A Healthy Refresh

UCSF is driven by the idea that when the best research, the best education and the best patient care converge, great breakthroughs are achieved. This statement served as the university’s guiding vision and the inspiration behind a new identity system.

UCSF required a flexible identity system to bring visual alignment to its research enterprises, patient care facilities, administrative services and exceedingly complex matrix of schools, departments and academic centers.

UCSF Master Brand Logo Reversed on Navy Background
UCSF Brand Logo System

The tapestry graphic expresses UCSF’s visual language, bringing together new photography, type and color palettes to capture the university’s collaborative spirit.

UCSF Brand Color Palette
UCSF Brand Photography - Profile of a man with philosophy copy
UCSF Brand Photography - Regeneration Roof Patio
UCSF Brand Ad Magazine Spread - Yes to Health
UCSF Brand Application Brochure Covers
UCSF Brand Application - Pole Banners UCSF Brand Application - Pole Banners
UCSF Brand Application - Pole Banners
UCSF Brand Application - Pole Banners
UCSF Brand Websites on Laptop, Tablet and Mobile Phone
UCSF Brand Photography - Lab Researcher UCSF Brand Photography - Lab Researcher
UCSF Brand Photography - Lab Researcher
UCSF Brand Photography - Lab Researcher

Brand guidelines and an accompanying web portal provide access to assets and design instructions, enabling any entity to create its own UCSF branded material.

UCSF Brand Guidelines Pages
UCSF Brand Website on Tablet looking overhead
UCSF Brand Website Portal - Strategy for Applications
UCSF Brand Website Portal - Visual System
UCSF Brand Identity on White with view of Parnassus Campus