Positioning and Messaging Guide: UCSF


Diagram of nested cylinders: UCSF larger than School of Pharmacy larger than PharmD Program, with UCSF highlighted.

Positioning assets

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.


Unique aspects of who we are, what we do and how we do it

UCSF has several true differentiators that set it apart.

  • Focus
  • Collaboration
  • Engagement
  • Leadership
  • San Francisco

Driving forces

The unique reasons why we do what we do

UCSF has powerful and pervasive driving forces.

  • Innovation
  • Urgency
  • Intensity
  • Public Mission

Core principles

Key principles that all UCSF communications should convey

UCSF should consistently reinforce its key principles.

  • Impact
  • Boldness
  • Inclusiveness
  • Innovation

UCSF brand strategy and positioning statement

Through our singular focus, we are leading revolutions in health.

More details: Brand Story

Next: School of Pharmacy