Brand Identity Project

UC San Francisco is undergoing a brand identity project to help us collectively make a greater impact that reflects our core mission and spirit.  The project will ensure we deliver the same messages about the university at every touch point, fostering deeper engagement with our supporters, partners, and advocates. Over the next several months, University Relations will lead a collaborative effort with leadership, key thought leaders, and partners within the university community to create a visual identity for UCSF.  The refreshed brand identity will launch in the fall. For more information about the project, please visit our frequently asked questions.

Please continue to embrace UCSF’s current Visual Identity Standards.  These guidelines are intended to unify and project our institutional reputation and to serve as a guide for University communicators and graphic artists.

We will continue to add information about the project on this site.  Check back frequently for the latest updates.

150th Anniversary Resources


We created a new brand identity to celebrate the 150th Anniversary of UC San Francisco.  Only UCSF, designed specifically for this milestone event, is a look and feel created to showcase the impact and importance of UCSF through the past, present and future.

Only UCSF is intended for use in conjunction with the UCSF master brand and sub-brands (see Visual Identity Resources below.)  Full guidelines and logos are available on the 150th Anniversary Resources page.  

In addition, a number of assets are available that can be used on UCSF websites and print materials.  Click on the 150th Anniversary resources page and access the tools via Box.

For more information about the 150th Anniversary celebrations, go to the 150th Anniversary website.

Brand Positioning

At UCSF, we want our contributions to be a part of a compelling, forward-thinking and unified story.

The University recently engaged the campus community and key partners in establishing brand positioning guidelines – a framework for a common language to help tell that story. The brand positioning highlights the differentiators, driving forces, and key messaging points that give both the UCSF campus community and the outside world a clear reason to believe in UCSF.

All UCSF communicators are encouraged to use this valuable internal resource. Click here to access the Brand Positioning Guide.

In addition, we conducted several trainings last year to introduce the brand positioning language to the University community.  Click here to access the UCSF Brand Positioning Training deck. We invite University communicators to share the training with your teams.


Visual Identity Resources

Visual Identity Standards

Read our guide to UCSF's Visual Identity Standards and our Editorial Style Guide, plus a guide to the identity standards of UCSF Medical Center, UCSF Benioff Children's Hospital, and the UCSF Helen Diller Family Comprehensive Cancer.


A selection of official art is available for download on this page. These resources are intended for design and marketing communications professionals.


Got questions? Read the FAQ for answers to common questions about logo use, standards, taglines and more. If you have further questions, contact us at


Editorial Style Guide

Editorial Style Guide

University Publications UCSF Public Affairs Download PDF [152 KB]

Web Development Resources

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. 


PowerPoint Templates

As an extension of UCSF brand identity standards, six PowerPoint templates have been designed for your use. They are available for download below.

Please choose the template that is most relevant for your project:


Download the UCSF PowerPoint Template Usage Guide [PDF, 105K]