UCSF’s California Pre-term Birth Initiative (PTBi) needed a new logo and brand system to support their growing efforts to help women of color and low income families with pre-term pregnancies, education and healthcare.
Brand Icon and Logo System
The new brand icon puts the focus on mothers caring for their children with the full support of their community. The center figure represents mom, while a blooming flower symbolizes the growth and nurturing of a new life. The full logo uses UCSF’s existing typography so that the identity sits well with other logos in the University’s ecosystem.
The icon is split into two shades of the same color to further emphasize the parent-community connection. The foundation of the color system is built on UCSF’s existing secondary colors, and expands to include new shades and variations.
Secondary Icon and Brand Collateral
The secondary icon in the system uses a solid color center and incorporates a pattern that ties back to a logo I created for SOLARS – a UCSF study specifically focused on Black and Latina women. This icon was created to be used without the logo text for certain types of collateral and brand swag.
I also created initial examples of how the brand system could be used so that the in-house designers could have inspiration to expand and build on.