Q. Why did we need to have a new brand?

A. The brand is a continued part of our move to become a fully integrated institution. We now have a common brand structure, anchored by our new symbol and the Wake Forest name. The goal is that our new logo becomes the fresh visual identity of our institution.

Q. I want to put my department’s name underneath the logo just like I used to with the old logo, but I was told I can’t do that. Why not? 

A. In accordance with emphasizing the new logo, less emphasis is being placed on individual departments, institutes or other sub-entities. [more]

Q. I downloaded a logo from the Brand Center to create a brochure, but was told it was not done properly when I sent it for approval to brandchampion@wakehealth.edu. Why? 

A. Logos cannot be altered. The guidelines on the new Brand Center’s “Design Basics / Logo Misuse” pages explain some of the common misuses of the logo. The most common problems when people download a logo is that they adjust the size to the space they need without keeping the logo in proportion. In other words, they are changing its size by dragging their cursor from the sides of the downloaded logo, thus changing its height or width. Instead, users must drag from the corners of the logo, so that it is reduced or expanded in proportion. Another common misuse has to do with spacing. You can find guidelines on the proper spacing of the logo and other elements on the “Design Basics” page under “Logo Clear Space.”

Q. Do I need a logo on everything I create? 

A. Not necessarily. Logos are most important for materials that will be presented to the public, including forms, brochures, flyers, T-shirts, promotional items, etc. For materials being distributed only within a department or employees, the department’s name may be sufficient. Questions on when to use the logo should be directed to brandchampion@wakehealth.edu.

Q. How do I know which logo to use? 

A. Much depends on the reason for using the logo. Although everyone will have a business card with a logo based on reporting structure, logos used on other materials are largely based upon the intended audience. If the materials you’re preparing target an outside audience for a clinical reason, such as patients, you would use the Wake Forest Baptist Health logo. If the audience is external, and it is related to education or research, you would use the Wake Forest School of Medicine logo. If the audience is internal and both clinical and non-clinical, you would use the Wake Forest Baptist Health logo. If the audience is internal and your material is used for corporate or business reasons, you would use the Wake Forest Baptist Medical Center logo. Please see the web page, "Choosing a Logo" for additional help.

If you are not sure, you can send an email to brandchampion@wakehealth.edu and someone from Creative Communications will help you.

Q. My boss is a high-level executive and uses the Wake Forest Baptist Medical Center logo on his business card. Does that mean I should be using that logo, too? What about other things such as letterhead? PowerPoint presentations?

A. People working under executives take the same logo on their business cards. And for many internal functions, the logo would be the same. However, if the material being prepared, including PowerPoint or other printed matter, has an external, clinical target, it would take the Wake Forest Baptist Health logo. Questions such as these can best be answered by emailing brandchampion@wakehealth.edu.

Q. I work in the Piedmont Triad Research Park for the School of Medicine doing research on a biotechnology project. What’s my logo?

A. Wake Forest School of Medicine.

Q. What if my business card bears the School of Medicine logo because I am a professor/researcher but I am making a public appearance to explain the cutting-edge research we are doing? If I have a table at this event and want to bring a banner or make a presentation, what logo should I use?

A. In most cases, if the public appearance is before a clinical audience, you would use the Wake Forest Baptist Health logo. If the audience largely consists of researchers or physicians or both, you would use the Wake Forest School of Medicine logo. Please see the web page, "Choosing a Logo" for additional help.

Q. Why do all of our badges now say Wake Forest Baptist Health, yet many of us have business cards that are either Wake Forest Baptist Health, Wake Forest School of Medicine or Wake Forest Baptist Medical Center?

A. Because nearly everyone on the Wake Forest Baptist Medical Center campus sees the public – and the majority also serve a clinical role – it is important to imprint the new brand name Wake Forest Baptist Health, which is our public-facing name. A visible way to do that is through our ID badges.

Q. When people ask me who my employer is, do I tell them Wake Forest Baptist Health? What about filling out forms that ask to know my employer?

A. Your employer is linked to the top executive of the entity for whom you work. Here are some examples: People who report to Chief Nursing Officer Maureen Sintich work for Wake Forest Baptist Health; people who report to Vice President and Chief Human Resources Officer Cheryl E.H. Locke work for Wake Forest Baptist Medical Center; people who report to School of Medicine Dean Edward Abraham work for Wake Forest School of Medicine.

Q. Why are some people being given two sets of business cards?

A. Many employees, because of their positions, have different functions with different audiences. The best example is physicians who work with patients on a clinical basis and who also teach and do research for the School of Medicine. For the education/research component of their work, it makes sense for them to have Wake Forest School of Medicine business cards. But for the clinical aspect of their work in dealing with patients, it is important to give them Wake Forest Baptist Health business cards.

Q. How can I order new business cards with the proper logo?

A. Business cards may be ordered through NowPrint, which takes you through a simple process online. Access to NowPrint is through WakeHealth.edu/printing. If a custom card is needed, please contact Creative Communications.

Q. Can I create my own stationery with the new logo?

A. No. Letterhead must be ordered through Creative Communications. The reason for having to order letterhead is to ensure a unified formal look to the public when it receives official material from Wake Forest Baptist Health, Wake Forest School of Medicine, Wake Forest Baptist Medical Center or any other sub-entity. Information listed on letterhead should be Department/Service or Name/Title. Specialties are typically not listed on letterhead.

Q. Can I just download the logo and copy my department name underneath on handouts, using your preferred typeface, so that people at a function I’m attending know which department or service line I represent?

A. No. It is preferred that department, service line, institute or other sub-entity names be used in type only, apart from the logo. Specifics can be found on the “Design Basics” page under “Department Names.”

Q. Can I use one of our logos in conjunction with my own art to create a logo for my department or event?

A. No, all materials must follow the new graphic design standards. The guidelines on the new Brand Center’s “Design Basics / Logo Misuse” pages explain some of the common misuses of the logo. Contact Creative Communications, creative@wakehealth.edu for assistance.

Q. I understand that Creative Communications produces many of our materials, but what if I’ve used an outside vendor? How can they gain access to our logo?

A. Outside vendors have easy access to downloads through our main website, WakeHealth.edu. Anyone having troubles downloading a logo or other material should contact Creative Communications, creative@wakehealth.edu.

Q. What kind of logo would I use for placement on a gift that I might give to visitors to my department such as a shirt or a paperweight?

A. Like many other cases, this depends on who the visitors are and the reason for their visit. Are they patients or visiting for clinical reasons (Wake Forest Baptist Health)? Are they visiting researchers or educators (Wake Forest School of Medicine)? Are they visiting executives on a corporate mission (Wake Forest Baptist Medical Center)?

Q. What if my department has its own logo, or if I have a credential that I want to include, or if we are partnering with an outside entity that has a logo? How would those be integrated with the appropriate Wake Forest logo?

A. In most instances, it is preferred that the appropriate Wake Forest logo stand alone, with the other logo or credential appearing on an inside or back page of the material, or at the bottom front if it is a single page and one-sided. In limited situations, other logos or credential may be required to appear as a “co-brand.” The “Design Basics” page explains this under “Co-Branding.”

Q. Can we create a nicely designed logo to go with our studies or programs? 

A. Just as individual departments or centers do not have their own logos, your materials cannot have their own logos. However, you may create a graphic that can appear in some fashion on printed materials for the department or research study or program. Such graphics, however, are subject to the institution’s branding guidelines. In short, what you create should be considered a piece of art and not a logo; it cannot be positioned alongside one of the official Wake Forest Baptist logos. On a Wake Forest Baptist-branded print item such as a flyer, you can use your creation as a piece of art, although for the purpose of credibility and professionalism, photography is preferred over illustration. For more details, see the Examples section of the Brand Center as well as the Downloads page for template versions of flyers, PowerPoint presentations, etc.  

Q. I need to produce a banner with only my department or service line name and logo on it. My department or service line name is very small in comparison to the logo. Do you have any suggestions?

A. Banners and some posters need to be professionally designed on a case-by-case basis to address this situation. Please contact Creative Communications, creative@wakehealth.edu.

Q. Why do we still occasionally see the N.C. Baptist Hospital and Wake Forest University Health Sciences names and logos?

A. N.C. Baptist Hospital and Wake Forest University Health Sciences remain legal entities. For certain financial and legal issues, those names and logos may still be required but they are not used as public-facing brands.

Q. Why do I need to get approval from Creative Communications for things that I am printing with the new brand if I know the brand is the correct one?

A. Although logos can be downloaded from the Brand Center website and the guidelines for use are available there, Creative Communications as brand champion must review all materials. This is required to ensure that all materials meet our standards. Departments must obtain approval from Creative Communications for all materials. Departments that do not obtain such approval prior to production of their pieces may have their reimbursements held up by the controller’s office. If you have questions, write to brandchampion@wakehealth.edu

Creative Communications is your Brand Champion 

Work with us: creative@wakehealth.edu
Call us: 336-716-4298

Send questions and artwork for approval to us: brandchampion@wakehealth.edu



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In order to maintain consistency as we build our brand, all branded communication materials must be forwarded to the Brand Champion at Creative Communications for review and approval before the final production is completed. This step assures that brand standards are upheld. Please allow 48 hours for approval.
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Last Updated: 01-12-2015
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Disclaimer: The information on this website is for general informational purposes only and SHOULD NOT be relied upon as a substitute for sound professional medical advice, evaluation or care from your physician or other qualified health care provider.