These are the guidelines for written and visual brand standards. Here, you’ll find everything you need to convey our brand position and personality through voice and tone. Learn more about our logos, typography, color palettes, AP Style writing guidelines and our brand elements/patterns. Consistent application and precise production of these elements in printed and electronic pieces are essential.


Brand Guidelines & Resources

Brand Guidelines & Resources

What is a brand?

Our brand is an asset—to be cultivated and protected. More than our logo, our brand is a feeling, a perception. It’s the culmination of each impression and experience an individual has with The Ohio State University and the Ohio State Wexner Medical Center. As a whole, our brand authentically shows our work and tells our stories in ways that leave lasting impressions.

Brand strategy derives from organizational strategy

The brand goes beyond our mission and vision statements to make a promise that consumers mentally retain and associate with our medical center. It encompasses every internal and external message, from patient experience to philanthropy to human resources policies. The brand connects with people through the head (logic), heart (relationships) and gut (desires). It identifies and differentiates us and helps us form an emotional connection with our consumers.

The Ohio State University Wexner Medical Center brand points of distinction

  • As the flagship academic health center in Ohio, we have the right and responsibility to improve the lives of Ohio’s population and people across the world.
  • Through life-changing research and innovation, we create and deliver forward-thinking solutions to meet any individual and community health need.
  • We use an innovative multidisciplinary model to educate the most diverse and sought-after health professionals in the world.