Logo and Branding Guidelines
Introdution
The Importance of a Strong Identity
"For sustained success, brand inside is more important than brand outside." Tom Peters, author, "In Search of Excellence"
NYU Langone Medical Center is represented by a unique visual identity, one that is meant to distinguish us within an increasingly competitive healthcare market. At the center of this visual system stands our logo, the most concise expression of our brand.
The importance of our logo artwork cannot be overstated. As the primary identifier for our brand, it not only ensures that all of our communications are instantly recognizable, it carries with it our reputation as one of the world's leading academic medical centers.
Because of this, it is essential that the logo is reproduced and applied only as demonstrated in the following guidelines to protect and maintain the integrity of the brand. The consistent usage of this artwork builds recognition for our brand, while suggesting an organization devoted to the strictest standards of excellence. Conversely, any deviation from the prescribed usage, no matter how small, may portray us as unfocused or imprecise, qualities antithetical to our core values.
Please consult these guidelines as often as necessary to ensure that the NYU Langone Medical Center logo is treated consistently and conscientiously in every application.
For specific questions please call or e-mail the Office of Communications & Public Affairs: 212.404.3555 or communications@nyumc.org.
Logo Usage
NYU Langone Medical Center Logo
Our logo consists of both the NYU "disk" and the Langone Medical Center wordmark in a horizontal lockup. Although visually discrete, these components together are responsible for representing our organization and they must never be separated.
The NYULMC logo depicted below is always the preferred variation to use, and should be applied to all visual communications (e.g., letterhead, business cards, brochures, PowerPoint presentations) whenever possible. As our principal brand identifier, it must be prominently sized and properly positioned whenever it is used.
Because of the logo's importance, it must never, under any circumstances, be altered or re-created. Only use the approved digital art files when applying the logo artwork.
All primary and expanded (see Brand Architecture) logo requests must be submitted to the Office of Communications & Public Affairs: 212.404.3555 or communications@nyumc.org. Turnaround time for logo requests is 1-2 business days.
Clear Space: Protecting the Logo
In every application, the logo should be surrounded by a generous field of clear space. This isolates it from competing graphic elements, such as text and other visuals, and helps to ensure its legibility and impact. As shown below, the absolute minimum amount of logo clear space is equal to 50% of the size of the disk. Under no circumstances should any graphic elements be inserted into this clear space area.
Minimum Size
Maintaining Visibility
The logo was designed to remain highly legible in a wide range
of sizes. However, it risks losing its visual impact if scaled too small.
To avoid this, the minimum size requirement, as demonstrated below, has been established. The logo artwork is never to be sized below 0.25" in height under any circumstances.
Note: Image below is for illustration purposes only; not to scale.
Color Variations and Backgrounds
The full-color logo artwork is always preferred in every layout. In order to accommodate color-restricted applications, such as black and white newsprint and other printing limitations (e.g., purple background), the color variations below have been created. These are the only approved color treatments for the artwork. Under no circumstances should the logo be reproduced in colors other than these.
White is always the preferred background for the logo. This treatment also helps to secure its legibility and impact. Alternatively, the full-color logo may be applied to color or photographic backgrounds that provide a high level of contrast. The 1-color reverse logo is intended for NYU Langone Medical Center Purple backgrounds only, and the 1-color black reverse logo is intended for black & white printing and on black backgrounds only. On dark background of other colors, the wordmark can be reversed, while the disk remains purple.
Do not download this image for use as a logo. Only use logos downloaded from the download page or from the Office of Communications & Public Affairs.
In the bottom three examples above, the colored boxes are small just to show how the logo would appear against different backgrounds. On an actual publication, the background color must be the full page or a significant portion of the page.
Unacceptable backgrounds
Logo Misuse
Always Respect the Logo Artwork
The importance of using our logo artwork as specified in these guidelines cannot be overstated. Through its consistent application we can help ensure that our brand is accurately and compellingly presented to all audiences.
The exhibits below demonstrate a few examples of ways the logo should never be treated. Under no circumstances are any of these or similar alterations allowed.
Brand Architecture
Brand Architecture Definition
Brand architecture describes the structural relationship among the entities within an organization. When used properly, brand architecture will:
- Integrate business strategy, marketplace influences, and audience needs
- Build equity in an organization's long-term success
- Through its clarity, build preference and loyalty among targeted constituencies / audience segments
NYULMC Brand Architecture
This brand architecture was designed to recognize NYU Langone Medical Center as our masterbrand and our primary identifier. In developing the brand architecture we create focus on the masterbrand and highlight entities connected to the masterbrand. These entities within the brand architecture are called "lock-ups."
Lock-ups are equity drivers that sit below the masterbrand and are used to brand a specific entity within the Medical Center.
Example:
Lock-ups
The following categories are permitted to lock up to the masterbrand.
(Note: Do not download any images on this page for use as a logo. Only use logos downloaded from the download page or from the Office of Communications & Public Affairs.)
Sub-brands (with reverse positioning)
Academic Departments
Examples:
"Institutes" and "Centers" with Clinical Components
Centers of Excellence
Faculty Group Practice sites
Categories NOT permitted to lock up to the masterbrand logo
- Non-clinical entities
- Programs, Units, Offices, Divisions, and non-academic Departments
- Administrative and Corporate Services
Examples:
- Department of Patient-Centered Care
- Faculty and Staff Wellness Program
- Honors Program
- Division of General Internal Medicine
- Post-Graduate Medical School
- Office of Communications and Public Affairs
Sub-brand Lock-ups
Institutes or centers that falls within a sub-brand may lock up with the sub-brand logo in italics. The "distant endorsement" line (NYU LANGONE MEDICAL CENTER) must be included.
Examples:
Distant Endorsement: (Contact us for artwork file; do not re-create in text or download the image below.)
This distant endorsement wordmark must appear on any piece or publication that uses the sub-brand lock-up, in a location separate from the logo.
School of Medicine
A unique School of Medicine logo was created within the NYULMC Brand Architecture for academic-specific and/or research-specific initiatives only.
The design is structurally similar to the masterbrand to create a clear visual connection between the school and the larger medical center.
Lock-ups for School of Medicine
Only the following categories may lock up to the School of Medicine:
- Academic Departments
- Skirball Institute
- Sackler Institute
Frequently Asked Questions
Can I use the shield
and caduceus
logo for the School of Medicine?
The School of Medicine's shield and caduceus logo is no
longer used. As the Medical Center is striving for integration, please use the
general NYU Langone Medical Center logo. For academic and research-related uses
only, the new School of Medicine logo can be used. Do not use both logos on the same document or page.
How do I get the logo
without the white box around it, if I want to put it on a colored background?
Logos in jpeg format will always be bound by the white box.
If you need to use the logo on a colored background, you can use an EPS or PNG
version. You can download the EPS version from the download page. Please
contact us for a PNG version. Only colored backgrounds that provide sufficient
contrast should be used.
What font is used for
the logo? I need to tell my designer so we can create the logo.
The logo must only be used as a piece of artwork, and not
re-created by designers. This is especially important to stress to vendors of
promotional items (pens, T-shirts, etc.).
Should I use the
School of Medicine logo or the NYU Langone Medical Center logo?
Generally speaking, use the NYU Langone Medical Center logo.
For academic and research-related uses only, the new School of Medicine logo
can be used.
Do not use both logos on the same document or page.
What is the logo for
the hospital?
The hospital does not have a unique logo. Please use the
general NYU Langone Medical Center logo. For hospital business documents, such
as patient records, hospital contracts, billing statements, etc., the words "NYU
Hospitals Center" must be noted somewhere on the document for regulatory
purposes, but not within the logo.
The logo is too wide
to fit into this space. Can I use a different format?
Please contact us directly for assistance. Do not attempt to
modify the logo to fit the space.
I need a logo for my
department/institute/center/office. How do I get this?
Please e-mail communications@nyumc.org
with details, or call 212.404.3555. Turnaround time is 1-2 business days.
Questions?
Call 212.404.3555 or e-mail us at communications@nyumc.org
