To see examples, visit the UC San Diego Brand Guidelines .

1. Logo & When to Use It

  • Primary Health logo – Use for all consumer-facing communications, including patient brochures, website pages, digital advertisements, and 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. Do not recolor, stretch, distort, or add effects. Maintain clear space equal to the height of the “U.”
  • Placement – Place the logo in the top-right corner of web pages, the top-left corner of printed flyers, and on the first and last slides of videos.
  • Approved logos are available from the UC San Diego Health Sciences Logos page .

2. Color Palette

ColorPMSHexUse
Health Blue2767#182B49Logo, headings, and key calls to action
Health Gold1245#C69214Accent elements and highlights

Other colors may be used as accents but must meet WCAG 2.1 contrast requirements.

3. Typography

  • Headlines – Brix Sans is preferred. When unavailable, use Myriad or another clean sans-serif typeface.
  • Body copy – Use Source Sans Regular.
  • PDF and print templates – Follow the same typography standards. Do not substitute decorative typefaces.

4. Tone & Voice

UC San Diego’s five brand tone words are:

  • Courageous – Bold and forward-thinking.
  • Sincere – Authentic and patient-centered.
  • Consequential – Focused on meaningful health outcomes.
  • Agile – Innovative and responsive.
  • Collective – Reflective of teamwork among clinicians, researchers, patients, and partners.

All copy should reflect these attributes and use an active, first-person voice when appropriate.

5. Graphic Elements

  • Trident pattern – May be used as a low-contrast background texture, but it should never replace the logo.
  • Health-specific icons – Use the approved icon set available through the Health brand portal on Pulse.
  • Photography – Select images featuring diverse patients, staff members, and campus facilities, with an emphasis on care, collaboration, and discovery.

6. Templates & Assets

  • Pulse Intranet – Employees with an active directory login can download approved letterhead, email signatures, PowerPoint presentations, flyer templates, logos, colors, and fonts.
  • Canva and Google templates – Preapproved Health templates are available in the Health section of the brand portal.

7. Review & Approval

  • Submit all external-facing health-system materials for review before publication or distribution.
  • Contact: cihweb@ucsd.edu for questions or to request a review of your materials.
  • Turnaround: Reviews typically require three working days. Allow additional time when revisions may be necessary.

8. Key Dos and Don'ts

Do

  • Use the Health logo for patient-oriented content.
  • Keep the logo in its approved blue and gold colors.
  • Follow the five brand tone words in all messaging.

Don't

  • Do not combine the Health logo with the main UC San Diego seal or athletics marks.
  • Do not alter the approved typography or add drop shadows or other effects to the logo.