To see examples go tohttps://brand.ucsd.edu/index.html 

1. Logo & When to Use It

  • Primary Health logo – for all consumer‑facing communications (patient brochures, website pages, digital ads, signage).
  • Clinical‑only logo – use only for internal clinical documents or when the audience is strictly patients of the health system.
  • Do not alter the logo: no recolouring, stretching, or adding effects. Keep the clear‑space equal to the height of the “U”.
  • Placement – top‑right on web pages, top‑left on printed flyers, and always visible on the first and last slide of videos.
  • Logos can be found here: https://brand.ucsd.edu/logos/health-sciences-logos/index.html 

2. Color Palette

Color

 

PMS

 

Hex

 

Use 

 

Health Blue

 

 2767 

 

 #182B49 

 

Logo, headings, key call‑to‑actions UC San Diego Health Sciences Logos

 

Health Gold

 

 1245 

 

 #C69214 

 

Accent elements, highlights UC San Diego Health Sciences Logos

 

All other colors may be used as accents but must meet WCAG 2.1 contrast standards.

3. Typography

  • Headlines – Brix Sans (preferred). If unavailable, use Myriad or any clean sans‑serif.
  • Body copy – Source Sans (regular).
  • PDF/print templates – follow the same fonts; do not substitute with decorative typefaces. UC San Diego Health Sciences LogosVideo

4. Tone & Voice (the five brand tone words)

  • Courageous – bold, forward‑thinking.
  • Sincere – authentic, patient‑centered.
  • Consequential – focus on impact to health outcomes.
  • Agile – innovative, responsive.
  • Collective – teamwork across clinicians, researchers, and patients.

Every piece of copy should reflect these attributes, using an active first‑person voice when possible. Brand ToneBrand Communication

5. Graphic Elements

  • Trident pattern – optional background texture; keep low‑contrast and never replace the logo.
  • Health‑specific icons – use the approved set from the Health brand portal (Pulse).
  • Photography – choose images that show diverse patients, staff, and campus facilities; keep the focus on care and discovery. UC San Diego Health Sciences LogosGraphics

6. Templates & Assets

  • Pulse Intranet (requires AD login) – download letterhead, email signatures, PowerPoint, and flyer templates that already contain the correct logo, colors, and fonts. Health Sciences Logos and Branding Mater...
  • Canva & Google Templates – pre‑approved Health versions are available in the “Health” section of the brand portal.
  • Sample placeholders (replace with actual files):
  •  
  • All external‑facing health‑system materials should be submitted for review.
  • Contact: Email cihweb@ucsd.edu if you have any questions or would like your materials reviewed.
  • Turn‑around: typically 3 working days; allow extra time for revisions.

8. Key Do‑And‑Don’ts

  • Do use the health logo for any patient‑oriented content.
  • Do keep the logo in its approved blue/gold colors.
  • Do follow the tone words in all messaging.
  • Don’t combine the health logo with the main UC San Diego seal or athletics marks.
  • Don’t modify typography or add drop‑shadows to the logo.