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 Communications and Marketing 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.
Brand Consolidation
As Tulane School of Medicine continues to bring its communications and marketing efforts together, it’s important to understand the distinction between the Tulane School of Medicine and Tulane Medicine brands. While both are part of the same Tulane community, they serve different audiences and purposes.
- Tulane School of Medicine represents our academic mission, including medical education, graduate medical education, research, students, faculty, and academic programs.
- Tulane Medicine represents our clinical enterprise, focusing on patient care, physicians, specialties, clinics, hospitals, and services for patients and referring providers.
Knowing which brand to use helps us create a more consistent experience for our audiences and ensures that people can easily find the information they need.
School of Medicine Academic Logo
Clinical vs Academic Branding
We operate in both academic and clinical environments, which require different communication approaches and visual identities.
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
Uses:
- The School of Medicine logos and department logos
- Tulane colors & fonts
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
Uses:
- Tulane Medicine logos and clinical logos
- Tulane colors & fonts
Clinical communications must also comply with applicable privacy and regulatory guidelines, including HIPAA requirements.
Retiring Outdated Logos
As part of Tulane’s brand consolidation, we are moving away from older logos and visual identities that no longer represent our current brand structure. To maintain consistency across the School of Medicine and Tulane Medicine, please discontinue use of the following outdated logos:
- Tulane shield logos with an outline
- The broken shield logo
- Tulane Doctors logos
- Older Tulane School of Medicine logos
- Older Tulane Medicine logos
When creating new materials or updating existing materials, always use the current approved logos provided in the Brand Guide. Replacing outdated logos helps ensure that our communications are consistent, recognizable, and aligned with Tulane’s current brand identity.
If you come across older materials that use these logos, please update them when the materials are next revised or reprinted.
Tulane 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. 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.
Tulane's approved logo variations and brand assets can be accessed through official university asset libraries.
The School of Medicine's logo variants can be found in the Box Hub.
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…”
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.
