Branding & Identity

The Style Guide covers the basics of how to visually communicate the Duke University School of Medicine brand accurately. Duke University School of Medicine is one of 12 schools within Duke University and is also part of the academic medical center known as Duke Health. Duke Health comprises the School of Medicine as well as the School of Nursing and Health System. As such, the School of Medicine branding guidelines have been developed to align and compliment the branding guidelines for both Duke University and Duke Health.

By definition, we can think of our brand as the perception others have of us. Duke University School of Medicine’s brand is a premier medical education and research institution recognized for its entrepreneurial spirit, outstanding faculty, innovative research, unique educational curriculum, and alignment with a world-class medical center.

A brand is strengthened by consistent messaging, tone, and graphical approach in all communications. These brand and web guidelines for the School of Medicine were developed with the goal of facilitating a shared approach to establishing a strong, distinctive identity for the school among its many departments, centers, institutes, offices, and units. Effective brand management protects the integrity of the School’s academic, research, and outreach missions.