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Branding Guidelines

Brand is the proprietary visual, emotional, rational and cultural image that you associate with an organization, product, person or issue.

In 1996 the Johns Hopkins University and Health System Board of Trustees formed Johns Hopkins Medicine. The Johns Hopkins Medicine branding and identity guidelines have been in place since 2004.

These guidelines apply to all instances of use of Johns Hopkins Medicine names, entities and brandmarks. Consistency is created by having standards that establish boundaries for print, Web, digital, signs as well as other applications that make up many of Johns Hopkins' branding touch points.

Here you will find everything you need to correctly use the Johns Hopkins Medicine logo. Everyone using the Johns Hopkins Medicine logo or brandmark for any purpose (business cards, stationery, publications, exhibits, signs, merchandise, videos, Web sites, etc.) must adhere to the guidelines presented on this site.

Departments and divisions should not create their own logo or other identifying mark but embrace the one we have created to unify all our departments, staff and faculty. 

  • Use of anything but the Johns Hopkins brand mark confuses our patients, our colleagues and our referring community;
  • Creating any other mark, name or look prevents that program from receiving the benefit of association with one of the world's strongest and most recognized health care brands; and
  • The inappropriate use of other marks dilutes the name equity and effectiveness of our brand.

This Web site provides you with the background information and tools you need to help us achieve these goals.

This site will be updated frequently, so please check back if you don't find what you need, and of course, please feel free to contact us.