Brand Guide

The UCSF visual system creates a consistent look and feel that embodies the UCSF brand. The following sections provide guidance on how to use each element of the system. Consistent use of the visual system helps define and enhance the UCSF brand experience. Consistency is critical to the success of the UCSF brand.

Start your communications project with a creative brief. Identifying your objective, audience, and message will help you to create stronger, more effective communications.

    Looking for templates and examples? Start here

    Looking for UCSF Health Guidelines? Start here.

     
    BRAND STORY

    UCSF Brand Positioning Guide cover

    If individually we tell a consistent story about who UCSF is and what we stand for, we'll increase the impact of UCSF as a whole.

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    LOGOS

    The family of UCSF logos collectively represents our brand. It is made up of 3 core areas: master brand, campus and clinical.

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    COLORS

    color palette

    Colors for printed materials - anything from a brochure or poster, to a t-shirt or sign. 

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    FONTS / TYPOGRAPHY

    Typography - Helvetica Neue

    Typography helps to unify messaging and create familiarity.

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    EDITORIAL EXPRESSION

    editorial expression

    Editorial expressions create visual interest while highlighting key themes in our brand story and communications.

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    VISUAL FRAMEWORK

    graphic expression

    The visual styleguide creates a framework for creating simple layouts.

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    USING THE UCSF NAME

    t-shirt mockup with UCSF logo

    Guidance on how to represent yourself, student groups, or departments at marches or other advocacy events.

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    UCSF HEALTH

    Guidelines for representing our clinical areas including UCSF Health and UCSF Benioff Children's Hospitals.

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