Visual Communications Quick Guide - UCSF Brand Identity
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Preferred usage is the UCSF signature. Minimum size for UCSF signature is 1" wide or 120 pixels. Smaller applications can use the UCSF logo or logo expression. Minimum clear space for all logos is the width of the “U” in UCSF on all sides (indicated with “X” on example above). Signature Logo TYPOGRAPHY Aa Helvetica Neue Helvetica Neue is our primary font, used for copy. Light is the primary weight. Aa Granjon Granjon is our secondary font, used for headlines and titles to convey warmth. Arial and Garamond can be substituted when primary fonts are not available. X X X X X Imagine. create. Dream. do. EDITORIAL EXPRESSION Visual Communications Quick Guide For full guidance on applying the UCSF brand, go to identity.ucsf.edu. MASTER BRAND LOGOS Emotion: Photos are intimate, capture a moment in time, and are focused deeply on people. Environment: Photos that evoke a sense of destination and provide context for UCSF. Science: Abstract textures taken from microscopes or still life. PHOTOGRAPHY GRAPHIC EXPRESSION Using a grid system, create a collage of shapes. Focus in on areas to create new dynamic grids. Secondary COLOR PRINT PALETTE: Neutral Replace shapes with photos or colored boxes. Teach. inspire. Logo Expression Primary Pantone Process Blue C C 100 M 10 Y 0 K 10 Pantone 7463 C C 100 M 90 Y 39 K 45 Pantone 320 C C 100 M 0 Y 31 K 3 Pantone 158 C C 0 M 61 Y 97 K 0 Pantone 2665 C C 62 M 60 Y 0 K 0 Process Black C 0 M 0 Y 0 K 100 White C 0 M 0 Y 0 K 0 Pantone 427 C C 0 M 0 Y 0 K 13 Pantone 428 C C 4 M 0 Y 1 K 20 Pantone 192 C C 0 M 100 Y 68 K 0 Pantone 123 C C 0 M 24 Y 94 K 0 Pantone 390 C C 44 M 5 Y 100 K 0 Secondary DIGITAL PALETTE: Neutral Primary AA 4.5:1 Interactive Blue R 0 G 124 B 190 # 007CBE Contrast to FFFFFF = 4.54:1 Pantone 7463 C R 5 G 32 B 73 # 052049 Contrast to FFFFFF = 16.04:1 AA 4.5:1 Interactive Teal R 5 G 132 B 136 # 058488 Contrast to FFFFFF = 4.5:1 AA 3:1 Interactive Orange R 242 G 109 B 4 # F26D04 Contrast to FFFFFF = 3.02:1 Pantone 2665 C R 113 G 111 B 178 # 716FB2 Contrast to FFFFFF = 4.55:1 Process Black R 0 G 0 B 0 # 000000 Contrast to FFFFFF = 21:1 White R 255 G 255 B 255 # FFFFFF Contrast to 000000 = 21:1 Pantone 427 C R 209 G 211 B 211 # D1D3D3 Contrast to 000000 = 13.97:1 Pantone 428 C R 180 G 185 B 191 # B4B9BF Contrast to 000000 = 10.63:1 AA 4.5:1 Interactive Red R 235 G 9 B 60 # EB093C Contrast to FFFFFF = 4.53:1 Pantone 123 C R 255 G 221 B 0 # FFDD00 Contrast to 000000 = 15.59:1 AA 3:1 Interactive Green R 110 G 164 B 0 # 6EA400 Contrast to FFFFFF = 3.01:1 Add logo to complete the layout * Indicates color specific to interactive use Indicates AA compliance only with large text * * Visit the Brand Photography Library through MyAccess.
Transcript of Visual Communications Quick Guide - UCSF Brand Identity
Preferred usage is the UCSF signature. Minimum size for UCSF signature is 1" wide or 120 pixels. Smaller applications can use the UCSF logo or logo expression.
Minimum clear space for all logos is the width of the “U” in UCSF on all sides (indicated with “X” on example above).
Signature
Logo
TYPOGRAPHY
Aa Helvetica NeueHelvetica Neue is our primary font, used for copy. Light is the primary weight.
Aa GranjonGranjon is our secondary font, used for headlines and titles to convey warmth.
Arial and Garamond can be substituted when primary fonts are not available.
X
X
X X
X
Imagine.create.
Dream.do.
EDITORIAL EXPRESSION
Visual Communications Quick GuideFor full guidance on applying the UCSF brand, go to identity.ucsf.edu.
MASTER BRAND LOGOS
Emotion: Photos are intimate, capture a moment in time, and are focused deeply on people.
Environment: Photos that evoke a sense of destination and provide context for UCSF.
Science: Abstract textures taken from microscopes or still life.
PHOTOGRAPHY
GRAPHIC EXPRESSION
Using a grid system, create a collage of shapes. Focus in on areas to create new dynamic grids.
Secondary
COLOR
PRINT PALETTE:
Neutral
Replace shapes with photos or colored boxes.
Teach.inspire.
Logo Expression
Primary
Pantone Process Blue CC 100 M 10 Y 0 K 10
Pantone 7463 CC 100 M 90 Y 39 K 45
Pantone 320 CC 100 M 0 Y 31 K 3
Pantone 158 CC 0 M 61 Y 97 K 0
Pantone 2665 CC 62 M 60 Y 0 K 0
Process BlackC 0 M 0 Y 0 K 100
WhiteC 0 M 0 Y 0 K 0
Pantone 427 CC 0 M 0 Y 0 K 13
Pantone 428 CC 4 M 0 Y 1 K 20
Pantone 192 CC 0 M 100 Y 68 K 0
Pantone 123 CC 0 M 24 Y 94 K 0
Pantone 390 CC 44 M 5 Y 100 K 0
Secondary
DIGITAL PALETTE:
Neutral
Primary
AA 4.5:1 Interactive BlueR 0 G 124 B 190# 007CBE
Contrast to FFFFFF = 4.54:1
Pantone 7463 C R 5 G 32 B 73# 052049
Contrast to FFFFFF = 16.04:1
AA 4.5:1 Interactive TealR 5 G 132 B 136# 058488
Contrast to FFFFFF = 4.5:1
AA 3:1 Interactive OrangeR 242 G 109 B 4# F26D04
Contrast to FFFFFF = 3.02:1
Pantone 2665 CR 113 G 111 B 178# 716FB2
Contrast to FFFFFF = 4.55:1
Process BlackR 0 G 0 B 0# 000000Contrast to FFFFFF = 21:1
WhiteR 255 G 255 B 255# FFFFFFContrast to 000000 = 21:1
Pantone 427 CR 209 G 211 B 211# D1D3D3Contrast to 000000 = 13.97:1
Pantone 428 CR 180 G 185 B 191# B4B9BFContrast to 000000 = 10.63:1
AA 4.5:1 Interactive RedR 235 G 9 B 60# EB093C
Contrast to FFFFFF = 4.53:1
Pantone 123 CR 255 G 221 B 0# FFDD00
Contrast to 000000 = 15.59:1
AA 3:1 Interactive GreenR 110 G 164 B 0# 6EA400
Contrast to FFFFFF = 3.01:1
USE SCALE CHANGES FOR BETTER CONTRAST
USE CONTRAST OF TEXTURE / COLOR / VALUE / SIMPLICITY TO CREATE A VISUALLY DYNAMIC COLLECTION
BASED ON LARGER GRID, FOCUS IN ON AREAS TO CREATE NEW DYNAMIC GRIDS
ADD LOGO EXPRESSIONOR BRAND LOGO LOCK-UP TO COMPLETE THE LAYOUT
Add logo to complete the layout* Indicates color specifi c to interactive use
Indicates AA compliance only with large text* *
Visit the Brand Photography Library through MyAccess.
