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href="/templates-examples/merchandise">Merchandise</a></li> <li class="last leaf menu-mlid-13056"><a href="/zoom-backgrounds">Zoom Backgrounds</a></li> </ul></li> <li class="last leaf menu-mlid-1736"><a href="/faq-contact">FAQ</a></li> </ul></div> </div> </div> </div> </div> </div> <div id="breadcrumb" class="row-full-width"><div class="inside"><h2 class="element-invisible">You are here</h2><div class="breadcrumb"><a href="/">Home</a> > <a href="/brand-guide">Brand Guide</a> > <span class="breadcrumb-page-title">Brand Story</span></div></div></div> <div class="content-top"> <div class="region region-content-top"> <div id="block-fieldblock-node-page-default-field-hero-header-content" class="block block-fieldblock"> <div class="content"> <div class="field field-name-field-hero-header-content field-type-text-long field-label-hidden"><div class="field-items"><div class="field-item even"><h1>Brand Story</h1> <p>Each of us – as employees, faculty, health care providers, staff, and students – share a responsibility for telling the UCSF story every day. Our brand strategy, also known as our brand positioning, is the foundation for telling that story – it is what drives us, what differentiates us from others, and why we feel proud to be a part of UCSF. If individually we tell a consistent story about who UCSF is and what we stand for, we'll increase the impact of UCSF as a whole.</p> </div></div></div> </div> </div> </div> </div> <div id="main-wrapper"> <div id="main" class="clearfix"> <div id="content" class="column"> <div class="inside"> <a id="main-content"></a> <div class="tabs"></div> <div class="region region-content"> <div id="block-system-main" class="block block-system"> <div class="content"> <div id="node-91" class="node node-page header--navy clearfix" about="/brand-guide/brand-story" typeof="sioc:Item foaf:Document"> <span property="dc:title" content="Brand Story" class="rdf-meta element-hidden"></span><span property="sioc:num_replies" content="0" datatype="xsd:integer" class="rdf-meta element-hidden"></span> <div class="content"> <div class="field field-name-field-body field-type-text-long field-label-hidden"><div class="field-items"><div class="field-item even"><h2>UCSF Brand Strategy/Positioning</h2> <p><span style="font-size:24px;"><em>Through our singular focus, we are leading revolutions in health.</em></span></p> <p>The UCSF positioning statement is the foundation of everything we say and do. It is the cohesive message that defines who we are, and demonstrates how we want to be perceived by our audiences.</p> <p>Talking about the institution as a whole and making the connection specific to each audience strengthens our ability to have an impact. A positioning statement helps us tell a strong, authentic story. It helps us distinguish ourselves from our competitors, and helps tell our audiences what they can expect from UCSF.</p> <h2>Brand Attributes</h2> <p>The foundation of the UCSF brand positioning is our differentiators, our driving forces and our core principles. The attributes in these categories help us to establish emotional connections with our audiences. These attributes are consistent, enduring and predictable.</p> <div class="wysiwyg_twocols layout--50-50"> <div class="wysiwyg_twocols--first bg--interactive-blue"> <h3>Differentiators</h3> <p>While many regard us as a leader in health, they often recognize us for only part of what we do. Few appreciate what sets us apart as a whole. The following differentiators are common to each of our endeavors, and are our larger story.</p> <p><em>Leadership</em></p> <p><em>Focus</em></p> <p><em>Collaboration</em></p> <p><em>Engagement</em></p> <p><em>San Francisco</em></p> </div> <div class="wysiwyg_twocols--second bg--interactive-teal"> <h3>Driving Forces</h3> <p>Driving forces are the unique reasons why we do what we do. Our communications will be stronger and more distinctive when these forces shape the tone and personality of what we want to say.</p> <p><em>Innovation</em></p> <p><em>Intensity</em></p> <p><em>Urgency</em></p> <p><em>Public Mission</em></p> </div> </div> <div class="wysiwyg_twocols layout--50-50"> <div class="wysiwyg_twocols--first bg--interactive-purple"> <h3>Core Principles</h3> <p>All that we say and do should communicate these four core principles. This will yield more cohesive communications that leverage our differentiators and harness our driving forces to create a compelling and sustainable UCSF story.</p> <p><em>Boldness</em></p> <p><em>Impact</em></p> <p><em>Humanity</em></p> <p><em>Inclusiveness</em></p> </div> <div class="wysiwyg_twocols--second bg--transparent"> <p> </p> </div> </div> <h2>Positioning Narrative</h2> <p>UC San Francisco is driven by the idea that when the best research, the best education and the best patient care converge, great breakthroughs are achieved. We pursue this integrated excellence with singular focus, fueled by collaboration among our top-ranked professional and graduate schools, medical center, research programs and support teams.</p> <p>We work passionately to advance knowledge, yielding scientific breakthroughs that benefit life and health worldwide. We innovate health education across disciplines to develop collaborative and creative leaders. We improve the lives of patients and populations by creating and implementing urgently needed new practices, policies, therapies and cures.</p> <p>We are committed to serving our diverse communities. From the heart of the dynamic bay area, we create new models for partnering with leading innovators in academia, science, technology and industry in pursuit of our public mission.</p> <p>Working as one, UCSF integrates excellence with a singular focus to deliver the best possible outcomes for you and those you care about.</p> </div></div></div> </div> </div> </div> </div> </div> </div> </div> <div id="sidebar" class="column"> <div class="sidebar"> <div class="section"> <div class="region region-sidebar"> <div id="block-fieldblock-node-page-default-field-textarea-hero-sidebar" class="block block-fieldblock sidebar-banner"> <div class="content"> <div class="field field-name-field-textarea-hero-sidebar field-type-text-long field-label-hidden"><div class="field-items"><div class="field-item even"><p><strong><a href="/brand-guide/brand-story">Brand Story »</a></strong></p> <p><a href="/brand-guide/logos">Logos »</a></p> <p><a href="/brand-guide/color">Color »</a></p> <p><a href="/brand-guide/fonts">Fonts/Typography »</a></p> <p><a href="/brand-guide/editorial-expression">Editorial Expression »</a></p> <p><a href="/brand-guide/visual-framework">Visual Framework »</a></p> <p><a href="/brand-guide/patterns">Patterns »</a></p> <p><a href="/brand-guide/iconography">Iconography »</a></p> <p><a href="/brand-guide/using-ucsf-name">Using the UCSF Name »</a></p> <p><a href="/brand-guide/ucsf-health">UCSF Health Guidelines »</a></p> </div></div></div> </div> </div> <div id="block-fieldblock-node-page-default-field-blockref-sidebar" class="block block-fieldblock sidebar-widgets"> <div class="content"> <div class="field field-name-field-blockref-sidebar field-type-blockreference field-label-hidden"><div class="field-items"><div class="field-item even"><div id="block-block-26" class="block block-block"> <h3>Download the Guides</h3> <div class="content"> <p>The <strong><a href="https://ucsf.box.com/s/t1e7w15dopyxaqw2b8vrsl4jgeit501c">UCSF Brand Positioning Guide</a></strong> provides the foundation for written communications from UCSF.</p> <p> </p> <p>The <a href="https://ucsf.box.com/s/ffcsze39m3k7gt93igln6iwdhnb9i41r"><strong>UCSF Editorial Style Guide</strong></a> is available to guide writing for UCSF publications or websites. It outlines commonly-used terms, punctuation, and editorial style to improve clarity and readability across communications at UCSF.</p> </div> </div></div><div class="field-item odd"><div id="block-block-71" class="block block-block"> <h3>Fact Sheet</h3> <div class="content"> <p>The <strong><a href="/sites/g/files/tkssra266/f/wysiwyg/UCSF_FactSheet_10.16.23_online.pdf">UCSF Fact Sheet</a></strong> provides a quick overview of our organization. </p> </div> </div></div></div></div> </div> </div> </div> </div> </div> </div> </div></div> <div id="footer"> <div class="section"> <div class="region region-footer"> <div id="block-block-41" class="block block-block"> <div class="content"> <div class="wysiwyg_threecols layout--33-33-33"> <div class="wysiwyg_threecols--first bg--undefined bg--transparent"> <h5><a href="/brand-guide" style="color: #ffffff;">BRAND GUIDE</a></h5> <hr color="white" /> <p><a href="/brand-guide/logos" style="color: #ffffff;">Brand Story</a><br /> <a href="/brand-guide/logos" style="color: #ffffff;">Logos</a><br /> <a href="/brand-guide/color" style="color: #ffffff;">Colors</a><br /> <a href="/brand-guide/fonts" style="color: #ffffff;">Fonts/Typography</a><br /> <a href="/brand-guide/editorial-expression" style="color: #ffffff;">Editorial Expression</a><br /> <a href="/brand-guide/visual-framework" style="color: #ffffff;">Visual Framework</a><br /> <a href="/brand-guide/using-ucsf-name" style="color: #ffffff;">Using the UCSF Name</a><br /> <a href="/brand-guide/ucsf-health" style="color: #ffffff;">UCSF Health Guidelines</a></p> <p> </p> </div> <div class="wysiwyg_threecols--second bg--undefined bg--transparent"> <h5><a href="/print-digital" style="color: #ffffff;">PRINT & DIGITAL</a></h5> <hr color="white" /> <p><a href="/print-digital/digital-guidelines" style="color: #ffffff;">Print Guidelines</a><br /> <a href="/print-digital/digital-guidelines" style="color: #ffffff;">Digital Guidelines</a><br /> <a href="/print-digital/digital-colors" style="color: #ffffff;">Digital Colors</a><br /> <a href="/print-digital/websites" style="color: #ffffff;">Websites</a><br /> <a href="/print-digital/social-media" style="color: #ffffff;">Social Media</a></p> <p> </p> <h5><a href="/photography-video" style="color: #ffffff;">PHOTOGRAPHY & VIDEO</a></h5> <hr color="white" /> <p><a href="/photography-and-video/photography-standards" style="color: #ffffff;">Photography Standards</a><br /> <a href="/photography-video/brand-photography-library" style="color: #ffffff;">Brand Photography Library</a><br /> <a href="/photography-video/video-standards" style="color: #ffffff;">Video Standards</a></p> <p> </p> </div> <div class="wysiwyg_threecols--third bg--undefined bg--transparent"> <h5><a href="/templates-examples" style="color: #ffffff;">TEMPLATES & EXAMPLES</a></h5> <hr color="white" /> <p><a href="/templates-examples/correspondence" style="color: #ffffff;">Correspondence</a><br /> <a href="/templates-examples/presentation" style="color: #ffffff;">Presentation</a><br /> <a href="/templates-examples/print-materials" style="color: #ffffff;">Print Materials</a><br /> <a href="/templates-examples/posters-digital-signage" style="color: #ffffff;">Posters and Digital Signage</a><br /> <a href="/templates-examples/campus-signage" style="color: #ffffff;">Campus Signage</a><br /> <a href="/templates-examples/merchandise" style="color: #ffffff;">Merchandise</a></p> </div> </div> </div> </div> </div> <div class="footer-bottom"> <nav aria-label="Footer Navigation" class="footer--navigation"> <ul> <li><a href="https://www.ucsf.edu/accessibility-resources">Accessibility</a></li> <li><a href="https://www.ucsf.edu/website-privacy-policy">Privacy Policy</a></li> <li><a href="https://websites.ucsf.edu/website-terms-use">Terms of Use </a></li> <li><a href="https://websites.ucsf.edu/azlist">A-Z Website List</a></li> </ul> </nav> <div class="footer--copyright"> <p>© 2024 The Regents of the University of California</p> </div> </div> </div> </div> </div> </div> <script type="text/javascript"> <![CDATA[//><!]]> </script> <script type="text/javascript"> /*<![CDATA[*/ (function() { var sz = document.createElement('script'); sz.type = 'text/javascript'; sz.async = true; sz.src = '//siteimproveanalytics.com/js/siteanalyze_8343.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(sz, s); })(); /*]]>*/ </script> </body> </html>