College of Medicine Brand Standards
Our Name
It’s a long name and it’s our name. As members of Washington State University, a brand with a 130-year history, there is immense value in connecting our college brand to the university brand to instill trust and build brand recognition. We are honored that our college is named after the late Dr. Elson S. Floyd who had a bold and audacious vision to ensure individuals from Washington could receive a medical education and, in turn, provide healthcare to the communities of Washington.
Using Our Name
When using our name, please follow these guidelines:
- Use the entire name on first reference: Washington State University Elson S. Floyd College of Medicine
- If the audience is internal, local or extremely familiar with Washington State University, you may use: WSU Elson S. Floyd College of Medicine
- Use a shortened version on second and subsequent reference: WSU College of Medicine or College of Medicine
- If a document is entirely about the WSU College of Medicine, after first reference you may simply use “the college” on subsequent reference. Please note “college” should not be capitalized in this use.
While we occasionally use shorthand when conversing internally about the WSU College of Medicine, the following terms SHOULD NOT be used in any external documents or other forms of communication:
- ESFCOM
- COM
- Floyd College of Medicine
- ESF College of Medicine
We SHOULD NOT use the WSU Health Sciences or the WSU Spokane brands as part of our name. Because we have a statewide presence, we only use Washington State University in association with our name.
For departments and degree programs that are currently only available at the WSU Spokane campus, reference the campus ONLY in relation to where the department or program is located. For example, “The Department of Nutrition and Exercise Physiology, part of the WSU Elson S. Floyd College of Medicine, educates 70 students each year and conducts extensive research on the WSU Spokane campus.”
Department Names
When using a department name, please follow these guidelines:
Each department should always be written and referred to as “Department of.”
Our departments include:
- Department of Community and Behavioral Health
- Department of Medical Education and Clinical Sciences
- Department of Nutrition and Exercise Physiology
- Department of Speech and Hearing Sciences
- Department of Translational Medicine and Physiology
Use the entire name, followed by inclusion of the college, on first reference: Department of Translational Medicine and Physiology, part of the Washington State University Elson S. Floyd College of Medicine
Use a shortened version on second and subsequent reference: Department of Translational Medicine and Physiology or Translational Medicine and Physiology
If a document is entirely about the department, after first reference you may simply use “the department” on subsequent reference. Please note “department” should not be capitalized in this use.
College of Medicine Logos
Horizontal
This version is used for documents or items where ample horizontal space is available, such as a header on a memo. This, along with the vertical logo, is a preferred version.
Vertical
This version is used when horizontal space is limited, such as promotional items and marketing materials. This, along with the horizontal logo, is a preferred version.
Download College of Medicine Logos (Requires WSU Login) or email medicine.communications@wsu.edu to request.
Abbreviated
The abbreviated version is used sparingly, generally for promotional or other items that are small and would diminish quality and visibility of horizontal or stacked logo options. This version should never be used for documents or other communication materials. Contact medicine.communications@wsu.edu to request.
Department, Office, and Center Logos
Horizontal versions are available and should be used for items like documents, headers, memos, and certain marketing materials.
Department, office, and center logos should ONLY be used for specific needs. Information that pertains to multiple departments, offices, centers, or the entire college should use the College of Medicine logo. When in doubt, defer to the college logo.
If you need an department, office, or center logo, please contact medicine.communications@wsu.edu to request.
Specialty Logos
The University may approve a specialty logo for unique circumstances. Specialty logos consist of three forms: horizontal, vertical, and abbreviated. Horizontal and vertical versions should be used for items like documents, headers, memos, and certain marketing materials. Abbreviated versions are used sparingly, generally for promotional or other items that are small and would diminish quality and visibility of horizontal or stacked logo options. This version should never be used for documents or other communication materials.
Specialty logos should ONLY be used for items that are specific to or require the unique identifier of the program or office. Information that pertains to multiple programs, offices or the entire college should use the College of Medicine logo. When in doubt, defer to the college logo.
If you need an specialty logo, please contact medicine.communications@wsu.edu to request.
Logo Guidelines
All logo guidelines follow Washington State University brand standards.
- Do use the appropriate clear space around the logo. The shape of the cougar mouth should be used as a minimum clear space around the logo.
- Do follow the minimum size requirements. 1.5″ or 150px wide.
- Do use approved color palette.
- Do use the approved logos.
- Do NOT modify, stretch, rotate, or distort the primary logo any way.
- Do NOT use the logo as a repeating element.
- Do NOT crop the logo.
- Do NOT fill the logo with a gradient, image, or pattern.
- Do NOT place the logo on busy photographic background.
- Do NOT recreate the logos by change the font.
- Do NOT incorporate or combine any other university parts or names with other marks, symbols, or graphics.
Fonts & Colors
Our fonts and colors are the same as the official Washington State University brand standards.
Promotional Items
We offer a range of promotional items to market and promote the college to external audiences. All available items can be reviewed and requested on the Business & Finance Services website.
Promotional items are intended to market and promote the WSU College of Medicine to individuals who are external to the college including the general public, potential students/applicants, K-12 pipeline students, community and business leaders, potential clinical partners, and other similar audiences.
Current students, faculty, and staff of the college ARE NOT eligible to receive promotional items.
Trademark Licensing
Washington State University administers a trademark licensing program designed to provide manufacturers with the ability to create products featuring university logos and graphic marks while also ensuring that the institution’s reputation, image, and brand identity are presented appropriately.
Templates
We offer a range of templates, all available templates are located on SharePoint (Requires WSU Login).
- Email Signature
- eLetterhead
- Unit Emails
- Signs
- Presentation Posters
- PowerPoint Slides
- Name Badges
- Certificate
- Form Headers
- Zoom Backgrounds
Letterhead and Stationery
Letterhead and stationery, including business cards, are created and produced by university Communications & Marketing in Pullman using standardized templates.
To order printed letterhead, stationery, and business cards, please submit your request through smartsheet.com via the General Purchasing Request form.
Business & Finance Services will submit the request to the university for printing. If you have questions, you may direct them to finance.medicine@wsu.edu.
Please note that all stationery and business cards should only use the WSU logo, NOT a campus specific or department/office logo.
Brand & Cultural Attributes
The following brand and cultural attributes communicate the personality of the WSU Elson S. Floyd College of Medicine and what key audiences will experience when they interact with it. These attributes also describe the people who work within and attend the College of Medicine.
- Resourceful
- Generous
- Agile
- Inventive
- Respect
- Appreciation
- Accountability
- Community
- Creativity
- Stewardship