Most Commonly Used Brand Guidelines - Examples of how to and how not to apply our guidelines - Duke Health
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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
n Use cobranding qualifier line. February 12 • 10 to 11:30 am Durham Center for Senior Life
404 Rigsbee Avenue
Durham, NC 27704
Keep the beat of a healthy heart by participating in a lecture by cardiologists Matthew Brennan, MD, and
Use appropriate spacing
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
February 14 • 7 pm • Cameron Indoor Stadium
between logos.
115 Whitford Drive
FEB Durham, NC 27705
14 It Takes a Team to Care for Your Heart
February 14 • 7 pm • Cameron Indoor Stadium To register, call Make this Valentine’s Day extra special and join Duke Heart at the Duke vs.
Virginia Tech women’s basketball game. Stop by our table, located on the Main
115 Whitford Drive 888-ASK-DUKE
The Duke Health shield in the square is a
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,
n 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
Use only one a special Valentine’s gift from our heart to yours!
required element of the logo.
Concourse, to meet members of Duke’s Heart Team and learn how to care for
To received a special discounted general admission ticket to the game, visit
Use cobranding
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
a special Valentine’s gift from our heart to yours!
logo. Use https://tinyurl.com/y8zaxv4q and enter promo code: HEART.
approved qualifier line.
The shield alone can only be used in
To received a special discounted general admission ticket to the game, visit
https://tinyurl.com/y8zaxv4q and enter promo code: HEART. Sponsored in part by:
n
Duke Health National Use appropriate
the header area reversed out of the logos with the
World
Organization spacing between
matrix or Duke Blue shield in a box. logos.
Non-approved
Logo Usage
n Don’t create your own logos or attach Don’t use the
words to existing Duke Health logos. Duke Health
shield in any
Celebrate Your Heart with Us Celebrate Your Heart with Us
n Don’t use the Duke Health shield outside application
the box. This logo is no longer used. except for the
FEB FEB
12
Love Your Heart Lecture – Be the Beat of a Healthy Heart 12
Love Your Heart Lecture – Be the Beat of a Healthy Heart
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
Durham, NC 27704
404 Rigsbee Avenue
Durham, NC 27704
logo or in top
n Don’t alter the Duke Health logo. 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
provided to assist you with your health goals. A heart healthy breakfast will be served.
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
provided to assist you with your health goals. A heart healthy breakfast will be served.
right corner
of layout.
n Don’t use two or more Duke Health logos. FEB
14 It Takes a Team to Care for Your Heart
To register, call
FEB
14 It Takes a Team to Care for Your Heart
To register, call
February 14 • 7 pm • Cameron Indoor Stadium February 14 • 7 pm • Cameron Indoor Stadium
888-ASK-DUKE 888-ASK-DUKE
Don’t use the Duke shield in any
115 Whitford Drive 115 Whitford Drive
or go to or go to
Don’t create
Durham, NC 27705 Durham, NC 27705
n Make this Valentine’s Day extra special and join Duke Heart at the Duke vs. dukehealth.org/ Make this Valentine’s Day extra special and join Duke Heart at the Duke vs.
dukehealth.org/
events Virginia Tech women’s basketball game. Stop by our table, located on the Main events
applications except for the logo and in the
Virginia Tech women’s basketball game. Stop by our table, located on the Main
Concourse, to meet members of Duke’s Heart Team and learn how to care for
your heart. Free heart health risk factor screenings, stroke education, wellness tips,
your own logos. Concourse, to meet members of Duke’s Heart Team and learn how to care for
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
top right corner as a graphic element.
a special Valentine’s gift from our heart to yours! a special Valentine’s gift from our heart to yours!
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
Duke ABC Clinic
than one Duke
shield out of
Health logo.
the box.
Matrix Usage
Approved Duke Gastroenterology
Matrix Usage Overview
Duke Gastroenterology has been ranked among the nation’s top
programs of its kind by U.S. News & World Report since 1993. Our
multidisciplinary team of skilled specialists offers a comprehensive
Providers
Manal F. Abdelmalek, MD, MPH
Carl L. Berg, MD
Carla W. Brady, MD, MHS
David A. Leiman, MD
Christiane H. London, NP
Nancy M. McGreal, MD
M. Stanley Branch, MD Kimberly A. Mills, NP
range of state-of-the-art diagnostics and treatment options
Use the matrix over open areas
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
conditions. Learn more at http://gastroenterology.medicine.duke.edu
n Julia P. Constant, PA-C
Sarah M. Coppolino, PA-C
Ashley D. Neville, NP
Jorge V. Obando, MD
Scope of Care Justin A. Crocker, MD Paul Y. Oh, MD
of photography.
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
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,
Use large reversed type over
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
Judith W. Gentile, NP
Rahul A. Shimpi, MD
Martin U. Skulskie, MD
(C.difficile) colitis
Elizabeth K. Goacher, PA-C Melissa Teitelman, MD, MS
the matrix.
§ 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
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
Use matrix with Duke Health shield.
§ 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 Women’s Health hemochromatosis, Wilson’s disease, Alpha-1-antitrypsin
deficiency, hepatocellular carcinoma Locations
Awareness Day 2019
§ Liver and Small Bowel Transplant Duke Gastroenterology Duke Raleigh Hospital
Duke Clinic 2H / 2J Endoscopy/Bronchoscopy
§ 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
Please view “Use the Matrix”
evaluation, complications of gastric bypass surgery 3480 Wake Forest Road Durham NC 27704
Duke University Hospital proudly supports Suite 500
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,
Duke Health Center
10207 Cerny Street
Suite 200A
Use the matrix
chronic GI bleeding, functional GI disorders
and friends for the critical role they play in
on the brand center for detailed
at North Duke Street Raleigh NC 27617
Use the matrix
3116 North Duke Street
the health and wellness of our community. Durham NC 27704
Appointments
over open areas 919-684-6437 For referrals within Duke Duke Gastroenterology offers Kernodle Clinic, Department
usage instructions or to request
919-479-2664 (Fax) Medicine, submit referral gastroenterology services at
our affiliate location:
of Gastroenterology
1234 Huffman Mill Road with the Duke
of photography
requests via MaestroCare
Burlington NC 27215
Health shield.
Appointments 336-538-2355
the matrix files.
Fax 336-538-2393
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
6:00 – 6:30 pm
Registration, Screenings and Health Fair (Common Area)
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)
Awareness Day 2019 Don’t cover
Don’t use small reversed text or
7:30 – 7:50 pm Core workout with BellyBlast (Great Hall)
n
faces with the 7:50 – 8:00 pm Heart Health Trivia and Scavenger Hunt (Common Area and Great Hall)
Don’t use
illustrations over the matrix.
We support you. 8:00 – 8:30 pm Heart Disease Survivor Testimonials and Panel Discussion with a
Duke University Hospital proudly supports matrix. 8:30 – 8:35 pm
Duke Cardiologist (Great Hall)
Line Dancing and Warm-up (Great Hall)
illustrations or
all women—our mothers, daughters, sisters
and friends for the critical role they play in graphics other
Don’t rotate the matrix
8:35 – 8:45 pm ZUMBA with Grisel Diaz (Great Hall)
the health and wellness of our community.
n
Don’t edit
8:45 – 9:25 pm
9:25 – 9:30 pm
Pretty Party In Red with Erica Dixon, National ZUMBA Instructor
Evaluations, Final Doorprizes and Adjournment
than the Duke
horizontally. the color of Health shield over
the matrix. the matrix.
Duke Health Shield Usage
Approved
Shield Usage Duke Health study
headline will go here.
Reverse shield out
n Shield should be reversed out of
of the matrix or
Duke Blue or the matrix. Duke Health flyer headline This is where the subhead on a simple flyer Duke Blue. Shield
Shield should layout will go, right above the body copy.
n Duke logo should always be used or event name. only be should be placed
Subhead goes here. reversed out
Sed ut perspiciatis unde omnis iste natus dolor repelendus. Temporibus autem quibusdam
in top right corner
even if the shield is present. The
ersor sit voluptatem accusantium doloremque et aut ofeicies debitis aut rerum necessitatibus
when possible.
laudantium, totam rem aperiam, eaque ipsa quae saepe eveniet ut et voluptates repudiandae
Sed ut perspiciatis unde omnis iste natus ersor sit voluptatem ac cusantium dolorem of Duke Blue ab ilao inventore veritatis et quasi architecto sintet molestiae non recusandae. Itaque earum
shield does not replace the logo.
beatae vitae dicta sunt explicabo. rerum hic tenetur a sapiente delec. Enim ipsame
que laudantium, totam rem aperiam, eaque ipsa quae ab ilao inventore veritatis et
or the matrix
volupttem quia voluptas sit aspernatur aut odit
ruasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia Nemo enim ipsam voluptatem quia voluptas
aut fugit, sed quia conseve ritatis nesciunt. Neque
voluptas sit aspernatur aut odit aut fugit, sed quia consequentur nesciunt. sit aspernatur aut odit aut fugit, sed quia
porao quisquam estqui doloresiciatis.
Duke shield should be placed in the
conseveritatis nesciunt. Neque porao quisquam
est, qui dolorem ipsum quia dolor sit amet,
n
SEPT Wednesday consectetur adipisci velit, sed quia non numquas
upper right when possible.
eius modi tempora incidunt ut labore et dolore
30 September 30,
2018
magnam aliquam quaerat voluptatem.
Call to action Soluta nobis est eligendi optio cumque nihil
Call to action
Duke Regional Hospital Auditorium goes here. Duke Health shield impedit quo minus id quod maxime placeat facere
goes here. Duke Health logo
n The Duke Health shield in the 3643 N Roxboro Road
Durham, NC 27704
in the square is the
poseimus, omnis voluptas aseumenda estomnis
must also be
square is a required element of approved logo. present. The shield
does not replace
the logo.
the logo.
Pro0000000
Non-Approved
Shield Usage
n Shield should not be reversed out of
any color except for the Duke Blue or Don’t reverse
Duke Health flyer headline Duke Health flyer headline
the matrix. or event name. the shield out
or event name.
of an image or
n Don’t edit the color of the shield. Subhead goes here. Subhead goes here.
illustration.
Sed ut perspiciatis unde omnis iste natus ersor sit voluptatem ac cusantium dolorem Sed ut perspiciatis unde omnis iste natus ersor sit voluptatem ac cusantium dolorem
n Don’t put images behind the shield. que laudantium, totam rem aperiam, eaque ipsa quae ab ilao inventore veritatis et
ruasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia
que laudantium, totam rem aperiam, eaque ipsa quae ab ilao inventore veritatis et
ruasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia
voluptas sit aspernatur aut odit aut fugit, sed quia consequentur nesciunt.
voluptas sit aspernatur aut odit aut fugit, sed quia consequentur nesciunt.
Don’t change
n Don’t reverse the shield out of SEPT Wednesday the color of the SEPT Wednesday
images or illustrations. 30 September 30, 30 September 30,
2018
Call to action
shield. 2018
Call to action
Duke Regional Hospital Auditorium goes here. Duke Regional Hospital Auditorium goes here.
n Don’t use the Duke Health shield 3643 N Roxboro Road
Durham, NC 27704
Don’t place the
3643 N Roxboro Road
Durham, NC 27704 Don’t use the
Duke Health
outside the box. This logo is no shield on any
shield out of
longer used. color but Duke
the box.
Blue or the
matrix.
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
CMYK 100-68-0-12 HEX 00539B colors approved for use in typography are Duke Blue or black. n 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
Orange Red Green
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
Palette Usage
What to expect
Gestational diabetes can be Initial Class: Tuesdays from 2:00 – 4:00 PM
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
diagnosis and how to manage
and ask additional questions.
What to bring
What you will learn
predominate color. it successfully, Duke Primary Through small group classes, our certified
diabetes educators and dietitians provide
Participants are encouraged to bring a
support person or family member with them.
Care offers a Gestational
information on the full spectrum of topics
n Secondary colors should be Diabetes Education
Program that is recognized
related to blood sugar control during
pregnancy, including:
Location
Duke Primary Care Croasdaile
used minimally. § Risks to you and your baby 1821 Hillandale Road
by the American Diabetes Suite 24B
§ Carbohydrate control
Association. Durham, NC 27705
§ Healthy snack ideas
n If only one color can be used, Gestational Diabetes § Individualized meal plan
§ Optimal nutrition for a healthy pregnancy
Education and
use Duke Blue. All text should
and beyond
Nutrition Counseling § Exercise recommendations for pregnancy
Program
§ Checking your blood sugar: free blood sugar
monitors are provided with instructions and
Need to schedule/ be Duke Blue
n Text should be Duke Blue or All text should a demonstration reschedule?
Please call or black.
be Duke § Blood sugar targets and monitoring
black in all materials. schedule 919-470-6505
Blue, black or § Review and guidance on recorded blood
sugar results Use secondary
n Reversed white type can be reversed to colors
white. minimally.
used when appropriate.
Non-Approved
Color Palette Usage Gestational diabetes can be
overwhelming. We want to
What to expect
Initial Class: Tuesdays from 2:00 – 4:00 PM
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 Don’t use secondary colors as the healthy life together. To help
you better understand your
blood sugar numbers, discuss meal planning,
and ask additional questions.
predominate color. diagnosis and how to manage
it successfully, Duke Primary
What you will learn What to bring
Participants are encouraged to bring a
Through small group classes, our certified
support person or family member with them.
Don’t use little or no Duke Blue. Care offers a Gestational diabetes educators and dietitians provide
n information on the full spectrum of topics
Diabetes Education related to blood sugar control during Location
pregnancy, including: Duke Primary Care Croasdaile
Program that is recognized
n Don’t over use secondary colors. by the American Diabetes
§ Risks to you and your baby
§ Carbohydrate control
1821 Hillandale Road
Suite 24B
Association. Durham, NC 27705
Don’t edit the § Healthy snack ideas
n Don’t use only secondary colors. Gestational Diabetes
color of the
§ Individualized meal plan
§ 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
Program
§ Checking your blood sugar: free blood sugar
Need to schedule/ colors for type.
typography. Don’t use
monitors are provided with instructions and
a demonstration
§ Blood sugar targets and monitoring
reschedule?
Please call
919-470-6505
n Don’t use colored type on a colored secondary schedule
§ Review and guidance on recorded blood
Don’t use
colors more sugar results
colored type
background. predominately on a colored
than Duke blue. background.
n Don’t edit the color of the matrix.
Font & Typography
Approved Font Usage Headlines and Text
The Sans is Duke Health’s approved font
and should be used in all print pieces. Subhead Can Go Here Subheads should be in
The Sans Duke Blue or black
Open Sans is the approved digital font. Headlines should be either Duke Blue or black. Body copy
Calibri Light can be used in cases where should be black. Headlines should be either Duke Blue Body copy should be in
The Sans is not available. The Sans in black
or black. Body copy should be black. Headlines should
Headlines, subheads and text be either Duke Blue or black. Body copy should be black.
Headlines and subheads should be Headlines should be either Duke Blue or black. Body copy
either Duke Blue or black. Body copy
should be black.
should be black.
The Sans Italic should only be used
for callouts or captions.
Non-Approved
Font Usage Headlines and Text Don’t use secondary colors for text
Avoid using secondary colors for text. Subhead Can Go Here Don’t use italics for headlines,
n
subheads or body copy
Use only Duke Blue or black. Headlines should be either Duke Blue or black.
n Avoid using italics for main headlines Body copy should be black. Headlines should be either Duke
Avoid hyphenating words
or body copy. Italics should be used only Blue or black. Body copy should be black. Head-
on smaller captions or callouts. lines should be either Duke Blue or black. Body copy should
n Avoid hyphenating words to condense be black. Headlines should be either DUKE BLUE Do not use all caps or underline
content. or black. Body copy should be black.
n Avoid using color type over another color.
n Avoid the use of all caps and underlining.
Writing Style
Approved Writing Style Special Event for
Use initial caps in headlines.
Duke Health follows a modified version of AP Style. Here are
some common style guidelines to remember.
Providers
Times and Dates When a month is used with a date,
n Use a.m. and p.m. (with periods) when referencing time. abbreviate the month.
Use figures, and omit the 00 on the hour times.
SEPT Wednesday
When a month is used with a date, abbreviate the month
30 Sept. 30, 2021
n
n When it’s only the month and the year, spell out the month
2 - 3 p.m. Use a.m. and p.m. with periods.
Omit “00” when not needed.
Addresses Use 2:30 - 3:00 when half hour
increments are needed.
n Use abbreviations for road names Location Here Use abbreviations for directional
n Use directional abbreviations 3643 N Roxboro Rd and road names. Suite or room
should be spelled out.
n Suite, room can be spelled out as such Suite 200
Durham, NC 27704
Bulleted Lists Office: 919-385-2030
n Capitalize the first word in a bulleted list. Use a period at the
end if the bullet forms a complete sentence only. Speaker
Titles Allison Banks, MD Degrees come after names and do
not use periods.
n Do not use periods for medical degrees
§ Case studies
n Degrees come after the name - do not write Dr. Joe Smith,
write Joe Smith, MD § Question and answer session
Readability § Register today to ensure your spot. Use the serial or Oxford comma in
a series.
n Use plain language in your materials. The recommended For more information, list of speakers,
reading level for materials is 7-8th grade. and parking information please visit
n Use the serial or Oxford comma in a series. DukeHealthTalk.org.
n Use initial caps in headlines and subheads for readability. Use the shortest working url
and capitalize words for easy
URLs readability.
n Use the shortest working url in text. Capitalize words in most
cases, for easy readability.
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 darkApproved 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 pieceApproved 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 pieceApproved 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 pieceSpecialty 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
specialty item.
View a list of Duke licensees.
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
Colors close to those of our Don’t use a color
size of the Duke
Do not use a
Health logo to fit on
competitors, such as red or light close to those of our
the specialty item.
color other
blue, are not allowed. competitors, such as
Use the Duke Health
than Duke Blue
red or light blue. or white.
shield instead.Apparel and Event Display Items
Approved Apparel
And Event Display
Examples World
Health Day
Name Here
World
Diabetes Day
n Fabrics and materials should be as
close to Duke Blue as possible.
Duke Regional Hospital Duke Regional Hospital
Choose fabrics
If additional graphics are required
Duke University Hospital Duke University Hospital
Duke Primary Care Duke Primary Care
n
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
ORLD Diabetes Day
Health Foundation
n Don’t use overly complicated W ORLD
W
additional graphic elements.
Y
E
H
Y
AL A E
H
n Don’t use too much text. TH D AL
TH D
A
Duke Regional Hospital Duke Regional Hospital
Duke University Hospital Duke University Hospital
Don’t incorporate fonts that are
Duke Primary Care Duke Primary Care
n
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.Patient Education - Overview
The DUHS Patient and Family Education Governance Council helps
ensure our patient education materials meet the needs of all patients.
What is Patient Education? Readability and Content
§ Documentation or instructions about patient care The reading level of patient education materials should be 5th grade.
Plain language should be used to simplify medical terminology. Sentences
§ Instructions for caring for themselves at home
should be 10 words or less.
§ Information about a condition to help inform them about their care
Content should be free from bias, gender neutral, and limited to what the
§ Information or instructions about a procedure or medication patient needs to know.
§ Contact information so that patients know who to ask questions to,
Review
how to schedule a follow-up, how to schedule an appointment, or
All patient education materials require review and approval by the DUHS
who to go to for an emergency
Patient Education Governance Council.
§ Any written materials about the health care they are receiving
Send materials for review to:
§ Instructional or informational videos about a condition or care,
ptedgovcouncil@duke.edu
including videos on Xealth
What is Not Patient Education?
§ Messages or information distributed to patients about their provider,
clinic, or care (including provider departures, service changes, test
results, visit notes)
§ Marketing materials, including advertising campaigns, marketing
collateral or websites (including direct mail, digital ads, or blogs on
DukeHealth.org)Patient Education - Design
Approved
Patient Education Patient education
headline will go here. Green
Green Identification Bar Identification
Patient Education
Patient education materials use a Bar
green, identifying bar labeling the This is where the subhead on a
simple flyer layout will go, right
materials as Patient Education. This above the body copy.
makes it easy for patients and families Sed ut perspiciatis unde omnis iste natus
ersor sit voluptatem accusantium doloremque
laudantium, totam rem aperiam, eaque ipsa quae
to identify the materials they’re given ab ilao inventore veritatis et quasi architecto
beatae vitae dicta sunt explicabo.
All copy should
as educational materials for their care. Nemo enim ipsam voluptatem quia voluptas
(c) YEAR Healthwise, Inc.
be at least 12 pt
sit aspernatur aut odit aut fugit, sed quia
conseveritatis nesciunt. Neque porao quisquam This is where the subhead on a and written at
Typography and Reading Level est, qui dolorem ipsum quia dolor sit amet,
consectetur adipisci velit, sed quia non numquas
simple flyer layout will go, right
above the body copy.
a 5th grade
eius modi tempora incidunt ut labore et dolore reading level.
All copy should be at least 12-point magnam aliquam quaerat voluptatem.
et voluptates repudiandae sintet molestiae non
recusandae. Itaque earum rerum hic tenetur
Soluta nobis est eligendi optio cumque nihil
font. Words can be bolded, never
a sapiente delec. Enim ipsame volupttem quia
impedit quo minus id quod maxime placeat facere voluptas sit aspernatur aut odit aut fugit, sed quia
poseimus, omnis voluptas aseumenda estomnis conseve ritatis nesciunt. Neque porao quisquam
italicized or underlined. dolor repelendus. Temporibus autem quibusdam
et aut ofeicies debitis aut rerum necessitatibus saepe eveniet ut
estqui doloresiciatis.
Soluta nobis est eligendi optio cumque nihil
The reading level should be at a fifth impedit quo minus id quod maxime placeat facere
poseimus, omnis voluptas aseumenda estomnis
grade reading level. Plain language Headline here For More Information
dolor repelendus. Temporibus autem quibusdam
et aut ofeicies debitis aut rerum necessitatibus Sed ut perspiciatis unde omaesnnis
Sed ut perspiciatis unde omaesnnis iste
natu aersor sit voluptatem accusantium iste natu aersor sit voluptatem
should be used to simplify medical doloremque laudantium, totam rem
aperiam, eaque ipsa quae ab ilao
accusantium doloremque laudantium,
totam rem aperiam, eaque ipsa quae
Approved by Patient Education Governance Council on MONTH/YEAR
ab ilao inventore veritatis et quasi Patient Education
terminology.
inventore veritatis et quasi architecto
beatae vitae dicta sunt explicabo. Easam architecto beatae vitae dicta sunt
voluptatem quia voluptas sit aspernatur explicabo. Easam voluptatem quia
aut odit aut fugit, sed quia conseveritatis voluptas sit aspernatur aut odit aut
Design nesciunt. Neque porao quisquam est,
qui dolorem ipsum quia dolor sit amet,
fugit, sed quia conseveritatis nesciunt.
Neque porao quisquam est, qui
Approval line from consectetur adipisci velit, sed reuia dolorem ipsum quia dolor sit amet,
Templates are available on the brand DUHS Patient Education
numquas eius mode. consectetur adipisci velit, sed reuia
numquas eius mode.
Aut odit aut fugit, sed quia
Headline here
center with this design. Governance Council.
Sed ut perspiciatis unde omaesnnis iste
conseveritatis nesciunt. Neque porao
quisquam est, qui dolorem ipsum quia
natu aersor sit voluptatem accusantium dolor sit amet, consectetur adipisci
doloremque laudantium, totam rem
Review and Approval
velit, sed reuia numquas eius mode.
aperiam, eaque ipsa quae ab ilao
inventore veritatis et quasi architecto Duke Health clinic
name, department title
All patient education materials
beatae vitae dicta sunt explicabo. Easam Clinic Name
voluptatem quia voluptas sit aspernatur 30 Duke Medicine Circle
aut odit aut fugit, sed quia conseveritatis Clinic 2A or headline.
require review and approval by
nesciunt. Neque porao quisquam est, Durham, NC 27710
919-681-2467 Optional subhead description
qui dolorem ipsum quia dolor sit amet, one line or two lines.
consectetur adipisci velit, sed reuia
the DUHS Patient Education numquas eius mode. Approved by Patient Education Governance
Council on MONTH/YEAR
Governance Council.
Two and three Panel BrochuresYou can also read
