Service Line Logos

The UW Medicine brand architecture includes two-tiered logo lock-ups for patient-facing service lines, clinical specialties or institutes. These two-tiered logos link our service line identities with the UW Medicine umbrella brand, creating a strong connection between clinical excellence and our brand identity.

Service line logos are only available in black and white. When reversing the logo, the preference is to reverse a white logo out of the primary purple or black palette. Colors within the brand color palette may be used in cases where purple or black is not available or is not the best fit (e.g., t-shirts, hats, banners, etc.)

Service line logos should only be used on communications directly tied to the service line.

The primary UW Medicine logo should be used for communications involving multiple service lines.

Service line logo examples:  

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

Co-branded Partnership Logo 
You must obtain permission from the UW Medicine Strategic Marketing & Communications team before using a co-branded partnership logo lock-up. Please contact uwmmktg@uw.edu for co-branded logo guidance and permission. 

Two-tiered logo requests 

The primary UW Medicine wordmark logo should be used across all shared services, clinics, departments and initiatives. 

Some departments previously had their own two-tiered logos. However, we are reviewing existing logos and moving away from this practice to emphasize the primary UW Medicine brand. Going forward, only service lines, clinical specialties or institutes will have a two-tiered logo. This shift is crucial in creating a more streamlined and recognizable brand presence across all touchpoints, reinforcing our identity as a unified health system.  

Please note that gold, three-tiered logos are no longer allowed in our brand architecture.