What is the Drexel University College of Medicine (DUCOM) brand identity program?

The DUCOM Brand Identity Program combines the college's name, logo and style guidelines to create a consistent and recognizable image for the college's promotional and advertising materials, whether print or electronic, or whether used on products or on informational literature.

Why does Drexel University College of Medicine (DUCOM) need a recognizable brand identity?

DUCOM is one of several institutions that serve the health needs of Philadelphia and the surrounding areas. Internally, a unified image helps to build loyalty among our faculty, staff, students and employees and encourages a cooperative spirit of professionalism. Externally, a unified image can enhance the reputation of the college, reinforce our relationship with Drexel University, and clarify the role of each of our many components. Building a strong brand identity helps ensure that promotional messages pertaining to DUCOM's efforts in health science education, research, patient care and community service will be noticed among the thousands of messages our audiences receive each day, in whatever form the message is conveyed. Consistently displayed brand identity provides easy visual identification and clarity of mesage.

Why does my department need to worry about Drexel University College of Medicine's (DUCOM) brand identity?

An important part of creating an identity for an institution as broad and diverse as DUCOM is consistency from department to department. Whether an administrative office, a medical center, an institute, a research lab or a clinical department, each part of DUCOM represents the whole university in the community. If one department sends a letter with one logo, another department uses its own logo and still another does something entirely different, there is no consistent identity for the college. A consistent identity with our clear image helps to make Drexel University College of Medicine a recognizable name in the community and increases awareness of all of our many components. In addition, all materials provided to patients must have the appropriate disclaimer statement.

Don't these graphic guidelines and standards limit academic freedom?

The goal of the identity system is to help develop a strong brand identity for Drexel University College of Medicine. While they do limit graphic creativity in promotional materials, these graphic standards do not prevent faculty members from conducting research and communicating findings, caring for patients, educating students, or publishing opinions about healthcare, health policy or medical research.

Does this mean that all Drexel University College of Medicine advertising and promotional materials must look alike?

No. No one wants a bland, generic approach for graphic design for an organization as large and as diverse as DUCOM. The Brand Identity Program does limit the choices regarding the logo color and typography. However, there are numerous opportunities for incorporating creativity into the materials with photography, layout, overall design, and color selection. The Communications Department is available to help you with your program design needs.

I personally don't like the Drexel University College of Medicine (DUCOM) logo or the tag line. Can I modify the logo and change the tag line for my materials?

No. Creating a brand identity is not about individual preferences, but rather consistent use of the chosen mark, logo or tagline. For example, the tag line "Linking technology to a tradition of caring" was developed based on market research and was selected by university leadership from among several proposed options. The logo and tag line have been endorsed by all members of the Executive Committee, and all DUCOM departments, divisions and programs are expected to incorporate the guidelines in advertising and promotional materials.

What if I want a customized logo for my department?

The logo may not be customized. The standard logo must be used for all departments.

My publication or website is only for internal use. Does it still need to follow the identity standards?

Yes. Our faculty, staff, and employees are one of our most important audiences, and materials targeted to them need to be consistent with Drexel University College of Medicine's brand identity. In addition, the nature of our healthcare mission brings numerous visitors to campus each day. These visitors often notice flyers and memos that are intended for internal use only. Therefore, even internal documents have the potential to support our brand identity program.

Why do we now have to send promotional and advertising material through the Department of Communications for review?

There always has been a policy of internal review for promotional and advertising materials. But with the introduction of the revised Drexel University College of Medicine Brand Identity Program, College of Medicine leadership has placed renewed emphasis on the review process. The process allows Communications Department members who are familiar with both the letter and the spirit of the brand standards to review materials for consistency, style and professionalism. The Communications Department will help make sure that any publication, print or electronic, represents the best possible image of Drexel University College of Medicine.

What kinds of publications need to go through the Communications Department?

Publications of an advertising or promotional nature need to be reviewed. These include brochures, newsletters, flyers, posters, postcards, advertisements, collateral material, ancillary products and specialty items such as pens, pencils, mugs and T-shirt designs. The Communications Department does not review academic works such as journal articles, book chapters, textbooks, dissertations or theses. The Communications Department might need to review cover art for a book published on behalf of a DUCOM faculty member, but only if it includes the logo. Again, the contents of the work would not require review.

How much time do I need to allow in planning for the institutional review?

The Communications Department understands the importance of returning reviews as quickly as possible. We will work with you to ensure an efficient turnaround on your project.

Following are general guidelines for the number of business days to allow for the required review. (This list does not take into account the time it may take to make required or suggested changes.) Please understand that the reviewer's workload and institutional priorities may alter these turnaround times. If the review process will take longer than indicated below, you will be contacted in advance to negotiate a mutually agreeable deadline:

• Flyers, posters, ads and similar brief items – three working days
• Newsletters, tri-fold brochures, event programs and similar medium-length items – five working days
• Longer materials such as brochures – 10 working days

Please also be aware that, in the case of certain items, such as faculty/staff recruitment advertising or clinical trials advertising, additional reviews by other DUCOM offices may be necessary.

Can I just pull a logo from an e-mail or a web page for my publication?

No. Logos created for electronic use (such as web pages and e-mail badges) are not appropriate for use in print. They follow a slightly different format, and their resolution is much too low for quality printing. If you need a logo for use in print, you will be able to download the one you need from the logos page. Contact the Communications Department at 215-255-7330 if you need assistance.

What is the preferred typeface?

Although typefaces can be a subtle graphic element (most readers won't be able to identify the exact names of the typefaces used), consistent use of a limited number of typefaces does contribute to a cohesive image overall. The resulting materials won't be identical, but they will be similar enough to be seen as part of a family. Refer to the type treatments page of the brand identity manual for a list of preferred typefaces for print and electronic publications at DUCOM.

What is the color palette?

The color palette for the logo is described here. In choosing accent colors, be sure they are complementary.

I know we have a new logo. Does this mean we don't have to use the Drexel University College of Medicine seal anymore?

DUCOM has an approved seal. It is patterned after the seal of Woman's Medical College of Pennsylvania. It is reserved for formal uses such as certain invitations, certificates and diplomas, and will always exist. The seal is not permitted for use in general advertising and promotional communications.