Duke Medicine
Brand Identity
Environmental
Signage
Print & Web Design
Advertising & Event Sponsorships
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.
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, advocates, and vendors in consistently applying the Duke brand. The guide is organized into five sections tailored for designers, managers, architects, 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.
Page samples from the brand guide.
Visual Vocabulary
Photography
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 guide in color selection, photography, and typographic styles to visualize the Duke Medicine brand.
Color
Color themes were refined and developed for each service of care.
Typography
Typographic hierarchy provides a framework to guide every level of experience.
Brand Architecture
From 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.
