Social Media Mark – UW Medicine

Optimized for digital spaces

Primary Social Media Mark

The primary social media logo is our avatar, specifically designed for profile pictures and icons on platforms such as Facebook, Instagram, and LinkedIn. This logo is intended solely for use on the official UW Medicine social media accounts, which are managed by Strategic Marketing & Communications. Do not use on other social media accounts or websites.

Secondary Social Media Mark for Department Use

The secondary social media mark is designed specifically for profile pictures and icons on social media platforms for UW Medicine departments, service lines, divisions and other UW Medicine-affiliated social media accounts. It ensures simplicity and clarity in circle and square-based designs.

The secondary social media mark visually differentiates itself from the primary social media mark to avoid confusion with primary brand channels. It uses UW Medicine’s brand fonts to maintain visual brand consistency.

Creating Your Social Media Mark

Social media mark templates are available for use in Canva. To access the templates, you must be logged in to the UW Medicine Team or School of Medicine Team accounts on Canva. Please select the correct button link for your team.

UW Medicine Team Canva Secondary Social Media Mark Templates

UW School of Medicine Team Canva Secondary Social Media Mark Templates

When to Use the Social Media Mark 

Use the primary mark: 

As a profile image for the official UW Medicine account on social platforms. 
As a favicon (a small, square graphic) for websites or apps. 
In limited space digital layouts like mobile app tiles or chat icons.

Use the secondary mark: 

As a profile image for official institutional, departmental, educational and other UW Medicine-affiliated accounts on social platforms. 
As a favicon (a small, square graphic) for websites or apps. 
In limited space digital layouts like mobile app tiles or chat icons.

When Not to Use 

Do not use the social media mark: 

In printed marketing materials or publications. 
In large digital formats where the full or abbreviated logo is more appropriate. 
As a replacement for official branding in presentations or signage.

Primary Mark Design Standards 

Clear space: Maintain equal padding on all sides equal to the height of the “M” in “Medicine” around the entire logo.
Minimum size: 16px x 16px (digital). 
Aspect ratio: Always square or cropped to a circle (1:1). Do not stretch, crop or modify. 
Alignment: Always center align the UW Medicine logo
Colors: Follow avatar-specific color variants approved for optimal legibility. 
File formats: PNG (1080×1080) for social, SVG for digital platforms.

Secondary Mark Design Standards 

The same guidelines regarding minimum size requirements, clear proper space, aspect ratio, colors and file formats apply to the secondary social mark.
Alignment: always left-align text under the “UW Medicine” text
To maintain legibility, do not use more than four lines of text below “UW Medicine”