Brand Messaging Guide and Graphic Standards Manual

Brand Messages 

A. The Power of a Brand
• Our Situation
• Our Strategy: Branding
• Use of This Guide

B. Positioning Statement

C. Differentiating Messaging Concepts
• The San Francisco Advantage
• Engaged Learning
• Equipped to Lead and Succeed
• Passion for Justice

D. Brand Personality

E. Tagline 

Brand Identity 

Primary Identity 

Primary Logo

Primary Identity — Alternate Styles

Symbol and Wordmark Elements

Alternate Identity — Monogram Logo


Logos with Unit Distinction
• School, Colleges, and Campuses
• Centers, Institutes, and Programs

Logo Clear Space

Minimum Sizes — Logos, Wordmark, Symbol

Color Palette—School colors

Supporting Color Palette

Positive Reproduction

Reproduction — white & colored backgrounds

Logo on Background Image

Symbol as Watermark

Logo Placement — Print Applications

What Not to Do with the Logo

File Name Conventions


• Athletics Identity — Logos
• Athletics Identity — Usage
• University Seal 

Campus Mapand Campus Illustration 

Print Applications 

Stationery System


Business Card

Envelopes and Mailing Label

Unit Identification on Stationery


Fax Cover Sheet


Name Badges

Printed Materials

Branded Event Materials

Roll-up Banners

External Banners

Branded Table Skirts, Table Runners, and Lapel Pins

Embroidered Patches

Merchandising Items

Signage — Lectern Branding 

Electronic Applications 

Electronic Letterhead

Electronic Fax Cover Sheet

PowerPoint Templates

Computer Screen Backgrounds