Digital Governance Branding

Summary: Baylor College of Medicine’s brand communicates who we are, what we do, the quality we provide and our reputation for trustworthiness to the market. Consistency of look, feel and message is key to creating and maintaining a strong presence in the marketplace. This article describes the governance by which branding requirements are defined, scoped and applied across Baylor College of Medicine.

Approving Authority: The Baylor College of Medicine Marketing Group

Last Updated: Nov. 27, 2018

Purpose: The purpose of this governance is to preserve the integrity of the Baylor College of Medicine brand and design system elements that help ensure we maintain a strong brand presence at each and every touch point. These elements create the Baylor College of Medicine look and feel and should be applied across all print and digital platforms.

Scope: This governance applies to all print and digital platforms that are identified with Baylor College of Medicine. This can include but is not limited to websites, newsletters, apps, scientific presentations, and software applications. Identification with Baylor College of Medicine can occur through display of the Baylor College of Medicine logo or text, which implies the endorsement or support of Baylor College of Medicine. All collateral materials and activities which represent the College are required to contain appropriate and approved branding.

The Baylor College of Medicine Marketing Group is responsible for curating and managing the College brand. This includes strategic planning for marketing initiatives as well as reviewing all applications of the College brand for adherence to branding guidelines.

Content creators are responsible for ensuring proper branding is applied wherever Baylor College of Medicine is identified with print or digital content. This includes obtaining approval from the Baylor College of Medicine Marketing Group for applications of the College brand

Baylor College of Medicine has created the following guidelines and examples of various branding applications to show variation and flexibility of the design system in context.

Brand Book (Baylor login required): It is vitally important to maintain the equity and integrity of the Baylor College of Medicine brand. The College Brand Book establishes the importance of our brand and our brand promise. It also outlines the appearance, tone and the language associated with the Baylor College of Medicine brand. Furthermore, it provides visual representations of how the brand is displayed and used to promote Baylor College of Medicine.

Brand Application Guidelines (Baylor login required): Learn how to apply the Baylor College of Medicine brand across healthcare, education and research initiatives.

All media identified with Baylor College of Medicine must receive branding review and approval. Compliance with branding guidelines is verified by the Baylor College of Medicine Marketing Group. Most digital content, such as websites, newsletters, social media accounts and apps, is reviewed for branding compliance as part of the standard review and approval process. However, digital content which falls outside of these channels should be submitted for branding approval by contacting marketing@bcm.edu.

Deviations from this guidance will result in notice of corrective action by the Baylor College of Medicine Digital Governance Subcommittee. Content owners will be required to make required modifications within the timeline provided by the subcommittee or content censure may occur.

*Note: Policies cited in the Digital Governance document (approved by the Board and published in March 2019) supersede any previous agreement, policy and/or guideline.