Harvard Medical School Affiliate Branding Manual

This manual is intended for Harvard Medical School’s fifteen affiliated hospitals and research institutions

The standards for use of the Harvard name apply not only to schools, units, and individuals within the University, but also to those institutions outside the University that Harvard has authorized to use the Harvard name. Accordingly, Harvard Medical School must take great care to ensure that its brand standards are applied consistently among its affiliated institutions. This is not only equitable, but also safeguards the full enjoyment of associated benefits — recognition, reputation, and financial advantage — for all.

In that spirit and based on years of experience and policy, this affiliate branding manual aims to provide clear guidance that presents our valued affiliate relationships in an accurate, appropriate, and consistent manner. Here, for clarity’s sake, we articulate acceptable practice for HMS name and logo usage by institutions with a formal HMS affiliation, as recognized on the HMS affiliates webpage

We appreciate your shared commitment to this guidance for our mutual benefit.

Please note that the mock-ups included in this manual are for illustrative purposes only to depict approved uses of the Harvard Medical School name and HMS logos by affiliated institutions. Affiliates may have additional requirements beyond what is identified herein and may not utilize all depicted arrangements.

Introduction

Affiliate Contact Information

Core Principles for Guidance on Logo Use

Logo Types—Primary

Logo Types—Affiliate/Teaching Hospital

Affiliate-Based IPCIs

JACKETS AND VESTS

WHITE COATS AND SCRUB CAPS

OTHER SWAG

PRINT AND DIGITAL MEDIA

AFFILIATE CONTACT INFORMATION

For individuals based at HMS-affiliated institutions seeking a contact at their institution to address branding/logo use questions, please reach out to the individual or address identified below. Questions involving the use of the HMS name and/or logo may still be sent to useofname@hms.harvard.edu.

The Baker Center for Children and Families info@bakercenter.org

Beth Israel Deaconess Medical Center, Joslin Diabetes Center, Mount Auburn Hospital branding@bilh.org

Boston Children’s Hospital marketingandcommunications@childrens.harvard.edu

Brigham and Women’s Hospital, Mass Eye and Ear, Massachusetts General Hospital McLean Hospital, Spaulding Rehabilitation Hospital branding@mgb.org

Cambridge Health Alliance marketing@challiance.org

Dana-Farber Cancer Institute brandquestions@dfci.harvard.edu

Harvard Pilgrim Health Care Insititute (Department of Population Medicine) maya_dutta-linn@hphci.harvard.edu

Hebrew SeniorLife editor@hebrewseniorlife.org

VA Boston Healthcare System affiliateapprovals@hms.harvard.edu

Introduction

Affiliate Contact Information

Core Principles for Guidance on Logo Use

Logo Types—Primary

Logo Types—Affiliate/Teaching Hospital

Affiliate-Based IPCIs

JACKETS AND VESTS

WHITE COATS AND SCRUB CAPS

OTHER SWAG

PRINT AND DIGITAL MEDIA

CORE PRINCIPLES FOR GUIDANCE ON LOGO USE

The core principles that underpin the logo usage guidance in this affiliate branding manual are as follows:

• Co-branding — the lock up of any Harvard Medical School logo with an affiliated institution’s logo — is not permitted. HMS logos should not be equivalently adjacent to nor have the appearance of being combined or displayed adjacent to the affiliate institution’s logo. Only a few exceptions exist for truly joint institutes, including the Gene Lay Institute (at Massachusetts General Hospital, Brigham and Women’s, and Harvard Medical School) and the Osher Center for Integrative Health (at Brigham and Women’s Hospital and Harvard Medical School).

• Use of the Harvard Medical School name and/or logo in conjunction with a hospital system name and/or logo is not permitted. This is because while HMS has affiliation agreements with 15 hospitals and research institutions, it does not have affiliation agreements with any hospital systems. Therefore, HMS branding cannot be displayed in association with entities that are part of a hospital system but not affiliated with HMS.

• There are different logo versions and usage guidelines for HMS-affiliated institutions and for individuals who hold HMS academic appointments. The following page shows the HMS logo types (primary logo and affiliate/teaching hospital tag logos), and subsequent pages of this manual provide detailed guidelines and illustrations for permitted use.

• It is important to identify where an individual, lab, department, program, or other entity is physically based/situated. This supports Harvard’s standard of clear and accurate representation by transparently representing when an individual or entity is based at and/or employed by an affiliated hospital or research institution and not at HMS. This is particularly important in situations where we are continuing to permit the use of dual institutional shields, such as on fleeces.

• Use of the Harvard Medical School name in institutional boilerplates/About Us language must be consistent across its affiliated institutions. This language can state that the institution is a teaching hospital or affiliate of HMS. Beyond that, no other modifiers (i.e., first, oldest, longest, largest, best) may be included in descriptions that use the HMS name.

Additional questions may be directed to affiliateapprovals@hms.harvard.edu.

Introduction

Affiliate Contact Information

Core Principles for Guidance on Logo Use

Logo Types—Primary

Logo Types—Affiliate/Teaching Hospital

Affiliate-Based IPCIs

JACKETS AND VESTS

WHITE COATS AND SCRUB CAPS

OTHER SWAG

PRINT AND DIGITAL MEDIA

LOGO TYPES—PRIMARY

Harvard Medical School’s primary logo is displayed below. This logo may not be separated, deconstructed, or altered in any way. Requests for files, a different style treatment, or a different file type not mentioned below may be sent to design@hms.harvard.edu.

The HMS primary logo is permitted for use by Harvard Medical School itself and by those individuals with HMS academic appointments. It is not permitted for use by affiliated institutions (see below for HMS tag logo usage).

The HMS primary logo is ordinarily displayed in its horizontal arrangement as depicted here. A vertical arrangement also exists. The color of the crimson in the logo is different in the digital files (RGB) and print files (CMYK). To find more information on color codes, visit the Harvard Medical School Identity Guide. There are several available style treatments of the HMS primary logo, including black outlines, white outlines, full black type, and full white type. The shield and the wordmark are not separated unless specifically shown within this manual.

Introduction

Affiliate Contact Information

Core Principles for Guidance on Logo Use

Logo Types—Primary

Logo Types—Affiliate/Teaching Hospital

Affiliate-Based IPCIs

JACKETS AND VESTS

WHITE COATS AND SCRUB CAPS

OTHER SWAG

PRINT AND DIGITAL MEDIA

LOGO TYPES—AFFILIATE/TEACHING HOSPITAL

Harvard Medical School’s affiliate and teaching hospital logos are displayed below. These logos may not be separated, deconstructed, or altered in any way. Requests for files, a different style treatment, or a different file type not mentioned below may be sent to design@hms.harvard.edu.

The HMS affiliate and teaching hospital tag logos are to be used solely by institutions with formal HMS affiliations. These versions include modifying language that clarifies the relationship between the affiliate institution and HMS. These logos, which incorporate the HMS shield and affiliate or teaching hospital descriptive text, should always be used in a manner that positions the HMS affiliate or teaching hospital tag logos as secondary to the affiliated institution’s logo. The affiliate and teaching hospital tag logos should never be used on their own or in place of the affiliated institution’s logo.

These HMS tag logos exist in a wider range of variations than the HMS primary logo. There are one line and two line horizontal arrangements that are available with or without the shield in the color scheme that appears above or all black type. Like the primary HMS logo, the color of the crimson in these logos is different in the digital files (RGB) and print files (CMYK). There are also additional vertical arrangements for garments that can be made available.

Introduction

Affiliate Contact Information

Core Principles for Guidance on Logo Use

Logo Types—Primary

Logo Types—Affiliate/Teaching Hospital

Affiliate-Based IPCIs

JACKETS AND VESTS

WHITE COATS AND SCRUB CAPS

OTHER SWAG

PRINT AND DIGITAL MEDIA

AFFILIATE-BASED INITIATIVES, PROGRAMS, CENTERS, AND INSTITUTES (IPCI s )

HMS Quad and affiliate-based IPCIs have received approval from the Office for Clinical and Academic Affairs to use the HMS name and shield. For these entities, there is specific branding that has been established, examples of which appear below.

Use of IPCI branding is reserved for representing the IPCI itself when it is presented as a unit. IPCI branding is only intended for use in research and educational contexts.

JACKETS AND VESTS

INTRODUCTION

JACKETS AND VESTS

General Use—Affiliate Institution

General Use for Affiliate-Based Labs/Centers/ Departments—Full Logos

General Use for Affiliate-Based Labs/Centers/ Departments—Dual Icons

HMS Academic Appointees—General

HMS Academic Appointees—Labs/Centers/ Departments—Full Logos

HMS Academic Appointees—Labs/Centers/ Departments—Dual Icons

WHITE COATS AND SCRUB CAPS

OTHER SWAG

PRINT AND DIGITAL MEDIA

While this guidance illustrates HMS-approved name and logo uses for affiliated institutions, affiliated institutions retain full control of their own standards and may not permit all use cases outlined herein.

GENERAL USE—AFFILIATE INSTITUTION

For jackets and fleeces bearing the affiliate institution’s icon and wordmark, the HMS affiliate or teaching hospital tag logo must appear on the opposite chest, shoulder, or back of the neck, and it must be sized equal to or smaller than the affiliate institution’s logo. No additional information or logos may be added to these garments.

All orders for items bearing the HMS name and/or HMS logos originating from affiliates require advance authorization from affiliateapprovals@hms.harvard.edu. Please note that submissions during high-volume periods may require longer response times.

INTRODUCTION

JACKETS AND VESTS

General Use—Affiliate Institution

General Use for Affiliate-Based Labs/Centers/ Departments—Full Logos

General Use for Affiliate-Based Labs/Centers/ Departments—Dual Icons

HMS Academic Appointees—General

HMS Academic Appointees—Labs/Centers/ Departments—Full Logos

HMS Academic Appointees—Labs/Centers/ Departments—Dual Icons

WHITE COATS AND SCRUB CAPS

OTHER SWAG

PRINT AND DIGITAL MEDIA

While this guidance illustrates HMS-approved name and logo uses for affiliated institutions, affiliated institutions retain full control of their own standards and may not permit all use cases outlined herein.

GENERAL USE FOR AFFILIATE-BASED LABS/CENTERS/ DEPARTMENTS—FULL LOGOS

For jackets and fleeces bearing the affiliate institution’s icon and wordmark, the HMS affiliate or teaching hospital tag logo must appear on the opposite chest, shoulder, or back of the neck, and it must be sized equal to or smaller than the affiliate institution’s logo (not including the descriptive text for the lab/center/department). No additional information or logos may be added to these garments.

All orders for items bearing the HMS name and/or HMS logos originating from affiliates require advance authorization from affiliateapprovals@hms.harvard.edu. Please note that submissions during high-volume periods may require longer response times.

INTRODUCTION

JACKETS AND VESTS

General Use—Affiliate Institution

General Use for Affiliate-Based Labs/Centers/ Departments—Full Logos

General Use for Affiliate-Based Labs/Centers/ Departments—Dual Icons

HMS Academic Appointees—General

HMS Academic Appointees—Labs/Centers/ Departments—Full Logos

HMS Academic Appointees—Labs/Centers/ Departments—Dual Icons

WHITE COATS AND SCRUB CAPS

OTHER SWAG

PRINT AND DIGITAL MEDIA

While this guidance illustrates HMS-approved name and logo uses for affiliated institutions, affiliated institutions retain full control of their own standards and may not permit all use cases outlined herein.

GENERAL USE FOR AFFILIATE-BASED LABS/CENTERS/ DEPARTMENTS—DUAL ICONS

For jackets and fleeces bearing the affiliate institution’s icon alone instead of its full logo, the HMS shield is permitted provided that there is descriptive text for the lab/center/department included that follows the formatting and sizing guidelines below. No additional information or logos may be added to these garments. No additional information or logos may be added to these garments.

All orders for items bearing the HMS name and/or HMS logos originating from affiliates require advance authorization from affiliateapprovals@hms.harvard.edu. Please note that submissions during high-volume periods may require longer response times.

INTRODUCTION

JACKETS AND VESTS

General Use—Affiliate Institution

General Use for Affiliate-Based Labs/Centers/ Departments—Full Logos

General Use for Affiliate-Based Labs/Centers/ Departments—Dual Icons

HMS Academic Appointees—General

HMS Academic Appointees—Labs/Centers/ Departments—Full Logos

HMS Academic Appointees—Labs/Centers/ Departments—Dual Icons

WHITE COATS AND SCRUB CAPS

OTHER SWAG

PRINT AND DIGITAL MEDIA

While this guidance illustrates HMS-approved name and logo uses for affiliated institutions, affiliated institutions retain full control of their own standards and may not permit all use cases outlined herein.

HMS ACADEMIC APPOINTEES—GENERAL

Individuals with HMS academic appointments based at affiliated institutions may use the primary HMS logo in lieu of the affiliate or teaching hospital tag logo. For jackets and fleeces bearing the affiliate institution’s icon and/or wordmark, the HMS primary logo must appear on the opposite chest, shoulder, or back of the neck, and the HMS logo must be sized equally to or smaller than the affiliate institution’s logo (not including the descriptive text for the lab/center/department). The academic appointee’s name and degrees must be included because the primary HMS logo is being used to represent that individual and not the affiliate relationship. Additionally, the text of the academic appointee’s name and degree(s) must appear underneath the affiliate institution’s logo. If the academic appointee wishes to include the name of their department or center, guidance for that appears on the following page. No additional information or logos may be added to these garments.

All orders for items bearing the HMS name and/or HMS logos originating from affiliates require advance authorization from affiliateapprovals@hms.harvard.edu. Please note that submissions during high-volume periods may require longer response times.

OR

Either version of the HMS primary logo may be placed in a variety of locations on the garment as long as it is separated from the main institution’s branding

INTRODUCTION

JACKETS AND VESTS

General Use—Affiliate Institution

General Use for Affiliate-Based Labs/Centers/ Departments—Full Logos

General Use for Affiliate-Based Labs/Centers/ Departments—Dual Icons

HMS Academic Appointees—General

HMS Academic Appointees—Labs/Centers/ Departments—Full Logos

HMS Academic Appointees—Labs/Centers/ Departments—Dual Icons

WHITE COATS AND SCRUB CAPS

OTHER SWAG

PRINT AND DIGITAL MEDIA

While this guidance illustrates HMS-approved name and logo uses for affiliated institutions, affiliated institutions retain full control of their own standards and may not permit all use cases outlined herein.

HMS ACADEMIC APPOINTEES—LABS/CENTERS/ DEPARTMENTS—FULL LOGOS

Individuals with HMS academic appointments based at affiliate institutions may use the primary HMS logo in lieu of the affiliate or teaching hospital tag logo. For jackets and fleeces bearing the affiliate institution’s icon and wordmark, the HMS primary logo must appear on the opposite chest, shoulder, or back of the neck, and the HMS logo must be sized equally to or smaller than the affiliate institution’s logo (not including the descriptive text for the lab/center/department). The academic appointee’s name and degrees may appear underneath the affiliate institution’s logo, followed by the name of the lab, center, or department. If the embroiderer is unable to place text underneath the affiliate institution’s logo, the text identifying the academic appointee in the manner depicted below may be moved to the opposite chest, and the HMS primary logo may appear on the shoulder or back of the neck. No additional information or logos may be added to these garments.

All orders for items bearing the HMS name and/or HMS logos originating from affiliates require advance authorization from affiliateapprovals@hms.harvard.edu. Please note that submissions during high-volume periods may require longer response times.

Either version of the HMS primary logo may be placed in a variety of locations on the garment as long as it is separated from the main institution’s branding

INTRODUCTION

JACKETS AND VESTS

General Use—Affiliate Institution

General Use for Affiliate-Based Labs/Centers/ Departments—Full Logos

General Use for Affiliate-Based Labs/Centers/ Departments—Dual Icons

HMS Academic Appointees—General

HMS Academic Appointees—Labs/Centers/ Departments—Full Logos

HMS Academic Appointees—Labs/Centers/ Departments—Dual Icons

WHITE COATS AND SCRUB CAPS

OTHER SWAG

PRINT AND DIGITAL MEDIA

While this guidance illustrates HMS-approved name and logo uses for affiliated institutions, affiliated institutions retain full control of their own standards and may not permit all use cases outlined herein.

HMS ACADEMIC APPOINTEES—LABS/CENTERS/ DEPARTMENTS—DUAL ICONS

For jackets and fleeces bearing the affiliate institution’s icon alone, the HMS shield may accompany it provided that there is descriptive text for the lab/center/department following the sizing guidelines below. The faculty member’s name and degrees will likely need to appear on the opposite chest or shoulder. If a vendor is able to embroider the academic appointee’s name and titles underneath the embroidery of the graphics and descriptive text, that is acceptable as well. No additional information or logos may be added to these garments.

All orders for items bearing the HMS name and/or HMS logos originating from affiliates require advance authorization from affiliateapprovals@hms.harvard.edu. Please note that submissions during high-volume periods may require longer response times.

WHITE COATS AND SCRUB CAPS

INTRODUCTION

JACKETS AND VESTS

WHITE COATS AND SCRUB CAPS

General Use Affiliate White Coat—Full Logos

General Use Affiliate White Coat—Dual Icons

HMS Academic Appointees White Coat—Full Logos

HMS Academic Appointees White Coat—Dual Icons

Scrub Caps

OTHER SWAG

PRINT AND DIGITAL MEDIA

While this guidance illustrates HMS-approved name and logo uses for affiliated institutions, affiliated institutions retain full control of their own standards and may not permit all use cases outlined herein.

GENERAL USE AFFILIATE WHITE COAT—FULL LOGOS

For white coats bearing the affiliate institution’s logo, the HMS affiliate or teaching hospital tag logo must appear on the opposite chest, and it must be sized equally to or smaller than the affiliate institution’s logo. No additional information or logos may be added to these garments.

All orders for items bearing the HMS name and/or HMS logos originating from affiliates require advance authorization from affiliateapprovals@hms.harvard.edu. Please note that submissions during high-volume periods may require longer response times.

INTRODUCTION

JACKETS AND VESTS

WHITE COATS AND SCRUB CAPS

General Use Affiliate White Coat—Full Logos

General Use Affiliate White Coat—Dual Icons

HMS Academic Appointees White Coat—Full Logos

HMS Academic Appointees White Coat—Dual Icons

Scrub Caps

OTHER SWAG

PRINT AND DIGITAL MEDIA

While this guidance illustrates HMS-approved name and logo uses for affiliated institutions, affiliated institutions retain full control of their own standards and may not permit all use cases outlined herein.

GENERAL USE AFFILIATE WHITE COAT—DUAL ICONS

For white coats bearing the affiliate institution’s icon alone, the HMS shield is permitted in this context only, provided that there is descriptive for the lab/center/department included that follows the formatting and size guidelines below. Please reference page 12 for shield and text size guidance. No additional information or logos may be added to these garments.

All orders for items bearing the HMS name and/or HMS logos originating from affiliates require advance authorization from affiliateapprovals@hms.harvard.edu. Please note that submissions during high-volume periods may require longer response times.

INTRODUCTION

JACKETS AND VESTS

WHITE COATS AND SCRUB CAPS

General Use Affiliate White Coat—Full Logos

General Use Affiliate White Coat—Dual Icons

HMS Academic Appointees White Coat—Full Logos

HMS Academic Appointees White Coat—Dual Icons

Scrub Caps OTHER

While this guidance illustrates HMS-approved name and logo uses for affiliated institutions, affiliated institutions retain full control of their own standards and may not permit all use cases outlined herein.

HMS ACADEMIC APPOINTEES WHITE COAT—FULL LOGOS

Individuals with HMS academic appointments based at affiliate institutions may use the primary HMS logo in lieu of the affiliate or teaching hospital tag logo. For these white coats bearing the affiliate institution’s icon and wordmark, the HMS primary logo must appear on the opposite chest, and the HMS logo must be sized equally to or smaller than the affiliate institution’s logo. The academic appointee’s name and degrees must be included because the primary HMS logo is being used to represent that individual and not the affiliate relationship, and the text of the academic appointee’s name and degree(s) must appear underneath the affiliate institution’s logo. If the academic appointee wishes to include the name of their department or center, that is acceptable in the line underneath their name. No additional information or logos may be added to these garments.

All orders for items bearing the HMS name and/or HMS logos originating from affiliates require advance authorization from affiliateapprovals@hms.harvard.edu. Please note that submissions during high-volume periods may require longer response times.

INTRODUCTION

JACKETS AND VESTS

WHITE COATS AND SCRUB CAPS

General Use Affiliate White Coat—Full Logos

General Use Affiliate White Coat—Dual Icons

HMS Academic Appointees White Coat—Full Logos

HMS Academic Appointees White Coat—Dual Icons

Scrub Caps

While this guidance illustrates HMS-approved name and logo uses for affiliated institutions, affiliated institutions retain full control of their own standards and may not permit all use cases outlined herein.

HMS ACADEMIC APPOINTEES WHITE COAT—DUAL ICONS

Individuals with HMS academic appointments based at affiliate institutions may use the primary HMS logo in lieu of the affiliate or teaching hospital tag logo. For these white coats bearing the affiliate institution’s icon alone, the HMS shield may accompany it provided that there is descriptive text for the lab/center/department following the sizing guidelines below. The academic appointee’s name and degrees will likely need to appear on the shoulder or opposite chest. In the rare instance when a vendor has additional area in which they are able to embroider the academic appointee’s name and titles underneath the embroidery of the graphics and descriptive text, that is acceptable as well. Please reference page 12 for shield and text size guidance. No additional information or logos may be added to these garments.

All orders for items bearing the HMS name and/or HMS logos originating from affiliates require advance authorization from affiliateapprovals@hms.harvard.edu. Please note that submissions during high-volume periods may require longer response times.

INTRODUCTION

JACKETS AND VESTS

WHITE COATS AND SCRUB CAPS

General Use Affiliate White Coat—Full Logos

General Use Affiliate White Coat—Dual Icons

HMS Academic Appointees White Coat—Full Logos

HMS Academic Appointees White Coat—Dual Icons

Scrub Caps

OTHER SWAG

PRINT AND DIGITAL MEDIA

While this guidance illustrates HMS-approved name and logo uses for affiliated institutions, affiliated institutions retain full control of their own standards and may not permit all use cases outlined herein.

SCRUB CAPS

For scrub caps bearing the HMS affiliate or teaching hospital tag logo, the affiliate’s institutional logo should appear on one side of the cap and the HMS affiliate or teaching hospital tag logo should appear on the opposite side of the cap. No additional logos may be included on scrub caps displaying the HMS logo, including logos that are part of the cap’s fabric, and the HMS primary logo cannot be used. No additional information or logos may be added to these garments.

All orders for items bearing the HMS name and/or HMS logos originating from affiliates require advance authorization from affiliateapprovals@hms.harvard.edu. Please note that submissions during high-volume periods may require longer response times.

OTHER SWAG

INTRODUCTION

JACKETS AND VESTS

WHITE COATS AND SCRUB CAPS

OTHER SWAG

General Use—Affiliates

Affiliate-Based Labs/Centers/Departments

PRINT AND DIGITAL MEDIA

While this guidance illustrates HMS-approved name and logo uses for affiliated institutions, affiliated institutions retain full control of their own standards and may not permit all use cases outlined herein.

GENERAL USE—AFFILIATES

For items bearing the affiliate institution’s icon and wordmark, the HMS affiliate or teaching hospital tag logo must appear on the opposite side of the item, and it must be sized equally to or smaller than the affiliate institution’s logo. Some items may not be approved if there is not enough area to separate the two logos. No additional information or logos may be added to these items.

All SWAG orders bearing the HMS name or HMS logos originating from affiliates requires securing authorization from affiliateapprovals@hms.harvard.edu. Please note that submissions during high volume periods may require longer response times.

INTRODUCTION

JACKETS AND VESTS

WHITE COATS AND SCRUB CAPS

OTHER SWAG

General Use—Affiliates

Affiliate-Based Labs/Centers/Departments PRINT AND

While this guidance illustrates HMS-approved name and logo uses for affiliated institutions, affiliated institutions retain full control of their own standards and may not permit all use cases outlined herein.

AFFILIATE-BASED LABS/CENTERS/DEPARTMENTS

Two arrangements are available for labs/centers/departments ordering most swag items, such as tote bags. When full logos are used, there needs to be enough space to separate the affiliate institution’s logo from the HMS affiliate or teaching hospital tag logo, and descriptive text should identify the lab/center/department under the affiliate logo. When the dual-icon arrangement is preferred or there is not sufficient space to separate full logos, the affiliate institution’s icon and HMS shield may be placed side-by-side provided that there is descriptive text for the lab/center/ department. Please reference page 12 for shield and text size guidance. No additional information or logos may be added to these items.

All SWAG orders bearing the HMS name or HMS logos originating from affiliates requires securing authorization from affiliateapprovals@hms.harvard.edu. Please note that submissions during high volume periods may require longer response times.

PRINT AND DIGITAL MEDIA

INTRODUCTION

JACKETS AND VESTS

WHITE COATS AND SCRUB CAPS

OTHER SWAG

PRINT AND DIGITAL MEDIA

About Us/Boilerplate Language

Advertising and Promotional Materials

Certificates and Awards

Institutional Websites

Affiliate-Based Center Websites

Affiliate-Based Faculty Lab Websites

Email Signatures

Business Cards

Stationery—Institutional

PowerPoint Templates—Institutional Posters—Institutional

Stationery—HMS Academic Appointees

PowerPoint Templates—HMS Academic Appointees

Research Posters for Individuals with HMS Academic Appointments

While this guidance illustrates HMS-approved name and logo uses for affiliated institutions, affiliated institutions retain full control of their own standards and may not permit all use cases outlined herein.

ABOUT US/BOILERPLATE LANGUAGE

Descriptive text about the affiliate institution can state that it is a “teaching hospital of Harvard Medical School” or “an affiliate of Harvard Medical School.” No other phrasing, adjectives, or superlatives (e.g., “primary,” “oldest,” “largest,” “pediatric”) may be included in descriptions that include the HMS or Harvard name.

INTRODUCTION

JACKETS AND VESTS

WHITE COATS AND SCRUB CAPS

OTHER SWAG

PRINT AND DIGITAL MEDIA

About Us/Boilerplate Language

Advertising and Promotional Materials

Certificates and Awards

Institutional Websites

Affiliate-Based Center Websites

Affiliate-Based Faculty Lab Websites

Email Signatures

Business Cards

Stationery—Institutional

PowerPoint Templates—Institutional

Posters—Institutional

Stationery—HMS Academic Appointees

PowerPoint Templates—HMS Academic Appointees

Research Posters for Individuals with HMS Academic Appointments

While this guidance illustrates HMS-approved name and logo uses for affiliated institutions, affiliated institutions retain full control of their own standards and may not permit all use cases outlined herein.

ADVERTISING AND PROMOTIONAL MATERIALS

Any use of the HMS name or logo in promotional materials must be sent for review and approval to affiliateapprovals@hms.harvard.edu. The guidance below articulates basic standards by content type anchored by three core principles: no visuals of the HMS or Harvard University campus may be used; the use of any HMS logos must comply with current guidance in this manual, including on items shown briefly or in passing, such as on white coats in a video spot; and, the affiliate relationship must be identified in a manner that is clear and accurate, without modifiers (e.g., major, first), separate from the identification of the hospital as a member of a health care system, and directly identifying the affiliate institution as an affiliate or teaching hospital of HMS.

General Guidelines

The following are general guidelines by which HMS will review requests from affiliates to use the HMS name or logo in advertising and promotional materials. Advance approval is required in all cases.

• Activities/events of departments and individuals may not use any HMS logos to avoid confusion about the institution responsible for the activity or event in question.

• Clinical research and study recruitment may use the HMS affiliate or teaching hospital tag logo only when it is both separate from and sized notably smaller than the affiliate institution’s logo. The material must also clearly state that the study is “overseen by [affiliate]” or “run by [affiliate]”.

• Educational programs and content may only use the HMS name or logo when the course is accredited by Harvard Medical School. When the course is not accredited by HMS, the HMS name may only be used to identify faculty members’ titles in a biographical section.

• Fundraising materials may only use the HMS name to state that the affiliate institution is an affiliate or teaching hospital of Harvard Medical School, without the use of any HMS logos. Exceptions are permitted for joint fundraising initiatives between HMS and affiliate institutions.

• Patient education materials may use the HMS affiliate or teaching hospital tag logo when it is positioned at the end/back of the material and is both separate from and sized notably smaller than the affiliate institution’s logo.

• Television/web-based commercial spots and print/billboard ads may use the HMS name to state that the affiliate institution is an affiliate or teaching hospital of Harvard Medical School in text or voiceover. No HMS logos are permitted, except when shown briefly or in passing, such as on white coats, provided that they align with current guidance in this manual.

INTRODUCTION

JACKETS AND VESTS

WHITE COATS AND SCRUB CAPS

OTHER SWAG

PRINT AND DIGITAL MEDIA

About Us/Boilerplate Language

Advertising and Promotional Materials

Certificates and Awards

Institutional Websites

Affiliate-Based Center Websites

Affiliate-Based Faculty Lab Websites

Email Signatures

Business Cards

Stationery—Institutional

PowerPoint Templates—Institutional

Posters—Institutional

Stationery—HMS Academic Appointees

PowerPoint Templates—HMS Academic Appointees

Research Posters for Individuals with HMS Academic Appointments

While this guidance illustrates HMS-approved name and logo uses for affiliated institutions, affiliated institutions retain full control of their own standards and may not permit all use cases outlined herein.

CERTIFICATES AND AWARDS

When the affiliate institution, or one of its departments, units, or activities, issues an award or certificate, it must clearly identify the issuing entity or unit as well as where that entity or unit is based (e.g. the Department of Surgery at Beth Israel Deaconess Medical Center). If there is a proposal to use the HMS name, it must be sent for review to affiliateapprovals@hms.harvard.

edu. Any award or certificate being proposed containing the HMS name must exist in a portrait orientation to avoid any confusion with diplomas.

INTRODUCTION

JACKETS AND VESTS

WHITE COATS AND SCRUB CAPS

OTHER SWAG

PRINT AND DIGITAL MEDIA

About Us/Boilerplate Language

Advertising and Promotional Materials

Certificates and Awards

Institutional Websites

Affiliate-Based Center Websites

Affiliate-Based Faculty Lab Websites

Email Signatures

Business Cards

Stationery—Institutional

PowerPoint Templates—Institutional Posters—Institutional

Stationery—HMS Academic Appointees

PowerPoint Templates—HMS Academic Appointees

Research Posters for Individuals with HMS Academic Appointments

While this guidance illustrates HMS-approved name and logo uses for affiliated institutions, affiliated institutions retain full control of their own standards and may not permit all use cases outlined herein.

INSTITUTIONAL WEBSITES

If the HMS affiliate or teaching hospital tag logo is displayed on the affiliate institution’s website, it must either appear unaccompanied by other logos, separated by text from the affiliate institution’s logo (as depicted below), or set among other logos—such as those recognizing a hospital’s ranking—that do not include other entities with which HMS has no relationship (e.g., a hospital system or a physician organization).

INTRODUCTION

JACKETS AND VESTS

WHITE COATS AND SCRUB CAPS

OTHER SWAG

PRINT AND DIGITAL MEDIA

About Us/Boilerplate Language

Advertising and Promotional Materials

Certificates and Awards

Affiliate-Based Center Websites

Affiliate-Based Faculty Lab Websites

Email Signatures

Business Cards

Stationery—Institutional

PowerPoint Templates—Institutional

Posters—Institutional

Stationery—HMS Academic Appointees

PowerPoint Templates—HMS Academic Appointees

Research Posters for Individuals with HMS Academic Appointments

While this guidance illustrates HMS-approved name and logo uses for affiliated institutions, affiliated institutions retain full control of their own standards and may not permit all use cases outlined herein.

AFFILIATE-BASED CENTER WEBSITES

When centers and other units based at affiliates have websites that reside on the institution’s domain and utilize the institutional primary website template, the HMS affiliate or teaching hospital tag logo will already exist in the footer and does not need to be removed. No HMS logos may be used in other locations outside of the institutional template footer, and when centers and other units have sites independent of the flagship template, no HMS logos may be displayed to avoid uncertainty about relationship HMS has to the center or unit being represented.

INTRODUCTION

JACKETS AND VESTS

WHITE COATS AND SCRUB CAPS

OTHER SWAG

PRINT AND DIGITAL MEDIA

About Us/Boilerplate Language

Advertising and Promotional Materials

Certificates and Awards

Institutional Websites

Affiliate-Based Center Websites

Affiliate-Based Faculty Lab Websites

Email Signatures

Business Cards

Stationery—Institutional

PowerPoint Templates—Institutional Posters—Institutional

Stationery—HMS Academic Appointees

PowerPoint Templates—HMS Academic Appointees

Research Posters for Individuals with HMS Academic Appointments

While this guidance illustrates HMS-approved name and logo uses for affiliated institutions, affiliated institutions retain full control of their own standards and may not permit all use cases outlined herein.

AFFILIATE-BASED FACULTY LAB WEBSITES

Branding for lab sites belonging to individuals with HMS appointments must clearly identify the institution responsible for a given faculty member’s lab and should avoid representations that may confuse viewers about the nature of the relationship between HMS and the affiliate institution by following this guidance.

General Site Guidance:

If an original logo for a lab is desired, the logo may not contain any HMS or Harvard elements. The lab’s website should prominently and explicitly identify the faculty member’s primary institution/ employer (e.g., Smith Lab at Brigham and Women’s Hospital), and any lead photo or primary image must represent the faculty member’s primary institution/employer.

Contact design@hms.harvard.edu if there is a desire for images that may be used of HMS, and please note that these images must be accompanied by a statement clearly identifying the faculty member’s dual appointment at the primary institution and HMS.

Use of HMS Logos for Academic Appointees’ Lab Sites:

When the criteria above are met, the HMS logo may be displayed depending on the platform being used for the site:

• In all cases, there should be significant separation between an HMS logo and other logos displayed on the site.

• If the lab’s site resides on the primary institution’s/employer’s platform, the HMS affiliate or teaching hospital tag logo may be displayed in the site’s footer; the HMS primary logo may not be used in this instance.

• If the lab’s site exists independent of the primary institution’s/employer’s platform, the primary HMS logo may be displayed to represent the faculty member’s appointment; the affiliate or teaching hospital tag logo may not be used in this case.

• An alternative to the above guidance is to not use the HMS primary logo, or the affiliate or teaching hospital tag logo, in the site’s header or footer and instead place the HMS primary mark next to profiles of individuals holding academic appointments on a biographical page.

• In all cases, there must be significant separation between an HMS logo and any other logos displayed on the site.

INTRODUCTION

JACKETS AND VESTS

WHITE COATS AND SCRUB CAPS

OTHER SWAG

PRINT AND DIGITAL MEDIA

About Us/Boilerplate Language

Advertising and Promotional Materials

Certificates and Awards

Institutional Websites

Affiliate-Based Center Websites

Affiliate-Based Faculty Lab Websites

Email Signatures

Business Cards

Stationery—Institutional

PowerPoint Templates—Institutional

Posters—Institutional

Stationery—HMS Academic Appointees

PowerPoint Templates—HMS Academic Appointees

Research Posters for Individuals with HMS Academic Appointments

While this guidance illustrates HMS-approved name and logo uses for affiliated institutions, affiliated institutions retain full control of their own standards and may not permit all use cases outlined herein.

EMAIL SIGNATURES

Broader institutional use: the HMS primary, affiliate, and teaching hospital logos are not permitted for use by employees of affiliate institutions who do not have HMS appointments.

Individuals with HMS academic appointments: consistent with best practices, we recommend not using logos in email signatures because of the limitations of graphics rendering appropriately and consistently in emails. When the affiliate institution’s branding guidelines call for the inclusion of logos in email signatures, individuals with HMS academic appointments may use the primary HMS logo (the shield and HMS wordmark) underneath the affiliate institution’s logo.

INTRODUCTION

JACKETS AND VESTS

WHITE COATS AND SCRUB CAPS

OTHER SWAG

PRINT AND DIGITAL MEDIA

About Us/Boilerplate Language

Advertising and Promotional Materials

Certificates and Awards

Institutional Websites

Affiliate-Based Center Websites

Affiliate-Based Faculty Lab Websites

Email Signatures

Business Cards

Stationery—Institutional

PowerPoint Templates—Institutional

Posters—Institutional

Stationery—HMS Academic Appointees

PowerPoint Templates—HMS Academic Appointees

Research Posters for Individuals with HMS Academic Appointments

While this guidance illustrates HMS-approved name and logo uses for affiliated institutions, affiliated institutions retain full control of their own standards and may not permit all use cases outlined herein.

BUSINESS CARDS

Broader institutional use: the HMS primary, affiliate, and teaching hospital logos are not permitted for use by employees of affiliate institutions who do not have HMS appointments.

Individuals with HMS academic appointments: HMS welcomes the inclusion of the primary HMS logo in the top right corner, opposite the affiliate institution’s logo in the top left corner, provided there is significant spacing between the two marks. The HMS logo may also appear on the bottomright hand side of the business card.

Alternate version:

INTRODUCTION

JACKETS AND VESTS

WHITE COATS AND SCRUB CAPS

OTHER SWAG

PRINT AND DIGITAL MEDIA

About Us/Boilerplate Language

Advertising and Promotional Materials

Certificates and Awards

Institutional Websites

Affiliate-Based Center Websites

Affiliate-Based Faculty Lab Websites

Email Signatures

Business Cards

Stationery—Institutional

PowerPoint Templates—Institutional

Posters—Institutional

Stationery—HMS Academic Appointees

PowerPoint Templates—HMS Academic Appointees

Research Posters for Individuals with

HMS Academic Appointments

While this guidance illustrates HMS-approved name and logo uses for affiliated institutions, affiliated institutions retain full control of their own standards and may not permit all use cases outlined herein.

STATIONERY—INSTITUTIONAL

If the HMS affiliate or teaching hospital tag logo is displayed on the affiliate institution’s stationery, it must be scaled down to half the size of the affiliate institution’s logo and be placed on the opposite side of the page or in the footer of the letterhead to create substantial separation between the affiliate and HMS logos. Please note that these templates should only be used by the affiliate institution’s employees when acting in their institutional roles, unless the template is being used to propose a financial relationship with a third party with which HMS has no involvement. In these cases, HMS branded templates should not be used.

Alternate version:

INTRODUCTION

JACKETS AND VESTS

WHITE COATS AND SCRUB CAPS

OTHER SWAG

PRINT AND DIGITAL MEDIA

About Us/Boilerplate Language

Advertising and Promotional Materials

Certificates and Awards

Institutional Websites

Affiliate-Based Center Websites

Affiliate-Based Faculty Lab Websites

Email Signatures

Business Cards

Stationery—Institutional

PowerPoint Templates—Institutional

Posters—Institutional

Stationery—HMS Academic Appointees

PowerPoint Templates—HMS Academic Appointees

Research Posters for Individuals with HMS Academic Appointments

While this guidance illustrates HMS-approved name and logo uses for affiliated institutions, affiliated institutions retain full control of their own standards and may not permit all use cases outlined herein.

POWERPOINT TEMPLATES—INSTITUTIONAL

If the HMS affiliate or teaching hospital tag logo is displayed on the affiliate institution’s PowerPoint template, it should be scaled similarly to and substantially separate (e.g., opposite corner) from the affiliate institution’s logo. Please note that these templates should only be used by the affiliate institution’s employees when acting in their institutional roles, unless the template is being used to propose a financial relationship with a third party with which HMS has no involvement. In these cases, HMS branded templates should not be used.

INTRODUCTION

JACKETS AND VESTS

WHITE COATS AND SCRUB CAPS

OTHER SWAG

PRINT AND DIGITAL MEDIA

About Us/Boilerplate Language

Advertising and Promotional Materials

Certificates and Awards

Institutional Websites

Affiliate-Based Center Websites

Affiliate-Based Faculty Lab Websites

Email Signatures

Business Cards

Stationery—Institutional

PowerPoint Templates—Institutional

Posters—Institutional

Stationery—HMS Academic Appointees

PowerPoint Templates—HMS Academic Appointees

Research Posters for Individuals with HMS Academic Appointments

While this guidance illustrates HMS-approved name and logo uses for affiliated institutions, affiliated institutions retain full control of their own standards and may not permit all use cases outlined herein.

POSTERS—INSTITUTIONAL

This section is intended to address posters that are created for institutional purposes, such as celebrating an important milestone for the affiliate. All such posters must be sent to: affiliateapprovals@hms.harvard.edu for review.

The use of the HMS affiliate or teaching hospital tag logo in posters related to activities and events held by individual units, departments, centers, etc. introduces uncertainty regarding the institution responsible for the event and, as a result, is unlikely to be approved.

Depending on the content of the poster, it may be important to review the advertising and promotional material page in this manual.

INTRODUCTION

JACKETS AND VESTS

WHITE COATS AND SCRUB CAPS

OTHER SWAG

PRINT AND DIGITAL MEDIA

About Us/Boilerplate Language

Advertising and Promotional Materials

Certificates and Awards

Institutional Websites

Affiliate-Based Center Websites

Affiliate-Based Faculty Lab Websites

Email Signatures

Business Cards

Stationery—Institutional

PowerPoint Templates—Institutional Posters—Institutional

Stationery—HMS Academic Appointees

PowerPoint Templates—HMS Academic Appointees

Research Posters for Individuals with HMS Academic Appointments

While this guidance illustrates HMS-approved name and logo uses for affiliated institutions, affiliated institutions retain full control of their own standards and may not permit all use cases outlined herein.

STATIONERY—HMS ACADEMIC APPOINTEES

Individuals with HMS academic appointments may use the HMS primary logo on their stationery provided that it is substantially separated from the affiliate institution’s logo by being placed in either corner of the footer. Please note that these templates should only be used by the affiliate institution’s employees when acting in their institutional roles, unless the template is being used to propose a financial relationship with a third party with which HMS has no involvement. In these cases, HMS branded templates should not be used.

INTRODUCTION

JACKETS AND VESTS

WHITE COATS AND SCRUB CAPS

OTHER SWAG

PRINT AND DIGITAL MEDIA

About Us/Boilerplate Language

Advertising and Promotional Materials

Certificates and Awards

Institutional Websites

Affiliate-Based Center Websites

Affiliate-Based Faculty Lab Websites

Email Signatures

Business Cards

Stationery—Institutional

PowerPoint Templates—Institutional

Posters—Institutional

Stationery—HMS Academic Appointees

PowerPoint Templates—HMS Academic Appointees

Research Posters for Individuals with HMS Academic Appointments

While this guidance illustrates HMS-approved name and logo uses for affiliated institutions, affiliated institutions retain full control of their own standards and may not permit all use cases outlined herein.

POWERPOINT TEMPLATES—HMS ACADEMIC APPOINTEES

Individuals with HMS academic appointments may use the HMS primary logo on their PowerPoint template. It should be scaled similarly to and substantially separate (e.g., opposite corner) from the affiliate institution’s logo. Please note that these templates should only be used by the affiliate institution’s employees when acting in their institutional roles, unless the template is being used to propose a financial relationship with a third party with which HMS has no involvement. In these cases, HMS branded templates should not be used.

J Smith, MD-ScD Associate Professor of Population Medicine

Harvard Pilgrim Health Care Institute

Harvard Medical School

INTRODUCTION

JACKETS AND VESTS

WHITE COATS AND SCRUB CAPS

OTHER SWAG

PRINT AND DIGITAL MEDIA

About Us/Boilerplate Language

Advertising and Promotional Materials

Certificates and Awards

Institutional Websites

Affiliate-Based Center Websites

Affiliate-Based Faculty Lab Websites

Email Signatures

Business Cards

Stationery—Institutional

PowerPoint Templates—Institutional

Posters—Institutional

Stationery—HMS Academic Appointees

PowerPoint Templates—HMS Academic Appointees

Research Posters for Individuals with HMS Academic Appointments

While this guidance illustrates HMS-approved name and logo uses for affiliated institutions, affiliated institutions retain full control of their own standards and may not permit all use cases outlined herein.

RESEARCH POSTERS FOR INDIVIDUALS WITH HMS ACADEMIC APPOINTMENTS

Individuals with HMS academic appointments presenting their research may represent themselves using the HMS primary logo. Typically, our guidance is that the logo must be substantially separated from all other logos to avoid a range of issues that accompany co-branding. Given that these research posters have a very specific purpose that is widely understood, the logos placed on the poster representing the affiliations of individuals involved in the research must be accompanied by a clarifying statement, such as: “Individuals who contributed to this research hold appointments at the following institutions:”.

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Harvard Medical School Affiliate Branding Manual