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When paired with other elements of our visual system, they capture the cascading impact of UCSF's work. These expressions are composed of two verbs: the first word is an action that serves as a catalyst, triggering the next action word. Each word is punctuated with a period to complete each thought.</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-76" class="node node-page header--navy clearfix" about="/brand-guide/editorial-expression" typeof="sioc:Item foaf:Document"> <span property="dc:title" content="Editorial Expression" 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"><p>Editorial expressions are not intended for use in every communications piece. Consider the target audience carefully and assess if an editorial expression will enhance the power of the message.</p> <p>Eight editorial expressions exist and are approved for use across UCSF communications materials. <strong>Art files of the editorial expressions are <a href="https://ucsf.box.com/s/rslu09syhnzt2flkr8u33mrp312gz84h">available for download</a>.</strong></p> <p><img alt="editorial expression samples" height="823" src="/sites/g/files/tkssra266/f/wysiwyg/UCSF-Editorial-Expression-samples.jpg" width="1604" /></p> <p>Editorial expressions should always be set in Granjon font. Use Granjon roman for the first line of action. Use Granjon italic for the second line of action. Punctuate each action with a period to complete the expression. When placing an expression on white, use color to differentiate the two words.</p> <h2>Example Use of Editorial Expressions</h2> <div class="wysiwyg_twocols layout--50-50"> <div class="wysiwyg_twocols--first bg--transparent"> <p><img alt="editorial expression on photos of medical student and researcher" height="1167" src="/sites/g/files/tkssra266/f/wysiwyg/UCSF-Editorial-Expression-on-Photography.jpg" title="" width="1604" /></p> <h4>Editorial Expression on Photography</h4> <p>When using an editorial expression with photography, set type in white to contrast against darker areas of an image. To ensure legibility, place editorial expressions in areas with less activity to provide more contrast. Only set an editorial expression in two colors against photography when there are white or light areas.</p> </div> <div class="wysiwyg_twocols--second bg--transparent"> <p><img alt="editorial expression on colored background" height="1167" src="/sites/g/files/tkssra266/f/wysiwyg/UCSF-Editorial-Expression-on-Colored-Background.jpg" title="" width="1604" /></p> <h4>Editorial Expression on Colored Background</h4> <p>When setting editorial expression against color backgrounds, always set type in white against colors that provide enough contrast.</p> </div> </div> </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><a href="/brand-guide/brand-story">Brand Story聽禄</a></p> <p><a href="/brand-guide/logos">Logos聽禄</a></p> <p><a href="/brand-guide/color">Color 禄</a></p> <p><a href="/brand-guide/fonts">Fonts/Typography聽禄</a></p> <p><strong><a href="/brand-guide/editorial-expression">Editorial Expression聽禄</a></strong></p> <p><a href="/brand-guide/visual-framework">Visual Framework聽禄</a></p> <p><a href="/brand-guide/patterns">Patterns聽禄</a></p> <p><a href="/brand-guide/iconography">Iconography 禄</a></p> <p><a href="/brand-guide/using-ucsf-name">Using the UCSF Name聽禄</a></p> <p><a href="/brand-guide/ucsf-health">UCSF Health Guidelines聽禄</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-46" class="block block-block"> <h3>Editorial Style Guide</h3> <div class="content"> <p>The聽<a href="https://ucsf.box.com/s/ffcsze39m3k7gt93igln6iwdhnb9i41r"><strong>UCSF Editorial Style Guide</strong></a>聽is available to guide writing for UCSF publications or websites. 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