Brand System for UCSF | Tolleson
A Brand Worthy of
the Institution
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Simple can be the hardest thing to pull off. After listening, getting contributions from departments all over, and aligning internal groups at UCSF, it was time to apply what we created throughout their network.
Getting their feedback throughout the brand activation process was incredibly valuable. We built the brand to meet the same level of detail as their scientific rigor. Together, we successfully launched an internal brand portal with tailored digital tools for specific teams and designers and non-designers alike that helped accelerate the rate of adoption among their 20,000 employees.
This versatile system allowed them to work seamlessly with new partners and donors, as well as incorporate their variety of endeavors that needed a unified yet diverse range of expression. Successfully representing a very complex entity with a very simple visual system.
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Project Information
Project
Brand System
Services
Visual Identity
Web & Digital
Go-to-Market
Visual Identity
Web & Digital
Go-to-Market
Deliverables
Logo
Brand Architecture
Visual Language
Iconography
Brand Toolkit
Brand Guidelines
UI/UX
Component Library
Collateral
Templates
Presentations
Digital Content
Logo
Brand Architecture
Visual Language
Iconography
Brand Toolkit
Brand Guidelines
UI/UX
Component Library
Collateral
Templates
Presentations
Digital Content
Industry
Education & Nonprofit
Health & Science
Partners
UCSF Brand Communications
Novio
UCSF Brand Communications
Novio
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One UCSF,
Many entities
Identity System
Brand Architecture
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Four Elements
A single identity serves a vast network
Aligning UCSF around a cohesive identity system was essential for enhancing wayfinding across their communication materials and expanding campuses in Mission Bay and the San Francisco Bay Area. This unified identity ensures that patients, students, and visitors can easily navigate the institution and understand the services offered. By creating a consistent brand, UCSF improves its public image and fosters a seamless experience for all who interact with the institution.
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Clear identity,
Clear path
Identity System
Navigation
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Improving navigation across UCSF’s digital platforms required unifying the enterprise under a single, universal navigation system that serves as a centralized entry point to UCSF’s extensive range of services.
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Together
as One
Visual System
Image Tapestry
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Launch Pad
The Science
of color
Brand Guidelines
Color Palette
Creating a palette that unifies a large institution like UCSF while supporting diverse group needs requires a cohesive and flexible color system. Get a behind-the-scenes look at how this versatile palette works.
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Together in Color
A tapestry of frames comes together to vividly express UCSF’s diverse people, groups, and areas of focus, bringing color, humanity, and unity to the institution’s identity.
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Research
in Focus
Brand Campaign
Applications
The UCSF brand system enhances scientific imagery to highlight research excellence alongside patient care, showcasing the institution’s prestige in both fields.
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Vignette
Scientific imagery and patterns have influenced UCSF’s architectural elements and signage, crafting an environment that reflects the institution’s dedication to innovation and research excellence.
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Four Elements
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Signature
Care
Brand Identity
Patient Care
The UCSF identity system extends to its patient care identity and network of hospitals, creating a cohesive and recognizable brand across all healthcare services.
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A custom icon style with a cohesive color scheme integrates with UCSF’s visual system, making all communications distinct and unified.
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Lives in
Focus
Brand Campaign
Brand Stories
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Partnering with Novio, UCSF launched their brand strategy and identity system through the “Redefining Possible” campaign. This collaboration sought to balance UCSF’s reputation for rigorous scientific research with its equally compelling commitment to healing and care, showcasing where these two aspects intersect.
Over the years, UCSF’s partnerships with Tolleson and Novio have brought their brand identity and unique narrative to life, from cutting-edge cancer research to comprehensive pediatric care. The “Redefining Possible” campaign captures the essence of UCSF’s mission, highlighting their relentless pursuit of innovation and compassionate care.
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Four Elements
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Related
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