CINXE.COM

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Brand Identity</a></li> </ul> </div> </div> <div id="content" class="lab-title-group"> <div class="lab-title"><a href="/identity">Brand Identity</a></div> <div class="subtitle"><span>School of Pharmacy brand identity supporting the UCSF brand identity</span></div> </div> </div>  <div id="main" class="clearfix" role="main"> <div> <div id="content-inner" class="inner column center"> <div id="content-header"> <div class="tabs"></div> </div>  <div id="content-area" class="clearfix"> <h1>Positioning and Messaging Guide: UCSF</h1> <div class="region region-content"> <div id="block-system-main" class="block block-system"> <div class="content"> <div id="node-12591" class="node node-page clearfix" about="/identity/guide/ucsf" typeof="sioc:Item foaf:Document"> <div class="content"> <div class="field field-name-body field-type-text-with-summary field-label-hidden"><div class="field-items"><div class="field-item even" property="content:encoded"><p></p><div class="media media-element-container media-third ucsf-images-wrapping-right"><picture class="media-element file-third">  <source srcset="/sites/pharm.ucsf.edu/files/cylinders%20ucsf.svg?itok=GtRNS76K&timestamp=1534271579 1x, /sites/pharm.ucsf.edu/files/cylinders%20ucsf.svg?itok=zwCkToQC&timestamp=1534271579 2x, /sites/pharm.ucsf.edu/files/cylinders%20ucsf.svg?itok=M_FbAX_c&timestamp=1534271579 3x" media="(min-width: 1025px)"></source> <source srcset="/sites/pharm.ucsf.edu/files/cylinders%20ucsf.svg?itok=CxXtLfAq&timestamp=1534271579 1x, /sites/pharm.ucsf.edu/files/cylinders%20ucsf.svg?itok=O-8tTjlk&timestamp=1534271579 2x, /sites/pharm.ucsf.edu/files/cylinders%20ucsf.svg?itok=zwCkToQC&timestamp=1534271579 3x" media="(min-width: 801px) and (max-width: 1024px)"></source> <source srcset="/sites/pharm.ucsf.edu/files/cylinders%20ucsf.svg?itok=O-8tTjlk&timestamp=1534271579 1x, /sites/pharm.ucsf.edu/files/cylinders%20ucsf.svg?itok=M_FbAX_c&timestamp=1534271579 2x, /sites/pharm.ucsf.edu/files/cylinders%20ucsf.svg?itok=s8WVj0F5&timestamp=1534271579 3x" media="(min-width: 641px) and (max-width: 800px)"></source> <source srcset="/sites/pharm.ucsf.edu/files/cylinders%20ucsf.svg?itok=GtRNS76K&timestamp=1534271579 1x, /sites/pharm.ucsf.edu/files/cylinders%20ucsf.svg?itok=zwCkToQC&timestamp=1534271579 2x, /sites/pharm.ucsf.edu/files/cylinders%20ucsf.svg?itok=M_FbAX_c&timestamp=1534271579 3x" media="(min-width: 481px) and (max-width: 640px)"></source> <source srcset="/sites/pharm.ucsf.edu/files/cylinders%20ucsf.svg?itok=CxXtLfAq&timestamp=1534271579 1x, /sites/pharm.ucsf.edu/files/cylinders%20ucsf.svg?itok=O-8tTjlk&timestamp=1534271579 2x, /sites/pharm.ucsf.edu/files/cylinders%20ucsf.svg?itok=zwCkToQC&timestamp=1534271579 3x" media="(min-width: 431px) and (max-width: 480px)"></source> <source srcset="/sites/pharm.ucsf.edu/files/cylinders%20ucsf.svg?itok=CxXtLfAq&timestamp=1534271579 1x, /sites/pharm.ucsf.edu/files/cylinders%20ucsf.svg?itok=O-8tTjlk&timestamp=1534271579 2x, /sites/pharm.ucsf.edu/files/cylinders%20ucsf.svg?itok=zwCkToQC&timestamp=1534271579 3x" media="(min-width: 0px) and (max-width: 430px)"></source>    <img class="media-element file-third" srcset="" alt="diagram" title="" />  </picture><div class="field field-name-field-image-caption field-type-text-long field-label-hidden"><div class="field-items"><div class="field-item even"><p>Diagram of nested cylinders: UCSF larger than School of Pharmacy larger than PharmD Program, with UCSF highlighted.</p></div></div></div></div> <h2>Positioning assets</h2> <p>At the campus level, we have common differentiators, driving forces, and principles that define our unique essence. These assets create the context within which we should think about what differentiates UCSF from its peers.</p> <h3>Differentiators</h3> <p><em>Unique aspects of who we are, what we do and how we do it</em></p> <p>UCSF has several true differentiators that set it apart.</p> <ul class="columns-3"> <li>Focus</li> <li>Collaboration</li> <li>Engagement</li> <li>Leadership</li> <li>San Francisco</li> </ul> <h3>Driving forces</h3> <p><em>The unique reasons why we do what we do</em></p> <p>UCSF has powerful and pervasive driving forces.</p> <ul class="columns-3"> <li>Innovation</li> <li>Urgency</li> <li>Intensity</li> <li>Public Mission</li> </ul> <h3>Core principles</h3> <p><em>Key principles that all UCSF communications should convey</em></p> <p>UCSF should consistently reinforce its key principles.</p> <ul class="columns-3"> <li>Impact</li> <li>Boldness</li> <li>Inclusiveness</li> <li>Innovation</li> </ul> <h3>UCSF brand strategy and positioning statement</h3> <p class="emphatic">Through our singular focus, we are leading revolutions in health.</p> <p>More details: <a href="https://identity.ucsf.edu/brand-guide/brand-story">Brand Story</a></p> <p class="goto">Next: <a href="/identity/guide/school">School of Pharmacy</a></p></div></div></div> </div> </div> </div> </div> </div> </div> <div id="sidebar-first"> <div class="region region-sidebar-first"> <div id="block-domain-menu-block-main-menu" class="block block-domain-menu-block"> <div class="content"> <div class="skip primary"> <a href="#postnav">Skip primary navigation</a> </div> <div class="menu-block-wrapper menu-block-main-menu menu-name-9045fca73f5acac5c452a4112a99eefe parent-mlid-0 menu-level-1"> <ul class="menu"><li class="first leaf menu-mlid-443271"><a href="/identity" tabindex="0">Home</a></li> <li class="expanded active-trail menu-mlid-443296"><a href="/identity/guide" class="active-trail" tabindex="0">Positioning and Messaging Guide</a><ul class="menu"><li class="first leaf menu-mlid-443276"><a 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