Social Media Policies
All members of the UCSF community must also abide by UCSF policies and guidelines, including, but not limited to Campus Administrative Policies, the Campus Code of Conduct, Local and Campus Policies, and UCSF Social Media Guidelines.
Navigating the world of social media can be confusing with constant changes in platforms, technologies and communities. While we want UCSF faculty, Staff and students to actively engage through social media, each of us need to understand the risks involved in using social media, and follow best practices to ensure proper use.
The recommendation for profile naming should reflect the name on the logo lock-up. For example, use UCSF Medical Center or UCSF School of Medicine. When character limitations prevent using the full name, abbreviate. Avoid using acronyms as these may be unfamiliar to new audiences.
It is important for all UCSF groups to use “UCSF” when naming social media accounts. Using UCSF in the profile name will improve rankings when people search UCSF in social media.
“Avatar” is another name for profile picture. These images appear in multiple small sizes and often share a standard square proportion. Social media avatars will consistently appear with the official page or profile name. The avatar should be the same graphic asset used across all social media platforms you own. The use of the UCSF logo in social media avatars is reserved for a limited number of official UCSF groups including the master brand, primary clinical entities and schools. All other departments and groups should use iconic and identifiable photographs. The examples to the right illustrate the range of display sizes for avatars across social media sites.
Cover Photo Imagery
Each sub-brand can choose its own banner/cover photo images for its social media sites. Select a single image or a composite of no more than three images. Images chosen for the cover photo should follow the guidelines in the photography section and any layout considerations should conform to the graphic expression section of this site.
The following are examples of how all elements (avatar, naming convention and banner imagery) come together to create a cohesive social media experience consistent across the enterprise.
Consistency Across Multiple UCSF pages
UCSF MASTER BRAND FACEBOOK EXAMPLE
The navy blue avatar is paired with a complementary banner image and proper naming convention to create a consistent UCSF master brand impression.
UCSF MEDICAL CENTER FACEBOOK EXAMPLE
The light blue avatar is paired with a complementary banner image and proper naming convention to create a consistent UCSF Medical Center impression.
UCSF Benioff Children's Hospital FACEBOOK EXAMPLE
The orange avatar is paired with a complementary banner image and elements from the brand system, as well as proper naming convention to create a consistent UCSF Benioff Children’s Hospital impression.
Consistency Across Multiple Platforms
UCSF MASTER BRAND FACEBOOK EXAMPLE
Avatar images, generally appear with the official page name. The images that appear in the banner should follow the guidelines in the photography section. When possible, images used in the news-feed should reflect these guidelines as well.
UCSF MASTER BRAND LINKED IN EXAMPLE
Please refer to the graphic expression and photography sections of this guideline for creating composite banner images.
UCSF MASTER BRAND TWITTER EXAMPLE
The same avatar assets should be used for all social media channels. Please refer to the social media guidelines located on identity.ucsf.edu for more information on how to represent UCSF in social media.
Logo expressions and photographs are the two styles Of avatar that can be used across UCSF social media platforms.
The avatar with logo expression is a social media solution reserved for a limited number of official UCSF groups. Schools and other approved units can implement the avatar with the logo expression. Groups without access to UCSF logo avatars can set up photographic avatars for social media sites. Below offers guidance on usage for each style of avatar.
Logo Expression Avatars
The logo expression avatar is a social media solution for a limited number of official UCSF groups. UCSF master brand, UCSF Medical Center and UCSF Benioff Children’s Hospital will use the colors designated Below. These colors are not to be shared by other entities. Schools and other approved units can use the logo expression in any of the other palette colors.
UCSF MASTER BRAND, UCSF MEDICAL CENTER AND UCSF BENIOFF CHILDREN’S HOSPITAL
SCHOOLS AND APPROVED UNITS
logo expression avatars
Approved groups should contact University Relations to request their logo expression avatar templates.
Most UCSF sub-brands, including departments, will use photographic avatars to identify with their audiences. Photographs can be selected and implemented based on the guidance outlined on the following pages. Images used for photo avatars will fall into one of two categories as outlined here: iconic or textural.
The criteria for photo avatars should follow the brand photography direction outlined on this site. Additionally, the images should not be complicated or busy and should work in a small format. Photo avatars should avoid using text that can become illegible in mobile iterations. Images should represent the sub-brand in the work it does and people it serves.
In choosing imagery for your iconic or textural photo avatar, please consider UCSF’s three photographic pillars (emotion, environment, science) and the feelings they are meant to evoke.
Photographic Avatars – Iconic
Iconic images offer a powerful way to identify with an audience. These images should identify UCSF sub-brands in a prominent way. Iconic images should be clean and have minimal detail so they are easy to identify even in a small size. Appropriate iconic images include photos of buildings, processes, equipment and landmarks that help create a connection to UCSF.
The images shown on this page are good examples of iconic imagery that convey the UCSF photography direction.
Photographic Avatars – Textural
Textural images are also recommended for social media avatars. These photographs should identify UCSF in a more conceptual way than the iconic images. Technically, these images contain a lot of visual detail that help create a contextual impression rather than a literal representation. Appropriate textural images include photos of architectural details, microscopic details and aerial photography that help create a connection to UCSF.
The images below are good examples of textural imagery.
Photographic Avatars – Cropping
Iconic Image Cropping
Once you’ve selected an image that clearly identifies your entity, determine a focus area of the photo. Crop the image so the focus area provides context to your entity. In order to have an image unique to your group, it is recommended to use images that are not from the UCSF photo library and that are not frequently used in the brand expression. However, it is important that images are consistent with photography direction, and cleared of all usage and licensing requirements.
Textural Image Cropping
When using textural imagery, be sure to crop in close so the details within a texture can scale within applications and devices.
It is recommended to use images that are not from the UCSF photo library and that are not frequently used in the brand expression. However, it is important that images are consistent with the guidelines laid out in the photography section, and cleared of all usage and licensing requirements.
Incorrect Usage Examples
DO NOT USE PORTRAITS
DO NOT OVERLAY LOGO ON PHOTOGRAPHY
DO NOT USE MORE THAN ONE PHOTOGRAPH
DO NOT CREATE SHAPES ON IMAGES WITHIN BOX
DO NOT CREATE BORDERS WITHIN BOX
DO NOT CHANGE COLOR OF LOGO WITHIN BOX
DO NOT USE GRADIENTS
DO NOT USE TINTS WITHIN BOX
DO NOT USE SIGNATURE WITHIN BOX
DO NOT ADD TEXT WITHIN BOX
DO NOT MOVE LOGO WITHIN BOX
DO NOT CHANGE SCALE OF LOGO