Editorial Expression

Editorial expressions highlight key themes in our brand story. When paired with other elements of our visual system, they capture the cascading impact of UCSF's work. These expressions are composed of two verbs: the first word is an action that serves as a catalyst, triggering the next action word. Each word is punctuated with a period to complete each thought.

Editorial expressions are not intended for use in every communications piece. Consider the target audience carefully and assess if an editorial expression will enhance the power of the message.

Eight editorial expressions exist and are approved for use across UCSF communications materials. Art files of the editorial expressions are available for download.

Editorial expressions should always be set in Granjon font. Use Granjon roman for the first line of action. Use Granjon italic for the second line of action. Punctuate each action with a period to complete the expression. When placing an expression on white, use color to differentiate the two words.

Example Use of Editorial Expressions

Editorial Expression on Photography

When using an editorial expression with photography, set type in white to contrast against darker areas of an image. To ensure legibility, place editorial expressions in areas with less activity to provide more contrast. Only set an editorial expression in two colors against photography when there are white or light areas.

Editorial Expression on Colored Background

When setting editorial expression against color backgrounds, always set type in white against colors that provide enough contrast.