Johns Hopkins Medicine brand and name equity: Use of the brand mark

Dear Colleagues,

We are asking for your help in our ongoing effort to strengthen and preserve the Johns Hopkins Medicine name equity and brand.

As you know, the Johns Hopkins Medicine brand mark represents our tripartite mission of research, teaching and patient care. Use of the Hopkins name benefits both the user and our organization and helps identify our intellectual, clinical and educational property. In fact, our name equity and brand mark are among our most important assets.

Department leaders occasionally seek to create a new look or mark to distinguish a new program. This should be avoided, for three reasons:

• 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.

We ask that you use only the one, official Johns Hopkins Medicine brand identity. This applies to brochures, publications, letterheads, websites, PowerPoint presentations, individual and departmental email signatures, lab coats, uniforms, signs and any other materials related to the programs and services of Johns Hopkins Medicine.

A complete resource outlining appropriate use of the Johns Hopkins name and brand mark, guidelines and usable marks is available to you at Johns Hopkins Medicine Branding and Use of Name. To arrange for an educational session or for support in naming a new program or initiative, please contact Max Boam, director of identity management and graphic design, or Jim Lustek, director of brand management and video production, at 443-287-2549.

Stewardship of our brand is a responsibility we all share. Thank you for your understanding and cooperation.

Edward D. Miller, M.D.
Dean of the Medical Faculty
CEO, Johns Hopkins Medicine

Ronald R. Peterson
President
The Johns Hopkins Hospital and Health System
EVP, Johns Hopkins Medicine