Most Commonly Used Brand Guidelines Examples of how to and how not to apply our guidelines Logo Usage
Approved logo usage
n Use only approved Duke Health logos with the shield in a box. n Use only one Duke Health logo. Celebrate Your Heart with Us World Health Day n Use logos in their original state. FEB 12 Love Your Heart Lecture – Be the Beat of a Healthy Heart February 12 • 10 to 11:30 am Durham Center for Senior Life n 404 Rigsbee Avenue Use cobranding qualifier line. Durham, NC 27704 Keep the beat of a healthy heart by participating in a lecture by cardiologists Matthew Brennan, MD, and Robin Mathews, MD, of Duke Triangle Heart Associates. Free screenings, information and resources will be n provided to assist you with your health goals. A heart healthy breakfast will be served. It Takes a Team to Win Use appropriate spacing February 14 • 7 pm • Cameron Indoor Stadium 115 Whitford Drive FEB Durham, NC 27705 14 It Takes a Team to Care for Your Heart between logos. Make this Valentine’s Day extra special and join Duke Heart at the Duke vs. February 14 • 7 pm • Cameron Indoor Stadium To register, call Virginia Tech women’s basketball game. Stop by our table, located on the Main 115 Whitford Drive 888-ASK-DUKE Concourse, to meet members of Duke’s Heart Team and learn how to care for Durham, NC 27705 or go to your heart. Free heart health risk factor screenings, stroke education, wellness tips, Make this Valentine’s Day extra special and join Duke Heart at the Duke vs. dukehealth.org/ and compression-only CPR education will be available. And, don’t forget to pick up Virginia Tech women’s basketball game. Stop by our table, located on the Main events a special Valentine’s gift from our heart to yours! Concourse, to meet members of Duke’s Heart Team and learn how to care for Use only one To received a special discounted general admission ticket to the game, visit your heart. Free heart health risk factor screenings, stroke education, wellness tips, https://tinyurl.com/y8zaxv4q and enter promo code: HEART. and compression-only CPR education will be available. And, don’t forget to pick up Use cobranding a special Valentine’s gift from our heart to yours! logo. Use To received a special discounted general admission ticket to the game, visit https://tinyurl.com/y8zaxv4q and enter promo code: HEART. approved Sponsored in part by: qualifier line. National Duke Health World Use appropriate logos with the Organization spacing between shield in a box. logos.
Non-approved logo usage
n Don’t create your own logos or attach words to existing Duke Health logos. Celebrate Your Heart with Us Celebrate Your Heart with Us n Don’t use the Duke Health shield outside FEB FEB Love Your Heart Lecture – Be the Beat of a Healthy Heart 12 Love Your Heart Lecture – Be the Beat of a Healthy Heart 12 the box. This logo is no longer used. February 12 • 10 to 11:30 am Durham Center for Senior Life February 12 • 10 to 11:30 am Durham Center for Senior Life 404 Rigsbee Avenue 404 Rigsbee Avenue Durham, NC 27704 Durham, NC 27704 n Keep the beat of a healthy heart by participating in a lecture by cardiologists Matthew Brennan, MD, and Keep the beat of a healthy heart by participating in a lecture by cardiologists Matthew Brennan, MD, and Don’t alter the Duke Health logo. Robin Mathews, MD, of Duke Triangle Heart Associates. Free screenings, information and resources will be Robin Mathews, MD, of Duke Triangle Heart Associates. Free screenings, information and resources will be provided to assist you with your health goals. A heart healthy breakfast will be served. provided to assist you with your health goals. A heart healthy breakfast will be served.
n FEB FEB Don’t use two or more Duke Health logos. 14 It Takes a Team to Care for Your Heart 14 It Takes a Team to Care for Your Heart February 14 • 7 pm • Cameron Indoor Stadium To register, call February 14 • 7 pm • Cameron Indoor Stadium To register, call 115 Whitford Drive 888-ASK-DUKE 115 Whitford Drive 888-ASK-DUKE n Durham, NC 27705 or go to Durham, NC 27705 or go to Don’t use the Duke Health shield within Make this Valentine’s Day extra special and join Duke Heart at the Duke vs. dukehealth.org/ Don’t create Make this Valentine’s Day extra special and join Duke Heart at the Duke vs. dukehealth.org/ Virginia Tech women’s basketball game. Stop by our table, located on the Main events Virginia Tech women’s basketball game. Stop by our table, located on the Main events Concourse, to meet members of Duke’s Heart Team and learn how to care for your own logos. Concourse, to meet members of Duke’s Heart Team and learn how to care for or as part of other created graphic your heart. Free heart health risk factor screenings, stroke education, wellness tips, your heart. Free heart health risk factor screenings, stroke education, wellness tips, and compression-only CPR education will be available. And, don’t forget to pick up and compression-only CPR education will be available. And, don’t forget to pick up a special Valentine’s gift from our heart to yours! a special Valentine’s gift from our heart to yours! elements. To received a special discounted general admission ticket to the game, visit To received a special discounted general admission ticket to the game, visit Don’t use the https://tinyurl.com/y8zaxv4q and enter promo code: HEART. Don’t use more https://tinyurl.com/y8zaxv4q and enter promo code: HEART. Duke Health than one Duke Duke ABC Clinic shield out of Health logo. the box. Approved Color Palette
Primary Colors Approved Duke Health Duke Blue Gray color palette
n Only use colors from this CMYK 0-0-0-90 HEX 414042 color palette for any and RGB 65-64-66 PMS Cool Gray 11 all Duke marketing or communication materials. Gray is used predominantly for typography. The only other n CMYK 100-68-0-12 HEX 00539B colors approved for use in typography are Duke Blue or black. Duke Blue should be the color RGB 0-83-155 PMS 287 Avoid using any of the secondary colors for typography. used most predominately in all materials.
Secondary Colors
CMYK 9-64-100-1 HEX E0750B CMYK 22-88-86-13 HEX B03D33 CMYK 67-31-100-14 HEX 5E802C RGB 224-117-11 PMS 1665 RGB 176-61-51 PMS 1797 RGB 94-128-44 PMS 2279
Purple Blue Yellow
CMYK 71-77-15-2 HEX 64528F CMYK 77-41-29-3 HEX 407E99 CMYK 6-26-73-0 HEX EEBD60 RGB 100-82-143 PMS 7670 RGB 64-126-153 PMS 7697 RGB 238-189-96 PMS 143 Color Palette Usage
Approved color What to expect Gestational diabetes can be Initial Class: Tuesdays from 2:00 – 4:00 PM palette usage overwhelming. We want to Follow-up: An individual follow-up appointment will be scheduled after class. help you and baby start a Individuals will have an opportunity to review healthy life together. To help blood sugar numbers, discuss meal planning, n Use Duke Blue as the you better understand your and ask additional questions. diagnosis and how to manage What you will learn What to bring it successfully, Duke Primary Through small group classes, our certified Participants are encouraged to bring a predominate color. support person or family member with them. Care offers a Gestational diabetes educators and dietitians provide information on the full spectrum of topics Location n Diabetes Education related to blood sugar control during Secondary colors should be Program that is recognized pregnancy, including: Duke Primary Care Croasdaile §§Risks to you and your baby 1821 Hillandale Road by the American Diabetes Suite 24B used minimally. §§Carbohydrate control Association. Durham, NC 27705 §§Healthy snack ideas n Gestational Diabetes §§Individualized meal plan If only one color can be used, §§Optimal nutrition for a healthy pregnancy Education and and beyond All text should use Duke Blue. Nutrition Counseling §§Exercise recommendations for pregnancy §§Checking your blood sugar: free blood sugar Need to schedule/ be Duke Blue Program monitors are provided with instructions and n All text should a demonstration reschedule? Please call or black. Text should be Duke Blue or §§Blood sugar targets and monitoring be Duke schedule 919-470-6505 black in all materials. §§Review and guidance on recorded blood Blue, black or sugar results Use secondary n Reversed white type can be reversed to colors white. used when appropriate. minimally.
Non-approved color What to expect Gestational diabetes can be Initial Class: Tuesdays from 2:00 – 4:00 PM palette usage overwhelming. We want to Follow-up: An individual follow-up appointment will be scheduled after class. help you and baby start a Individuals will have an opportunity to review n healthy life together. To help blood sugar numbers, discuss meal planning, Don’t use secondary colors as the you better understand your and ask additional questions. predominate color. diagnosis and how to manage What you will learn What to bring it successfully, Duke Primary Through small group classes, our certified Participants are encouraged to bring a support person or family member with them. Care offers a Gestational diabetes educators and dietitians provide n information on the full spectrum of topics Don’t use little or no Duke Blue. Diabetes Education related to blood sugar control during Location Program that is recognized pregnancy, including: Duke Primary Care Croasdaile n §§Risks to you and your baby 1821 Hillandale Road by the American Diabetes Suite 24B Don’t over use secondary colors. §§Carbohydrate control Association. Durham, NC 27705 Don’t edit the §§Healthy snack ideas n Don’t use only secondary colors. Gestational Diabetes §§Individualized meal plan color of the §§Optimal nutrition for a healthy pregnancy Don’t use Education and and beyond n Don’t use secondary colors in Nutrition Counseling matrix. §§Exercise recommendations for pregnancy secondary §§Checking your blood sugar: free blood sugar Need to schedule/ Program monitors are provided with instructions and colors for type. a demonstration reschedule? typography. Please call Don’t use §§Blood sugar targets and monitoring 919-470-6505 secondary schedule Don’t use n Don’t use colored type on a colored §§Review and guidance on recorded blood colors more sugar results colored type background. predominately on a colored than Duke blue. background. n Don’t edit the color of the matrix. Approved Photography
Approved photography examples
n Diverse in ethnicity n Modern photography style n Premium look and feel n Care team depicted by Duke Health staff n High-resolution photography only Non-Approved Photography
Non-approved photography examples
n Photo collages n Use stock imagery to depict members of our care team n Highly edited photos n Filtered images n Black and white photography, or lighting that is too dark Matrix Usage
Approved Duke Gastroenterology
Overview Providers Duke Gastroenterology has been ranked among the nation’s top Manal F. Abdelmalek, MD, MPH David A. Leiman, MD Matrix usage Carl L. Berg, MD Christiane H. London, NP programs of its kind by U.S. News & World Report since 1993. Our multidisciplinary team of skilled specialists offers a comprehensive Carla W. Brady, MD, MHS Nancy M. McGreal, MD M. Stanley Branch, MD Kimberly A. Mills, NP range of state-of-the-art diagnostics and treatment options Rebecca A. Burbridge, MD Jill Moore, MD to adults with the complete spectrum of digestive and hepatic Karen A. Chachu, MD, PhD Andrew J. Muir, MD, MHS n conditions. Learn more at http://gastroenterology.medicine.duke.edu Julia P. Constant, PA-C Ashley D. Neville, NP Use the matrix over open areas Sarah M. Coppolino, PA-C Jorge V. Obando, MD Scope of Care Justin A. Crocker, MD Paul Y. Oh, MD Meredith M. Deal, PA-C Jane E. Onken, MD, MHS § Biliary and pancreatic diseases including: acute and chronic Anna Mae E. Diehl, MD Amit Patel, MD pancreatitis, hereditary and autoimmune pancreatitis, pancreatic Darin L. Dufault, MD Dawn L. Piercy, NP of photography. and biliary cysts, stone disease, pancreatic and biliary strictures, Karyn M. Earle, PA-C, MPAS Martin H. Poleski, MD, CM biliary and pancreatic cancer, sphincter of Oddi dysfunction Robert T. Elliott, MD Matthew G. Rein, MD Michael J. Feiler, MD Richard Salmony, MS, PA-C § Colon, rectum, and anus including: irritable bowel syndrome, Melissa M. Garrett, MD Emily Schwartz, PA-C diverticulitis, polyps, familial adenomatous polyposis, inflammatory bowel disease (Crohn’s disease and ulcerative Erin A. Garris, PA-C M. Cristina Segovia, MD n colitis), collagenous and microscopic colitis, pseudomembranous John T. Geneczko, MD Rahul A. Shimpi, MD Use large reversed type over (C.difficile) colitis Judith W. Gentile, NP Martin U. Skulskie, MD Elizabeth K. Goacher, PA-C Melissa Teitelman, MD, MS § Colorectal cancer screening Mahfuzul Haque, MBBS Daniel M. Wild, MD Dawn S. Harrison, NP Julius M. Wilder, MD, PhD § Esophagus including: swallowing disorders, gastroesophageal Janet A. Jeszik, PA-C Stephanie Williams, PA-C the matrix. reflux, eosinophilic esophagitis, Barrett’s esophagus, esophageal Paul S. Jowell, MB ChB Joanne A. P. Wilson, MD cancer, Zenker’s Diverticulum Matthew Kappus, MD Andrew I. Wolf, MD Alison P. Kerekes, PA-C Richard K. Wood, MD § Liver including: all forms of hepatitis, non-alcoholic fatty liver Lindsay Y. King, MD Anne T. Vaillancourt, PA-C disease, primary sclerosing cholangitis, primary biliary cirrhosis, n hemochromatosis, Wilson’s disease, Alpha-1-antitrypsin Use matrix with Duke Health shield. Women’s Health deficiency, hepatocellular carcinoma Locations § Liver and Small Bowel Transplant Duke Gastroenterology Duke Raleigh Hospital Duke Clinic 2H / 2J Endoscopy/Bronchoscopy § Awareness Day 2019 Small intestine including: Crohn’s disease, small bowel cancer, 200 Trent Drive 3400 Wake Forest Road obscure GI bleeding, celiac disease, bacterial overgrowth Durham NC 27710 Raleigh NC 27609 § Stomach including: peptic ulcer disease, acute and chronic Duke Gastroenterology Duke Regional Hospital We support you. gastritis, gastroparesis, stomach cancer, pre-gastric bypass of Raleigh 3643 Roxboro Road evaluation, complications of gastric bypass surgery 3480 Wake Forest Road Durham NC 27704 Suite 500 Duke University Hospital proudly supports Duke Medicine at Brier Creek § Evaluation of: abdominal pain, nausea and vomiting, chronic Raleigh NC 27609 all women—our mothers, daughters, sisters constipation or diarrhea, feeding and malabsorptive problems, 10207 Cerny Street Please view “Use the Matrix” Duke Health Center Suite 200A chronic GI bleeding, functional GI disorders and friends for the critical role they play in at North Duke Street Raleigh NC 27617 Use the matrix 3116 North Duke Street the health and wellness of our community. Durham NC 27704 for detailed usage instructions Appointments Use the matrix 919-684-6437 For referrals within Duke Duke Gastroenterology offers Kernodle Clinic, Department over open areas 919-479-2664 (Fax) Medicine, submit referral gastroenterology services at of Gastroenterology requests via MaestroCare our affiliate location: 1234 Huffman Mill Road with the Duke Burlington NC 27215 or to request the matrix files. of photography Appointments 336-538-2355 Fax 336-538-2393 Health shield.
MKT-899
Non-approved Matrix usage n Don’t cover faces with the matrix. n Don’t edit the color of the matrix. Pretty Party In Red - February 5, 2019 n Don’t over use the matrix, or have Trent Semans Education Building the matrix take up too much of 5:30 pm Registration, Screenings and Health Fair (Common Area) 6:00 – 6:30 pm Cooking with Heart and Soul with Chef Alan, City Kitchen (Great Hall) the design area. 6:35 – 7:15 pm Alpha Boot Camp with Will Hopkins (Great Hall) Women’s Health 7:15 pm Dinner Salads and Dessert (Common Area) Don’t cover 7:30 – 7:50 pm Core workout with BellyBlast (Great Hall) n Awareness Day 2019 Don’t use small reversed text or faces with the 7:50 – 8:00 pm Heart Health Trivia and Scavenger Hunt (Common Area and Great Hall) Don’t use We support you. 8:00 – 8:30 pm Heart Disease Survivor Testimonials and Panel Discussion with a Duke Cardiologist (Great Hall) illustrations over the matrix. Duke University Hospital proudly supports matrix. illustrations or all women—our mothers, daughters, sisters 8:30 – 8:35 pm Line Dancing and Warm-up (Great Hall) and friends for the critical role they play in 8:35 – 8:45 pm ZUMBA with Grisel Diaz (Great Hall) graphics other n Don’t rotate the matrix the health and wellness of our community. 8:45 – 9:25 pm Pretty Party In Red with Erica Dixon, National ZUMBA Instructor Don’t edit 9:25 – 9:30 pm Evaluations, Final Doorprizes and Adjournment than the Duke horizontally. the color of Health shield over the matrix. the matrix. Approved Illustration Style
Illustrations examples that would be accepted
n Two dimensional n Follows Duke Health color palette n Modern in style n Simple in structure n Clean design Non-Approved Illustration Style
Illustration examples that would not be accepted
n Three dimensional n Random color palette n Dated clip art look n Cartoon style n Sketch-like n Overly color saturated n Not subject appropriate n Inclusion of the Duke shield n Overly complicated n Black outlined n Watercolor look n Comic book style n Crayon drawing
n Use of internal organs or body parts unless it’s a medical illustration, or for use in a patient education piece Approved Icon Style
Icon examples that would be accepted
n Two dimensional n Follows Duke Health color palette n Modern in style n Solid shapes n Simple, clean design
The use of Font Awesome® solid icon collection is typically appropriate for most icon applications and needs. To download the appropriate Font Awesome® font family for your needs, go to FontAwesome.com. Non-Approved Icon Style
Icon examples that would not be accepted
n Three dimensional n Random color palette n Dated clip art look n Sketch-like n Cartoon-like n Not subject appropriate n Complicated n Thin, overly detailed attributes n Heavy modeling n Thin line outlined style n Pen drawn look
n Use of internal organs or body parts unless it’s a medical illustration, or for use in a patient education piece Approved Infographic Style
Infographic examples that would be accepted
n Two dimensional n Follows Duke Health color palette n Modern in style n Simple, clean design Non-Approved Infographic Style
Infographic examples that would not be accepted n Three dimensional n Random color palette n Dated clip art look n Cartoon style n Sketch-like n Overly color saturated n Not subject appropriate n Too dark n Photography usage n Overly complicated n Black outlined n Watercolor look n Comic book style n Crayon drawing n Use of internal organs or body parts unless it’s a medical illustration, or for use in a patient education piece Specialty or Giveaway Items
Approved specialty Item examples
n Specialty item color should match Duke Blue as closely as possible. n Duke Health shield or logo is printed at an appropriate size to the item. Duke’s Trademark Licensing Policy requires that all items bearing Use the Duke Duke’s names, trademarks, logos or Health shield when ordering images be purchased only from a small Use Duke Blue Duke Licensees. specialty item. or white on the View a list of Duke licensees. specialty item.
Non-approved specialty item examples
n Don’t use the Duke Health logo at a very small size in order to fit it on the item. n Don’t use a specialty item in a color other than Duke Blue . or white Don’t reduce the size of the Duke Colors close to those of our Don’t use a color Do not use a Health logo to fit on competitors, such as red or light close to those of our color other the specialty item. competitors, such as than Duke Blue blue, are not allowed. Use the Duke Health red or light blue. or white. shield instead. Apparel and Event Display Items
Approved apparel and event display
World World examples Health Day Diabetes Day Name Here n Fabrics and materials should be as close to Duke Blue as possible.
Duke Regional Hospital Duke Regional Hospital Duke University Hospital Duke University Hospital Duke Primary Care Duke Primary Care Choose fabrics n If additional graphics are required and materials be sure they are simple and clean. as close to Duke Blue as possible. n Scale the Duke Health logo Use simple proportionally to the item. graphics. Keep text to n Keep text to a minimum. a minimum. Use only Duke n Use only approved Duke Health fonts. Health fonts. Grey or white t-shirts are acceptable.
Non-approved apparel and event display examples World Health Foundation ORLD Diabetes Day n W ORLD Don’t use overly complicated W
additional graphic elements. H
E Y H A A E Y LT D A A n Don’t use too much text. H LTH D Duke Regional Hospital Duke Regional Hospital Duke University Hospital Duke University Hospital Duke Primary Care Duke Primary Care n Don’t incorporate fonts that are Don’t incorporate not approved Duke Health fonts. fonts that are not Duke Health fonts. Don’t use colors close to those of Don’t use Don’t use our competitors, such as red or overly colors of our complicated competitors. light blue. graphics.