Duke Medicine Brand Guidelines - Version 09.14
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PAGE FORWARD u 1 Duke Medicine Brand Guidelines Version 09.14
TABLE OF CONTENTS t PAGE BACK | PAGE FORWARD u 2 Bold, dynamic and versatile, these core brand elements express the Duke Medicine identity confidently and consistently.
TABLE OF CONTENTS t PAGE BACK | PAGE FORWARD u 3 Contents 01 The Duke Medicine Logo | 04 02 The Matrix | 15 03 Photography | 27 04 Color Palette | 34 05 Typography | 43
TABLE OF CONTENTS t PAGE BACK | PAGE FORWARD u 4 The Duke Medicine Logo 01
01 The Duke Medicine Logo TABLE OF CONTENTS t PAGE BACK | PAGE FORWARD u 5 The Duke Medicine logo is an emblem of promise to our patients and ourselves. A commitment to an innovative spirit captured in a brand that’s uniquely ours.
01 The Duke Medicine Logo TABLE OF CONTENTS t PAGE BACK | PAGE FORWARD u 6
The Logo The Duke Shield
The iconic Duke Medicine
shield is our recognizable
symbol that supports every
The master Duke Medicine logo communication facet that
is a combination of the Duke is Duke Medicine.
shield within a Duke Blue box,
The Shield Anchored
balanced next to the Duke Medicine Into the Master Logo
wordmark. The master logo is the The shield within the Duke
Blue box is unique to the
primary version that should be Duke Medicine brand. Every
used across all communications logo treatment within the
Duke Medicine identity uses
where possible. the shield in box set-up.
The Master Logo
The master Duke Medicine
logo should be used
across all Duke Medicine
communications where
possible.
The master logo is the
visual foundation of the
Duke Medicine brand.
Brand Integrity
No alterations should be
made to the shield, master
logo or the wordmark. Always
use approved electronic
artwork. Approved logo
artwork is available at
branding.dukemedicine.org
01 The Duke Medicine Logo TABLE OF CONTENTS t PAGE BACK | PAGE FORWARD u 7
The Master Logo
The Master Duke Medicine Logo
The master Duke Medicine
logo is the preferred version Seen here are the two approved versions of the Duke Medicine master logo,
that should be used across horizontal and vertical. The master logo is the visual foundation of the Duke
all communications Medicine brand and should never be altered in any way. Always use approved
where possible. digital artwork for all communications and across all marketing mediums.
The master logo is the
visual foundation of the
Duke Medicine brand.
Horizontal Master Logo
The preferred master logo used
Brand Integrity in most communication
No alterations should be materials is the horizontal
made to the shield, master version seen here.
logo or the wordmark.
Always use approved
electronic artwork. Approved
logo artwork is available at
branding.dukemedicine.org
Vertical Master Logo
An optional vertical format
of the master logo is seen
here. Use when space is
limited or design dictates.
01 The Duke Medicine Logo TABLE OF CONTENTS t PAGE BACK | PAGE FORWARD u 8
Preferred Color Uses
The Duke Blue logo should
Duke Medicine Logo
be used in all full color Color Variations
applications. The black logo
should only be used in one Seen here are the approved variations of Duke Medicine logo color options.
color applications, unless the No color alterations of any kind should be made to the master Duke Medicine
one color is Duke Blue. logo. Approved logo artwork can be found at branding.dukemedicine.org
Dark Background
Environments
When using the Duke
Medicine logo over
a dark background Horizontal Master Logo
where legibility becomes Orientations
compromised, use one Seen here are color
of the approved reversed variations of the horizontal
logos seen at right. Duke Medicine logo in
overprint and reversed
environments.
Reversed Logo Applications
The keyline option provides
a solution for applications
on dark backgrounds. The
white shield on the Duke
Blue box version can also
be used.
Brand Integrity
No alterations should be
made to the shield, master
logo or the wordmark.
Always use approved
electronic artwork. Visit
the brand site at branding.
dukemedicine.org
Vertical Master Logo
Orientations
Seen here are color variations
of the vertical Duke Medicine
logo in overprint and
reversed environments.
01 The Duke Medicine Logo TABLE OF CONTENTS t PAGE BACK | PAGE FORWARD u 9
Clearspace and the
Duke Master Logo Logo Clearspace and
Optimal space around all Reproduction Size
Duke Medicine logos ensures
Following the guidelines below for clearspace and preferred
strong brand identity and Measuring Clearspace
sizing will ensure that all Duke Medicine logos function as
recognition. Horizontal Master Logo
they should, and provide a strong consistent brand identity
in all communication platforms. Use the shield box to determine
Clearspace Minimum the amount of clearspace
needed around the logo.
The minimum space around
the logo should at least be =X
equivalent to size of the
shield box - see illustration.
If possible, more space
should be allowed.
Minimal Logo
X
Reproduction Sizes
Clearspace Proportion Avoid using the master Duke Medicine
logo smaller than the examples shown
The minimum amount of below. For special cases such as specialty
clearspace is in direct items where smaller logo sizes are
proportion to the size of the needed, exceptions can be made.
Duke Medicine logo and
must not be altered.
X
Clearspace and
Subordinate Duke 0.325”
Medicine Logos
Use these same guidelines
for all subordinate Duke
Medicine logos.
0.325”
Measuring Clearspace
Vertical Master Logo
X Use the shield box to determine
the amount of clearspace
needed around the logo.
=X
X
01 The Duke Medicine Logo TABLE OF CONTENTS t PAGE BACK | PAGE FORWARD u 10
Duke Medicine
Master Logo Hierarchy of Duke Medicine Logos
The master logo represents At the top of the Duke Medicine logo hierarchy is the master Duke
the top of the Duke Medicine Medicine logo. All other subordinate Duke Medicine logos lend credibility
logo hierarchy. All other to the brand by clearly implying a corporate relationship. When used in
service line, location or tandem alongside a subordinate brand mark, the master Duke Medicine
product brands are logo will always lead.
subordinate to the
master logo.
Duke Medicine
Subordinate Logos
Master Duke Medicine Logo
The examples of Duke
Medicine subordinate
brand logos seen here
have been created as final
artwork called lockups.
Strict usage of these logo
lockups in all Duke Medicine
communications will
ensure a strong relationship
back to the master Duke
Medicine brand.
Clearspace and
Subordinate Duke
Medicine Logos
Refer to page 9 for
clearspace guidelines
for all Duke Medicine Subordinate Duke Medicine Logos
subordinate logos.
Locations / Logo Lockups
Duke Medicine
Location Logos
Avoid creating your own
Duke Medicine location
logos. Approved artwork
is available for every existing
subordinate brand logo.
For logo artwork visit the
brand site at branding.
dukemedicine.org01 The Duke Medicine Logo TABLE OF CONTENTS t PAGE BACK | PAGE FORWARD u 11 Duke Medicine Primary and Secondary Service Subordinate Duke Medicine Logos Line Logos Avoid creating your own Duke Medicine primary and secondary service line logos. Approved artwork is Service Lines Primary / Logo Lockups Service Lines Secondary / Logo Lockups available for every existing subordinate brand logo. For logo artwork visit the brand site at branding. dukemedicine.org Subordinate Duke Medicine Logos The examples of Duke Medicine subordinate brand logos seen here have been created as final artwork called lockups. Strict usage of these logo lockups in all Duke Medicine communications will ensure a strong relationship back to the master Duke Medicine brand.
01 The Duke Medicine Logo TABLE OF CONTENTS t PAGE BACK | PAGE FORWARD u 12 Duke Medicine Institute Logos Subordinate Duke Medicine Logos Avoid creating your own Duke Medicine institute logos. Approved artwork is available for every existing subordinate brand logo. Institutes / Logo Lockups For logo artwork visit the brand site at branding. dukemedicine.org Subordinate Duke Medicine Logos The examples of Duke Medicine subordinate brand logos seen here have been created as final artwork called lockups. Strict usage of these logo lockups in all Duke Medicine communications will ensure a strong relationship back to the master Duke Medicine brand.
01 The Duke Medicine Logo TABLE OF CONTENTS t PAGE BACK | PAGE FORWARD u 13
Duke Medicine
Master Logo Usage Logo Usage Examples
The master Duke Medicine Seen here are two examples that illustrate accepted usage
logo can be seen on the of the Duke Medicine master logo and a Duke Medicine
cover of the multi-page subordinate service line logo.
print example seen here.
The master logo anchors
the communications piece
first as Duke Medicine.
The subordinate service
line logo signs off on
the back cover, as the
Heart Center.
Duke Medicine
Subordinate Logos
Usage
Duke Heart Center
The subordinate Duke Living Life To The Fullest
Heart Center logo can be
seen on the digital web
banner example below.
This establishes the
communications piece as
Heart Center driven, yet still
closely tied to the Duke
Medicine brand family.
Duke Medicine Shield
and Matrix Usage
The Duke Medicine shield,
along with Duke Medicine
matrix strengthens the
communications piece with
our unique signature.
Duke Heart Center
10211 Alm St. Suite 1100
Raleigh, NC 27617
919.660.6826
dukemedicine.org
Brochure Back Cover Brochure Front Cover
Read the story of Emily’s
groundbreaking surgery.
Duke Heart Center
Banner Ad01 The Duke Medicine Logo TABLE OF CONTENTS t PAGE BACK | PAGE FORWARD u 14
Duke Medicine
Logo Combinations Logo Applications to Avoid
When your communications Seen here are two examples that illustrate unacceptable uses
piece is single sided, such of the Duke Medicine master logo in tandem with Duke Medicine
as a print ad, only the master subordinate logos. The examples to the right are approved uses
Duke Medicine logo should of the master Duke Medicine logo and a service line logo.
be used. Approved Logo Usage
Avoid combining the master
Duke Medicine logo with
any number of subordinate
Duke Medicine logos,
together on a single sided
communications piece.
On a front cover of a
brochure, a print ad or an
online ad, only one logo
should be used; either the
Duke Medicine master logo
or the service line being
represented.
Three Logos Combined
Avoid combining the
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Duke Heart Center example
to the right.
If you are not sure about
the logo usage for your
particular communications Approved Logo Usage
piece, please submit
questions to the Office
of Marketing and
Communications at
branding.dukemedicine.org
Two Logos Combined
Avoid combining the
master Duke Medicine
logo with subordinate
logos on a single sided
communications piece.
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aolorem epsaeghw um qurha dolur mataone volalorum be tem sque.01 The Duke Medicine Logo TABLE OF CONTENTS t PAGE BACK | PAGE FORWARD u 15
Logo Uses to Avoid
Incorrect Use of Duke Medicine Logos
No alterations should be
made to the master logo All Duke Medicine logos were designed using very specific graphic nuances.
or any of the subordinate No alterations should be made to the shield, wordmark, or any combination thereof.
Duke Medicine logos. Always use approved electronic artwork.
Always use approved
electronic artwork.
Avoid manipulating or
altering the color of the
shield or wordmark.
Avoid skewing or
manipulating the shape
of the shield, box or
wordmark.
Avoid combining service
lines with the master logo.
Use the appropriate provided
service line logo instead.
Avoid altering the size
and relationship of
logo elements.
Avoid high-contrast
backgrounds that render
the logo illegible.
DukeMedicine
Avoid using other fonts
to “create” the logo.
Approved electronic artwork
should always be used.
Avoid using the Duke
Medicine wordmark without
the shield box icon.
Avoid using subordinate
brand wordmarks without
the accompanying Duke
Blue shield.
DukeMedicineTABLE OF CONTENTS t PAGE BACK | PAGE FORWARD u 16 The Matrix 02
02 The Matrix TABLE OF CONTENTS t PAGE BACK | PAGE FORWARD u 17 The matrix is a graphic device and core brand element that reinforces our multifaceted high access approach to health care.
02 The Matrix TABLE OF CONTENTS t PAGE BACK | PAGE FORWARD u 18
Evolution of What Makes the Matrix
Uniquely Duke Medicine
the Matrix The energy of the matrix
ties closely to our relentless
pursuit of always reaching
for new discoveries and new
Grounded in our history and built pathways to better care.
upon underlying themes of new The transparent nature of
the matrix brings a unity to
pathways to care, levels of access, the elements of the brand,
including photography,
and multifaceted approaches. helping to solidify our role in
The “Matrix” is a core brand each patient’s own story.
element that helps to anchor Not unlike a DNA sequence
the matrix can be seen as
our bold approach to our the thread that binds our
brand together.
communications, and declare
The transparent nature of the
the limitless possibilities of matrix also implies transition,
our brand. growth and change.
The Matrix As A Pre-
Designed Graphic Device
The matrix is a pre-designed
graphic element that should
never be altered in any way.
The Brand Experience
Stay consistent with
the matrix guidelines,
regardless if the
communication medium
is digital or print, traditional
or non-traditional.
The end goal is always
a singular and synchronized
brand experience.02 The Matrix TABLE OF CONTENTS t PAGE BACK | PAGE FORWARD u 19
The matrix
guidelines apply to
The Matrix Taking Shape
all communication The matrix is an integral element in the Duke brand. The matrix,
mediums, whether along with the Duke shield, clearly identify Duke Medicine though
digital or print. print and electronic applications. There are many sizes of the
The end goal is matrix to choose from that will best fit the proportions of your
always a singular particular communications piece. The Matrix Large Field
and synchronized Used when a large display area is needed
brand experience.
The Matrix Graphic Device
The matrix is made of Duke
Blue, Duke Sky Blue and
supporting shades of those
colors. Because these colors
are an extension of the brand,
they should not be altered
by the background that the
matrix is placed on.
The approved background
for the matrix is photography,
white or Duke Sky Blue.
No variations of white or
other colors from the
palette should be used
behind the matrix.
There are many size
variations to choose from
when it comes to the matrix.
From a broad field of color
bars to tall vertical
applications.
The matrix provides the
background for the Duke
Medicine shield. The matrix
was designed to be applied in
Matrix F
conjunction with the shield.
The Matrix Questions
If you are not sure about
the matrix usage for your
particular communications
piece, please submit
questions to the Office
of Marketing and
Communications at
branding.dukemedicine.org02 The Matrix TABLE OF CONTENTS t PAGE BACK | PAGE FORWARD u 20
Matrix Size and Scale
Flush Left Matrix Flush Right Matrix
The scale and size of the Commonly used anchored in top left corners Commonly used anchored in top right corners
matrix will vary depending
on the size of your
composition.
Most matrix graphics can be
flipped to work in a flush left
or flush right application.
Matrix Bottom Edge
Some matrix graphics have
a hard edge on the bottom
and some have a softer
feathered edge. The hard
edge matrix provides a
solution when the matrix
butts up against an image
or a color bar. The feathered
edge works best when you Matrix A
want the bottom of the
matrix to fade into an image.
Matrix G
Notice that matrix ( C, D, K )
have a hard bottom edge. Matrix E Matrix I
These formats are to be used
when the bottom edge of the
matrix butts up against a
hard edge of another graphic
element or photograph. The
feathered matrix like (A, G)
should be used when trying Pennant Matrix
to achieve a subtle transition Used in non-bleed or centered applications
from the matrix to a
photograph or background.
Matrix D
The Matrix With Shield
The matrix provides the
background for the Duke
Medicine shield. The matrix
was designed to be applied in Matrix C
conjunction with the shield.
Always strive to use the two
graphic elements together.
The matrix should be applied Matrix L Matrix K
to covers, fronts or the most
prominent areas of the
communications piece
being designed.
Matrix H
Matrix J02 The Matrix TABLE OF CONTENTS t PAGE BACK | PAGE FORWARD u 21
The Use of the Shield
on the Matrix Proportion of Shield to the Matrix
Only use the shield in white
There is an established relationship between the size of the matrix and
over the matrix. Never use
the size of the accompanying Duke shield. Note the examples below
the shield in any other color Scaled Just Right
as a reference when applying the Duke shield to any given matrix graphic.
than white when used over
the matrix. Here is an example of an appropriate
shield size in relation to the matrix. At left are
The matrix provides the examples of too large and too small.
background for the Duke
Medicine shield. The matrix
was designed to be applied in
conjunction with the shield.
Always strive to use the two
graphic elements together.
Clear Space Around the Shield
When placing the Duke shield over the matrix, an established border
should be maintained from the edge of the shield to the edge of
the matrix. After determining the appropriate size of the shield,
scale it back 80% of that size and use that as your guide.
See the example here.
Border Finder Tool
After determining the appropriate
size of the shield to its matrix,
use that shield scaled to 80% size
as a guide to determine
appropriate border size.02 The Matrix TABLE OF CONTENTS t PAGE BACK | PAGE FORWARD u 22
The Use of the Shield
Only use the shield in white
over the matrix. Never use
the shield in any other color
than white when used over
the matrix.
The Matrix provides the
background for the Duke
Medicine shield. The matrix
was designed to be applied in
The Shield Grouped
conjunction with the shield.
With The Matrix
Always strive to use the two
graphic elements together. The Duke Medicine shield is always used in conjunction
The matrix should be applied with the matrix. Always strive to ensure that the two
to covers, fronts or the most graphic elements are seen together.
prominent areas of the
communications piece
being designed.
Acceptable Background
Applications of the Matrix
The matrix can be placed over
three approved backgrounds.
White, Duke Sky Blue or
approved photography. Approved Matrix Backgrounds
The diagram at right gives
examples of approved Only three background applications have been approved for an overlay of the
matrix backgrounds. matrix graphic; approved photography, white, and Duke Sky Blue, as seen below.
Matrix Over Photography Matrix Over White
When the matrix is used over The matrix can be used over a
photography be sure to solid white background.
include the matching mask However, not variations of
behind the matrix. white or off whites.
Matrix Over Sky Blue
When placing the matrix over
a solid color background, only
Duke Sky Blue can be used.
In relation to the background
the matrix should command
the most real estate. Never
use more Sky Blue than matrix.02 The Matrix TABLE OF CONTENTS t PAGE BACK | PAGE FORWARD u 23
When Should the Matrix
Mask Be Used? Why the Matrix Mask?
The matrix mask should be Because of the transparent nature of the matrix, each shape of the matrix
used whenever the matrix has a corresponding mask. For example, if you use matrix (A) you would
device is applied to any place mask (A) on your image before you place the matrix on top of the
communications piece. mask. This mask is placed on your image to ensure that the area is bright
The mask ensures a level of and open enough for the application of the matrix over it.
luminosity to the matrix that
is key to brand consistency.
If the matrix is used on a
Supportive care
completely white background
the mask is not needed.
That is the only exception
beyond treatment.
to the rule.
Which Mask to Use?
Each shape of the matrix Our Cancer Patient Education Program
has a corresponding mask.
For example, if you use uses a multimedia approach to assist
matrix (A) you would place
mask (A) on your image
patients and their families.
before placing the matrix
on top of the mask. The Matrix Mask
Always use the matching Here is an example of the matrix
mask file with the mask over a dark background
corresponding matrix to illustrate the effect.
file being used.
Copy Over the Matrix
Matrix Over Photography Heads and subheads can be used in a reversed
to white application over the matrix. Never
Here is an example of the matrix attempt to overprint color type on the matrix.
over a photograph with the
matching mask file behind it.02 The Matrix TABLE OF CONTENTS t PAGE BACK | PAGE FORWARD u 24
About the Matrix Mask
Applying the Matrix
Because of the transparent
nature of the matrix, each Determine the matrix shape that best fits your design. In this example
shape of the matrix has a we will use the matrix (A) and mask (A). These steps can also be followed
corresponding mask. when the matrix is used over photos and the Duke Sky Blue. The mask
For example, if you use is not necessary when the matrix is used over white.
matrix (A) you would place
mask (A) on your image
before and place the matrix
on top of the mask.
This mask is placed on your
image to ensure that the area
is light and open enough for
the application of the matrix.
When to Use or
Not Use the Matrix
The matrix is not a required
design element on every
communications piece. It
is typically reserved for
external consumer facing
materials. For example, it is Step 1 Step 2 Step 3 Step 4
not necessary to use the Place and scale the mask (A) Place and scale the matrix (A) on top Adjust transparency of the matrix with these Size and position the Duke Medicine
matrix for employee and in the desired position. of the mask. Adjust so that you do not see settings. Mode: Multiply, Opacity 100%, and shield on top of the matrix.
development communication edges of the mask. It should fit exactly select Isolate Blending. These settings will
materials. If you are not under the matrix. ensure the subtle transparencies of the matrix
sure about the matrix allow the image below to show through.
usage for your particular
communications piece
please submit questions
to the Marketing Office at
branding.dukemedicine.org
Photo Before Mask Photo With Mask in Place Matrix Over Mask
In the top right background of this The matrix mask helps to subtly When the matrix is placed
image a dark area can be seen. This cover the background image, over the mask it maintains its
would influence the matrix. blocking out any dark areas. integrity and clean transition.02 The Matrix TABLE OF CONTENTS t PAGE BACK | PAGE FORWARD u 25
Use of the Shield
Matrix Over Background Color
Only use the shield in white
over the matrix. Never use
The matrix can only be used over Duke Sky Blue from the Duke
the shield in any other color
Medicine color palette. Do not use the matrix over any other
but white when used over
color, including any of the additional colors of the color palette.
the matrix.
Examples of unaccepted usage can be seen below.
The matrix provides the
background for the Duke
Medicine shield. The matrix
was designed to be applied in Approved Use of Matrix
conjunction with the shield. Over a Solid Color
When placing the matrix over a solid color
Always strive to use the two background, only Duke Sky Blue can be
graphic elements together. used. In relation to the background the
The matrix should be applied matrix should command the most real
to prominent areas of estate. Never more Sky Blue than matrix.
communication materials,
such as the intro to a video,
the cover of a brochure, the Matrix Over Sky Blue Gradient
lead page of a micro site, over Here is an example of Duke Sky Blue
the main image of a print ad, used as a gradient background. Either
the consistent image in a a gradient or solid treatment can
rotating digital banner ad be used based on the needs of the
sequence, etc. specific communications piece.
Acceptable Background
Applications of the Matrix
The matrix can only be
placed over three approved
backgrounds. White, Duke
Sky Blue or approved
photography. Avoid placing
the matrix on Duke Red,
Duke Green, Duke Yellow,
Duke Orange, Duke Blue
or Duke Gray.
Duke Blue Duke Gray Duke Red Duke Orange Duke Yellow Duke Sky Blue Duke Green02 The Matrix TABLE OF CONTENTS t PAGE BACK | PAGE FORWARD u 26
The Matrix in Use
The DNA That Binds
The layouts to the right show
examples of approved usage Our Brand Together
of the matrix.
Here are examples of the matrix in use. Seen across many different
mediums, yet maintaining a level of consistency that helps to
Matrix Frequency create one integrated, singular and synchronized brand experience.
You are encouraged to vary
the frequency of use
of the matrix depending
on the content and desired
energy of your particular How You Can Help
communications piece. You deserve Duke Urology
care voted YO U A R E H E R E : H O M E > P R I MA RY CA R E > PAT I E N T STO R I E S > CA R L A
best in the
You deserve care voted
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As a Duke Primary Care patient, you’ll enjoy the benefits of outstanding
the consistent image in a care providers, convenient locations and instant online access to your
medical records. No wonder Duke Primary Care was voted best in the
Visit DukeMedicine.org or call 800-MED-DUKE.
Triangle. To make an appointment, call 888-ASK-DUKE.
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The matrix is not a required
design element on every
communications piece. Sui dolorem ipsum quia dolor sit amet, consetetur, adipisci velit sed quus modi temporia non numquam. Visit DukeMedicine.org or call 800-MED-DUKE.
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Email Blast02 The Matrix TABLE OF CONTENTS t PAGE BACK | PAGE FORWARD u 27
The Matrix in Use
Simple Matrix Usage on White
The layouts to the right show
examples of approved usage Here are just a few examples of a simple matrix beign used on a
of the matrix. white background. This arrangement can be applied to materials
such as internally facing collateral or informational handouts.
Simple Matrix On
A White Background
For some informational
or resource materials,
a simple version of the New Duke Provider Duke Otolaryngology –
Pediatric General Surgery Head and Neck Surgery
matrix on a white
background can be used. Duke Fertility Center Web Site
dukeent.org
We are pleased to introduce Department / Division Providers Overview
This is especially true when Henry Rice, MD Surgery / Pediatric General Surgery Ramon M. Esclamado, MD, FACS,
Division Chief
Seth M. Cohen, MD, MPH
Jessica Augusto, AuD
Deborah H. Gunter, AuD
Our patients have direct access to a multidisciplinary team of
trained experts from the Duke Division of Otolaryngology–Head
& Neck Surgery (OHNS), including physicians, audiologists, speech
Address
space is limited and in-house
Doug Garrison, AuD pathologists, and therapists. Our caregivers deliver treatment and
Calhoun Cunningham, MD
Duke Children’s Specialties of Greensboro Molly Ann Justus, AuD care options that utilize cutting-edge technology, breakthrough
Rose Eapen, MD minimally invasive techniques, and clinical research.
1126 North Church Street Sara Unrein, AuD
printing is used.
Matthew D. Ellison, MD Upon your referral, your patients will receive expedited access
Suite 203 Andrea Bailey, M.A., CCC-A
Samuel R. Fisher, MD to appointments and thoughtful care from our staff. We are also
Greensboro, NC 27401 Caroline Banka, MS, CCC-SLP
dedicated to timely communications with your office throughout
David Jang, MD
Hillary Bartholomew, treatment, enabling a seamless return of patients to your practice
Appointments David M. Kaylie, MD MS, CCC-SLP for ongoing care.
Walter Lee, MD Melissa Ginesi, Au.D., CCC-A
If you are not sure about
336-235-0944 Phone
336-235-0951 Fax Liana Puscas, MD Tara Nixon, M.M., M.S., CCC-SLP
Eileen Raynor, MD Leda Scearce, MM, MS, Scope of Care
CCC-SLP
the matrix usage for your Clinical Interests James G. Ross, MD § Treatment of benign and § Laryngology/voice surgery
Emily Scheuring, M.Ed., CCC-SLP malignant neoplasms of
Sheila E. Ryan, MD § Tracheal surgery
Cancer, Pediatric cancer, Children’s health, the head and neck
Joshua F. Smith, MMS, PA-C
Vascular disease, Vascular malformation Richard L. Scher, MD, FACS
§ Pediatric ear, nose, throat,
particular communications
§ Head and neck cancer
Gina R. Vess, MA, CCC-SLP
Overview
Donna E. Sharpe, MD surgery and reconstruction and head and neck surgery
Thomas M. Price, MD Jennifer Eaton, MD, Suheil Muasher, MD Emily Wolber, MEd, CCC-SLP
Debara L. Tucci, MD, MS § Thyroid and parathyroid § Speech pathology
MSCI surgery
piece please submit
David L. Witsell, MD, MHS § Swallowing disorders
§ Otology and neuro-otology/
The Duke Fertility Center provides comprehensive infertility
Charles Woodard, MD
diagnosis and management § Maxillofacial trauma surgery
of hearing disorders
§ Hearing evaluations and
questions to the Office services with compassionate care and counseling. Our state Locations
§ Allergy and asthma
§ Sinus surgery/rhinology
hearing aid dispensing
§ Examination and treatment
of-the-art technologies vastly improve your patients’ chances Duke Clinic Duke Medicine Plaza for vestibular disorders
of Marketing and 200 Trent Drive Duke Raleigh Hospital campus § Sleep apnea and snoring
surgery § Duke Voice Care Center
of having a baby. The Duke Fertility Center is the area’s only 1H, Purple Zone 3480 Wake Forest Road
Durham, NC 27710 Suite 404
Raleigh, NC 27609
Communications at
Office 919-684-2426
member of the Advanced Reproductive Care (ARC) Family Fax 919-684-8583 Office 919-862-5730
Fax 919-862-5733
Building Program, an affordable option for women with
branding.dukemedicine.org William W. Hurd, MD, Julia Woodward, PhD limited financial resources.
MPH Psychologist
All providers are fellowship-trained in reproductive, 800-MED-DUKE 800-MED-DUKE
endocrinology, and infertility medicine.
Services Upon your referral, your patients will receive expedited access
The Matrix in Use ¡¡Controlled ovarian hyperstimulation to appointments. We are dedicated to timely communications
Provider Bio Type Only Referral Sheet
with your office throughout treatment, enabling a seamless
¡¡Congenital genital tract abnormalities treatment
The matrix used in the ¡¡Donor egg recipient program
return of patients to your practice for ongoing care.
examples seen here is matrix ¡¡Fertility preservation in cancer patients
(L) one of the the pennant Locations
¡¡Fertility preserving surgery
Duke Reproductive
style matrix files. ¡¡Hysterosalpingogram Endocrinology & Infertility
¡¡Hysteroscopic surgery
2406 Blue Ridge Road, Suite 200
Raleigh, NC 27607
¡¡In vitro fertilization process
¡¡Medical and surgical treatments for endometriosis Gle
nE
den
Dr
¡¡Non-surgical options for uterine fibroids
ge Rd
¡¡Oocyte cryopreservation
440
Blue Rid
Rd
Rex
ill
¡¡Ovulation induction
sM
Hospital
rd
wa
Lake Boone Trail
¡¡PCOS and female hormonal abnormalities treatment
Ed
Duke Reproductive
¡¡Preimplantation genetic diagnosis ( PGD ) Endocrinology & Infertility
e Rd
Raleigh
Ridg
¡¡Recurrent pregnancy loss diagnosis and treatment
Wade Ave
Wa
800-MED-DUKE
Referral Sheet02 The Matrix TABLE OF CONTENTS t PAGE BACK | PAGE FORWARD u 28
Unauthorized
Matrix Applications Matrix Applications to Avoid
Avoid screening back the
The Duke Medicine matrix file was designed using very specific
matrix. The matrix is
parameters and has a specific meaning relative the core brand for
transparent, but should be
Duke Medicine. It should not be misused or altered in any way.
used at 100% opacity. This
ensures that the colors
remain consistent. The mask
is provided to lighten the
area behind the matrix.
Avoid using only part of the
matrix. Different sizes are
provided that should work in
different applications.
Avoid changing the color of
the matrix. The matrix was
designed specifically using
degrees of Duke Medicine
blues, and not meant to be
seen in other color formats.
Avoid using the matrix
over a face or a very The Matrix Over a Face The Matrix Without Mask The Matrix Rotated Horizontally
complicated image.
Never place the matrix in such a way that The matrix without its corresponding mask The matrix was not designed to be used
Avoid using the matrix it obscures a face or other key elements lets too much of the background image horizontally. Never rotate the matrix
without the mask over an of a photograph. show through. in any way.
image. The mask provides
a clear area for the matrix.
Avoid using the matrix
horizontally. The matrix
was designed to only
work vertically.
Avoid placing images over
the matrix except for the
Duke shield and or Changing the Color
reversed type. Supportive care of the Matrix
beyond treatment. Never change the
color of the matrix.
Always use approved
blue matrix files.
Color Graphics Over the Matrix Graphics Elements Over the Matrix
Only white type or the reversed Duke Avoid placing any kind of photographic
shield are to be used over the matrix. element or illustration over the matrix.TABLE OF CONTENTS t PAGE BACK | PAGE FORWARD u 29 Photography 03
03 Photography TABLE OF CONTENTS t PAGE BACK | PAGE FORWARD u 30 One of the most effective and compelling tools for expressing the character of the Duke Medicine brand is the use of bold, engaging and iconic photography.
03 Photography TABLE OF CONTENTS t PAGE BACK | PAGE FORWARD u 31
Photography Style Sense of Place
Real locations are preferred,
reflecting the true
demographics of our
The images we feature should be patients or employees.
relevant, but also fresh and
unexpected. This will ensure that Look and Feel
all photographic art direction sits Photography should have
a premium feel but still be
comfortably with the look and feel relatable and active, warm
and honest.
of the Duke Medicine brand.
Avoid health care clichés
and obvious poses.
Look for unexpected
compositions that feel more
like a captured moment
rather than a staged scene.
Photographic Style
The look is rich, deep and
warm, not desaturated
or washed out.
Subject matter can range
from close and intimate
to wide and contextual.
However a more intimate
composition will allow for
an emotional connection
with the subject, providing
a sense of trust.
Strive for imagery that is
rich but still bright, open and
airy, never dark or somber.
Modern and Progressive
The style of photography
should be youthful and
modern. This will help solidify
our brand promise of forward
looking innovation.
The uniqueness of each and
every photo will help to
reiterate the independent
spirit and drive that is
Duke Medicine.03 Photography TABLE OF CONTENTS t PAGE BACK | PAGE FORWARD u 32
Photography
guidelines apply to
Warmth In Photography
all communication Part of the new direction for the Duke Medicine brand is a warmer look and feel for
mediums, whether our photography. This graphic demonstrates the inspiration and implementation
digital or print. The of the Duke Yellow color used as a starting point to warm brand photography.
end goal is always Use this technique whether you are preparing images for digital or print mediums.
a singular and
synchronized
brand experience.
u u u u u
The Color Behind
the Warmth
To help form a deeper
connection within the brand
we use one of our core colors
to warm photography. Before and After
When retouching in Here is an example of a photograph before
Photoshop, Duke Yellow is and after the warming filter is applied.
used as an overlay to achieve
this slightly warmer feel.
Adjust images in CMYK Photoshop® Adjustment
before converting to RGB
for digital applications. A Duke Yellow overlay
u layer in Photoshop at
approximately 5% to 15%
opacity with multiply
Starting Out in Neutral
turned on will usually
When retouching photos achieve the desired effect.
always strive to first neutrally
balance your photo, both in Camera Raw® Adjustment
lighting and in color balance.
Only after all modifications Warmth can also be added
are made should you apply in Camera Raw by adjusting
the color shift. temperature settings.
Bright Natural Light
When possible always strive
to search out images that are
naturally lit. Or try to create
Duke Yellow
Duke Yellow Overlay
that scenario when shooting
custom photography. CMYK 3-21-70-0
u This graphic demonstrates the inspiration and
implementation of the Duke Yellow color used as
an overlay to warm brand photography.03 Photography TABLE OF CONTENTS t PAGE BACK | PAGE FORWARD u 33
People
Knockout Patient and Cut Off Rules
Employee Photography
Our portraits should engage
Mid-chest height is standard to
through the warm, honest
follow when cropping. Every
portrayal of individuals
crop should be underlined with a
or groups. To extend a personality that captures a fresh, youthful and thin Duke Gray rule.
Always strive to tell Duke independent spirit, the use of knockout portrait images
Medicine’s rich story of a is recommended when warranted. Examples below
diverse demographic in your demonstrate the desired effect.
photography selection.
Avoid staged situations,
stereotyping and overly
formal images.
Knockout Images
When knockout photography
is used you should crop mid
chest and use a thin rule to
anchor the image.
Multiple images can be
grouped on the same rule as
in the example below.
The warm color application
is not necessary in the
knockout application.
A neutral color is preferred
to maintain the crispness
The Circle
of the image. The circle element allows for a greater degreed of open space
in most layouts while at the same time speaks to a more
modern, progressive and approachable Duke Medicine.
Circle Images
Using photography in
circles allows for more open
space in layouts, while at
the same time bringing
a more progressive and
approachable feel to the
Duke brand.
The circle cropping can be
used for patient, clinical,
employee or support images.
Cropping can be centered or
asymmetrical. The warm
color application should be
used for photography with
circle cropping.03 Photography TABLE OF CONTENTS t PAGE BACK | PAGE FORWARD u 34
Imagery Sources
Dual Photography Usage Support Imagery
When using stock portrait
shots always strive to search Here are examples of paired images. Patients in situ, To the right are examples of
out photography that is along-side textural support images help to build a richer environmental support imagery. These
warm and honest, but with picture of the patient’s or employee’s own unique story. images can pull from both natural
a premium feel. Avoid low or man-made elements. Choose content
end sub-par stock imagery that will help broaden the story.
that can sometimes feel Always strive to keep support images
dated and reflect badly on bright and airy so they work well in
the Duke brand. conjunction with the matrix. Support
images should also be simple and
graphic, creating a clean “wallpaper”
Environmental effect for the matrix overlay.
Support Imagery
When the design allows,
the use of a paired image, Duke Heart Center
Treatment modalities that ensure
reflecting the environment u tailored options for every patient
of the patient is important.
This technique will help to
tell a richer story for the
reader, allowing them to
get to know the patient or
employee a bit more.
Images to Avoid
Avoid using clichéd
metaphors to represent
an idea of an environment.
Avoid images with artificial
settings or staged
environments.
Avoid using images with
cluttered or distracting
environments.
Avoid using images
portraying clichéd
health care gestures.
Incorrect Dual Photo Usage
Avoid using random
secondary images that don’t
support the story or the
environment of the patient
or employee portrait.03 Photography TABLE OF CONTENTS t PAGE BACK | PAGE FORWARD u 35
An Unexpected Viewpoint
Clinical Photography Cropping Photography
Crop the subject in a
compelling way to create
The same selection guides and cropping should be applied to clinical Images should be cropped with asymmetry in mind. This
visual interest, and express
images. The warm color application will soften colder images and will provide a differentiator in our photography standards
something greater beyond
strengthen the connection between clinical and non-clinical imagery that will set us apart while at the same time speak to
the boundaries of the piece.
for consistency throughout different communication materials. our innovative nature.
Unexpected Image
Selection and Scaling
Unique scaling and cropping
infuses dynamism and brings
an unexpected quality to
everyday objects or people. u
It simplifies the composition,
adds impact and directly
relates to the straightforward
quality of our visual system.
Make It Different
Provide the viewer an
intelligent nuance. Give
relevance to detail and
a sense of depth and
discovery by not revealing
the obvious.
Photography Questions
If you’re ever in doubt about
specifics of photography
usage, visit the brand site at
branding.dukemedicine.orgTABLE OF CONTENTS t PAGE BACK | PAGE FORWARD u 36 Color Palette 04
04 Color Palette TABLE OF CONTENTS t PAGE BACK | PAGE FORWARD u 37 A simple but vibrant color palette helps set the Duke Medicine brand apart, and creates a more memorable brand experience for our patients.
04 Color Palette TABLE OF CONTENTS t PAGE BACK | PAGE FORWARD u 38
The Palette Using the Palette
When possible use Duke Blue
as your primary color. It is the
anchor color behind the Duke
Medicine brand.
We’ve chosen a seven-color Duke Blue and Duke Gray
palette for use in all Duke Medicine should take the lead in most
communications pieces with
communications. The palette is the secondary colors playing
a supportive role.
separated into primary colors
Respect white space and
and secondary colors. Combined try to use it as another core
Primary Color Palette
with photography and ample element. It will create a clean
environment off which
white space this range of color the colors of the palette can
pop, and help messaging
will give the Duke brand a well resonate more strongly.
defined personality. Please adhere to this palette
only and use preferred
vendors and reproduction
methods to ensure
consistency.
Color Restrictions
Colors should not be
segmented by service line
or used to create sub-
identities within the brand.
Do not use colors other than
those in the defined Duke
Medicine color palette.
Colors in the palette should
never be tinted back,
gradated or combined to
create new colors. Only
Duke Gray can be screened
back. See breakdowns on
the following page. Secondary Color Palette
Please do not attempt to
visually color match from
print-outs or on-screen colors,
as printing conditions and
screen resolution may result
in variations in color shade.04 Color Palette TABLE OF CONTENTS t PAGE BACK | PAGE FORWARD u 39
Color palette
guidelines apply to
Duke Medicine
all communication Primary Colors
mediums, whether
Below are print and digital specifications and formulas
digital or print. for the two primary Duke branded colors, Duke Blue
The end goal is and Duke Gray.
always a singular
and synchronized
brand experience.
Duke Blue PMS 287
CMYK 100-68-0-12 60% Black 30% Black 10% Black
Our Core Colors RGB 0-83-155
HEX 00539B PMS Cool Gray 7 PMS Cool Gray 4 PMS Cool Gray 1
CMYK 0-0-0-60 CMYK 0-0-0-30 CMYK 0-0-0-10
The consistent and correct
RGB 128-130-133 RGB 188-190-192 RGB 230-231-232
use of designated colors is
HEX 808285 HEX BCBEC0 HEX E6E7E8
essential to creating and
maintaining a strong identity. Duke Gray 80% Black
There will be slight color PMS Cool Gray 10
variances when printing on CMYK 0-0-0-80
Duke Gray
different paper stocks. RGB 88-89-91
HEX 58595B To allow for a broader range of printing compatibilities the
If needed, ask the printer to Duke Gray is created from a screen of basic black. The starting
adjust the four-color process point for Duke Gray is 80% black, as seen on the left.
formula to the paper and
other printing conditions.
Print Specifications
To ensure color accuracy
when matching colors for
Duke Medicine
printed materials, use only Secondary Colors
the PANTONE® Color
Matching System as your Below are print and digital specifications and formulas
reference. The CMYK mixes for the five secondary Duke branded colors, Duke Green,
are based on media tests Duke Red, Duke Yellow, Duke Sky Blue, and Duke Orange.
using coated stock. The mixes
may need to be adjusted
to suit your process; be sure
to match to PANTONE® Duke Green PMS 2300 Duke Yellow PMS 141 Duke Orange PMS 715
color references. CMYK 27-8-81-10 CMYK 3-21-70-0 CMYK 1-58-100-0
RGB 177-185-81 RGB 245-200-103 RGB 242-133-33
When using four-color HEX F6C867 HEX F28521
HEX B1B951
process, suggested CMYK
builds are given but it is the
printer’s responsibility to use
the correct screens to build Duke Red PMS 7625 Duke Sky Blue PMS 7702
an acceptable visual match
CMYK 0-84-81-9 CMYK 61-12-5-11
to the designated PMS colors.
RGB 220-74-56 RGB 79-163-199
HEX DC4A38 HEX 4FA3C704 Color Palette TABLE OF CONTENTS t PAGE BACK | PAGE FORWARD u 40
Color Balance And Usage
Our color palette is broad
n Duke Sky Blue Brand Usage 5%
enough to allow for
varied expressions in n Duke Green Duke Blue Duke Gray
n Duke Yellow
communications pieces Brand Usage 5%
but streamlined enough
Duke Duke Duke Duke Duke
to provide an easy path Brand Usage 5% Red Orange Green Yellow Sky Blue
to consistency.
Case by case, color
ratio depends on the
individual application.
n Duke Orange
Note that within a system
of multiple multimedia
communications pieces,
Brand Usage 5%
n White
Brand Usage 10%
more than one dominant
color can be used to
differentiate pieces.
n Duke Red Brand Usage 5% n Duke Blue
The Use of White Space Brand Usage 40%
Note that while white is
not part of the official color Duke Medicine
palette it is often considered
Color Proportions
one of the core colors.
To achieve a clean and
uncluttered look, white
n Duke Gray Screens Brand Usage 5% This chart demonstrates the hierarchy of color usage within
should be utilized in the Duke Medicine brand. Use the pie chart to help guide
conjunction with the primary you in balancing primary and secondary colors in Duke Medicine
and secondary colors.
n Duke Gray
Brand Usage 20%
branded materials. Read more below for guidance when
applying the Duke color palette to your specific project.
Color Palette Questions
If you’re ever in doubt
about specifics of color
usage, visit the brand site at The Ins and Outs of
Color Balance
branding.dukemedicine.org
Correct Color Incorrect Color
Balance Balance
If using a solid Avoid using
color for your cover secondary colors
design, use only on covers.
Looking Duke Blue or Duke Looking Avoid trying
forward to Looking for a primary
care provider who
is convenient to you?
Sky Blue. Use the forward to Looking for a primary
care provider who
is convenient to you?
to incorporate
a new life. a new life.
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secondary colors
sparingly
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Looking for a primary
care provider who
all colors of
the palette
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