Penn Medicine logos and usage

The Penn shield + logotype is the core of our visual identity and must always appear in its approved form.

The Penn shield may only be used with:

• Penn
• Penn Medicine
• Perelman School of Medicine

Do not use the Penn shield on its own or in combination with department, program, or other names, icons, graphics, or artwork

The logo must be used consistently across web, print, presentations, social media, and signage to maintain a strong, unified brand.

The following guidelines apply to all Penn Medicine logos including Penn Specialty Network members and Penn Cancer Network members.

The logo should appear in Penn Medicine's standard red and blue brand colors, unless production limitations require an alternative (see special use logos below).

Use reversed version when needed to maintain strong contrast, and only on dark backgrounds.

Download logos

Anatomy

1. Penn shield: Never use the Penn shield on its own or in combination with department, program, or other names, icons, graphics, or artwork.
2. Logotype: Based on the Perpetua typeface, the logotype has been custom modified and should not be recreated. Due to these proprietary modifications, it cannot be replicated using standard fonts.

Clear space

Always maintain clear space around the Penn Medicine logo to ensure legibility and impact. No text, images, or graphic elements may enter this area.

Clear space is defined by the x-height of the logotype (x) measured from the height of the Penn shield. This measurement determines the minimum spacing required on all sides of the logo.

This is the minimum requirement. Whenever possible, allow for additional space to ensure maximum visibility and brand clarity.

One color

Use the one-color logo only when two-color reproduction is not possible. Acceptable use cases are limited, and typically include select promotional items or newspaper printing where production constraints prevent the use of the standard two-color logo.

This is not a stylistic alternative and should not be used by default on promotional materials. In all cases where two-color printing is feasible, the standard logo must be used.

Simplified shield

Use the simplified shield only when the full Penn shield becomes too small to reproduce clearly and its finer details, such as the dolphin and open volumes, are no longer distinguishable. This typically applies to small-scale uses like favicons or certain promotional items.

• Recommended for sizes under 60 pixels high
• Minimum size for simplified shield: 30 pixels high

Use of the simplified shield is limited and requires approval. To request access and confirm appropriate usage and placement, please email CreativeStudio@pennmedicine.upenn.edu.

The Penn Medicine logo should not appear as part of a co-brand or alongside another company's logo unless prior approval has been granted by Strategic Marketing Services. To request review and approval of a proposed co-brand, please contact PennMarketing@pennmedicine.upenn.edu.