FAQs about the YSM and YM Brands
The two brands: YSM and YM
- What is the difference between the Yale School of Medicine and Yale Medicine brands?
Yale School of Medicine (YSM) is the academic school; Yale Medicine (YM) is its clinical practice. They share the broader YSM visual identity system but have several important distinctions. YSM is used primarily for academic, research, education, and institutional communications, while YM is used for clinical practice and patient-facing communications. The brands also use different wordmarks and sans-serif typefaces, and place different emphasis on colors within the shared palette.
- How do I know whether to use the YSM or Yale Medicine logo?
Use the Yale School of Medicine wordmark for academic, research, education, and institutional communications. Use the Yale Medicine wordmark for communications representing the clinical practice and patient-facing activities. If you're unsure which identity applies, contact the YSM Brand team at ysm.brand@yale.edu.
Logos and wordmarks
- Can my department, center, program, section, or lab create its own logo?
Generally, no. Official Yale entities must use Yale's wordmark system rather than creating independent logos. Nonstandard logos are permitted only in limited circumstances established by Yale University. Requests for new wordmarks should be directed to the Office of the University Printer.
- Where can I download an approved YSM or departmental wordmark?
Approved YSM and departmental wordmarks are available through YSM Brand Central. Download packages include approved blue and white versions in PNG, SVG, and EPS formats. Always use the provided artwork rather than recreating a wordmark, and follow all usage guidelines.
- Can I combine two department wordmarks on the same piece?
No. When a communication represents a collaboration between two or more YSM departments, use the primary Yale School of Medicine wordmark and identify the participating departments in text.
- Can I change the color, proportions, or arrangement of a YSM or Yale Medicine logo?
No. Always use approved logo artwork without modification. Do not stretch, distort, rotate, crop, recolor, rearrange, add effects to, or recreate a YSM or Yale Medicine wordmark or lockup.
- Can I place a YSM or Yale Medicine logo over a photograph?
Yes, but only when the logo remains highly visible and legible. Maintain strong contrast and avoid placing the logo over detailed, busy, or distracting areas of an image. This is generally reserved for print, because digital accessibility guidelines restrict use of words over an image.
- Can I use a YSM logo on a website hosted outside Yale?
Generally, no. Externally hosted websites, web presences, and digital platforms may not use Yale University or Yale School of Medicine logos, shields, or other Yale branding unless specifically authorized. They also may not use “Yale” in a way that suggests the site is an officially sanctioned University activity. Contact ysm.brand@yale.edu for guidance.
- Can I use the logo of an outside organization on YSM materials?
Generally, no, as the university does not endorse external companies or products. If the use is not endorsement, then external logos, badges, and certification symbols on YSM materials require approval from the YSM Office of Communications. Some uses may also require additional University review. Contact ysm.brand@yale.edu before incorporating an external organization's logo.
- Can I put a YSM or Yale Medicine logo in my email signature?
No. Email signatures should be text-based and should not include logos or other graphics. YSM Brand Central provides approved formatting and examples for YSM email signatures.
Color
- What colors should I use for YSM communications?
Yale Blue (#00356B) is YSM's primary color and should be used in all YSM communications. The broader YSM palette includes Medium Blue, Azure, Marigold, Lime, Tomato, black, white, and a range of grays. Use the approved color specifications provided in YSM Brand Central for print and digital applications.
- Does Yale Medicine have a different color palette?
No. Yale Medicine uses the same overall color palette as YSM. Medium Blue (#286DC0), also known as Yale Medicine Blue, serves as the primary color for Yale Medicine and may be used prominently in clinical and patient-facing communications.
- How do I make sure my color choices are accessible?
Text and background color combinations should meet at least WCAG AA contrast requirements. Use an accessibility contrast checker before publishing or distributing materials, particularly when placing text over colored backgrounds or images.
Typography
- What fonts should I use for Yale School of Medicine materials?
- What fonts should I use for Yale Medicine materials?
Yale Medicine uses Yale 2024 as its serif typeface and Proxima Nova as its primary sans serif. Proxima Nova is for Yale Medicine communications only and should not be substituted for Mallory in YSM communications.
Photography and imagery
- What kind of photography should I use for YSM and Yale Medicine communications?
Choose high-quality, authentic imagery that accurately represents our people, work, and community. Images should feel sophisticated, natural, and relevant rather than staged or generic. Whenever possible, use real YSM/YM faculty, students, clinicians, patients, facilities, and activities rather than stock or AI-generated imagery intended to represent real Yale people, places, or work.
For patient-facing Yale Medicine communications, place greater emphasis on patients, clinicians, care environments, and the human experience of medicine.
- Can I use AI-generated images in YSM or Yale Medicine communications?
AI-assisted imagery may be used when appropriate, but it must meet the same standards for quality, accuracy, taste, and integrity as other visual media. AI-generated imagery should not be presented in a way that could be confused with real people or real scientific data--it's best for infographics and illustrations. When AI is used to depict people, focus on anonymous or generalized elements rather than creating realistic fictional individuals. AI-assisted imagery must also be identified as such through a caption, watermark, or image metadata.
Templates, merchandise, and print
- Where can I find YSM PowerPoint, scientific poster, virtual background, and other templates?
Approved templates are available on the Templates page in YSM Brand Central. Resources include YSM and departmental PowerPoint templates, scientific poster templates, virtual backgrounds, and email signature guidance. For Yale Medicine templates, contact ysm.brand@yale.edu.
- Where should I order YSM or Yale Medicine merchandise and printed materials?
Branded merchandise and print materials must follow applicable brand guidelines and be produced by approved Yale vendors. Campus Customs offers customizable Yale merchandise, and Yale Trademark Licensing maintains a list of approved merchandise vendors. Yale Printing & Publishing Services (YPPS) is the University's official supplier for stationery, posters, brochures, publications, and other printed materials.
Voice, tone, and editorial style
- What is the difference between voice, tone, and editorial style?
Voice is the consistent personality and character of our communications. Tone is how that voice adapts to a particular audience, situation, or channel. Editorial style provides the conventions that help us write consistently, including grammar, capitalization, terminology, punctuation, and other usage decisions. YSM Brand Central provides guidance for each.
- Do Yale School of Medicine and Yale Medicine use the same voice and tone?
They are closely related, but not identical. YSM communications reflect the academic mission of the school across research, education, clinical care, and community, while Yale Medicine communications are more directly focused on patients and clinical care. Brand Central provides separate YSM Voice & Tone and Yale Medicine Voice & Tone guidance to help writers adapt appropriately for each audience and context.
- What writing style should I follow for YSM communications?
Use the YSM Editorial Style Guide, which generally follows Associated Press (AP) style with YSM-specific exceptions and conventions. Use the guide for questions about writing style, terminology, capitalization, titles, punctuation, and other editorial decisions.
Getting help
- Who should I contact if I have a brand question or can't find what I need?
Contact the YSM Brand team at ysm.brand@yale.edu for questions about YSM or Yale Medicine branding, logo use, templates, external logos, or applications not covered in YSM Brand Central. The team can help determine the appropriate approach before materials are produced or published.