section four

43

contents introduction ...... 44 neue ...... 45 bodoni ...... 46 examples of type usage ...... 47 body text examples ...... 48 introduction

Consistent application of type and styles allows our audiences to recognize materials typography from UCSF with ease. Therefore, all materials, communications and branded products should use only approved UCSF typography. 44 UCSF’s typography consists of two families: Helvetica Neue and Bodoni. These two families are attractive and very functional. They offer a wide range of weights and styles for complex typographic needs and individual expression. They have been carefully selected to express the personality of our institution and for their broad graphic performance value. The following sections showcase the recommended range of use for each font. See also pages 93 and 94 for web typography. introduction

UCSF in written text When the University name is used in body text communications (print or electronic), the correct and preferred use is in (no periods, no spaces): UCSF. The full, expanded version may also be used as a secondary option: University of California, San Francisco (with an cap for all words except “of”). The signature or its constituent elements (logo, logotype) should never be used as part of a title, headline or within continuous text.

correct

The UCSF signature is the most identifi able image of the University. It has been developed to represent the University in all internal and external communications. It must be used as the primary graphic element in all materials affi liated with the University.

incorrect

The signature is the most identifi able image of the University. It has been developed to represent the University in all internal and external communications. It must be used as the primary graphic element in all materials affi liated with the University.

University of California, San Francisco | Public Affairs | Visual Identity Standards helvetica neue

Helvetica Neue is a classic sans face: simple, modern and elegant. The openness and geometry typography of its form make it highly legible in both print and digital communications. It is known for its clarity and versatility, and features a suite of varied weights, providing maximum fl exibility. With any typographic application, please pay special attention to , and to ensure legibility. 45

Typefaces are licensed and available for both Mac and Windows platforms from www.fontshop.com. Where the option is available, Open Type fonts should be used. neue

alphabet samples font weights (including italic counterparts not shown) helvetica helvetica neue romanhelveticahelvetica neue [25]neue ultra light abcdefghijklmnopqrstuvwxyz helvetica neue [35] thin ABCDEFGHIJKLMNOPQRSTUVWXYZ helvetica neue [45] light 0123456789!@#$%& helvetica neue [55] roman helvetica neue [65] medium helvetica neue [75] bold helvetica neue italic helvetica neue [85] heavy abcdefghijklmnopqrstuvwxyz helvetica neue [95] black ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!@#$%& helvetica neue [57] condensed helvetica neue [67] medium condensed helvetica neue [77] bold condensed helvetica neue bold helvetica neue [87] heavy condensed abcdefghijklmnopqrstuvwxyz helvetica neue [97] black condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!@#$%& helvetica neue [23] ultra light extended helvetica neue [33] thin extended helvetica neue [43] light extended helvetica neue [53] extended helvetica neue [63] medium extended

University of California, San Francisco | Public Affairs | Visual Identity Standards bodoni

Bodoni is a refi ned serif face. Originally designed in Italy in the 18th century and infl uenced by classical typography Roman letterforms, it conveys classical elegance and strength. Bodoni is one of the historically identifi ed as marking the beginning of modern type, and has been “reiterated” in variations to this day, giving it great functional and expressive subtlety. As with all serif faces, avoid setting Bodoni type too 46 small or reversing it out of certain color fi elds.

Typefaces are licensed and available for both Mac and Windows platforms from www.fontshop.com. Where the option is available, Open Type fonts should be used. bodoni

alphabet samples font weights

bodoni roman bodonibodoni book abcdefghijklmnopqrstuvwxyz bodoni book italic ABCDEFGHIJKLMNOPQRSTUVWXYZ bodoni roman 0123456789!@#$%& bodoni italic bodoni bold bodoni bold italic bodoni italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!@#$%&

bodoni bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!@#$%&

University of California, San Francisco | Public Affairs | Visual Identity Standards examples of type usage

Further examples of typographic styles are shown throughout these standards, especially in section 9, typography identity application, starting on 74, and section 11, web identity application, starting on page 99.

47

UCSF typography in action examples of type usage

newsletter: text and headlines set entirely in helvetica neue

osher lifelong learning institute promotional newsletter cover: bodoni is the primary

University of California, San Francisco | Public Affairs | Visual Identity Standards body text examples

The below are examples of body text styled using UCSF’s font families. typography

48 sample comparisons

helvetica neue regular 8.5/12

Part of the University of California since 1873, UCSF is a graduate health sciences campus known for its scientifi c discoveries, teaching prowess and patient care.

helvetica neue italic 8.5/12

Part of the University of California since 1873, UCSF is a graduate health sciences campus body text examples known for its scientifi c discoveries, teaching prowess and patient care.

helvetica neue bold 8.5/12

Part of the University of California since 1873, UCSF is a graduate health sciences campus known for its scientifi c discoveries, teaching prowess and patient care.

bodoni 10/12

Part of the University of California since 1873, UCSF is a graduate health sciences campus known for its scientifi c discoveries, teaching prowess and patient care.

bodoni book 10/12

Part of the University of California since 1873, UCSF is a graduate health sciences campus known for its scientifi c discoveries, teaching prowess and patient care.

bodoni book italic 10/12

Part of the University of California since 1873, UCSF is a graduate health sciences campus known for its scientifi c discoveries, teaching prowess and patient care.

University of California, San Francisco | Public Affairs | Visual Identity Standards