Elements for Print and Web
The UCSF visual system is a series of building blocks, that when used together, creates a consistent look and feel that embodies the UCSF brand. Elements of the UCSF visual system include logo, type, color and direction for photography. In addition, the system offers editorial expressions that support our brand positioning, and a graphic system to put all of the building blocks together. The following sections provide guidance on how to use each element of the system. When used properly, the system provides a solid foundation for telling the UCSF story in a visually compelling way.
It is critical that all UCSF materials and communications — both print and web — look like they come from the same place. This helps our audiences recognize the full power and promise of UCSF. Consistency is the key to awareness, preference and ultimately loyalty.
NEW: Download a PDF (5.5MB) of the new UCSF Health and Benioff Children's Hospitals visual brand guidelines.
Updated guidelines available. Download a PDF (39MB) of the UCSF brand guidelines.
Download a PDF (2.2MB) of the UCSF Visual Communications Quick Guide.
Before initiating a new communications project, please fill out a creative brief. Identifying your objective, audience, and message will help you to create stronger, more effective communications. Creative Brief Template.pdf
The family of UCSF logos collectively represents our brand. It is made up of 3 core areas: master brand, campus and clinical.
Typography helps to unify messaging and create familiarity.
The new color palette is flexible and made of bold, bright colors. New: color use specific to interactive applications now available.
Photography is a widely used and influential brand element. Our system is built upon three pillars of expression: emotion, environment and science.
Editorial expressions create visual interest while highlighting key themes in our brand story and communications.
The graphic system creates a framework for pairing multiple elements in the visual system together.