Style Guide
Introduction
This guide provides tools and basic information about the Duke-Margolis Brand. The identity graphics in this guide are registered trademarks and should only be used as described in this guide. The graphic system represents the identity of the center and the university and may not be diluted through substitution or revision or altered in any way. These guidelines apply to all internal and external communications and publications sanctioned and created through or on behalf of the Duke-Margolis Center for Health Policy. A Duke NetID is required to download templates and files included in this guide.
Why a Style Guide?
To maintain and strengthen its brand, which is among its most valuable assets, Duke has developed a set of identity graphics and standards for its print and online communications. It promotes the clear and consistent use of these standards across the university, thereby reinforcing Duke’s identity as a global, interdisciplinary university whose schools and units work together on behalf of a common mission. The standards extend to the use of wordmarks, logos, signature colors, type fonts, written style, third-party use of the Duke University name, and other matters that affect Duke’s identity and reputation.
The same is true of the Duke-Margolis Center for Health Policy. As an interdisciplinary center that links multiple organizations and entities, clear communication of our messages, objectives and value is even more important.
As a service to our colleagues, we have adapted and expanded upon the Duke University style guide to the key situations faced by Duke-Margolis faculty, staff, students and affiliates and are providing a set of resources to assist you in clear, consistent communication that supports the excellence of the work you produce.
Together, we seek to shape a positive perception among our many audiences and stakeholders. We hope you find this guide useful.
Co-Branding
When visually representing more than one institution or partner, the Duke-Margolis wordmark should be treated equally to other institution and partner logos where applicable, meaning it should appear the same size. Our preference is that the Duke-Margolis wordmark be on the left. Please be mindful of these guidelines and apply them consistently. All use of the Duke-Margolis wordmark or name in co-branding must be approved by a member of the Center's executive team.
Please note the file format guidelines outlined in the Wordmark section of this style guide.
Email Signature
You can download a MS Word file with the logo and signature format here.
Fonts
Open Sans:
- Used in headers
- Substitute Word/PPT font: Calibri
- Used in Top Banner Header titles
- Graphics and/or buttons
- All-caps with manually added wide-tracking can be used (similar to word “University” use in official wordmark)
- Wide-tracking done manually. (example shown above: All caps, 14px, 300 tracking)
- Substitute web font: Average (Sans), Open Sans
Click here to download Open Sans font files. Instructions on downloading these fonts is available on the Duke Style Guide website. A Duke login is required.
Font applications:
Note that these typography requirements apply to printed marketing materials and logo materials. Duke-Margolis publications, such as white papers, reports and proposals should use a readable, clean font such as Open Sans, Calibri or Arial and avoid elaborate use of typography.
Giveaways
Duke-Margolis stocks small numbers of logo items valued under $15 that may be given to individuals inside or outside of the Center for specific reasons, including (but not limited to):
- As a token of appreciation for unpaid services or collaboration (e.g. Visiting Fellows, Center Advisory Board Members, Guest Speakers for Courses, Internal Collaborators)
- As part of the recruitment process for faculty and staff positions
- As a thank you to a departing employee
Please download the Policy for more details (NetID Required).
Graphic Design
Duke-Margolis has a graphic designer on contract. To initiate a job, please email your project requirements and timeline to Patty Green or Luke Durocher
Publications Standards
Center-produced publications play a key role in the dissemination of health policy research and recommendations to Duke-Margolis’ many audiences. These include: Duke University faculty whose work intersects with the field of health policy, the global academic health policy community, policy makers and implementers at the global, national, state and local level, private sector entities including large health systems, pharmaceutical companies and insurers, nongovernmental organizations, the global news media, donors, prospective donors and funding organizations.
For the purposes of this document, publications are defined as any document – printed or electronic – shared with external audiences and identified as a product of the Center.
The purpose of publications standard is to provide guidelines and resources that will help Duke-Margolis project the highest level of professionalism, including:
- Document Structure
- Disclosure of funding and conflict of interest information (link to the Center's policy on Research Independence and Conflict of Interest)
- Internal and External Acknowledgement
- Sponsor branding or co-branding
- Graphic Identity
- Publication approval process
- Public release process
Download the full set of publications standards.
Stationery System
Business cards, folders, and letterhead are handled through Duke University's contract with Universal Printing external link). You will need to click on the button for "Duke University Main Campus & Schools" to create a login and navigate to the "Margolis Center for Health Policy" folder. Orders may be paid for with a pCard. Please note that some grants explicitly exclude funding the purchase of logo items -- please check with your PI or grants manager before ordering folders to charge to a grant.
Templates
PowerPoint Template (MS PowerPoint)
Please refer to Guidance on Using the Duke-Margolis Slide Template for more information on best practices
White Paper Template (MS Word)
Wordmarks
The Duke-Margolis Center for Health Policy wordmark melds the words “Duke” and the name of the center with a specific font treatment, creating a recognizable wordmark. This wordmark or logo is used on stationery, business cards and letterhead. You may also use the wordmark in other print materials such as brochures, newsletters, bulletins and ads. Do not use the wordmark in conjunction with a graphic.
The University shield is not available for download, and its use is restricted to official Duke University business (such as diplomas) and the Office of the President. Other logos such as the large Duke D and the Blue Devil are used solely by Duke Athletics and are not available for download.
There are two options for the wordmark:
Horizontal – used on business cards, presentation templates, event materials, white papers and digital publications.
Stacked – used on social media to address format constraints or in situations where the Center is co-branding with a funder or partner where there are space constraints or where proportionality is desirable.
Wordmark Variations
The Duke-Margolis Wordmark is a two-color wordmark approved by the Office of Public Affairs. Recognizing that some situations will call for one-color presentation, the formal, informal and stacked wordmarks are available in the following configurations:
- Two color .jpeg (high resolution), .png (low resolution) files
- Black on white .jpeg (high resolution), .png (low resolution) files
- White on transparent (low resolution) .png file
The official Duke blue for print materials is PMS 287 or 288. The official Duke blue for the web is Hex color 001A57. All and any adjustments to the opacity or saturation of the official Duke blues are prohibited.
When supplying logos to partners and Duke-approved vendors for printing purposes please supply high resolution (.jpeg) files in RGB format (for digital printing) or CMYK format (for offset printing). Adobe Illustrator and Vector file formats are available upon approval by the Duke-Margolis Director of Communications. Low-resolution (.png) files are sufficient for most digital applications.
Proportion & Spacing
When using the Duke-Margolis wordmark, always use an approved logo file. Never try to recreate the logo yourself. If you need to re-size the logo, always constrain proportions by locking the aspect ratio, so the height and width are scaled together.
There should always be a buffer zone surrounding the Duke-Margolis wordmark, with no type nor graphics appearing in the zone. The buffer zone is the space that is half of the height of the capital D in “Duke” in the wordmark. It extends above, below, to the left and to the right of the wordmark. For a printed piece the wordmark placement shall be at least 1/2” from the edge or top of page. The capital D in “Duke” in the wordmark shall be no smaller than 3/8”.
Usage Guidelines
- Low resolution versions of the wordmark should not be used on printed materials.
- The wordmark cannot be altered.
- The word “Duke” cannot be replaced.
- Different proportions or alterations of any kind are prohibited.
- The mark should not be surrounded with—or placed in the foreground over—a pattern or design.
- It cannot be rotated or rendered three-dimensionally.
- Typeface cannot be replaced.
- Additional copy, images or any other new elements should not be added to the mark.
Written Style
Duke University’s guidelines for writing can be found on the Office of News and Communications website. Additional tips specific to Duke-Margolis can be found here.
For news releases, Duke follows the Associated Press style guide.
Boilerplate
The term “boilerplate” refers to marketing copy that occasionally appears in proposals or as an identifier in public commentary or other documents. Boilerplate is most useful when a single set of text is used consistently.
Standard boilerplate for Duke-Margolis follows:
The mission of Duke University's Robert J. Margolis, MD, Center for Health Policy is to improve health and the value of health care through practical, innovative, and evidence-based policy solutions.
Duke-Margolis catalyzes Duke University's leading capabilities including interdisciplinary academic research and capacity for education and engagement, to inform policy making and implementation for better health and health care.
Naming
The Robert J. Margolis, MD, Center for Health Policy should be referred to in text as follows:
-
First mention: Duke University, Robert J. Margolis, MD, Center for Health Policy OR Duke-Margolis Center for Health Policy.
-
Second Mention (in a paragraph or subsection): Duke-Margolis
-
Third and Subsequent Mentions (in a paragraph or subsection): the center
Competition vs. Competitiveness
When we write about health policy, we are often discussing economic or econometric topics. This calls for precision in the use of words that may be used interchangeably in common speech.
Competitiveness pertains to the ability and performance of a firm, sub-sector or country to sell and supply goods and services in a given market, in relation to the ability and performance of other firms, sub-sectors or countries in the same market.
Competition refers to two or more businesses competing to provide goods or services to another party or a market.
Degrees
Many of the individuals working in the health policy field hold multiple terminal degrees. Because of the frequency with which this occurs, Duke-Margolis deviates from Duke University style in the presentation of degrees without periods denoting the abbreviation to enhance readability. For example:
Mark McClellan, MD, PhD
Greg Daniel, PhD, MPH, RPh
Krishna Udayakumar, MD, MBA
Do not use the honorific “Dr.” with degrees. For example:
Mark McClellan, MD, PhD, is the director of the Duke-Margolis Center for Health Policy. Dr. McClellan is an internationally-recognized expert on healthcare delivery and payment reform.
NOT
Dr. Mark McClellan, MD, PhD, is the director of the Duke-Margolis Center for Health Policy.
Health care/healthcare
Although Associated Press style calls for health care to be written as two words, the healthcare usage is becoming more common in the United States. Duke-Margolis follows AP Style for center publications. Scholars should follow the guidelines of the journal to which they are submitting.
Numbers and Percent
In figures, the % sign is the preferred option.
In text, spell out “percent”.
In text, numbers between one and nine are spelled out, numbers 10 and greater are presented in numerals.
Because of differences in international abbreviation conventions, it is advisable to spell out large numbers and refrain from using abbreviations, e.g. 20,000 or 20 thousand, not 20k. For currency, use “$20 million”, not “$20,000,000”.
