Preferred usage is the UCSF signature. Minimum size for UCSF signature is 1" wide or 120 pixels. Smaller applications can use the UCSF logo or logo expression.

Minimum clear space for all logos is the width of the “U” in UCSF on all sides (indicated with “X” on example above).

Signature

Logo

TYPOGRAPHY

Aa Helvetica NeueHelvetica Neue is our primary font, used for copy. Light is the primary weight.

Aa GranjonGranjon is our secondary font, used for headlines and titles to convey warmth.

Arial and Garamond can be substituted when primary fonts are not available.

X

X

X X

X

Imagine.create.

Dream.do.

EDITORIAL EXPRESSION

Visual Communications Quick GuideFor full guidance on applying the UCSF brand, go to identity.ucsf.edu.

MASTER BRAND LOGOS

Emotion: Photos are intimate, capture a moment in time, and are focused deeply on people.

Environment: Photos that evoke a sense of destination and provide context for UCSF.

Science: Abstract textures taken from microscopes or still life.

PHOTOGRAPHY

GRAPHIC EXPRESSION

Using a grid system, create a collage of shapes. Focus in on areas to create new dynamic grids.

Secondary

COLOR

PRINT PALETTE:

Neutral

Replace shapes with photos or colored boxes.

Teach.inspire.

Logo Expression

Primary

Pantone Process Blue CC 100 M 10 Y 0 K 10

Pantone 7463 CC 100 M 90 Y 39 K 45

Pantone 320 CC 100 M 0 Y 31 K 3

Pantone 158 CC 0 M 61 Y 97 K 0

Pantone 2665 CC 62 M 60 Y 0 K 0

Process BlackC 0 M 0 Y 0 K 100

WhiteC 0 M 0 Y 0 K 0

Pantone 427 CC 0 M 0 Y 0 K 13

Pantone 428 CC 4 M 0 Y 1 K 20

Pantone 192 CC 0 M 100 Y 68 K 0

Pantone 123 CC 0 M 24 Y 94 K 0

Pantone 390 CC 44 M 5 Y 100 K 0

Secondary

DIGITAL PALETTE:

Neutral

Primary

AA 4.5:1 Interactive BlueR 0 G 124 B 190# 007CBE

Contrast to FFFFFF = 4.54:1

Pantone 7463 C R 5 G 32 B 73# 052049

Contrast to FFFFFF = 16.04:1

AA 4.5:1 Interactive TealR 5 G 132 B 136# 058488

Contrast to FFFFFF = 4.5:1

AA 3:1 Interactive OrangeR 242 G 109 B 4# F26D04

Contrast to FFFFFF = 3.02:1

Pantone 2665 CR 113 G 111 B 178# 716FB2

Contrast to FFFFFF = 4.55:1

Process BlackR 0 G 0 B 0# 000000Contrast to FFFFFF = 21:1

WhiteR 255 G 255 B 255# FFFFFFContrast to 000000 = 21:1

Pantone 427 CR 209 G 211 B 211# D1D3D3Contrast to 000000 = 13.97:1

Pantone 428 CR 180 G 185 B 191# B4B9BFContrast to 000000 = 10.63:1

AA 4.5:1 Interactive RedR 235 G 9 B 60# EB093C

Contrast to FFFFFF = 4.53:1

Pantone 123 CR 255 G 221 B 0# FFDD00

Contrast to 000000 = 15.59:1

AA 3:1 Interactive GreenR 110 G 164 B 0# 6EA400

Contrast to FFFFFF = 3.01:1

USE SCALE CHANGES FOR BETTER CONTRAST

USE CONTRAST OF TEXTURE / COLOR / VALUE / SIMPLICITY TO CREATE A VISUALLY DYNAMIC COLLECTION

BASED ON LARGER GRID, FOCUS IN ON AREAS TO CREATE NEW DYNAMIC GRIDS

ADD LOGO EXPRESSIONOR BRAND LOGO LOCK-UP TO COMPLETE THE LAYOUT

Add logo to complete the layout* Indicates color specifi c to interactive use

Indicates AA compliance only with large text* *

Visit the Brand Photography Library through MyAccess.