visual identity standards

Transcription

1 university of california, san francisco march 2007 visual identity standards University Publications UCSF Public Affairs 2007 the regents of the university of california

2 welcome & introduction 2section one contents letter from the senior vice chancellor...3 contents terminology the importance of an identity...9 design standards and freedom of expression at UCSF...10 identity platform...11 contacts...12

3 University of California San Francisco University Advancement and Planning Office of the Vice Chancellor Bruce W. Spaulding Vice Chancellor 3333 California Street Laurel Heights Suite 16 San Francisco, CA tel: 415/ fax: 415/ Dear UCSF Community: We all know that people and places have identities, but too often we forget that UCSF has one as well. This is not to say that as individuals we lack loyalty to or awareness of UCSF s values, achievements, schools, centers or institutes. Yet it is precisely because we think of UCSF in a local or particular way that we overlook it in the general sense and ask the world to piece together the whole picture of UCSF from a thousand snapshots. This is not practical. Nor is this wise. A fast-changing, highly competitive world requires that even accomplished institutions constantly project and broadcast their existence in order to amplify their excellence. The UCSF that saves lives, opens clinics for the poor and homeless, trains future doctors, dentists, nurses and pharmacists, works round the clock in research laboratories, transports thousands around the city every day with its own bus system, welcomes tens of thousands of patients through its doors every year, and does so much more has a coherent identity only if we insist upon it. In the end, whatever our department or affiliation, we are all UCSF, and our continued success in everything from recruitment to research funding depends upon making that unity clear to the world. One of the most important ways to broadcast our unity is to encapsulate the impact of our existence in a phrase. We now have done so with the tagline advancing health worldwide. UCSF s Visual Identity Standards have been revised and expanded to incorporate this message. And on the pages that follow, you will learn how UCSF s system should be employed on everything from posters to podcasts. Our goal is consistent use, rigorously enforced. I ask for your cooperation and support in uniting behind this mandatory system, which the UCSF Administrative Policy Guide has entrusted to UCSF Public Affairs for promulgation, development and ongoing refinement. Bruce W. Spaulding Senior Vice Chancellor University Advancement and Planning

4 contents section one: welcome & introduction...2 letter from the senior vice chancellor...3 contents welcome and introduction 4 terminology the importance of an identity...9 design standards and freedom of expression at UCSF...10 identity platform...11 contents contacts...12 section two: the UCSF signature...13 components of the signature...14 logo signature colors...15 signature application on value range...16 signature hierarchy: multiple tier system color signatures...18 clear space...19 minimum size...20 small-size signature...21 improper signature use UCSF logo watermark...24 UCSF in written text...25 UCSF and co-branding...26 section three: the UCSF tagline...27 meaning and purpose...28 when to use the tagline...29 application of the tagline...30 fixed (locked up) positioning...31 flexible positioning format tagline color treatment: locked up positioning...34 tagline color treatment: flexible positioning...35 improper tagline use

5 tagline with related identities: correct usage tagline with related identities: incorrect usage tagline within text...42 section four: typography...43 introduction contents (continued) welcome and introduction helvetica neue...45 bodoni...46 examples of type usage...47 body text examples...48 section five: color palette...49 introduction...50 primary color palette...51 secondary color palette...52 examples of color usage...53 section six: related identities...54 UCSF medical center identity...55 sub-branding and tagline: correct usage sub-branding and tagline: incorrect usage section seven: business system...60 introduction...61 role of the seal...62 business cards...63 letterhead...64 envelopes and mailing labels...65 presentation folders...66 other materials available...67 powerpoint presentations...68 section eight: layout formats...69 about the grid...70 layout and the grid

6 6contents (continued) section nine: identity application...74 introduction color newsletter samples color newsletter samples welcome and introduction annual report samples...79 campaign material samples...80 poster samples...81 fleet graphics...82 fleet graphics application...83 signage...84 donor signage...85 section ten: web identity standards...86 introduction...87 official vs. non-official sites...88 banner tagline and the web...91 tagline and the web: improper use...92 typography for the web: live text...93 typography for the web: graphic type...94 color palette for the web section eleven: web identity application...99 elements of webpage design web development and design considerations website examples section twelve: electronic communications introduction signature (optional use) video and audio section thirteen: frequently asked questions questions and answers

7 terminology For maximum clarity, we have established a set of technical definitions that are consistently used throughout this text. Each is defined and illustrated below. It will be important, in both written correspondence and oral discussion related to design, to use these terms accurately and consistently. It is recommended, therefore, that the reader make herself fluent in the technical language of this document. Where appropriate, these definitions are repeated in the text for ease of reference. UCSF logo 7welcome and introduction terminology UCSF logotype UCSF signature* tagline UCSF tagline signature* * The signature is synonymous with the term identity. However, signature will be used throughout the Visual Identity Standards for consistency.

8 terminology (continued) UCSF sub-brand signatures* 8welcome and introduction university seal terminology (continued) brand The sum impression or idea derived from a consumer s experience of a company s products, services, communications and people logo A visual symbol (abstract or representational) or a uniquely and individually drawn set of typographic characters that form a name (Nike), word (Apple) or abbreviation (IBM) or both, which is the official emblem of a company or institution * The signature is synonymous with the term identity. However, signature will be used throughout the Visual Identity Standards for consistency. Revised March 2012

9 the importance of an identity Institutions, like individuals (or smaller collectives such as teams), can have a persona or identity. As identity is important for persons, so too is it essential to the success and reputation of institutions. Identity, whether institutional or personal, is based on things like principles (or values) held, actions taken, purposes pursued and that alignment of all these things called integrity. Institutions, like individuals, care about, cultivate and maintain their identities because these are nothing less than their character, their reputation. Identity, in the institutional sense and from the brand perspective, is understood through three channels : voice, vision and action (what you say, how you look and how you act). These standards address the second of these: institutional appearance as it is communicated in logos, visual symbols, color, stylized typography and iconographic elements. These must be coordinated and related back to the one foundational and defining idea by institutional identity. A clear understanding of these visual elements and how they work together forms the foundation for a successful brand identity. This guide aims to provide that understanding in detail and with clarity, particularly to those charged with managing these assets. welcome and introduction 9 the importance of an identity the UCSF signature

10 design standards and freedom of expression at UCSF It is well understood that universities are not corporations and that their very diversity is part of their strength. The UCSF Visual Identity Standards have been carefully crafted. It respects the individual importance of professional schools, laboratories, institutes, centers and departments, and provides ready solutions for how these names can be used together with the UCSF logo and its associated brand elements. It also respects the individual creativity of designers by furnishing them with tools that allow a measure of freedom within the broad constraints required by branding best practices: primarily, the values of consistency and coherence. The standards guiding principle, with respect to the many entities that make up UCSF, is that these entities benefit from their close association with the larger University name, which ensures their greater visibility, recognition and equity. To attain these benefits and to realize the idea of the larger, integrated university that is UCSF, the University name should always be the dominant, unifying element. The goal is a cohesive UCSF visual identity, unfettered by a plethora of individual logos and marks that confuse, confound and compete with the University name. In the standards that follow, you will find explanations designed to reflect a clear and consistent image of UCSF. There are details of how to access official art and examples of identity application. The materials you create by following these standards should represent UCSF consistently, across applications and audiences. Whenever questions arise during the creation of UCSF materials, contact UCSF Public Affairs (info@pubaff.ucsf.edu). See also the UCSF Editorial Style Guide. Much of the detail that follows is provided for graphic designers and/or printers. If you are contracting with designers or printers, please share this document, so that they adhere to our Visual Identity Standards. welcome and introduction 10 design standards and freedom of expression at UCSF

11 identity platform The University of California, San Francisco is a leading university that consistently redefines health care worldwide by conducting advanced biomedical research, educating graduate students in life sciences and providing complex patient care. The mission of UCSF is to attract and educate the nation s most promising students for future careers in the health sciences and health care professions, with continuing emphasis on open access and diversity; to bring our patients the best in health care service, from primary care to the most advanced technologies available; to encourage and support research and scholarly activities to improve our basic understanding of the mechanisms of disease and the social interactions related to human health; and to serve the community at large through educational and service programs that take advantage of the knowledge and skills of UCSF faculty, staff and students. welcome and introduction 11 identity platform

12 contacts general UCSF brand issues Questions and requests for clarifications regarding the proper execution and implementation of the UCSF identity system should be submitted in writing to UCSF Public Affairs pubaff.ucsf.edu). Responses will be issued within 72 hours of receipt. The most current information about the UCSF brand identity is available online (identity.ucsf. edu). The supporting PDF document is updated periodically. contacts welcome and introduction 12 design services For information about print and web creative services, please contact UCSF Public Affairs. When beginning any new design project, consult a professional graphic designer. Oncampus creative services are available and estimates can be provided from UCSF Public Affairs. Contact info@pubaff.ucsf.edu for an estimate. Or if you are hiring an outside professional graphic designer, ensure that the vendor has access to the UCSF Visual Identity Standards. stationery To order stationery, please contact Documents, Media & Mail (visit ucsf.edu/documentsmail). For technical reasons, the colors reproduced in this PDF are representational only. Neither the computer monitor nor color printouts should be used as a color match. Please apply the color specifications detailed throughout this document and consult the Pantone color-matching system where appropriate to ensure color-matching accuracy. WORK PRODUCED BY OUTSIDE VENDORS MUST CONFORM TO THE APPROVED UCSF IDENTITY STANDARDS. TO ENSURE THAT THESE STANDARDS ARE MET, UCSF PUBLIC AFFAIRS WILL REVIEW MATERIALS BEFORE THEY ARE PRODUCED, IF GIVEN A MINIMUM OF TWO WEEKS TO DO SO. CONSULTATION FEES MAY BE ASSOCIATED WITH THIS REVIEW. SHOULD MATERIALS (INCLUDING PRINT AND ONLINE) BE PRODUCED THAT DO NOT CONFORM TO THE APPROVED UCSF STANDARDS, DISTRIBUTION, AVAILABILITY OR ACCESS COULD BE JEOPARDIZED. Signage illustrations: Debra Nichols Design (pages 84-85) The Regents of the University of California Revision date: March 2007 Developed and produced by UCSF Public Affairs.

13 section two the UCSF signature 13 contents components of the signature...14 logo signature colors...15 signature application on value range...16 signature hierarchy: multiple tier system color signatures...18 clear space...19 minimum size...20 small-size signature...21 improper signature use UCSF logo watermark...24 UCSF in written text...25 UCSF and co-branding...26

14 components of the signature The UCSF signature The UCSF signature is the official emblem of the University of California, San Francisco. It has been developed for use in internal and external University communications, and is to be used as the primary graphic identifier in all materials that issue from and represent the University. The proliferation of many different logos, symbols, colors and typefaces fragments the institution s identity. By creating a single recognizable and consistent standard, we distinguish ourselves from competitors, minimize confusion, and remain a unique and memorable entity in the landscape of institutions. The official UCSF signature (also identity ) comprises the UCSF logo (the custom-drawn abbreviation created in 1978 by the German-born designer Henry Wachs) and the logotype (the words University of California San Francisco ). The visual structure of the UCSF signature the logo and logotype, its specific color and tiered configuration has been specifically designed to give it a unique visual character. Each element has been specially placed, sized and rendered to bear precise relationships to the others. Therefore, no part the signature nor the signature as a whole should be altered in any way. Officially approved alternative signatures have been developed for situations where the preferred signature cannot perform, for example, due to its verticality. the UCSF signature 14 components of the signature the UCSF signature components caption UCSF logo UCSF signature logotype Diagrammed here is an example of our signature, showing the visual relationship of the elements. When signatures need to be larger or smaller, the relative scale/relationship of the elements should be maintained (see also clear space, minimum size and smallsize signature sections of these standards). Digital files are available from UCSF Public Affairs.

15 logo signature colors The two-color signature is the preferred signature of the UCSF Visual Identity Standards. It can be printed in two colors: UCSF teal and black. Where reproduction constraints prevent the use of the two-color signature, use one of the optional one-color versions of the signature (all-black signature or the reverse signature). The UCSF signature should never be represented in other colors. Always insist upon accurate color matching. Poorly matched colors may weaken the impact and effectiveness of our logo. See section 5, color palette, starting on page 49 for specific color information. Signatures are available in EPS (vector) format for print. Where required, signatures can be provided in alternative formats. Contact UCSF Public Affairs for further information. teal-and-black (two-color) signature all-black signature (one-color) the UCSF signature 15 logo signature colors all-white signature (one-color, reverse)

16 signature application on value range When developing a design that incorporates the signature, create a visual framework that provides the maximum contrast. When placing the black or reverse signature on a solid field of color, select the file that will ensure maximum legibility. Avoid placing the signature against backgrounds that prevent good contrast or clear legibility. These can include heavily patterned, harsh or brightly colored, textured or busy photographic backgrounds. logo on grayscale background values (for illustrative purposes only) 100% 90% 80% 70% 40% 30% 20% 10% the UCSF signature 16 signature application on value range 60% 0% 50%

17 signature hierarchy: multiple tier system The UCSF signature endorses and organizes many academic, administrative and clinical entities (as well as sub-units and divisions thereof) under a single institutional umbrella. To accommodate this architectural scenario, multi-tiered signature options have been developed. If you do not have the UCSF signature with the department name needed, or if you have any questions regarding usage, please contact UCSF Public Affairs (info@pubaff.ucsf.edu). UCSF signature (tier 1) tier 2 example: UCSF signature + department the UCSF signature 17 signature hierarchy: multiple tier system tier 3 example: UCSF signature + department + unit

18 1-color signatures All UCSF signatures, regardless of hierarchy, may appear in one color: black or white. the UCSF signature UCSF signature (tier 1) 18 1-color signatures tier 2 example: UCSF signature + department tier 3 example: UCSF signature + department + unit

19 clear space To create and maintain maximum impact, the signature must never be too closely linked to (or crowded by ) copy, photography or other graphic elements. A clear space rule has been developed to ensure that the signature has stage space commensurate with its importance as a key brand element and institutional identifier. Clear space refers to the area around the logo that separates it from other elements such as photos, type, icons or a page edge. The clear space should be equivalent to the cap height of the U in the logo (the U in the diagram represents this space). So, as the logo increases or decreases in size, the clear space requirements are adjusted proportionally. Whenever possible, please allow for more than the minimum space. UCSF signature (tier 1) clear space tier 2 clear space the UCSF signature 19 clear space tier 3 clear space

20 minimum size For greatest impact and legibility, a minimum logo size has been established. The signature can be used in any size as long as it does not go below a minimum of 1.25" wide. Any scaling should be done proportionally. minimum size for print application 1.25" the UCSF signature 20 minimum size 1.25" 1.25" minimum size is based on the width of the UCSF signature, regardless of how long a specific department or unit name might be

21 small-size signature A small-size signature has been developed for applications or situations where the minimum size requirements cannot be maintained. The small-size signature has been proportionally altered to be legible at smaller sizes. It should not be reduced further. Careful and selective use of the small-size signature is encouraged. All materials using the small-size signature need to be reviewed and approved by UCSF Public Affairs. There may be certain cases that require special sizing or clear space allowances. Examples of these unique applications include (but are not limited to) pencils, CD spines, etc. For questions about unique applications of the University signature, please contact UCSF Public Affairs (info@pubaff.ucsf.edu). Digital files are available from UCSF Public Affairs. UCSF signature small-size signature the UCSF signature 21 small-size signature 1.65" never reduce or enlarge the small-size signature

22 improper signature use Do not alter the graphic files. The impact of a signature depends on proper use, consistently maintained. Signatures are visual stimuli that are repositories of closely associated values, ideas and meanings, which they perceptually trigger. Any changes to the shape and color of the UCSF signature will change or diminish the important values, ideas and meanings with which it is associated. Signatures are, among other things, symbols of reputation: Alter them, and you can subtly shift perceptions of the institutions they stand for (and not always for the better). For this reason, strict adherence to the correct signature structure and implementation is critical. Never use the signature on merchandise without first contacting UCSF Public Affairs. (This holds true even if the merchandise will be donated or is complimentary.) Never use the signature as part of a headline or in body copy. When the UCSF abbreviation occurs in text, set the letters UCSF in all caps (no periods, no spaces) in the same typeface and size as the rest of the text. Any use of the signature that makes it difficult to read or degrades its integrity is unacceptable. See samples of improper usage below and on the next page. do not stretch or distort the signature in any way do not tilt the signature improper signature use the UCSF signature 22 do not place the signature on a patterned background or apply graphic elements that could diminish or obscure its appearance do not outline any part of the signature do not create a pattern with the logo or signature

23 improper signature use (continued) do not re-assign or re-color any part of the signature do not tint any components of the signature the UCSF signature 23 do not try to re-create any part of the signature using a font do not re-draw, alter the proportions of, or shape or scan the signature UC SF UC SF UC SF do not use the signature or parts of the signature in combination with other text improper signature use (continued) do not delete or replace elements of the signature do not stack the logo over or under other design elements or combine it with other symbols

24 UCSF logo watermark The UCSF logo may be used alone as a watermark, graphic element or secondary asset. The identity requires that such usage be authorized only when the full signature appears elsewhere or for special applications. A professional graphic designer is required for such adaptations. Do not use the UCSF logo watermark in text. Instead, set the letters UCSF in all caps (no periods or spaces) in the same typeface and size as the rest of the text. See next page. UCSF signature UCSF watermark the UCSF signature 24 UCSF logo watermark

25 UCSF in written text When the University name is used in body text communications (print or electronic), the correct and preferred use is in all caps (no periods, no spaces): UCSF. The full, expanded version may also be used as a secondary option: University of California, San Francisco (with an initial cap for all words except of ). The signature or its constituent elements (logo, logotype) should never be used as part of a title, headline or within continuous text. See also the UCSF Editorial Style Guide (identity.ucsf.edu). the UCSF signature 25 correct The UCSF signature is the most identifiable image of the University. It has been developed to represent the University in all internal and external communications. It must be used as the primary graphic element in all materials affiliated with the University. UCSF in written text incorrect The signature is the most identifiable image of the University. It has been developed to represent the University in all internal and external communications. It must be used as the primary graphic element in all materials affiliated with the University.

26 UCSF and co-branding UCSF will on occasion co-brand, co-market or partner on an initiative or co-sponsor an event with another institution or company. As a general rule, when entering into such partnerships, ensure that the UCSF signature has at least equal visual weight as the partner signature on printed communications and in other kinds of graphic applications. Whenever possible, visual predominance should be sought for the UCSF signature in relation to partner signatures (and subordination should be avoided as much as possible). Shown here are standard co-brand signature models that represent a range of visual relationships: from predominance through equality to subordination. The conditions that will determine the choice of one model over another will vary, and may be based on such considerations as the comparative dollar value of the co-sponsors contributions (the larger contributor therefore contending for the predominance of its signature) or the degree of sponsorship being offered (with a similar proportional logic applied). Regardless of the model adopted in a given scenario, please refer to the clear space, minimum size and background value range standards. UCSF as primary partner in partnership with: co-equal partners partner logo the UCSF signature 26 UCSF and co-branding Prior to publication or distribution, any co-branded art and content requires approval from UCSF Public Affairs. Please contact UCSF Public Affairs (info@pubaff.ucsf.edu) for assistance and allow two weeks for the process. UCSF as supporting partner partner logo

27 section three the UCSF tagline advancing health worldwide 27 contents meaning and purpose...28 when to use the tagline...29 application of the tagline...30 fixed (locked up) positioning...31 flexible positioning format tagline color treatment: locked up positioning...34 tagline color treatment: flexible positioning...35 improper tagline use tagline with related identities: correct usage tagline with related identities: incorrect usage tagline within text...42

28 meaning and purpose A tagline is a primary marketing message (arguably the primary marketing message an institution makes). Its primacy is established and expressed by its privileged position in lockup with a corporate identity or institutional signature. No other message, slogan or nomenclature enjoys this graphic pride of place. The UCSF tagline advancing health worldwide, developed by campus leaders, the UCSF Foundation and marketing experts, was designed to: Articulate our core value Proclaim our aspiration and elevate it to the status of an institutional mission Differentiate us from competitors Identify the impact and effect we have and aspire to have as an institution, and the global scope of that ambition Give our brand an emotional charge that forms a closer, more durable bond with key audiences, including the public at large the UCSF tagline 28 meaning and purpose the UCSF tagline signature Advancing health worldwide conveys the immense transformative impact of our collective action on a global scale. It broadcasts our desire and capacity, as individuals and as a diverse university community, to change human lives for the better. As such, it adds a much-needed dimension of humanity to our institutional image. Advancing health worldwide was developed to educate key audiences who might be unaware of our mission and to reinforce or expand awareness among those already familiar with it. Finally, advancing health worldwide is a way to inspire and proclaim our pride in UCSF. As with any identity element, thoughtful, consistent and careful application of our tagline will ensure its broad association with UCSF and support both the legal fact and the public perception of its ownership.

29 when to use the tagline The UCSF tagline may be used on external and internal communications materials (print and electronic) only after review and by approval of UCSF Public Affairs. Its use may be appropriate for select advertising, marketing and promotional materials (like literature, conference banners and packaging). Its use is NOT appropriate on official or corporate -level applications, like business systems,* architectural signs and other permanent media or on diplomas, contracts, academic white papers or checks. The design and format of our official applications are closely aligned with the University of California specifications. The tagline will be featured on the reverse side of business cards. For criteria about when and how to use the tagline properly, please contact UCSF Public Affairs All materials that may feature the tagline should be submitted, in advance, to UCSF Public Affairs, for review and approval to ensure proper and consistent application. the UCSF tagline 29 when to use the tagline * The use of the tagline on letterhead and envelopes is prohibited with one exception: UCSF Development Office has the option of applying the tagline to envelopes on a discretionary basis, especially when correspondence or mailing is tied to fundraising activities. UCSF Development and UCSF Public Affairs should consult regarding these specific applications.

30 application of the tagline The tagline can be used with the UCSF signature in two ways: with its position fixed (or locked up) to the UCSF signature (as prescribed) and with a defined, flexible placement, proportionally related to the signature. All the standards that relate to maintaining the integrity of the signature (e.g., proper logo use, clear space, minimum size) also apply to the tagline art files. The tagline should always occur with the UCSF signature, according to one of these two prescribed positioning methods. Potential exceptions to this rule will be reviewed on a case-by-case basis and must be submitted in writing for approval by UCSF Public Affairs, in advance. fixed (locked up) positioning the UCSF tagline 30 application of the tagline flexible positioning Use of the trademark symbol with the tagline The trademark symbol should always be affixed in superscript to the tagline in the tagline signature, at least for an establishing period to be determined by UCSF Public Affairs. The trademark symbol should always be affixed in superscript to the tagline in first use in copy in a document (optional thereafter). The trademark symbol should never be rendered in permanent media (e.g., architectural signage, vehicular decals).

31 fixed (locked up) positioning When the tagline is locked up with the signature, it appears as the baseline of the signature, supported by a rule and stylized typography. This fixed positioning lockup is reserved for the tier 1 UCSF signature only. Tier 2 and tier 3 signatures should employ the flexible positioning format (see page 32). The minimum clear space should be equivalent to the cap height of the U in the logo (the U in the diagram represents this space). So, as the signature increases or decreases in size, the clear space requirements are adjusted proportionally. Whenever possible, please allow for more than the minimum space. The tagline signature can be used in any size as long as it does not go below a minimum of 1.65" wide. Any scaling should be done proportionally. Note that the tagline signature may not be reduced as small as the standard UCSF signature. the UCSF tagline signature clear space the UCSF tagline 31 fixed (locked up) positioning minimum tagline size, fixed positioning 1.65"

32 flexible positioning format The flexible positioning format was created to give designers alternative signature configurations for special situations where the preferred lockup cannot perform. the UCSF signature with tagline the UCSF tagline 32 tier 2 and tier 3 signatures with tagline flexible positioning format the tagline can appear either to the left or to the right of the signature

33 flexible positioning format (continued) To use the tagline in its flexible positioning format, a proportional relationship has been developed with the signature. A fixed-size relationship should be maintained between the signature and the tagline when employing the flexible positioning format. The formula is that the height of the tagline art (from the rule to the descender of the g ) should be seventy-five percent (75%) of the cap height of the U in the UCSF logo. To protect the integrity of the identity when using the flexible positioning format, the signature and tagline must both appear on the same page in the size proportions indicated. It is preferred that the signature and tagline appear in close proximity, especially when there is a large body of copy or other elements on the same page. Greater flexibility of placement is allowed when there is little or no body copy on the page. UCSF signature and tagline relationship align 75% U the UCSF tagline 33 flexible positioning format (continued) The tagline must never overwhelm the signature. minimum distance

34 tagline color treatment: locked up positioning When the tagline is locked up with the signature, the tagline is in black for the two-color and black-only logo; and in white for the reverse logo. fixed (locked up) color options the UCSF tagline 34 tagline color treatment: locked up positioning

35 tagline color treatment: flexible positioning When the tagline is used in a flexible positioning format with the two-color signature, it may be either UCSF teal or black. See section 5, color palette, starting on page 49 for specific color information. When the tagline is being used with the black-only logo, it should appear in black. When the tagline is being used with the reverse logo, it should be white. flexible positioning tagline color options the UCSF tagline 35 tagline color treatment: flexible positioning

36 improper tagline use Never attempt to re-write, re-draw or re-scale the tagline in relationship to the signature or add extraneous or competing graphic elements. The tagline should not be used in any other graphic configuration, type or colors than those prescribed in the UCSF Visual Identity Standards. Never use the tagline over a complicated part of an image or on a color background that hinders its legibility. Never combine the tagline with any mark other than the official UCSF signature. All rules of usage that apply to the UCSF signature also apply with equal force to application of the tagline signature, unless otherwise indicated. See pages 22 and 23 for further examples of improper signature use. Essentially, any use that makes the signature difficult to read or degrades the integrity of the signature is unacceptable. See samples of improper usage below and on the next page. do not stretch or distort the tagline in any way do not remove the rule from the tagline the UCSF tagline 36 improper tagline use do not re-assign or re-color any part of the signature or tagline

37 improper tagline use (continued) do not try to re-create any part of the tagline using a font do not stack the tagline the UCSF tagline 37 TM advancing health worldwide TM advancing health worldwide do not lock up the tagline with a tier 2 or tier 3 signature, the small-size signature or the UCSF watermark improper tagline use (continued) University of California, San Francisco do not attempt to re-position or re-scale the tagline in relationship to the signature

38 tagline with related identities: correct usage The two UCSF sub-brands (UCSF Medical Center and UCSF Children s Hospital) can use the tagline signature in communications. Using the tagline in sub-branded materials and communications aligns those sub-brands with UCSF s overarching mission. It helps reinforce and expand the concept of progress in health care, global impact and making a difference in people s lives. This efficiently increases broadcast of the mission to a wider set of audiences. Sub-branded entities of UCSF should make use of the UCSF tagline signature, as a separate element within their communications, as much as possible. In publications, the rule of use is that a sub-brand signature and the tagline signature may both be used in the same publication, but not on the same page. For exceptions (e.g., one-page communications) that incorporate the tagline signature, take care to separate the tagline signature as much as possible from sub-brand signature. This will avoid or minimize visual redundancy. Art is available from UCSF Public Affairs. the tagline may only be displayed in conjunction with the UCSF signature (master brand) correct way to use the tagline signature in a sub-brand multi-page piece the UCSF tagline 38 tagline with related identities: correct usage master brand and sub-brand identities must not appear on the same page or surface cover (sub-brand signature) outside back cover (master brand signature with tagline) Revised March 2012

39 tagline with related identities: correct usage (continued) correct way to use the tagline signature in a sub-brand one-page piece the UCSF tagline 39 tagline with related identities: correct usage (continued) sample print ad

40 tagline with related identities: incorrect usage The UCSF tagline signature is never to be locked up with sub-brand identities (UCSF Medical Center or UCSF Children s Hospital) or unit identities. The lockup relationship is reserved for the UCSF signature. do not lock up the tagline with any other sub-brand or logo the UCSF tagline 40 tagline with related identities: incorrect usage Revised March 2012

41 tagline with related identities: incorrect usage (continued) do not lock up the tagline with another logo do not display the UCSF signature on the same surface as another UCSF identity 41 tagline with related identities: incorrect usage (continued) the UCSF tagline

42 tagline within text The tagline may be used in text, with the following restrictions: First use in any document should be (1) in lowercase italics; (2) include the trademark symbol ; and (3) be preceded by the UCSF tagline. Subsequent occurrences in text should be in lowercase italics, and need not receive the symbol, but should be preceded by language that clearly identifies the tagline as a proprietary brand theme, e.g., The UCSF tagline advancing health worldwide was developed by campus leaders, the UCSF Foundation and marketing experts to convey the immense transformative impact we have, as an institution, on a global scale. Please note: The use of the UCSF tagline as a webpage label, atop a page or section, is reserved by UCSF Public Affairs. the UCSF tagline 42 tagline within text

43 section four typography 43 contents introduction...44 helvetica neue...45 bodoni...46 examples of type usage...47 body text examples...48

44 introduction Consistent application of type fonts and styles allows our audiences to recognize materials from UCSF with ease. Therefore, all materials, communications and branded products should use only approved UCSF typography. UCSF s typography consists of two font families: Helvetica Neue and Bodoni. These two families are attractive and very functional. They offer a wide range of weights and styles for complex typographic needs and individual expression. They have been carefully selected to express the personality of our institution and for their broad graphic performance value. The following sections showcase the recommended range of use for each font. See also pages 93 and 94 for web typography. typography 44 introduction UCSF in written text When the University name is used in body text communications (print or electronic), the correct and preferred use is in all caps (no periods, no spaces): UCSF. The full, expanded version may also be used as a secondary option: University of California, San Francisco (with an initial cap for all words except of ). The signature or its constituent elements (logo, logotype) should never be used as part of a title, headline or within continuous text. correct The UCSF signature is the most identifiable image of the University. It has been developed to represent the University in all internal and external communications. It must be used as the primary graphic element in all materials affiliated with the University. incorrect The signature is the most identifiable image of the University. It has been developed to represent the University in all internal and external communications. It must be used as the primary graphic element in all materials affiliated with the University.

45 helvetica neue Helvetica Neue is a classic sans serif face: simple, modern and elegant. The openness and geometry of its form make it highly legible in both print and digital communications. It is known for its clarity and versatility, and features a suite of varied weights, providing maximum flexibility. With any typographic application, please pay special attention to line length, kerning and leading to ensure legibility. Typefaces are licensed and available for both Mac and Windows platforms from Where the option is available, Open Type fonts should be used. helvetica neue helvetica neue roman alphabet samples abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ !@#$%& helvetica neue italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ !@#$%& helvetica neue bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ !@#$%& font weights (including italic counterparts not shown) helvetica neue [25] ultra light helvetica neue [35] thin helvetica neue [45] light helvetica neue [55] roman helvetica neue [65] medium helvetica neue [75] bold helvetica neue [85] heavy helvetica neue [95] black helvetica neue [57] condensed helvetica neue [67] medium condensed helvetica neue [77] bold condensed helvetica neue [87] heavy condensed helvetica neue [97] black condensed helvetica neue [23] ultra light extended helvetica neue [33] thin extended helvetica neue [43] light extended helvetica neue [53] extended helvetica neue [63] medium extended helvetica neue typography 45

46 bodoni Bodoni is a refined serif face. Originally designed in Italy in the 18th century and influenced by classical Roman letterforms, it conveys classical elegance and strength. Bodoni is one of the typefaces historically identified as marking the beginning of modern type, and has been reiterated in myriad variations to this day, giving it great functional and expressive subtlety. As with all serif faces, avoid setting Bodoni type too small or reversing it out of certain color fields. Typefaces are licensed and available for both Mac and Windows platforms from Where the option is available, Open Type fonts should be used. bodoni typography 46 alphabet samples bodoni roman abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ !@#$%& bodoni italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ !@#$%& font bodoni weights bodoni book bodoni book italic bodoni roman bodoni italic bodoni bold bodoni bold italic bodoni bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ !@#$%&

47 examples of type usage Further examples of typographic styles are shown throughout these standards, especially in section 9, identity application, starting on page 74, and section 11, web identity application, starting on page 99. typography 47 UCSF typography in action examples of type usage newsletter: text and headlines set entirely in helvetica neue osher lifelong learning institute promotional newsletter cover: bodoni is the primary typeface

48 body text examples The paragraphs below are examples of body text styled using UCSF s font families. sample comparisons helvetica neue regular 8.5/12 Part of the University of California since 1873, UCSF is a graduate health sciences campus known for its scientific discoveries, teaching prowess and patient care. helvetica neue italic 8.5/12 Part of the University of California since 1873, UCSF is a graduate health sciences campus known for its scientific discoveries, teaching prowess and patient care. body text examples typography 48 helvetica neue bold 8.5/12 Part of the University of California since 1873, UCSF is a graduate health sciences campus known for its scientific discoveries, teaching prowess and patient care. bodoni 10/12 Part of the University of California since 1873, UCSF is a graduate health sciences campus known for its scientific discoveries, teaching prowess and patient care. bodoni book 10/12 Part of the University of California since 1873, UCSF is a graduate health sciences campus known for its scientific discoveries, teaching prowess and patient care. bodoni book italic 10/12 Part of the University of California since 1873, UCSF is a graduate health sciences campus known for its scientific discoveries, teaching prowess and patient care.

49 section five color palette 49 contents introduction...50 primary color palette...51 secondary color palette...52 examples of color usage...53

50 introduction The UCSF color palette was carefully developed to give a cohesive, identifiable look and feel to everything we design, while allowing designers creative freedom and a flexible resource for information coding. Like other design elements, a well-managed palette will allow our materials to be recognized as UCSF-branded materials, even where the UCSF signature is absent (and to reinforce it when it is present). It is prescribed for all internal and external communications. (See also pages for more information about web color palettes.) When beginning any new design project, consult a professional graphic designer. On-campus creative services are available and estimates can be provided from UCSF Public Affairs. Or, if you are hiring an outside professional graphic designer, ensure that the vendor has access to the UCSF Visual Identity Standards. color palette 50 introduction

51 primary color palette Our primary color is UCSF teal (Pantone 5493). By selecting a hue in the blue scale, UCSF is asserting its own distinctive identity at the same time that it is expressing its unity with its sibling institutions within the UC system, and its common blue pedigree. Never use other-than-approved colors in the UCSF signature. color palette 51 primary color palette official color teal: pms 5493 c:43 m:0 y:14 k:21 black c:0 m:0 y:0 k:100 primary color palette web-smart r:136 g:187 b:187 #88bbbb web-safe r:0 g:0 b:0 # gray pms warm gray 5 c:0 m:5 y:10 k:29 dark blue pms 540 c:100 m:55 y:0 k:55 web-smart r:187 g:187 b:170 #bbbbaa web-safe r:0 g:51 b:102 # Accurate color Pantone is an internationally recognized standard of matching colored inks used in the printing industry. The colors illustrated throughout this guide are representational of color reproduction. Please consult Pantone color reference guides for true and accurate color reproduction.

52 secondary color palette In addition to the primary palette, there is an approved secondary palette and a limited range of saturations and tints thereof, for the purposes of allowing greater creative freedom to designers, creating visual interest and variation, and as a resource for coding or organizing information. The secondary palette can be extended through a limited number of standard deviations (tints, screens and saturations) of colors for greater flexibility. Please consult a web design specialist and the web color section of this document on pages pms secondary color palette 4-color process web color pms 4-color process web color color palette 52 secondary color palette c:15 m:0 y:68 k:39 web-safe r:153 g:153 b:51 # c:55 m:24 y:0 k:9 web-smart r:119 g:153 b:187 #7799bb c:52 m:49 y:0 k:14 web-safe r:102 g:102 b:153 # c:0 m:83 y:54 k:16 web-safe r:153 g:0 b:0 # c:0 m:59 y:100 k:5 web-safe r:204 g:102 b:0 #cc6600 c:0 m:18 y:100 k:15 web-safe r:204 g:153 b:51 #cc9933

53 examples of color usage primary color palette in action color palette 53 Ann Other Title Here School of Dentistry, Office of the Dean 513 Parnassus Avenue, S 630 San Francisco, CA tel: 415/ , fax: 415/ aother@dentistry.ucsf.edu University of California, San Francisco Standard examples of color usage Ann Other Title Here School of Dentistry Office of the Dean 513 Parnassus Avenue, S 630 San Francisco, CA tel: 415/ fax: 415/ aother@dentistsry.ucsf.edu secondary palette in action Extended University of California, San Francisco Ann Other Title Here School of Dentistry, Office of the Dean 513 Parnassus Avenue, S 630 San Francisco, CA tel: 415/ , fax: 415/ aother@dentistry.ucsf.edu Visually Impaired (on back) NOTES: (1) The standard deviation practice may also be applied in a more confined way with the primary colors, but UCSF Public Affairs should always be consulted prior to executions. The built-in flexibility that this principle allows for will apply mostly to print pieces. (2) There are certain applications where tighter control of color use will be necessary; e.g., vehicle decals, architectural signs. (3) Because color translates differently in the online environment (on backlit monitors), consult a web design specialist for color advice.

54 section six related identities 54 contents UCSF medical center identity...55 sub-branding and tagline usage: correct usage sub-branding and tagline usage: incorrect usage

55 UCSF medical center identity UCSF is the master brand for the institution. It represents the core component of UCSF, the sum total (or common denominator) of all that happens in the various schools, units, institutes, centers, laboratories, clinics and hospitals. Just beneath the UCSF master brand are two and only two major sub-brands: UCSF Medical Center and UCSF Children s Hospital. Sub-brands, due to considerations of size, associated revenue, breadth of reputation, degree of brand association and similar criteria, have an especially close relationship to the master brand, one that is graphically reflected and expressed in the tight linkage between the subbrand identity and the UCSF logo. No other entities within the University are permitted this same level of identification without special review. UCSF Medical Center is nationally recognized as one of the 10 best in the country. Its reputation is based on the development and application of advanced practices, therapies and procedures often based on pioneering UCSF research that save lives, improve health or prevent disease. The UCSF Medical Center identity has a related look and feel to the master brand. It uses the master brand typography coupled with a more saturated version of the master brand color palette. The medical center identity is overseen by UCSF Public Affairs and administered by the marketing director for the medical center. Please contact UCSF Public Affairs (info@pubaff.ucsf.edu), or UCSF Medical Center Marketing. UCSF signature (master brand) UCSF medical center identity related identities 55 University of California San Francisco medical center logo (sub-brand) children s hospital logo (sub-brand) Revised March 2012

56 sub-branding and tagline: correct usage Using the UCSF tagline advancing health worldwide in sub-branded materials and communications aligns those sub-brands with UCSF s overarching mission. It helps reinforce and expand the concept of progress in health care, global impact and making a difference in people s lives. This efficiently increases broadcast of the mission to a wider set of audiences. Sub-branded entities can make use of the UCSF tagline signature, as a separate element within their communications, as much as possible. In publications, the rule of use is that a sub-brand signature and the tagline signature may both be used in the same publication, but not on the same page. For exceptions (e.g., one-page communications) that incorporate the tagline signature, take care to separate the tagline signature as much as possible from sub-brand signature. This will avoid or minimize visual redundancy. See also section 3, the UCSF tagline, starting on page 27. correct way to use the tagline signature in a sub-brand multi-page piece related identities 56 sub-branding and tagline: correct usage the tagline may only be displayed in conjunction with the UCSF signature (master brand) master brand and sub-brand identities must not appear on the same page or surface cover (sub-brand signature) outside back cover (master brand signature with tagline) Revised March 2012

57 sub-branding and tagline: correct usage (continued) correct way to use the tagline signature in a sub-brand one-page piece related identities 57 sub-branding and tagline: correct usage (continued) sample print ad

58 sub-branding and tagline: incorrect usage The UCSF tagline signature is never to be locked up with sub-brand identities (UCSF Medical Center or UCSF Children s Hospital) or unit identities. The lockup relationship is reserved for the UCSF signature. See section 3, the UCSF tagline, starting on page 27. do not lock up the tagline with any other sub-brand or logo related identities 58 sub-branding and tagline: incorrect usage Revised March 2012

59 sub-branding and tagline: incorrect usage (continued) do not lock up the tagline with another logo do not display the UCSF signature on the same surface as another UCSF identity 59 sub-branding and tagline: incorrect usage (continued) related identities

60 section seven business system 60 contents introduction...61 role of the seal...62 business cards...63 letterhead...64 envelopes and mailing labels...65 presentation folders...66 other materials available...67 powerpoint presentations...68

61 introduction The business system is the most widely used communications tool at UCSF. Each component of that system (individually and as a whole) supports the impression of a coherent visual identity for the institution. Consistent use demonstrates that each division, unit, etc. values its affiliation with UCSF. And so, variation within the business system is not authorized. The two-color business system is printed in UCSF teal and black. It features the two-color signature along with a keyline rule and the University of California seal, which appears as a screen of teal. Unless otherwise noted, all stationery items are printed on Everest 100% Post-Consumer Waste Paper. Everest, a premium writing, text and cover stock, is an alternative to traditional virgin tree fiber paper. It offers superior formation, high (90) brightness and excellent opacity. All stationery items are acid-free, completely recyclable and printed using soy-based inks. business system 61 introduction To order stationery, please contact Documents, Media & Mail (visit ucsf.edu/documentsmail).

62 role of the seal The key graphic element used throughout the UCSF business system is the University seal. The seal is one of the most enduring symbols of the University of California. It was designed by Tiffany & Company of New York, and adopted by the University s Board of Regents in The seal speaks to the history, tradition and distinctiveness of the University of California. The seal represents any official University or campus purpose. Using the UCSF signature in conjunction with the seal reinforces the relationship between UCSF and the UC system. For more information on the seal and its proper use, please visit: graphicresources. the university of california seal business system 62 role of the seal

63 business cards Ann Other Title Here School of Dentistry, Office of the Dean 513 Parnassus Avenue, S 630 San Francisco, CA tel: 415/ , fax: 415/ aother@dentistry.ucsf.edu There are two format options for our business cards: The regular text version allows for a standard amount of text, while the extra text version incorporates room for several additional lines of information. The URL for the main page of our website ( is always included to facilitate contact with and obtain information about UCSF in the online environment and thereby promote UCSF s web presence. business system 63 Stan In certain instances, it may be important to include a departmental or divisional link/sub-url instead of or in addition to The back of the business card bears the UCSF tagline reversed out in white against a UCSF teal background. Ann Other Title Here University School of Dentistry, of California, Office San of Francisco the Dean 513 Parnassus Avenue, S 630 San Francisco, CA tel: 415/ , fax: 415/ aother@dentistry.ucsf.edu To order stationery, please Ann Other contact Documents, Media & Mail (visit documentsmail). Title Here School of Dentistry, Office of the Dean 513 Parnassus Avenue, S 630 Standard 513 Parnassus Avenue, S 630 San Francisco, CA Ann Other San Francisco, CA tel: 415/ , fax: 415/ University of California, San Francisco Title Here tel: 415/ aother@dentistry.ucsf.edu fax: 415/ standard information School of Dentistry extended information aother@dentistsry.ucsf.edu Office of the Dean business cards Stan Extende Ann Other Title Here School of Dentistry Office of the Dean University Ann Otherof California, San Francisco Title Here School of Dentistry, Office of the Dean 513 Parnassus Avenue, S 630 San Francisco, CA tel: 415/ , fax: 415/ aother@dentistry.ucsf.edu Parnassus Avenue, S 630 San Francisco, CA tel: 415/ University of California, fax: 415/ San Francisco aother@dentistsry.ucsf.edu visually impaired back University of California, San Francisco Ann Other Title Here School of Dentistry Office of the Dean University of California, San Francisco 513 Parnassus Avenue, S 630 San Francisco, CA tel: 415/ fax: 415/ aother@dentistsry.ucsf.edu Ann Other Title Here School of Dentistry, Office of the Dean Extended University of California, San Francisco 513 Parnassus Avenue, S 630 San Francisco, CA tel: 415/ , fax: 415/ aother@dentistry.ucsf.edu Ann Other Title Here colored back with tagline School of Dentistry, Office of the Dean Extende Visually Imp Ann Other Title Here School of Dentistry, Office of the Dean 513 Parnassus Avenue, S 630 San Francisco, CA tel: 415/ , fax: 415/ aother@dentistry.ucsf.edu Parnassus Avenue, S 630 San Francisco, CA tel: 415/ , fax: 415/ aother@dentistry.ucsf.edu Visually Impaired (on back) Visually Imp

64 letterhead The official UCSF two-color standard letterhead is shown below, along with an example of departmental letterhead. To order stationery, please contact Documents, Media & Mail (visit edu/documentsmail). business system 64 letterhead (department and standard) letterhead University of California San Francisco Name Title 2 Koret Way, N 319Y San Francisco, CA tel: 415/ fax: 415/ department letterhead has tier 2 or tier 3 signature, plus specific contact information in left column 2 Koret Way, N 319Y San Francisco, CA tel: 415/ fax: 415/ University of California San Francisco School of Nursing Office of the Dean Paper is 100% Post Consumer Waste. Processed Chlorine Free Paper is 100% Post Consumer Waste. Processed Chlorine Free

65 envelopes and mailing labels The official UCSF standard #10 envelope and 9" x 12" catalog envelope are shown. Other envelopes available are: #10 window envelopes, #9 return envelopes, and 10" x 13" envelopes. Mailing labels are available in two sizes: 3" x 5" (shown) and 4" x 5". To order stationery, please contact Documents, Media & Mail (visit documentsmail) School of Medicine Department of Anatomy 513 Parnassus Avenue S 1334 San Francisco, CA University of California San Francisco envelopes (#10 and 9" x 12") and mailing label envelopes and mailing labels business system School of Dentistry Department of Cell and Tissue Biology 521 Parnassus Avenue, C 734 San Francisco, CA University of California San Francisco Parnassus Avenue, C 156 San Francisco, CA University of California San Francisco School of Pharmacy 0452 School of Medicine Department of Anatomy 513 Parnassus Avenue S 1334 San Francisco, CA University of California San Francisco

66 presentation folders Presentation folders (9" x 12", in teal or white, with 2 inside pockets). To order stationery, please contact Documents, Media & Mail (visit documentsmail). business system 66 pocket folders (white and teal) presentation folders

67 other materials available The University also has a variety of other stationery items available. These include: notepads (5.5" x 8.5", either standard or departmental) and fold-over notecards and envelopes. To order stationery, please contact Documents, Media & Mail (visit documentsmail). business system 67 University of California San Francisco School of Medicine Office of the Dean notepads Ann Other Title Here 513 Parnassus Avenue, S224 San Francisco, CA tel: 415/ aother@medicine.ucsf.edu note cards other materials available

68 powerpoint presentations Many departments use PowerPoint presentations when speaking to external and internal audiences. To ensure consistency of the brand in this medium, UCSF-branded PowerPoint templates are available. Using these templates helps to further increase recognition of our institution and contribute to the coherence of the brand. For questions about UCSF-branded templates, please contact UCSF Public Affairs A key point to consider when developing PowerPoint presentations is to feature concise points or bulleted messages in a visual format that supports their clarity. The PowerPoint file is an aid to your presentation and should not appear crowded or contain large amounts of information. This may entail distributing information (text, diagrams) across a larger number of slides (pages) than one would in a standard, 8.5" x 11" paper presentation. teal, white or black templates powerpoint presentations business system 68

69 section eight layout formats 69 contents about the grid...70 layout and the grid

70 about the grid A layout grid is a framework (a set of rules and a hidden architecture ) for structuring space. The use of a grid system allows for flexibility and creativity, and it also helps maintain a sense of organization. As with the consistent, proper use of color, type and secondary graphics, using a standardized grid system creates visual unity across a variety of materials and thereby reinforces the perception of brand integrity. UCSF grids are based on an uneven column formula (three columns, five columns, seven, nine, etc). Asymmetry makes layouts more dynamic. To create a grid, begin by allowing for ample and consistent margins on a page. Divide the remaining space into your desired grid with columns (three, five, seven) of equal width. The more columns you add, the greater flexibility you have in your piece. All graphic elements typography, images, areas of color are oriented to the grid. grid structure typography aligns on strong vertical axis and also aligns with signature below UCSF basic brochure layout structure layout formats 70 about the grid Always allow for white space when designing a piece. Text-heavy or cluttered layouts confuse readers, are unfocused and look bad. It is also important to create a hierarchy of graphic elements or messages. By weighting the importance of the graphic elements on a page/spread, readers are able to navigate information in a logical way. Writers are thus able to better direct readers in a desired sequence. The signature should appear on the cover of all printed materials published by the University. Exceptions could include pieces like holiday cards or invitations. the signature always appears on the front of a piece University of California San Francisco Public Affairs University Publications POSSIBLE SUB-HEAD POSITION column 1 column 2 column 3 this brochure cover layout is based on the UCSF visual identity a simple, structured format based on dividing the page into a grid on which elements, such as type and graphics, align

71 layout and the grid The following examples illustrate how to orient graphic elements typography, images, areas of color to sample grids. center for gender equity brochure typography aligns on strong vertical axis and also aligns with signature below layout formats 71 layout and the grid center for gender equity WOMEN AND GENDER RESOURCES SEXUAL AND RELATIONSHIP VIOLENCE RESOURCES LESBIAN, GAY, BI-SEXUAL AND TRANSGENDER RESOURCES in this case, the main horizontal measure is divided into ninths (type aligns off center on fourth ninth from right edge) NOTE: to maintain this unique structure and alignment in all UCSF publications, grids are based on an uneven column formula, i.e., 3, 5, 7, 9, etc. University of California San Francisco Center for Gender Equity

72 layout and the grid (continued) mission bay brochure layout formats typography aligns on strong vertical axis and also aligns with signature below 72 layout and the grid (continued) POSSIBLE SUB-HEAD POSITION University of California San Francisco Mission Bay column 1 column 2 column 3 secondary typography is also placed on a grid of 3

73 layout and the grid (continued) school of medicine brochure layout formats typography aligns on strong vertical axis and also aligns with signature below 73 the osher center for integrative medicine layout and the grid (continued) at the University of California San Francisco University of California San Francisco School of Medicine flexible positioning of the tagline gives prominence to the message here

74 section nine identity application 74 contents introduction color newsletter samples color newsletter samples annual report samples...79 campaign material samples...80 poster samples...81 fleet graphics...82 fleet graphics application...83 signage...84 donor signage...85

75 introduction The following examples are intended to demonstrate the positive impact a visual identity can have when cohesively maintained and appropriately applied across a broad range of situations and media. They are designed to help you consider how type, color and the UCSF signature can work harmoniously within a piece (and across pieces) to form a coherent institutional look and feel, while making room for variation and creative expression. All materials featured were created by UCSF Public Affairs. Questions about the design or requests for information about creative services should be directed to UCSF Public Affairs. identity application 75 introduction

76 2-color newsletter samples These two-color tabloid newspapers demonstrate how the identity can be applied to quickturnaround publications. To Our Neighbors 11" x 17", folded to 11" x 8.5" Newsbreak 11" x 17", folded to 11" x 8.5" to our neighbors 2-color newsletter samples identity application 76 newsbreak

77 4-color newsletter samples These four-color newsletters carry the UCSF master brand identity to potential donors, former patients and referring physicians. Pancreas Cancer News 8.5" x 11" Comprehensive Cancer Center Report 8.5" x 11" pancreas cancer newsletter 4-color newsletter samples identity application 77 comprehensive cancer center report

78 4-color newsletter samples (continued) These four-color newsletters use the UCSF Medical Center identity to reach referring physicians. Other titles in this newsletter suite include Neuroscience, UCSF Heart & Vascular Center News, and Inside Surgery. UCSF Children s Hospital News 8.5" x 11" Orthopaedic Surgery News 8.5" x 11" children s hospital news 4-color newsletter samples (continued) identity application 78 orthopaedic surgery news Revised March 2012

79 annual report samples These annual reports demonstrate how the identity can be applied to high-end print pieces. Comprehensive Cancer Center Annual Report " x 12.25" Comprehensive Cancer Center Annual Report " x 8" comprehensive cancer center annual report 2002 annual report samples identity application 79 comprehensive cancer center annual report 2003 advancing healt

80 campaign material samples Graphic identity standards work across media applications, reinforcing our brand. The AIDS Research Institute Think Again campaign materials (a brochure, card and custom-designed website) are featured here. AIDS Research Institute brochure 7.5" x 7.5" AIDS Research Institute card 7.5" x 7.5" AIDS Research Institute website aids research institute campaign brochure aids research institute campaign card campaign material samples identity application 80 aids research institute campaign website

81 University of California San Francisco poster samples The UCSF master brand must be applied to communications pieces designed for internal as well as external audiences, as these posters demonstrate. Colorectal Cancer Symposium poster 18" x 32" science café shuttle poster 11" x 17" stemcellfacts.ucsf.edu shuttle poster 11" x 17" colorectal cancer poster poster samples identity application 81 stemcellfacts.ucsf.edu poster science café poster ideas are science café

82 fleet graphics The University s vehicles are seen regularly not only on our campuses, but throughout San Francisco and the Bay Area. Considered one way, these vehicles constitute a fleet of four-wheeled billboards a major service and community touch point in UCSF packaging. Therefore, consistent use of our identity on these vehicles increases our visibility, protects the integrity of the brand and unifies the fleet. All UCSF vehicles that display a logo or other graphics must conform, then, to our identity standards. The standards described here are required for newly acquired vehicles that display the logo, but are optional for existing vehicles. A special variation of the UCSF signature has been developed for UCSF shuttles and vans. It has a more horizontal configuration to accommodate vehicle design and ensure legibility of the brand. UCSF signature configuration for fleet graphics fleet graphics identity application 82 The exact location and configuration of the shuttle signature are determined by vehicle specifications and UCSF Public Affairs. To have UCSF fleet graphics installed on a vehicle, please contact UCSF Public Affairs (info@pubaff.ucsf.edu). shuttle bus

83 fleet graphics application General principles The shuttle signature should be displayed on both sides of the vehicle. If a vehicle is light in color, the shuttle signature will be the official two-color configuration. If the vehicle is dark, the shuttle signature will be bright white. The UCSF shuttle signature should not be used in conjunction with other (partner) logos on vehicles. Older shuttles use the seal in their graphics. That application is gradually being phased out due to increased costs. For questions regarding fleet graphics, please contact UCSF Public Affairs (info@pubaff.ucsf.edu). electric car vanpool fleet graphics application identity application 83 shuttle bus

84 signage Signage is another important element of the UCSF identity system. Effectively branded signage provides an important opportunity to make a positive impression on both internal and external audiences. Consistent signage standards help reinforce our identity and raise visibility for the institution. These standards also help identify, locate, direct and inform with a consistent voice/look across our various locations. In addition to the present document, two guides have been developed that address signage: the UCSF Signage Standards Manual and Ordering Catalog and the UCSF Donor Signage Guidelines. The UCSF Signage Standards Manual covers: a statement of design intent an outline of the design standards and graphic elements that make up the program an overview of some of the different exterior sign types a detailed look at the department/room identification sign group and instructions on how to order signage signage identity application 84 For information about our signage standards, please contact UCSF Capital Programs & Facilities Management (CPFM). freestanding building identification sign information kiosk

85 donor signage The UCSF Donor Signage Guidelines cover: consistent and appropriate recognition of major donors to UCSF the use of high-quality signage materials in all donor recognition applications consistency with the UCSF Signage Standards Manual and Ordering Catalog and adherence to the UCSF identity system If you have questions about donor guidelines or need assistance with the naming process, please contact UCSF Public Affairs donor signage: preferred branding donor signage identity application 85 John and Elizabeth Smith West Gateway Mission Bay NOTE: the tagline is not appropriate on UCSF architectural signage signage: secondary donor signage lockup UCSF John and Elizabeth Smith West Gateway donor signage: minimum branding

86 section ten web identity standards 86 contents introduction...87 official vs. non-official sites...88 banner tagline and the web...91 tagline and the web: improper use...92 typography for the web: live text...93 typography for the web: graphic type...94 color palette for the web

87 introduction All communications from the University are reflections on the UCSF brand. From the most complex piece to the simplest, each communications product reflects the quality and character of this institution and its mission. Just as there is a consistent framework for our print-driven communications, there is a framework for expressing our brand in web communications. This framework allows users to immediately distinguish official sites of UCSF departments, labs, schools, centers, institutes, etc. from unofficial sites. Following the UCSF web identity standards also reinforces our depth and diversity as an institution. A unified identity platform across print and web communications benefits us all. More information, including web policies, procedures and conditions of use, is available online (identity.ucsf.edu). For answers to technical questions during the creation of UCSF web materials, or for creative services, web resources or information about developing a website, please contact UCSF Public Affairs (info@pubaff.ucsf.edu). introduction web identity standards 87

88 official vs. non-official sites Official UCSF websites Official sites are those that officially represent UCSF programs and contain official content targeted at external and internal users and audiences. Examples include, but are not limited to, schools, administrative and academic departments, laboratories, academic programs, organized research units, institutes, centers, units, faculty practices, registered campus organizations, chancellor s committees and subcommittees, and UCSF Medical Center and all of its organizational components. They are governed by UCSF policy and guidelines and are accessible through the A to Z list hosted on UCSF s main site. In addition, their domain names must end with either ucsf.edu or ucsfhealth.org. Certain e-commerce sites (those focused on facilitating transactions with third parties) are considered official UCSF websites. These sites provide products or services to UCSF customers in exchange for financial consideration either by credit card or other electronic currency. These e-commerce sites are publicly available, but the financial transactions are highly secured. In addition, two web subtypes fall into the classification of official UCSF websites: 1. Intranets: These sites are accessible only to a defined group of the UCSF community (e.g., UCSF Medical Center or the School of Medicine). Access to these sites is usually controlled through IP filters, but might require a username and password. Intranets provide administrative or unit-specific information and are not meant for external users or audiences. 2. Secure sites accessible to defined student or employee groups: Sites configured with already purchased software that cannot meet our policies will be grandfathered in and made exempt. However, a condition of purchase of any proprietary software acquired after adoption of this policy must include the ability to incorporate UCSF web identity elements. official vs. non-official sites web identity standards 88 Non-official/personal webpages If there is personal content hosted on a UCSF server, these websites and pages reflect the owner s personal interests. These pages are not accessible through the A to Z list hosted on the UCSF main site or included in the UCSF search engine. Individual websites are subject to all existing laws and University and campus policies. Note especially that sites on University servers may not be used to promote personal business or to provide personal financial gain, except as permitted under applicable academic personnel policies. Personal sites may not give the impression that they are representing, giving opinions or otherwise making statements on behalf of the campus or University or any unit thereof unless appropriately authorized (explicitly or implicitly) to do so. Personal websites will not display the UCSF logo or banner and will not be indexed by the UCSF search engine. An explicit disclaimer will be included unless it is clear from the context that the author is not representing the campus or the University. The minimum disclaimer is: This is not an official UCSF website. The opinions or statements expressed herein should not be taken as a position of or endorsement by the University of California, San Francisco.

89 banner The core of the UCSF web identity is the official UCSF web banner; this banner must appear on all official UCSF webpages. Failure to do so within a negotiated time after notification from UCSF Public Affairs could mean that the site will not be indexed in the UCSF search engine. Technical advice on how to implement the banner is available. The official web banner includes the UCSF logo with the complete name of the institution which links to the UCSF homepage and navigational links to the About UCSF information page and UCSF Medical Center. The standard recommended configuration also includes a Search UCSF navigational link; an optional version without this link also is permissible. The banner is available in two configurations with or without a Search UCSF link, as detailed above and in four official colors black, teal and two gray alternatives. Banner packages are available for download ( Please contact UCSF Public Affairs (info@pubaff.ucsf.edu) with questions about banner configurations. banner web identity standards 89 official banner elements (preferred) official banner elements (acceptable without search)

90 banner (continued) The official UCSF web banner is placed flush with the top of each page, occupying no more than 40 pixels in height. The left side of the banner is positioned flush with the leftmost content on the page. No other navigational or design elements may be located above or to either side of the banner, nor may any other elements overwrite or intersect the banner. The solid color background may be extended to the right to the full width of the page or otherwise to the width of the content, as appropriate to the page design. In the downloadable banner packages, the banner is offered for implementation as a client-side image map with an underlying GIF image incorporating the necessary logo signature and required links. Instructions for correctly incorporating the graphic, image map and embedded links within the website also are included in the banner packages. If the provided graphic banners and image maps do not meet the technical specifications for a specific website (e.g., specifications requiring text links rather than graphic links, etc.), please contact UCSF Public Affairs (info@pubaff.ucsf.edu) for assistance in developing an approved codebased version of the banner. As noted in the section on improper signature use (see pages 22 and 23), you may not redraw the logo, alter its shape or attempt to recreate it using a typeface; the logo graphics included in the banner packages and only these graphics must be used on University websites. banner (continued) web identity standards 90 Banner extension If desired, it is permissible to include one additional navigation entry at the end of the required standard banner. This navigation is the link to the homepage of the specific site featured. For example, the banner navigation for CVRI could read: Please note: Only one additional navigation entry is permitted. Website designers and developers should not themselves attempt to add this navigational link to one of the standard banners from the banner packages; rather, a customized banner incorporating the additional link may be developed in consultation with UCSF Public Affairs (info@pubaff.ucsf.edu). If additional navigational links are desired, while they may not be included in the required standard banner, there are a variety of ways to incorporate them into the website. Along with the commonly used left-column navigation, for example, one could include a sub-banner immediately below the standard banner. An example of this is found on the main UCSF website at where additional navigational links for various audiences Students Faculty & Staff Postdocs Patients Alumni Journalists are incorporated into a coordinating sub-banner immediately below the required standard banner. Please contact UCSF Public Affairs (info@pubaff.ucsf.edu) for more information or for help incorporating the required standard banner into your University website.

91 tagline and the web The use of the UCSF tagline signature is exclusively reserved for the UCSF homepage ( It is not to be used on unit sub-sites, in the banner element or elsewhere. Use of the tagline per se, according to its text-specific application (lowercase italic, with or without the symbol and optionally qualified by nomenclature like The UCSF tagline ) in content is permitted. web identity standards 91 tagline web header advancing health worldwide tagline and the web

92 tagline and the web: improper use Do not display the tagline in any other header, regardless of affiliation. web identity standards 92 UCSF school of pharmacy website tagline and the web: improper use UCSF medical center website Revised March 2012

93 typography for the web: live text When creating live text for the web, the UCSF identity employs a separate set of fonts selected for optimum screen legibility. These font families are Helvetica (all weights and styles), Verdana (all weights and styles), Arial (all weights and styles), and Times New Roman (all weights and styles except bold italic, which appears clunky and unrefined). For maximum legibility, please ensure that the sans serif faces (Helvetica, Verdana and Arial) are used widely; all body text/content should be sans serif. The serif face (Times New Roman) should be used sparingly as an accent. Only one sans serif typeface should be used within a site. These font families usually ship with system software, but also may be purchased from a font vendor. Typefaces are licensed and available for both Mac and Windows platforms from When the University name is used in body text or headline text communications (print or electronic), the correct and preferred use is in all caps (no periods, no spaces): UCSF. The full, expanded version may also be used as a secondary option: University of California, San Francisco (with an initial cap for all words except of ). helvetica regular: abcdefghijklmnopqrstuvwxyzabcdefghi helvetica JKLMNOPQRSTUVWXYZ !@#$%& helvetica italic helvetica bold helvetica bold italic verdana regular: abcdefghijklmnopqrstuvwxyzabcdefghi verdana JKLMNOPQRSTUVWXYZ !@#$%& verdana italic verdana bold verdana bold italic arial regular: abcdefghijklmnopqrstuvwxyzabcdefghi arial JKLMNOPQRSTUVWXYZ !@#$%& web identity standards 93 typography for the web: live text arial italic arial bold arial bold italic times regular: abcdefghijklmnopqrstuvwxyzabcdefghi times new roman JKLMNOPQRSTUVWXYZ !@#$%& times italic times bold

94 typography for the web: graphic type When designing web art or graphics that incorporate typography, make selections from UCSF s two font families, Helvetica Neue and Bodoni. These two families are attractive and very functional. They offer a wide range of weights and styles for complex typographic needs, individual expression and distinction. (See section 4, typography, starting on page 43, for weights and examples of these fonts.) Typefaces are licensed and available for both Mac and Windows platforms from See section 11, web identity application, starting on page 99, for web design examples that incorporate typography as art. helvetica neue 45 light: abcdefghijklmnopqrstuvwxyzabcdefghi helvetica neue (open type version) JKLMNOPQRSTUVWXYZ !@#$%& 55 roman: abcdefghijklmnopqrstuvwxyzabcdefghi JKLMNOPQRSTUVWXYZ !@#$%& 56 italic: abcdefghijklmnopqrstuvwxyzabcdefghi JKLMNOPQRSTUVWXYZ !@#$%& 65 medium: abcdefghijklmnopqrstuvwxyzabcdefghi JKLMNOPQRSTUVWXYZ !@#$%& 75 bold: abcdefghijklmnopqrstuvwxyzabcdef GHIJKLMNOPQRSTUVWXYZ !@#$%& bodoni book: abcdefghijklmnopqrstuvwxyzabcdefghi bodoni (open type version) JKLMNOPQRSTUVWXYZ !@#$%& web identity standards 94 typography for the web: graphic type roman: abcdefghijklmnopqrstuvwxyzabcdefghi JKLMNOPQRSTUVWXYZ !@#$%& italic: abcdefghijklmnopqrstuvwxyzabcdefghi JKLMNOPQRSTUVWXYZ !@#$%& bold: abcdefghijklmnopqrstuvwxyzabcdefghi JKLMNOPQRSTUVWXYZ !@#$%&

95 color palette for the web The UCSF color palette for the web mirrors our print color palette. By using palette colors, web designers and developers build and reinforce a cohesive identity for UCSF in this medium. This consistent application of our balanced color set enables easy recognition of the brand. Sites intended for internal and external communications should use the UCSF web color palette. (For information about our print color palette, see section 5, color palette, starting on page 49.) As with our print color palette, the web palette is composed of a primary palette and a secondary palette. The primary palette represents the core colors of our identity. The secondary palette showcases a range of accent colors that work well in conjunction with the primary palette. The third element of our web color palette is a defined selection of neutrals (grays) and pastels. The neutrals and pastels are based on our primary and secondary palettes and offer the associated tonal range. When beginning any new design project, consult a professional graphic designer. On-campus creative web services are available, and estimates can be provided from UCSF Public Affairs (info@pubaff.ucsf.edu). Or if you are hiring an outside professional graphic designer, ensure that the vendor has access to the UCSF Visual Identity Standards. Note: It is important to moderate color choice when developing any new design project. Select a combination of colors from within the palette (usually no more than three to four colors, including at least one gray/neutral tone) and use that selection as your basis for the whole site look and feel. color palette for the web web identity standards 95 primary web palette official color teal: pms 5493 web-smart r:136 g:187 b:187 #88bbbb black web-safe r:0 g:0 b:0 # gray pms warm gray 5 web-smart r:187 g:187 b:170 #bbbbaa dark blue pms 540 web-safe r:0 g:51 b:102 #003366

96 color palette for the web (continued) secondary web palette web identity standards 96 pms web color web-safe r:153 g:153 b:51 # muted web color muted web-safe r:204 g:204 b:102 #cccc66 muted pms web color web-smart r:119 g:153 b:187 #7799bb muted web color muted web-safe r:153 g:187 b:204 #99bbcc muted color palette for the web (continued) web-safe r:102 g:102 b:153 # web-safe r:153 g:153 b:204 #9999cc web-safe r:153 g:0 b:0 # web-safe r:255 g:204 b:153 #ffcc muted 117 muted web-safe r:204 g:102 b:0 #cc6600 web-safe r:255 g:204 b:102 #ffcc66 web-safe r:204 g:153 b:51 #cc9933 web-safe r:255 g:204 b:102 #ffcc66

97 color palette for the web (continued) grays web-smart not web-smart light gray 1 light gray 2 r:238 g:238 b:238 r:230 g:230 b:230 #eeeeee #e6e6e6 pastels web-smart not web-smart pastel blue 1 pastel blue 2 r:221 g:238 b:238 r:215 g:231 b:231 #ddeeee #d7e7e7 web-safe light gray 3 r:204 g:204 b:204 #cccccc web-smart pastel blue 3 r:238 g:255 b:255 #eeffff web-safe medium gray r:153 g:153 b:153 # web-smart pastel blue 4 r:204 g:238 b:238 #cceeee web-safe dark gray r:102 g:102 b:102 # color palette for the web (continued) web identity standards 97 web-smart pastel yellow 1 r:255 g:255 b:238 #ffeeee web-smart pastel yellow 2 r:255 g:255 b:221 #ffffdd not web-smart pastel orange 1 r:250 g:242 b:227 #faf2e3 web-smart pastel orange 2 r:255 g:211 b:188 #ffddbb web-smart pastel khaki 1 r:238 g:238 b:221 #eeeedd web-smart pastel khaki 2 r:238 g:238 b:204 #eeeecc web-smart pastel khaki 3 r:238 g:238 b:204 #ddddaa

98 color palette for the web (continued) The banner palette includes the web-safe black and dark gray from the other UCSF palettes, as well as darker, web-smart hues of teal and warm gray from the primary palette, to provide greater contrast and legibility for the white logo and text of the official web banners. web identity standards 98 banner palette web-smart dark teal r:119 g:170 b:170 #77aaaa web-smart dark warm gray r:170 g:170 b:153 #aaaa99 web-safe black r:0 g:0 b:0 # web-safe dark gray r:102 g:102 b:102 # color palette for the web (continued)

99 section eleven web identity application 99 contents elements of webpage design web development and design considerations website examples

100 elements of webpage design For purposes of identity and usability, certain elements of every official UCSF webpage are required when creating a new site or new design. In addition, other standard elements and design considerations are recommended; standardization aids organization of content and facilitates the creation of consistent, recognizable, usable and accessible webpages. required page elements Banner As noted in section 10, use of one of the standard UCSF web banners is required for all official UCSF webpages. This banner includes a required link to the main UCSF website. See page 89. Copyright notice All official UCSF webpages must include a copyright notice referencing the Regents of the University of California. The three required elements of this copyright notice are: a) the word copyright or the copyright symbol, but not both; b) the year, which may be a single year or a range, and which for actively maintained sites should always be updated with the current year; and c) the phrase The Regents of the University of California. The phrase All rights reserved is not necessary, as it is implicit in the copyright notice. No punctuation is required. elements of webpage design web identity application 100 Some examples: Copyright 2007 The Regents of the University of California 2007 The Regents of the University of California The Regents of the University of California Page title All official UCSF webpages must include, in the title field of the HTML or other generated code, the name of the University, either in its correct and preferred usage in all caps (no periods, no spaces) UCSF or as the full, expanded version University of California, San Francisco (with an initial cap for all words except of ). The name may be used either before or after the specific page title content, set off with a space, a dash or a colon as preferred. Another alternative is to use at UCSF or at University of California, San Francisco after the specific page title. Some examples: <title>ucsf Online Campus Directory</title> <title>faculty & Staff UCSF</title> <title>university of California, San Francisco Campus Life Services</title> <title>ucsf: A-Z list of websites</title> Contact information All official UCSF webpages must include a contact phone number or address, a link to such information, or a link to a contact form.

101 elements of webpage design (continued) recommended page elements University identification To ensure that UCSF websites are consistently identifiable and retrievable by search engines, all official UCSF webpages should include both usages of the University name i.e., both in all caps and in the full, expanded version as text somewhere within the page; e.g., the page title, the page content, in graphic element alt or title attributes, or in hidden meta-tag keyword or description fields. Update/review date A last updated or last reviewed date is recommended for inclusion on all UCSF webpages. Footer For usability considerations and for consistency across University websites, it is recommended that certain required elements, such as the contact information and/or links and the copyright notice, be incorporated into a standard repeating footer. Other elements that could be included in a standard site footer include the last updated or last reviewed date, a link to a site map, and links to site policies (e.g., privacy, accessibility, etc.). Search The standard recommended configuration of the required UCSF web banner (see page 89) includes an embedded link to the UCSF search page. If the optional configuration of the banner (which does not include the Search UCSF link) is used for a given page, then it is recommended that a separate link to the UCSF search page be incorporated somewhere on the page. elements of webpage design (continued) web identity application 101

102 web development and design considerations General While section 10 of this document deals with considerations unique to web design, other sections e.g., sub-branding, improper logo use, partner logos, etc. also apply to web design projects. As with any new design project, you should start by consulting a professional graphic designer. On-campus creative web services are available and estimates can be provided from UCSF Public Affairs (info@pubaff. ucsf.edu). Or if you are hiring an outside professional graphic designer, ensure that the vendor has access to the UCSF Visual Identity Standards. Information about guidelines, policies and laws governing use of the web at UCSF is available online (identity.ucsf.edu). Screen resolution While the percentage of users accessing UCSF websites at screen resolutions of 800x600 or smaller is decreasing, UCSF Public Affairs continues to recommend that official UCSF websites be designed to display accurately, with a minimum of horizontal scrolling, at a screen resolution of 800x600. Typography As noted on page 93, for live text elements, official UCSF websites should use only Helvetica (all weights and styles), Verdana (all weights and styles), Arial (all weights and styles) and Times New Roman (all weights and styles except bold italic). For text created as graphics, however, use the official UCSF typefaces, Helvetica Neue and Bodoni. Color palette The official UCSF web color palette is covered on pages web development and design considerations web identity application 102 UC seal Use of the UC seal is restricted to official UCSF webpages, and even there should be incorporated only selectively as a background graphic, if at all. For most official UCSF webpages, in fact, use of the UC seal is not recommended. The primary graphic identity affiliation should be to UCSF rather than to the UC system as a whole, and accomplished through inclusion of one of the required standard banners, as covered on page 89. Cascading style sheets (CSS) Use of CSS for page layout and positioning, especially as opposed to using tables for such purposes, is strongly recommended.

103 website examples The following examples demonstrate the range and impact of a cohesive visual identity on the web. Consistent application of elements of our web identity system unifies various UCSF departments and entities. These examples also illustrate how the identity framework can achieve a range of creative expression. All materials featured were created by UCSF Public Affairs. Look for more information at identity.ucsf.edu whenever questions arise during the creation of UCSF web materials. For answers to technical questions during the creation of UCSF web materials, or for creative services, web resources or information about developing a website, please contact UCSF Public Affairs (info@pubaff.ucsf.edu). UCSF homepage advancing health worldwide web identity application 103 website examples

104 website examples (continued) stem cell research website web identity application 104 website examples (continued)

105 website examples (continued) mission bay campus website web identity application 105 website examples (continued)

106 website examples (continued) positive quit website web identity application 106 website examples (continued)

107 section twelve electronic communications 107 contents introduction signature (optional use) video and audio...110

108 introduction Electronic communications from the University are also reflections on the UCSF brand. Whether you are sending an or creating a podcast, consistency in how we reference UCSF is key to supporting our branding efforts and visibility campaign. electronic communications 108 introduction

109 signature (optional use) When a manual signature is added to the footer of an account, follow these conventions: type is 10 pt. arial signature: text only (arial) electronic communications 109 the name is bold add a simple rule above to delineate the signature from the message indent text to align with the rule Optional art is available to drop into an signature block that shows the proper (or drawn ) UCSF signature or the tagline signature. Manually rendering the tagline signature in the same font as the body text (which probably differs from user to user and which may not serve to give it proper stage space) is strongly discouraged. Manual reconstruction (or even onetime construction that is automated into a signature block) may contain typos, which would blemish the message. A fully rendered, prefabricated piece of art, in the right color, typography and configuration (with symbol), will (1) give the tagline message appropriate distinction and emphasis and (2) be a guard against misspelling and other typographic distortions. Ann Other Title Here UCSF University Publications, Public Affairs 3333 California Street, Suite 103 San Francisco, CA tel: 415/ fax: 415/ aother@pubaff.ucsf.edu signature: graphic signature and tagline Ann Other Title Here UCSF University Publications, Public Affairs 3333 California Street, Suite 103 San Francisco, CA tel: 415/ fax: 415/ aother@pubaff.ucsf.edu signature (optional use)

110 video and audio To ensure consistency with UCSF s institutional branding, a sign-on and sign-off have been created for all video and audio segments that speak to the University s humanitarian image and position in the world. Sign-on and sign-off UCSF is a diverse university dedicated to advancing health worldwide. Background UCSF is a diverse university dedicated to advancing health worldwide. A tagline is a primary marketing message (arguably the primary marketing message an institution makes). Its primacy is expressed by its privileged position, in lockup with an institution s official signature. No other message enjoys this graphic pride of place. Taglines are designed variously to declare a fundamental value, express an institution s persona or proclaim a strategic mission. electronic communications 110 video and audio In that spirit, the (new) UCSF tagline advancing health worldwide was developed by campus leaders, the UCSF Foundation and marketing experts to: Articulate our core value Proclaim our aspirations and elevate them to the status of an institutional mission Identify the impact we have had and will to continue to have and its global scope Give UCSF an emotional charge that forms a closer, more durable bond with key audiences, including the public at large Advancing health worldwide conveys the immense transformative impact of our collective action on a global scale. It broadcasts our desire and capacity, as individuals who are part of a diverse university community, to change human lives for the better. graphic sign-off the UCSF tagline signature ends all video broadcasts