General rules

When we apply our brand on apparel, we’ll follow these general rules:

• Use a white item whenever possible — black, gold and dark gray are good alternatives that align with our brand
• Consider the shape and size of an item when choosing where the VCU Health logo will go
• Avoid items where our brand is going to be placed somewhere we don’t want it (e.g., shorts, sweatpants, undergarments, belts and footwear)
• Use the full seal version for screen printing and the simplified seal for embroidery
• Always use our VCU Health logo files, and do not reconstruct our logo without them
• Don’t print or embroider the logo so that it’s too small or too big

Finding a licensed vendor

Because our brand is important to us, all apparel items must be produced by a licensed IMG College Licensing (IMGCL) vendor. IMGCL represents VCU and VCU Health and assists in managing our licensing and trademark enforcement program.

The TM mark must be on all apparel items utilizing the VCU Health brand, whether for business, community outreach or retail. All of our licensed vendors are familiar with our guidelines, have access to our logo files, and can advise on how to use our brand. See the list of approved vendors to choose a vendor that works best for your needs.

Colors

Use the full-color logo on black-and-white items. For other colors, use our one-color positive logo for light colors and our one-color reverse logo for dark colors.

Uniform items

First impressions are critical, and we want our providers and staff to present a professional and cohesive appearance for our patients and visitors. The following guidelines apply to all items we wear when we’re on the job in our hospitals, clinics and offices, including:

• Lab coats
• Scrubs (tops only; avoid putting our brand on pants)
• Polos
• Dress shirts, blouses and vests
• Fleece and soft-shell jackets and vests
• T-shirts

Design guidelines

• The VCU Health logo should always be on the left — avoid items that have pockets or other apparel company logos here
• Use a white and black item whenever possible; lab coats should always be white
• Do not put anything on the sleeves
• Additional logos, graphics or other visual marks may never be used

On the left chest or pocket side:

• Use the full-color vertical logo with the simplified seal for all white and black items
• For other colors, use our one-color positive logo for light colors and our one-color reverse logo for dark colors
• Only our major entities can “lock up” with the logo on the left; everything else must go on the right

On the right chest:

• Place your name, title (one only), department or sub-entity name on the right, in black or white thread or print (the preferred size is around 18 point)
• Follow our guidelines for typography — if embroidery techniques do not allow for our Univers font, Arial Regular and Bold are approved substitutes
• Your name should be first followed by your title, then department or sub-entity name
• The department or sub-entity name can be broken into two lines if necessary
• Limit the amount of information placed on the right so it’s readable, no more than three lines whenever possible
• Only include your primary credentials and remove all periods

Example of Level 3 major entity placement

Example of Level 4 sub-entity placement