Branding Guidelines

What is Duke Medicine? Simply put, it's a way to describe all of Duke's wide-ranging efforts in biomedical research, education, and patient care.

Duke Medicine includes our clinical settings (the hospitals, clinics, and community-based care of Duke University Health System) and our academic and research entities (School of Medicine and School of Nursing).

Duke Medicine is also a brand, a way of expressing our identity. It's the face we show to the world. What we are and what we aspire to become is represented in our expression of Duke Medicine.

The Duke Medicine logo evokes the image of Duke's Gothic architecture, conveying a sense of tradition, and shows movement toward the future with the open-ended right side of the arch, reflecting the extension of a long-standing campus-based entity into a comprehensive network with many points of access.

Hopefully, the explanations and assets on these pages will help you continue the consistency of the Duke Medicine brand. If you have any questions or cannot find an asset, please contact us at the Office of Creative Services and Marketing Communications.

Download the complete Duke Medicine brand guidelines. (6.8 MB PDF)