is based off of a minimum master brand logo size of 48 pixels wide. The minimum print size of a national/international partnership logo lock-up is based off of a minimum master brand logo size of .75” wide. The minimum screen size is based off of a minimum master brand logo size of 96 pixels wide.


Relative Size, Placement

The size and location of the partnership lock-up is important for recognition, especially when seen multiple times across various touchpoints. A consistent approach to partnership 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

PARTNERSHIPS 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 and multiple partner configurations.

STAGING PLACEMENT

PARTNERSHIPS STAGING PLACEMENT

In both horizontal and vertical applications, partnership lock-up placement priority is as follows: lower right, lower left, upper right, and upper left.


Examples

COLLATERAL

PARTNERSHIPS PRINT EXAMPLES
Web: Expression on UCSF.edu

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 on the footer.

PARTNERSHIPS WEB 1
Web: Expression on Other Web Platforms

If the partnership program website is developed on a platform outside of UCSF.edu (for example, a .org site), the recommendation is to create a “brand neutral” website. The name of the program should go on the left side of the web banner. The partnership logo lock-up (without the name) should sit on the right side of the web banner. Use a neutral font such as Helvetica. Use imagery in the main splash area to illustrate what your program is. Consider a horizontal navigation.

PARTNERSHIPS WEB 2

Incorrect Usage Examples

DO NOT FEATURE OTHER UCSF ELEMENTS WITHIN THE LOCK-UP
DO NOT USE ACRONYMS
DO NOT USE ALL CAPS
DO NOT ALTER TITLE TYPEFACE
DO NOT ALTER COLOR OF BRACKET
DO NOT ALTER THICKNESS OF BRACKET
DO NOT USE MORE THAN THREE LOGOS IN A LOCK-UP
DO NOT USE MORE THAN 45 CHARACTERS PER TITLE
DO NOT CREATE UNEQUAL LOGO RELATIONSHIP
DO NOT ALTER BRACKET STRUCTURE
DO NOT ALTER SIZE OF TITLE
DO NOT USE COLOR IN TITLE TYPE