Shield and logo

Use cases

The following table provides guidance on use of the Penn Medicine shield and logo. Examples are included following the table.

Two-color logo

Simplified shield logo

Guidelines

Color

The Penn Medicine Blue and Penn Medicine Red colors are a strong representative of our brand, and it is important to ensure these colors are reproduced consistently and accurately.

Always ensure there is sufficient contrast between the logo artwork and background. On dark backgrounds, you must use the reversed-out version of the Penn Medicine shield and wordmark.

Use these RGB color values to ensure you have the accurate colors:

Minimum clear space

One way to ensure the strong visual presence of our logo is to maintain a minimum clear space surrounding it. Elements such as nearby copy, photography, or illustrations must not enter the clear space borders around the logo. Follow the formula in this example to ensure you have the required minimum of clear space. Providing more space than this required is encouraged.

The minimum dimensions of the clear space surrounding our logo is based on the x-height of the logotype. Use this formula to calculate clear space for all versions and sizes of our logo. This is the minimum required—more space is better for visibility and impact.

External use

The Penn Medicine logo should not be used on 3rd party websites without the express agreement of the Penn Medicine legal team, brand team, and data team. The increased scrutiny of the regulatory environment, coupled with the legal implications and liability for non-compliance, means that Penn Medicine must adopt a more cautious approach to the management of websites affiliated with and bearing the Penn Medicine name and logo. This heightened vigilance ensures that all digital properties adhere to regulatory standards, thereby minimizing potential legal risks and safeguarding the institution's reputation.The Penn Simplified Shield may also only be used on approved Penn Medicine social media accounts.

Do’s and don’ts

Do

• Use approved assets only: Always source logos from the Penn Medicine Branding website to ensure consistency and quality.
• Maintain minimum size and clear space: Logos should never appear smaller than 30px high on screen. Keep sufficient padding around the logo, based on the logotype’s x-height.
• Ensure proper contrast: Use the logo on high-contrast backgrounds that meet WCAG accessibility standards.
• Keep logos responsive: Test on multiple screen sizes to ensure the logo scales clearly and maintains integrity.

Don't

• Don’t use the logo without the shield: The lockup must remain intact unless a specific variation is pre-approved (e.g., avatar use).
• Don’t use unofficial or outdated versions: Avoid pulling logos from the web, screenshots, legacy marks, or recreated logos—always use the latest source files on the Penn Medicine Branding website.
• Don’t alter or stylize: Avoid shadows, filters, animations, or changing internal proportions.
• Don’t place logos on busy or gradient backgrounds:Use solid, neutral backgrounds to preserve clarity and impact.
• Don’t distort the logo: Maintain aspect ratio; never stretch, compress, or pixelate.
• Don’t use as decoration: The logo should never be used as a background graphic, watermark, or pattern.
• Don’t co-brand without approval: Co-branding without prior authorization is strictly prohibited and may result in legal action.
  

Related resources

To learn more or download the logo, visit Penn Medicine Brand Standards

Contact

For more information about this standard, email: web-standards@pennmedicine.upenn.edu