Duke Medicine
Brand Identity
Environmental
Signage
Consumer Packaging
Print & Web Design
On June 30, 2005, Victor J. Dzau, MD, Chancellor for Health Affairs at Duke University and President and CEO of Duke University Health System, announced a new vision and strategic plans for Duke Medicine.
That year marked Duke Medicine’s 75th anniversary, celebrating major advancements across many areas of medicine and patient care, with recognition for every member of the Duke Medicine team.
Bud joined the Duke Marketing and Communications team as a Senior Brand Designer, responsible for creating, guiding, and supporting the Duke Medicine brand at an institutional level.
Branding Guide
The Duke Medicine brand conceptually unifies the Duke University Health System, the Duke University School of Medicine, and the Duke University School of Nursing, embodying the integration of research, clinical care, and education led by faculty, staff, students, and trainees at various sites both regionally and globally.
A comprehensive brand usage guide supported designers, brand advocates, and vendors in applying the Duke brand consistently. The guide was organized into five sections tailored for designers, managers, architects and sign fabricators, and licensing applications.
The Duke Medicine brand guide helps brand ambassadors to assure consistency across all communications including but not restricted to the Master Brand, Subbrands, and Affiliate brands, design, layout, and visual style for:
- Subbrands: Hospital, Academic, Service-Line,
Primary Care, Affiliate programs - Advertising & Event Sponsorships
- Marketing Materials
- Signage & Environmental
- Letterhead & Branded items.
Content samples from the brand guide.
Visual Vocabulary
The Duke Medicine brand can be visually expressed using a few key elements: color, type, and signature. This set of graphic devices unites Duke Medicine-branded materials. The following examples from the guide guides in selecting color, photography, and typographic styles to realize the Duke Medicine brand.
Photography
Color
Color themes were refined and developed for each service of care.
Typography
Typographic hierarchy provided a framework to guide every experience level.
Brand Architecture
From our hospitals and clinics to our academic centers and programs, each Duke Medicine entity has unique functions and responsibilities. The illustration outlines how individual signatures relate to the overarching Duke Medicine brand.
