Service Line Logos

Consistent Branding for Patient Care 

Service line and specialty logos are specifically designed to represent areas of patient care while maintaining a unified connection to the UW Medicine brand. This page outlines guidelines for service line logo usage, unacceptable usage practices, and helpful information for academic departments, clinics and programs. 

Key Guidelines:

• Each service line uses a logo with the UW Medicine wordmark on the top and the service line name below and a single gold line separating the two elements 
• For communications involving multiple service lines or more general messaging, always default to the primary UW Medicine logo to emphasize our integrated care system. 
• Only service lines and specialties should use this logo. Please refer to the logo usage guidelines. 
• To maintain consistency, logos will not include “Department of …”  
• The same guidelines regarding minimum size requirements, clear proper space and reverse applications apply to the service line logos 
• To request service line logos, email uwmmktg@uw.edu or order from Creative Communications.

About service line and specialty logos

For the service line logos, UW Medicine is the top tier and the service line is the second tier. Service line logos should only be used on communications directly tied to the service line or specialty. The primary UW Medicine logo should be used for communications involving multiple service lines. Going forward, only patient-facing service lines and specialties will have a service line logo. 

These service lines and specialties are approved for a logo: 

Note: If a specialty is part of a service line, it should use the service line logo. For example, cardiology would use Heart Institute. Primary care should use its entity logo. Oncology and cancer should use Fred Hutch branding. 

To get a service line logo file and guidance for usage, contact uwmmktg@uw.edu or order through Creative Communications. 

Why service line logos don’t include the university wordmark

The decision to exclude the university wordmark from entity and service line logos creates a simpler visual identity for UW Medicine, avoiding a complex three-tier logo that looks wordy and would be challenging to use in many formats. However, there is an exception: service lines and entities may use the primary logo when adopting the “remote treatment” branding approach. This method visually separates the name from the primary logo, ensuring clarity while better emphasizing service line offerings.

Logos for clinics, programs, shared services and offices 

To maintain consistency with UW Medicine’s systemwide brand and simplify navigation for patients, logos are reserved for service lines and entities only. Clinics, offices, programs and shared services should use the UW Medicine primary logo and apply the “remote treatment” approach to highlight their specific name. 

Remote treatment allows the UW Medicine logo to remain the focal point while clearly displaying the name of your clinic, office, program or shared service. This ensures branding consistency across all locations while accommodating the need to identify specific groups. 

Icon use

No, icons or other artwork may not be locked up with any logos. While artwork and creative elements can be incorporated into other aspects of your materials, these elements must remain visually separate from the UW Medicine logo to preserve the integrity and clarity of our systemwide branding. Please see the artwork guidelines for more information.

To get a service line logo file and guidance for usage, contact uwmmktg@uw.edu. 

Unacceptable usage of UW Medicine service line logos

The following examples illustrate logos that do not adhere to UW Medicine brand guidelines.

Don’t use with more than one gold line. Service line logos use one gold line and entity logos use two.

Don’t use an unapproved service line name

Don’t pair with an icon or brand mark.

Don’t create new or standalone logos. Don’t use the block W.

Don’t use older versions of the logo.

Don’t use “Department of..” in the logo.

Don’t rearrange the logo elements.

Don’t change the color of the logo.

Don’t stretch, compress or add any effects to the logo

Guidance for School of Medicine Academic Departments

For departments that are patient-facing:

• If an academic department has a direct patient-facing component or is part of a service line, default to the Service Line or Specialty logo.
• Use the logo of the relevant service line or specialty to leverage UW Medicine’s established reputation in specific areas of clinical excellence.
• This approach enhances alignment with the UW Medicine patient care system, ensuring brand consistency and clarity for patients seeking specialized care.

For example:

• The Department of Anesthesiology should use the Anesthesiology and Pain Medicine specialty logo.
• The Department of Cardiology should use the Heart Institute logo if services fall under this service line.

For School of Medicine departments without a patient-facing component:

• If an academic department does not have a patient-facing or service line (i.e., focuses on research, education or other non-clinical functions), use the University of Washington School of Medicine entity logo with remote treatment style.
• They also have the option of using the primary UW Medicine logo. 
• Academic departments focus on their connection to the School of Medicine, which avoids creating unnecessary complexity or confusion in branding.
• Certain departments that operate as joint ventures with other schools within the University of Washington should continue using the UW branding to reflect their multi-school alignment. 

For example:

• The Department of Bioethics and Humanities should use the School of Medicine entity logo.
• The Department of Pharmacology should also use the School of Medicine entity logo.

General reminders:

• Do not create new or standalone logos. Departments or units should not develop unique logos or branding outside the UW Medicine brand system. 
• Do not use UW branding for patient-facing communications. Always use UW Medicine branding (not general UW branding) for any materials involving patient-facing interactions or communication.
• Use Fred Hutch branding exception: In cases where oncology or cancer services are involved, defer to branding alignment with the partnership guidelines.