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Mobile and Web App Branding

Mobile and Web App Branding

This guide outlines the branding standards and approval process for mobile and web applications representing UW Medicine, ensuring that everything appears professional and aligns with our brand identity.

Brand Standards

Naming

  • When selecting an app name, it should be simple, short and clearly reflect its purpose. While brainstorming names, consider the app’s specific functionality and target audience.
  • The app’s description must be accurate and should emphasize its features.
  • Use clear and easy-to-understand language.

Logos and Icons

  • The UW Medicine logo must be prominently displayed on all applications.
  • The logo should not be altered in any way that compromises its integrity or legibility.
  • In some cases, a unique icon may be developed for an app. These icons or artwork may not be locked up with the UW Medicine wordmark. However, UW Medicine should be referenced in the text.
  • The app icon is the first visual element that people will see. It should immediately convey your app’s purpose in a simple way that anyone can quickly understand.
  • The application’s icons should be cohesive with the UW Medicine brand, reflecting the same style and color palette.

Other Elements

  • All visual elements should follow the approved color schemes and typography (fonts) of UW Medicine branding guidelines.
  • The app should align with UW accessibility requirements.
  • Images should be high-quality and relevant to the content of the application.
  • Avoid using stock images that do not reflect the values and mission of UW Medicine.
  • The provider (seller) of the app should be listed as “UW Medicine.”
  • The app description should include that the app was: “Developed and provided by UW Medicine” or “Provided by UW Medicine.”
  • The app’s copyright should be listed as “Copyright © [Year] University of Washington | All rights reserved.”

Examples

Application icon graphics and default (initial) screens should feature UW Medicine.

Sample unique icon graphic:

Sample wordmark graphic:

Sample splash screen graphics: 

 

Approval Process

Step 1: Initial Request

  • All requests for new app branding or significant updates should be submitted to Strategic Marketing & Communications via the brand review form.
  • Requests for creative consultation in developing branding may be made to uwmmktg@uw.edu.
  • The request should include a detailed description of the application, its purpose, target audience and key functionalities.

Step 2: Review by Strategic Marketing & Communications

  •  SMC will review the request to ensure it aligns with UW Medicine’s branding standards.
  •  The review process includes evaluating the application’s design and compliance with branding guidelines.

Step 3: Feedback and Revisions

  • Feedback will be provided to the requesting team, highlighting any necessary changes to meet branding standards.
  • The requesting team must make the required revisions and resubmit the application for further review if needed.

Contact Information

For any questions or further clarification regarding the branding standards and approval process, please get in touch with Strategic Marketing & Communications at uwmmktg@uw.edu.