Welcome to the Tulane School of Medicine Brand Guide
At Tulane School of Medicine, we are committed to communicating the excellence, innovation, and impact of our institution with clarity and consistency. The School of Medicine Marketing and Communications team works to ensure that all messaging and visual identity reflects the values, mission, and reputation of Tulane School of Medicine while remaining aligned with the broader Tulane University brand.
Our goal is to support departments, faculty, and staff in presenting a unified and recognizable identity that highlights Tulane’s leadership in medical education, research, and patient care.
What is a Brand Guide?
A brand guide is a comprehensive resource that outlines the standards and best practices for maintaining a consistent brand identity.
For Tulane School of Medicine, this guide serves as a reference for anyone creating materials on behalf of the school—including websites, social media, presentations, publications, advertising, and printed materials.
By following these guidelines, departments and teams can ensure that all communications reflect the professionalism, credibility, and excellence associated with Tulane School of Medicine while strengthening the overall Tulane brand.
This guide provides direction on:
- Visual identity and logo usage
- Typography and design standards
- Messaging and tone
- Digital and print communications
- Photography and imagery
- Website and accessibility standards
Maintaining consistency across these elements helps reinforce the strength and recognition of the Tulane School of Medicine brand.
Brand Guide Assets
University Marks & Logos
Tulane School of Medicine operates within the broader Tulane University brand system, and all official logos and lockups must follow university brand standards.
All Tulane-affiliated logos and lockups should be created or approved by the appropriate marketing and communications office to ensure consistency and accuracy.
The “TU” shield and Tulane University wordmark remain the primary visual identifiers of the university and should be used in accordance with university branding guidelines.
Approved logo variations and brand assets can be accessed through official university asset libraries.
Voice & Tone
Tulane School of Medicine communications should reflect the institution’s values of academic excellence, scientific rigor, community engagement, and compassion in healthcare.
Our tone should be:
Professional
Communications should convey expertise and credibility appropriate for a leading academic medical institution.
Clear and Accessible
Avoid unnecessary jargon when communicating with broad audiences. When technical language is necessary, provide context or explanation.
Human-Centered
Emphasize the impact of research, education, and clinical care on patients, communities, and public health.
Collaborative
Highlight partnerships, interdisciplinary work, and community engagement whenever possible.
Example Tone Differences
Academic research announcement:
“Researchers at Tulane School of Medicine have identified…”
Community outreach program:
“Our physicians and students are working with local communities to…”
Clinical program messaging:
“Our team provides compassionate, patient-centered care…”
Clinical vs Academic Branding
Tulane School of Medicine operates in both academic and clinical environments, which may require different communication approaches.
Academic Communications
Examples:
- Research announcements
- Faculty profiles
- Grant awards
- Educational programs
- Conferences and symposia
Focus on:
- Research impact
- Academic leadership
- Innovation in medicine and science
- Educational excellence
Clinical Communications
Examples:
- Patient care initiatives
- Health education
- Community health programs
Focus on:
- Patient-centered care
- Compassion and trust
- Health outcomes and services
- Community benefit
Clinical communications must also comply with applicable privacy and regulatory guidelines, including HIPAA requirements.
Website & Drupal Standards
Tulane School of Medicine websites must follow university web standards to ensure consistency, accessibility, and usability.
Platform
All official department and program websites should be maintained within the university’s Drupal content management system whenever possible. The creation of any new websites must be routed through the Communication & Marketing Department before it can be approved by the Tulane's IT department and must adhere to Tulane's Web Standards.
Website Best Practices
- Use clear and concise headings
- Organize content for easy navigation
- Avoid overly long blocks of text
- Use approved fonts and brand colors
- Include clear calls to action when appropriate
Accessibility
All web content should follow WCAG accessibility standards, including:
- Alt text for images
- Proper heading structure
- Accessible color contrast
- Descriptive links
Accessibility ensures content is usable for all members of the community.
Photography & Imagery Guidelines
Photography plays an important role in representing the people and work of Tulane School of Medicine.
Preferred Imagery
- Real faculty, students, and staff
- Research and laboratory environments
- Medical education and training
- Community engagement
- Collaborative teamwork
Avoid
- Overly staged imagery
- Generic stock photos when authentic imagery is available
- Images that misrepresent clinical practices
Patient Privacy
When photographing in clinical environments:
- Obtain appropriate permissions
- Ensure compliance with privacy regulations
- Avoid identifiable patient information unless approved
Marketing & Communications Support
The Tulane School of Medicine Communications and Marketing team is available to assist departments with:
- Website updates and design
- Event promotion
- Graphic design
- Branding guidance
- Social media strategy
- Photography and video
- Marketing campaigns
Early collaboration helps ensure projects align with brand standards and reach the intended audience effectively.
