Guidelines - Albert Einstein College of Medicine - Yeshiva University

O F Y E S H I V A U N I V E R S I T Y

Albert Einstein College of Medicine

EINSTEIN

brand ident ity guidelines

Essential guidelines to help you communicate the Einstein brand.

V1 : 08 Albert Einstein College of Medicine

“Einstein is a distinguished medical institution that is creating a healthy future everywhere by combining a passion for scientific and academic excellence with compassion for all humanity in a highly productive and collegial environment.”

These words reflect our culture, achievements and values, and serve as the founda-tion for Einstein’s brand position today—the central theme that embodies the spirit of the institution and communicates what makes us distinct. In today’s highly com-petitive and overly marketed world, even in academic medicine we are constantly subjected to messages from a vast array of media that compete for attention in our minds. Because of this cacophony of messages in the market, and the complexity of our institution, it is critical to our success that we speak with one voice, a voice united around the themes of our brand positioning.

The central theme of our branding is also captured in our tagline—“Science at the heart of medicine”—which is a simple and elegant way of expressing what we do ev-ery day at Einstein. The world-class biomedical research that we conduct has a direct impact on our medical education, as well as on the medicine that is practiced by our faculty in clinical settings in the Bronx and elsewhere. It also reflects the “humanism” that is so vital to Einstein’s culture and has such a strong influence on our research and education.

Every member of the Einstein community is a brand ambassador. Each time one of us represents the school, we have an opportunity to reinforce the Einstein brand and build a strong reputation for our institution. Our signature, language and graphic design will help us tell our story in a more powerful and effective way. That’s why I am asking you to embrace these guidelines so as to ensure continuity, a high standard of excellence and a clear, consistent identity for Einstein.

Allen M. Spiegel, M.D.The Marilyn and Stanley M. Katz Dean


Dean Allen M. Spiegel, M.D.

Strength from a single voice

message from the deanAlbert Einstein College of Medicine

Brand Identity Guidelines

I n t r o D u c t I o n

1:1 Resources for managing the brand1:2 Purpose of these guidelines1:3 Brand platform: position and promise1:4 Brand platform: personality1:5 Brand platform: key differentiators1:6 Brand success

t h e S I g n At u r e

2:1 Preferred signature2:2 Components of the signature2:3 Signature colors: palette2:4 Signature colors: reversed and one-color 2:5 Approved signatures2:6 Sizing the signature2:7 Clear space2:8 Improper use2:9 Use in written text2:10 Sub-brand architecture: departments2:11 Sub-brand architecture: centers2:12 Co-branding2:13 The Einstein tagline2:14 Applying the tagline

S u p p o r t I n g e l e M e n t S

3:1 Editorial voice and tone3:2 Editorial description3:3 Editorial style3:4 Descriptive text3:5 Short descriptive text 3:6 Typography3:8 Electronic typography3:9 Color palette3:10 Primary photography3:11 Photography: research3:12 Photography: education3:13 Photography: community3:14 Photography: people3:15 Imagery style

b u S I n e S S pA p e r S

4:1 Letterhead4:2 Business cards4:3 Envelopes and mailing labels4:4 Memo pads and note cards4:5 Presentation folder4:6 Ordering

p r I n t A p p l I c At I o n

5:1 Expressing the brand5:2 Visual style5:3 Layout grids 5:6 Cover samples5:7 Back cover samples5:8 Interior spread samples5:9 Newsletter samples5:10 Poster samples5:11 Campaign sample

5:12 Campus branding samples 5:13 Application assistance

e l e c t r o n I c A p p l I c At I o n

6:1 Website guidelines6:2 PowerPoint templates6:3 Proposal and news release templates6:4 E-mail signature

“Reputation is only a candle, of wavering and uncertain flame, and easily blown out, but it is the light by which the world looks for and finds merit.”JAMES RUSSELL LOWELL, American author/poet/lawyer/abolitionist, 1819–1891

table of contentsAlbert Einstein College of Medicine


The following Einstein Brand Identity Guidelines are a comprehensive tool for anyone designing, printing or producing communications materials. With your assistance, we can ensure that all communications from our institution are integrated and consistent—making each individual component, as well as our marketing efforts as a whole, stronger and more effective. A number of resources are available to provide assistance in developing and executing your communications and marketing activi-ties. These include:

Office of Communications and Public Affairs

The office of communications and public affairs supports and advances the goals of Einstein by promoting the school’s brand; by enhancing communications with all constituencies; by fostering a sense of community; and by generating media coverage that will strengthen the image and reputation of the College of Medicine.

Gordon Earle, associate dean for communications and public affairs, is responsible for the overall leadership and management of Einstein’s communications strategies, including public relations, marketing, branding, media relations and events management, to support the school’s overall communications and marketing goals.

Creative Services

The department of creative services provides knowledge and experience to guide the campus community in the creation of marketing and communications collateral, rang-ing from printed materials to video and events. The department of creative services is directed by Peter Dama, who reports directly to the associate dean for communica-tions and public affairs.

Interactive Media

Interactive media provides knowledge and experience to guide the campus com-munity in the creation of interactive marketing and communications, from websites to podcasts to digital presentations. The department of interactive media is directed by Najam Hayat, who reports directly to the associate dean for communications and public affairs.

For further information or to download this document, go to: www.einstein.yu.edu/brandingzone.

offIce of coMMunIcAtIonS AnD publIc AffAIrS

Gordon EarleAssociate Dean for Communications and Public [email protected]

creAtIve ServIceS

Peter DamaCreative [email protected]

InterActIve MeDIA

Najam HayatAssociate [email protected]

1 : 1

Resources for managing the brand

introduction | resourcesAlbert Einstein College of Medicine


The Einstein Brand Identity Guidelines provide details about the underlying posi-tioning platform, messaging, creative elements and design specifications that form the College of Medicine’s brand identity. These standards have been created with a great deal of flexibility to address the complexities of Einstein, while providing a high degree of consistency and quality.

What Are the Benefits of Branding?

• Greater awareness and understanding of Einstein, its mission and its values • Increased support from private and government sources • Differentiation from competing medical schools • Enhanced ability to succeed in reaching target audiences • Improved institutional credibility

Why Are Brand Guidelines Important?

Einstein is composed of a spectrum of people, programs, departments and centers —each with unique qualities but all working toward a common goal.

The strongest, most recognizable brand that any Einstein department, administrator or research center can project is the brand of Albert Einstein College of Medicine. Our brand identity reflects our commitment to excellence, our goals and the values that represent the core of this institution. Correct and consistent use of the identity unifies the diverse array of Einstein activities, achievements and audiences, and builds a stronger reputation for the College of Medicine as a whole.

The purpose of these guidelines

1 : 2 introduction | purposeAlbert Einstein College of Medicine


The Brand Platform combines the core tenets of the College of Medicine to create a unified understanding of Einstein. The Brand Platform includes the Brand Position, Brand Promise and Brand Personality. Editorial content, graphic design and photography should all support the ideas expressed in the Brand Platform.

Brand Position

The Brand Position Statement serves as the defining statement for Albert Einstein College of Medicine. The statement reflects the values at the core of our institution that remain unchanged over time.

Einstein is a distinguished medical institution that is creating a healthy future everywhere by combining a passion for scientific and academic excellence with compassion for all humanity in a highly productive and collegial environment.

Brand Promise

The Brand Promise is a shorthand method of describing the Brand Position. It was created to be memorable in the minds of all Einstein stakeholders.

Where passion for medical science and compassion for people create a healthier world.

The brand platform: position and promise

1 : 3 introduction | posit ion and promiseAlbert Einstein College of Medicine


The Brand Personality describes the characteristics and key differentiators that should be reflected in the presentation of the Einstein brand, both editorially and visually. The messaging, tone, color palette, images and typography work together to create the school’s Brand Personality.

Characteristics

Einstein’s personality is humanistic, passionate and profound. It is also collaborative, diverse and collegial. As an institution, we are all focused on making positive contri-butions to improving the health of others—in the community and around the world.

The brand is also expressed through the benefits associated with the institution:

The brand platform: personality

Funct ional

Excellence in research, academics and clinical training

High productivity

Freedom of ideas

Initiation of change

Focus on improving health and caring for all humanity

emot ional

Collaboration

Passion

Commitment

Inclusiveness

Diversity

Nurturance

Compassion

introduction | personality

beneF i ts


Brand Identity Guidelines1 : 4

Through extensive research with our stakeholders, we have identified four qualities that make Einstein unique. These differentiators help us stand apart from other institutions and should serve as recurring themes in communications.

passionate productivityAlthough Einstein is smaller and younger than most medical schools, it is nationally and internationally recognized for its contributions to science, medicine and health. People within the Einstein com-munity are passionate about what they do—and the results speak for themselves. Einstein faculty mem-bers receive among the highest NIH funding per investigator of any medical research institution, and publish more research in peer-reviewed journals than other medical researchers. Einstein students are more successful in their residency matching than stu-dents at most other schools. And Einstein alumni—both graduates and former faculty members—have made significant contributions to the health of those in their commu-nities and around the world.

A culture of caringThe Einstein community is driven by a desire to improve the world and help others lead healthier lives. Medical students, teachers and sci-entists are drawn to Einstein for its compassionate and humanistic cul-ture. Expressed through their dedi-cation to the school’s community and global health programs, as well as through the collegial atmosphere that inspires collaboration among investigators and students, these values make Einstein a unique envi-ronment in which medical advance-ment flourishes.

A community of Diversity Einstein thrives on diversity—of ideas, of people, of experiences, of medical and scientific challenges. Rooted in the Bronx, one of the nation’s most diverse communi-ties, Einstein reflects a diversity that is woven into the fabric of the school. A global student body, representing more than 40 countries, is exposed to a wide variety of clinical experiences from neighborhood clinics and trauma center ERs to cutting-edge surgery and breakthrough care. The faculty, as divergent in its approaches to medicine as it is in its cultural and educational heritage, inspires the work of students and contributes to advancements in human health.

the legacy of Albert einsteinAlbert Einstein is one of the most recognizable names in the history of humankind. The embodiment of intellect and humanism, his ideas reverberated beyond science, influencing modern culture and the world we live in today. The gift of his name is a source of prestige and distinction for our institution. The Einstein name signals scientific genius and educational excellence. But it also serves as a reminder of our mission to care for all human-ity and reflects the aspirations we all share as we try to live up to the values of our namesake.

The brand platform: key differentiators



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introduction | key d ifferent iatorsAlbert Einstein College of Medicine


In order to execute successful communications materials and activities within the Einstein brand program, please follow these four steps:

Step 1

Ensure that your messaging supports the school’s brand platform. (See page 1:3 for details.)

Step 2

Ensure that your messaging reflects the voice and tone of Einstein’s brand.

Step 3 Follow the “Signature” section contained in this guide to use the school’s signature appropriately. (See pages 2:1 to 2:14 for details.)

Step 4 Work closely with the department of communications and public affairs and/or the department of creative services to ensure that your communications accurately por-tray the Einstein brand.

Brand success

brAnD plAtforM

Position Promise

DifferentiatorsPersonality

+ + +

eInSteIn SIgnAture

IconWord “Einstein”

Name of the CollegeTagline

=Consistent Communication and Brand Success

vISuAl SySteM

Typography Color palette

Imagery

eDItorIAl voIce

Compelling copy Audience specific

Benefits drivenDifferentiating

introduction | brand successAlbert Einstein College of Medicine


t h e S I g n At u r e

2:1 Preferred signature

2:2 Components of the signature

2:3 Signature colors: palette

2:4 Signature colors: reversed

and one-color

2:5 Approved signatures

2:6 Sizing the signature

2:7 Clear space

2:8 Improper use

2:9 Use in written text

2:10 Sub-brand architecture:

departments

2:11 Sub-brand architecture: centers

2:12 Co-branding

2:13 The Einstein tagline

2:14 Applying the tagline

the s ignatureAlbert Einstein College of Medicine


“The eternal mystery of the world is its comprehensibility… The fact that it is comprehensible is a miracle.”ALBERT E INSTEIN

The signature

2

The Einstein identity is the most visible representation of our institution—and of our brand. It serves as a reminder of what we stand for and the values we share. It is a symbol that can provide all audiences with instant and powerful recognition of our institution and of our contributions to advancements in health.

The signature is composed of three components: the helix-E symbol and the “Einstein” wordmark that make up the logo, and the logotype. In most cases, these three components will all be used together.



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the s ignature | preferredAlbert Einstein College of Medicine


Preferred signature

The Einstein signature is the most fundamental part of our brand. From our website and publications to outreach activities and scientific presentations, it conveys Einstein’s values. It identifies us to the world, creating a strong image of our institution.

No alterations should be made to the symbol, wordmark or logotype. Officially approved alternative signatures have been developed for situations where the preferred signature does not work. Always use approved electronic artwork.

The Helix-E SymbolThe symbol incorporates four key references: DNA—the fundamental science underly-ing our work; a unique campus architectural detail; the concept of progress; and our initial. The reference to DNA signals the importance of re-search and scientific discovery to Einstein’s advancement of medicine. The Price Center/ Block Research Pavilion staircase represents the new era of growth at Einstein. It is also a universal symbol for achievement, and the “E” reminds the world of our name, Einstein.

The Name “Einstein”The new signature includes the wordmark “Einstein.” Although the official name of the school remains Albert Einstein College of Medicine of Yeshiva University, Einstein is the familiar, abbreviated name that we call ourselves, and the way in which many know us. Unlike an acronym, the shorthand “Einstein” refer-ences our powerful legacy and reinforces our identity. In order to protect the integrity of our brand, the wordmark must never be altered or replaced by any other type or presented outside the blue field.

The Name of the CollegeAlbert Einstein College of Medicine of Yeshiva University is an important part of our identity. Its specific color, style and size have been designed in relation to the logo.

Helix-E Symbol Wordmark

Logo

Logotype

the s ignature | componentsAlbert Einstein College of Medicine


Components of the signature



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Color provides a strong visual link to our brand identity across a wide range of applications. The two-color signature is the preferred signature of the Einstein brand identity system. The two primary colors used in the Einstein signature are dark blue, PANTONE® 280, and sky blue, PANTONE 542®, for coated paper stock and PANTONE® 543 for uncoated stock. Each color has been translated to 4-color, RGB values and black for additional environments.

the s ignature | colorsAlbert Einstein College of Medicine


Signature colors: palette



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100c 75m 0y 30k 0r 60g 125b

150r 200g 225b

PANTONE® C

PMS 280

PMS 542

PANTONE® U

PMS 280

PMS 543 40c 10m 3y 0k

CMyk rGB

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the s ignature | colorsAlbert Einstein College of Medicine


Signature colors:reversed and one-color

reversing the signature

When placed on a light background, the preferred two-color signature is to be used. When placed on a black or dark background, two options are acceptable. In the first option a subtle white border frames the logo, and the logotype reverses to white. In the second option the white border extends down, creating a white background behind the logotype. The second option is for special purposes only, i.e., apparel. No other variation may be used. The preferred background for the two-color signature is white.

restricted or one-color signature

Where reproduction constraints prevent the use of the preferred two-color signature, use one of the optional one-color versions of the signature (all-black or all-blue). The Einstein signature should never be represented in other colors.

reverSeD one-color

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Albert Einstein College of Medicine EINSTEIN

EINSTEINO F Y E S H I V A U N I V E R S I T Y




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EINSTEIN



EINSTEIN



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optIon one optIon one

optIon two optIon two

the s ignature | approvedAlbert Einstein College of Medicine


Approved signatures

The preferred signature orientation should be used whenever possible. Two optional signatures—one horizontal and the other vertical in orientation—are also provided to offer alternatives when space limitations prevent use of the preferred signature. However, we ask that use of the optional signatures be limited to instances when space limitations occur. In addition, please note that the vertical option may not be used for formal letterhead, business cards or envelopes under any circumstances. If you have questions about appropriate uses of the logo, please contact the depart-ment of creative services at x2135.

For questions concerning the appropriate use of this alternative logo, please contact the department of creative services at x2135.

Not to be used for formal letterhead, business cards or envelopes. For questions concerning the appropriate use of this alternative logo, please contact the department of creative services at x2135.

preferreD optIonAl horIzontAl S IgnAtureS

optIonAl vertIcAl S IgnAture





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EINSTEINeinstein


OF YESHIVA UNIVERSITY

Albert Einstein College of MedicineOF YESHIVA UNIVERSITY

Albert Einstein College of MedicineOF YESHIVA UNIVERSITY

We have established a minimum size for our primary signature to help it stand out as much as possible. While the minimum sizes shown here should accommodate most applications and reproduction techniques, make sure that our signature is never smaller than what can be clearly executed. Applications such as the Web, signage or merchandise may require larger sizes. Contact the department of creative services at x2135 to get the appropriate logo for your use.

The optimal reproduction size for the Einstein signature is 1.75”. A minimum logo size has been established for print. The preferred is the minimum for electronic applications. The sig-nature can be used in any size as long as it is larger than the minimum. Any scaling should be done proportionally.

A small-size signature has beendeveloped for applications or situations where the minimum size requirements cannot be maintained. The small-size signature has been proportion-ally altered to be legible at smaller sizes. It should not be reduced further.



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1-3/4”



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1-1/2”

preferreD SIze MInIMuM for prInt

SpecIAl SMAll-S Ize for prInt

the s ignature | s iz ingAlbert Einstein College of Medicine


Sizing the signature



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1-1/8”


OF YESHIVA UNIVERSITY

An electronic signature has been developed to increase legibility. The optimal repro-duction size for the signature is 1.75”. A minimum logo size has been established for electronic use. The signature can be used in any size as long as it is larger than the minimum. Any scaling should be done proportionally.

O F Y E S H I V A U N I V E R S I T YAlbert Einstein College of Medicine

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1-1/2”

MInIMuM for electronIc

Clear space is the area surrounding the signature that must be kept free of other graphic elements such as photos, type, icons or a page edge. The preferred clear space should be equivalent to the height of the logo. As the logo increases or decreases in size, the clear-space requirements are adjusted proportionally. In space-limited environments, a safe area one-half the height of the logo is acceptable. The height of the logotype is the appropriate clear space for use of the name only.

“X” is a unit of measure to guide the optimal space requirements.



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the s ignature | clear spaceAlbert Einstein College of Medicine


Clear space



EINSTEINX



EINSTEINX

X Albert Einstein College of MedicineOF YESHIVA UNIVERSITY

preferreD SpAce-l IMIteD

The consistent and correct application of the Einstein signature is essential. Consid-erable thought and effort have gone into determining the appropriate relationship between the elements that make up our signature; please do not attempt to recreate these elements. Always follow the guidelines presented in this standards document. The examples on this page illustrate some of the unacceptable uses of the Einstein signature.

Do not resize the signature elements

Do not rearrange the signature elements

Do not present the signature without the logo symbol

Do not rearrange the colors Do not use unapproved colors

Do not distort the signature Do not tilt the signature

Do not outline any part of the signature Do not re-create the signature with any other font











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the s ignature | improper useAlbert Einstein College of Medicine


Improper use



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Albert Einstein College of MedicineEINSTEIN

When the College of Medicine’s name is used in body text communications (print or electronic), the first mention should read “Albert Einstein College of Medicine of Yeshiva University” and it thereafter can be abbreviated to “Albert Einstein College of Medicine,” “Einstein” or “College of Medicine.” Examples of both correct and incorrect uses are illustrated below.

correct

Bronx, NY—In a breakthrough study appearing in the advance online publication of Nature Methods, researchers at Albert Einstein College of Medicine of Yeshiva University describe for the first time a method of viewing individual breast cancer cells for several days at a time. The study, by scientists in Einstein’s Gruss Lipper Biophotonics Center, provides detail on how cancer cells invade surrounding tissue and reach blood vessels. These movements are the first steps of the potentially deadly stage of cancer known as metastasis.

Incorrect

Bronx, NY—Xingxing Zang, Ph.D., assistant professor of microbiology and immunol-ogy at Albert Einstein, has been awarded a five-year, $1.5 million NIH grant to study novel molecular approaches to treat type 1 diabetes (T1D). Dr. Zang, who is a new faculty member in the School of Medicine’s Diabetes Research and Training Center and its cancer center, is one of 10 scientists nationwide to receive the Type 1 Dia-betes Pathfinder Award from the National Institute of Diabetes and Digestive and Kidney Diseases (NIDDK) of the National Institutes of Health.

This example is incorrect because the first mention should read “Albert Einstein College of Medicine of Yeshiva University” and the abbreviation used is not an accepted one; the use of “School of Medicine” is always incorrect. The second mention can be either “Einstein” or “the College of Medicine.”

the s ignature | in written textAlbert Einstein College of Medicine


Use in written text

the s ignature | sub-brand architectureAlbert Einstein College of Medicine


At Einstein, we use many other names in addition to the name of the College of Medicine. From departments to programs, centers and institutes, these entities benefit from their strong association with Einstein. Additionally, the strength of each entity helps create a stronger reputation for Einstein as a whole. To maximize the strength of all entities, it is important to establish a consistent approach for using the names together.

All department names should be placed to the right of the Einstein logo, as depicted below.

Sub-brand architecture: departments

The Einstein signature may be used as an endorser of a center, department or program unit that does or does not have an established separate identity. When there is no unique identity, it is recommended that the Einstein signature appear at a reasonable distance to the left of the primary identity. The name of the entity should be set in Avenir Medium and is 50% larger than the Albert Einstein College of Medicine font size as permitted by space limitations.

optIonAl vertIcAl

Department of Microbiology & Immunology

preferreD



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EINSTEINDiabetes Research Center



EINSTEINAlbert Einstein

Cancer Center



EINSTEINWilf Family Cardiovascular

Research Institute



EINSTEINRuth L. and David S. Gottesman

Institute for Stem Cell and Regenerative Medicine Research

the s ignature | sub-brand architectureAlbert Einstein College of Medicine


Sub-brand architecture: centers

The names of all centers that have a formal designation should be placed inside the Einstein logo, as depicted below.

When spacing issues are a concern, please contact The department of creative servic-es at x2135. In addition, for guidance regarding use of any logo representing your program, center or institute, please see “Co-branding” on page 2:12.

preferreD

the s ignature | co-brandingAlbert Einstein College of Medicine


Co-branding

If you are associated with a recognized program, institute or center outside Einstein that has a logo already in use with Einstein’s (e.g., a legacy co-branded relationship), that institution’s logo should be positioned to the right of the Einstein signature, as depicted below, with equal visual weight between the two signatures. The only exception is for clinical care programs co-branded with Montefiore, where the Mon-tefiore logo appears on the left. Please address any concerns or questions with the department of creative services at x2135. Its graphic arts team will be happy to assist you to ensure that proper representation of both Einstein and your associated institu-tion is achieved. If you hold positions at both Montefiore and Einstein, co-branded letterhead and stationery are available through the Montefiore branding center, www.montefiore.org/brandcenter.



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equAl pArtnerS

research example

Clinical example

2 : 13Albert Einstein College of Medicine

Brand Identity Guidelines the s ignature | tagline

The Einstein tagline Our tagline is our primary message to the world. The Einstein tagline was designed to:• Convey our values and unique cultural qualities• Project our vision and future aspirations• Distinguish us from competitors• Identify the impact and effect we have on our community, our country

and the world• Reinforce research excellence, the foundation of our institution’s success• Resonate and remind stakeholders of Einstein’s compassion and humanism

Science at the heart of medicine

Our signature is designed to include the new tagline, in most cases. The tagline alone may also be used in our written material. As with a visual logo, repeated use will closely associate the phrase with Einstein so it will become meaningful shorthand that reminds people about who we are and what we do.

the s ignature | applying the taglineAlbert Einstein College of Medicine


Applying the tagline


NEWS RELEASE

Jack and Pearl Resnick Campus, 1300 Morris Park Avenue, Bronx, NY 10461

Contact: Michael Heller FOR IMMEDIATE RELEASE (718) 430-3101 [email protected]

Albert Einstein College of Medicine Unveils New Branding Campaign Effort Signals Beginning of Major Growth Phase

November 17, 2008 – Bronx, NY– After more than a half-century of scientific and educational

achievement, Albert Einstein College of Medicine of Yeshiva University today announced a

bold new branding initiative aimed at raising its national and international profile.

The initiative follows an ambitious and collaborative nine-month research process led by the

Office of Communications and Public Affairs. Hundreds of faculty, students, alumni, board

members and administrators provided input on Einstein’s strengths and helped identify

characteristics that distinguish the College of Medicine from other medical schools and

biomedical research institutions.

“As part of our research, we asked our faculty a deceptively simple question, ‘Where do you

work?’ and our students, ‘Where do you go to school?’,” said Allen M. Spiegel, M.D., The

Marilyn and Stanley M. Katz Dean. “They all gave the same, one word answer – Einstein,” he

said. “That is the focus on our new branding, with all its positive associations with Albert

Einstein, along with a modern new image that signifies the College of Medicine’s excellence in

biomedical research and medical education.”

Beginning today, all branded materials at Einstein will share a common look, logo and tagline.

The new tagline: “Science at the heart of medicine,” emphasizes the connection between

Einstein’s cutting-edge research and the College’s humanistic and collaborative culture.

On all branded materials, from business cards to t-shirts, the College of Medicine is replacing

the logo of Albert Einstein’s likeness with a graphic of a spiral staircase at the Michael F. Price

Center for Genetic and Translational Medicine/Harold and Muriel Block Research Pavilion that

is modeled after a strand of DNA. The logo forms a rounded, modern-looking “E” that

represents Einstein’s grounding in scientific research. The iconic Einstein name, used alone,

is also strongly emphasized in the new logo.

“In the 30-plus years that I have been at Einstein, first as a medical student and now as

executive dean, the vision that Albert Einstein had in lending his name to this institution has

been a guiding force,” said Ed Burns, M.D., executive dean. “The new branding is effective

because our association with our namesake remains as strong as ever. Yet it goes a step

further by creating a bold new identity that accurately reflects Einstein’s status as a top medical

school and biomedical research institution.”


newS releASe




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gordon earleAssociate Dean for Communications and Public Affairs


Jack and Pearl Resnick Campus1300 Morris Park Ave., Belfer 000Bronx, New York 10461einstein.yu.edu

718-430-3325718-430-3320 [email protected]



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S u p p o r t I n g e l e M e n t S

3:1 Editorial voice and tone

3:2 Editorial description

3:3 Editorial style

3:4 Descriptive text

3:5 Short descriptive text

3:6 Typography

3:8 Electronic typography

3:9 Color palette

3:10 Primary photography

3:11 Photography: research

3:12 Photography: education

3:13 Photography: community

3:14 Photography: people

3:15 Imagery style

supporting elementsAlbert Einstein College of Medicine


“Everything should be made as simple as possible, but not simpler.”ALBERT E INSTEIN

Supporting elements

3

To explain what we mean by editorial voice, let us repeat the statement that is reflected in Dean Spiegel’s letter:

“Einstein is a distinguished medical institution that is creating a healthy future everywhere by combining a passion for scientific and academic excellence with compassion for all humanity in a highly productive and collegial environment.”

Many medical schools and research institutions speak of their scientific achievements and educational excellence. That’s to be expected. What makes Einstein’s voice unique and special is that it should, whenever possible, convey a sense of “humanism” that is so central and vital to the College of Medicine’s culture.

When it comes to our scientific research, for example, Einstein’s humanism is reflected in the collaboration that takes place between researchers. In the medical world, humanism is reflected in the caring and compassionate nature of the doctors we produce and the medicine that they practice. Whatever the setting, our voice should be expert, intelligent, confident and warm—all qualities that are reflected in our new branding, logo and tagline. It is should portray Einstein as a leader in the field of medicine, with the ability to stimulate creative thinking and inspire people to change the world. We try to balance the organization’s intellectual character with emotion, with the latter representing our humanity and desire to make positive contributions to the health of those living in our community, as well as throughout the world.

Tone is also important. Our new brand positioning emphasizes a caring, collaborative and humanistic culture and, when possible, the tone of our communications should reflect those values.

supporting elements | editorial toneAlbert Einstein College of Medicine


Editorial voice and tone

When you boil it all down, the essence of the Einstein branding campaign is to determine what “Einstein is…”

You will find various descriptions of this in our positioning brochure, which provides information that emphasizes the following:

Einstein is…leading the wayEinstein is…discoveringEinstein is…caring and collaboratingEinstein is…continuing a legacyEinstein is…improving healthEinstein is…impacting the world

As you strive to define Einstein in your communications and marketing, these are the key messages that we provide as reference points. For examples in each area and further elaboration, please click on this link, which will connect you to our branding zone web page, which contains a pdf of our positioning brochure: www.einstein.yu.edu/brandingzone/DeanSpeaks.asp.

supporting elements | editorial descript ionAlbert Einstein College of Medicine


Editorial description

supporting elements | editorial styleAlbert Einstein College of Medicine


Editorial style

The editorial style for Albert Einstein College of Medicine’s print and electronic marketing materials is based on the AP Stylebook and the Chicago Manual of Style. A summary of the manuals’ rules covering some of the most frequently encountered style issues is presented here. For answers to Einstein style-related questions, contact the department of communications and public affairs at x3101.

Style rules

• When describing the College of Medicine, use Albert Einstein College of Medicine as the first reference in the text. Subsequent references should be Einstein or College of Medicine. Avoid using the acronym AECOM.

• Titles should be lowercased unless preceding an individual’s name.• Credentials should be abbreviated with periods and closed up (e.g., M.D., Ph.D.).• Do not use a serial comma unless needed for clarity.• Consult Merriam Webster’s Collegiate Dictionary, Eleventh Editiion for spelling and

word breaks.• Lowercase the names of departments and offices unless they include a proper

name (e.g., Dominick P. Purpura Department of Neuroscience). • Lowercase “fax” and “e-mail” in text. In listings, lowercase when the word follows

the number; uppercase it when it precedes the number (e.g., Fax: 718.430.3703; 718.430.3703 is the fax number. E-mail: [email protected]; send e-mail to [email protected]).

• Dates are punctuated month, day, year: “June 3, 2010, was the date set for commencement.” Do not use “th,” “st” or “rd” following date numerals.

• Quotation marks are placed outside commas and periods and inside semicolons and colons.

• Italics are used for book titles, periodicals, newspapers, media outlets, pamphlets, proceedings, movie titles, works of art, operas and other long musical compositions.

• Acronyms should be all caps, no periods, closed up: GPA, ID cards.

For approved written descriptive text, please refer to the Supporting Elementssection of these guidelines, 3:4–3:5.

The College of Medicine has approved the following descriptive text as appropriatein publications, printed materials and websites.

Albert Einstein College of Medicine of Yeshiva University is one of the nation’s pre-mier centers for research, medical education and clinical investigation. During the 2010–11 academic year, Einstein is home to 724 M.D. students, 256 Ph.D. students, 122 students in the combined M.D./Ph.D. program and 375 postdoctoral research fellows. The College of Medicine has 2,770 full time faculty members located on the main campus and at its clinical affiliates. In fiscal year 2010, Einstein received $199 million in support from the NIH. This includes the funding of major research centers at Einstein in diabetes, cancer, liver disease and AIDS. Other areas where the Col-lege of Medicine is concentrating its efforts include developmental brain research, neuroscience, cardiac disease and initiatives to reduce and eliminate ethnic and ra-cial health disparities. Through its extensive affiliation network involving five medical centers in the Bronx, Manhattan and Long Island—which includes Montefiore Medi-cal Center, the University Hospital and Academic Medical Center for Einstein—the College of Medicine runs one of the largest postgraduate medical training programs in the United States, offering approximately 150 residency programs to more than 2,500 physicians in training. For more information, please visit www.einstein.yu.edu.

Last updated October 2010

supporting elements | descript ive textAlbert Einstein College of Medicine


Descriptive text

The following is organizationally approved short descriptive text about Einstein and the work we do.

Short description #1, focus on humanism:

Einstein is a distinguished medical institution that is creating a healthy future everywhere by combining a passion for scientific and academic excellence with compassion for all humanity in a highly productive and collegial environment.

Short description #1, focus on research productivity:

Einstein is a distinguished medical institution achieving extraordinary success by combining scientific and academic excellence, with compassion for all humanity in a highly productive and collegial environment.

Short description #1, focus on our namesake:

Einstein is a distinguished medical institution that makes a difference in people’s lives by combining intellect and imagination with a deep, abiding compassion for humanity in a highly productive and collegial environment.

Short description #1, focus on our community:

Einstein is a distinguished medical institution in the Bronx that combines scientific and academic excellence and discovery with compassion for all humanity in a uniquely diverse and rich environment.

Last updated October 2010

supporting elements | short descript ive textAlbert Einstein College of Medicine


Preferred shortdescriptive text

Typography plays an integral role in any visual system. It helps express the tone of our written communications and builds continuity within the Einstein brand. The Einstein typography family consists of two principal typefaces: Avenir (Linotype Foundry) and Adobe Garamond (Adobe Type Foundry). These typefaces are attractive and very functional, possessing a range of weights and styles for complex typographic needs.

The Einstein Signature uses Engraver’s Gothic (Bitstream library) font for the logotype “Einstein.” This font may be used in communications materials but it is recommended that it be a supporting font, used sparingly for subheads or for short captions and callouts.

Engraver’s Gothic is displayed below, and page 3:7 showcases the recommended range of uses for Avenir and Adobe Garamond. See also page 3:8 for Web typography.

engraver’s GothicabcDeFGHiJKlmnoPQRstuVWXYZabcedfghijklmnopqrstuvwxyz123456789

• All uppercase font family• Projects understated strength and distinction• Should be used sparingly for short phrases, captions and subheads

font weIghtS

engraver’s Gothic Regular

supporting elements | typographyAlbert Einstein College of Medicine


Typography

to orDer

Avenir, Adobe Garamond and Engraver’s Gothic typefaces are licensed and available for both Mac and Windows platforms from fonts.com. Open Type fonts are cross-platform and should be used.

Typography

AvenirABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 123456789

• Classic sans serif type face: simple, modern, elegant• A variety of weights are available, making Avenir very versatile• Broad use; can be used in all typographic applications

font weIghtS

Avenir 35 Light Avenir 65 Medium

Avenir 35 Light Oblique Avenir 65 Medium Oblique

Avenir 45 Book Avenir 85 heavy

Avenir 45 Book Oblique Avenir 85 Heavy Oblique

Avenir 55 Roman Avenir 95 Black

Avenir 55 Roman Oblique Avenir 95 Black Oblique

Adobe GaramondABCDEFGHIJKLMNOPQRSTUVWXYZabcedfghijklmnopqrstuvwxyz 123456789

• Modern version of the classic Garamond font: legible, graceful, friendly• Primary use is for body text but when appropriate can be used for headline or subhead text

font weIghtS

Adobe Garamond Regular Adobe Garamond BoldAdobe Garamond Italic Adobe Garamond Bold ItalicAdobe Garamond SemiboldAdobe Garamond Semibold Italic



to orDer

Avenir, Adobe Garamond and Engraver’s Gothic typefaces are licensed and available for both Mac and Windows platforms from fonts.com. Open Type fonts are cross-platform and should be used.

When creating live text for the Web, PowerPoint presentations and e-mail correspondence, Arial may be used to ensure optimum screen legibility. Georgia is an appropriate substitute for Adobe Garamond but it is recommended that Arial, a sans serif face, be used more widely; all body text/content should be sans serif. If used at all, Georgia should be used sparingly as an accent.

ArialABCDEFGHIJKLMNOPQRSTUVWXYZabcedfghijklmnopqrstuvwxyz123456789

• Widely used on the Web• A contemporary sans serif design• An extremely versatile family of typefaces

font weIghtS

Arial RegularArial ItalicArial MediumArial Medium ItalicArial BoldArial Bold Italic



Typography for electronic communications

to orDer

Arial typeface is licensed and avail-able for both Mac and Windows platforms from fonts.com. Open Type fonts are cross-platform and should be used.

Color can provide a strong visual link to the Einstein brand identity across a multitude of applications. PMS 280 and PMS 542 serve as Einstein signature colors and are com-plemented well by the recommended secondary palette. Overall they should be used as accent colors to enhance communications without diluting our primary signature palette. Some PMS uncoated colors print much differently from their coated equiva-lent; therefore, we are recommending different color numbers for PMS 228, PMS 143 and PMS 376. The secondary palette may be extended through a limited number of tints and screens for greater flexibility.

Note: while these colors are recommended, we recognize that there will be excep-tions, and alternative colors may be needed. Please contact the department of cre-ative services at x2135 for assistance.

supporting elements | color paletteAlbert Einstein College of Medicine


Color palette

SeconDAry pAlette

PANTONE® C

PMS 2725

PMS 228

PMS 166

PMS 143

PMS 376

PMS 1797

PMS 660

PMS 5483

PMS 295

PANTONE® U

PMS 2725

PMS 221

PMS 166

PMS 129

PMS 382

PMS 1797

PMS 660

PMS 5483

PMS 295

CMyk

88c 96m 0y 0k

15c 100m 0y 35k

0c 60m 85y 0k

0c 35m 100y 0k

60c 0m 100y 0k

0c 90m 100y 0k

85c 40m 0y 0k

60c 5m 20y 25k

100c 57m 0y 40k

114r 81g 188b

140r 0g 76b

221r 89g 0b

239r 178g 45b

127r 186g 0b

195r 54g 48b

65r 96g 168b

96r 145g 145b

0r 56g 107b

rGB

SIgnAture colorS

PANTONE® C

PMS 280

PMS 542

PANTONE® U

PMS 280

PMS 543

CMyk

100c 75m 0y 30k

40c 10m 3y 0k

0r 60g 125b

150r 200g 255b

rGB

supporting elements | photographyAlbert Einstein College of Medicine


The images we use in our communications make a powerful impression. Whether commissioning new photography or using images from our library, it is important to select images that reflect the Einstein personality and set the right tone. Photogra-phy should convey emotions and atmosphere. Look beyond the straightforward and typical to find a more inspirational perspective. Consider detail or unusual angles to increase impact and create effective communications. Our images should show natu-ral, real-life people and situations. They should convey emotions and atmosphere and engage the audience. Images should feel observational and spontaneous rather than staged. It is preferable to use original photographs of Einstein personnel and work, not stock images.

Examples on the following pages provide guidance for selecting and formatting photography.

Primary photography

research Education Clinical/Community



Einstein research is the foundation of our success and is characterized by true collaboration and synergy between basic and clinical investigators. In all images it is important to convey a “human” interaction to connect Einstein people to the research message.

An extensive library of research imagery has been assembled by Einstein’s creative services department. Images are available in print-quality or Web-resolution digital formats. Please contact the department of creative services at x2135 for assistance.

Photography: research

Cutting edge

real moment, research collaboration Dramatic close-up

Cutting-edge technology, close-up Dramatic angle

Dramatic close-up, human background element



Use photos and graphics that capture the innovative and youthful spirit of Einstein. Images such as students in real locations and interacting in learning experiences will reinforce the “relevant” aspects of our approach to education and the stimulating environment in which learning takes place.

An extensive library of education imagery has been assembled by Einstein’s creative services department. Images are available in print-quality or Web-resolution digital formats. Please contact the department of creative services at x2135 for assistance.

Photography: education

Global reach

real moment, research collaboration real moment, clinical training

Personal, student development real moment, classroom

Student and doctor interaction



Clinical and lifestyle images show the interaction and connection of Einstein’s work and people with our community. Demonstrating Einstein’s impact on the diverse population of families and individuals living healthier lives reinforces the benefits derived from Einstein’s work and reflects our compassionate and humanistic culture.

An extensive library of community imagery has been assembled by Einstein’s creative services department. Images are available in print-quality or web-resolution digital formats. Please contact the department of creative services at x2135 for assistance.

Photography: community

Technology in use (dramatic crop)

Improved quality of life

real moment, patient carereal moment, patient care

Affecting people’s livesreal moment, community service



Portraits are intended to capture the personalities of individuals who make Einstein what it is or of those whose lives have been affected by Einstein. Interesting perspectives or tight cropping tend to establish an intimate, engaging connection with the subject.

An extensive library of portrait imagery has been assembled by Einstein’s creative services department. Images are available in print-quality or web-resolution digital formats. Please contact the department of creative services at x2135 for assistance.

Photography: people

real moment, patient care

Einstein students, researchers, educators, leaders and supporters

real moment, clinical services

supporting elements | imageryAlbert Einstein College of Medicine


Whenever possible, photography should reflect the dynamic nature of Einstein by featuring close-up, bold, expressive images. Complex, busy, or lower-quality photosshould be minimized by cropping to highlight the area of interest or by making them smaller.

Imagery style

Original full-frame photo

Original full-frame photo

Cropped for dramatic impact

Cropped to declutter, provide focus

Original full-frame photo Cropped to be more engaging

b u S I n e S S pA p e r S

4:1 Letterhead

4:2 Business cards

4:3 Envelopes and mailing labels

4:4 Memo pads and note cards

4:5 Presentation folder

4:6 Ordering

business papersAlbert Einstein College of Medicine


“Any intelligent fool can make things bigger and more complex...It takes a touch of genius—and a lot of courage— to move in the opposite direction.”ALBERT E INSTEIN

Business papers

4


gordon earleAssociate DeanPublic Affairs & Communications

Jack & Pearl Resnick Campus1300 Morris Park Ave., Bronx, NY 10461 718.430.3060 fax [email protected]



EINSTEIN



EINSTEIN



vinayaka r. prasad, ph. D.Professor, Microbiology & Immunology

Jack & Pearl Resnick Campus1300 Morris Park Avenue, Rm GB 401 Bronx, New York 10461 718.430.2517 fax [email protected]



EINSTEIN

vinayaka r. prasad, ph. D.Professor, Department of Microbiology & ImmunologyDirector, AIDS International Training and Research ProgramChair, Einstein Global Health Center Steering Committee

Jack & Pearl Resnick Campus1300 Morris Park Avenue, Rm GB 401 Bronx, New York 10461 718.430.2517 fax [email protected]



The business system is the most widely used communications tool at Einstein. Consis-tent use demonstrates that each individual, department and center values its affiliation with Einstein. Each component of the Einstein stationery and business paper system features our two-color signature, printed in PMS® 280 and 543. The tagline is the only line of information printed in PMS 543; all other information prints in PMS 280.

To maintain a consistent graphic identity, you should produce all stationery using Staples’ online print management system. Staples’ printing resources provide quality papers; letterhead is printed on a standard white, uncoated, text-weight stock. Turn to

page 4:6 for instructions on how to order letterhead.

For electronic and internally printed documents, we have created Word document templates of the letterhead. To download, go to Branding Zone on our website, www.einstein.yu.edu/brandingzone.

business papers | letterheadAlbert Einstein College of Medicine


Letterhead

letterheAD Shown:

1. Personalized standard

2. Department, short contact

3. Department, extended contact

Specifications: Letterhead size: 8.5" x 11"

paper: Strathmore Script Ultimate White Smooth/

Strathmore Writing Ultimate White

weight: 24 lb./70 lb. text

printing: Two color, PMS 280 and PMS 543

NOTE: The samples shown are scaled to fit the page size.

1 2 3

business papers | business cardsAlbert Einstein College of Medicine


Business cards

The official College of Medicine logo always appears at the top left of the business card as shown. The individual’s name and title should appear flush left with the logo; the vertical position of this text box shifts depending on the total length of the infor-mation. The tagline and contact information form a right column. The only exception is the co-branded card; the affiliate logo should appear to the right of the Einstein logo and the contact information forms two columns at the bottom of the card.

Staples’ printing resources provide quality papers; business cards are printed on a standard white, uncoated, cover-weight stock. Turn to page 4:6 for instructions on how to order business cards. .

research departmentOffice of the Dean

Specifications: Business card size 3.5" x 2"

paper: Strathmore Script Ultimate White/Strathmore Writing Ultimate White Wove

weight: 100 lb. cover/88 lb. cover


NOTE: The samples shown are actual size.



EINSTEIN

Allen M. Spiegel, M.D.The Marilyn and Stanley M. Katz Dean


Jack & Pearl Resnick Campus1300 Morris Park AvenueBelfer Building, Room 301Bronx, New York 10461 www.einstein.yu.edu

718.430.2801718.430.8822 [email protected]



EINSTEIN

vinayaka r. prasad, ph.D.Professor, Microbiology & ImmunologyDirector, AIDS International Training and Research ProgramChair, Einstein Global Health Center Steering Committee



Jack & Pearl Resnick Campus1300 Morris Park AvenueRoom GB 401Bronx, New York 10461einstein.yu.edu

718-430-2517718-430-8976 [email protected]

business papers | envelopes & mail ing labelsAlbert Einstein College of Medicine


Envelopes and mailing labels

Variations of the official Einstein standard #10 envelope are shown. Other enve-lopes available are: #10 window envelopes, #9 return envelopes and 10" x 13" envelopes. Mailing labels are available in 3" x 5" size.

Staples’ printing resources provide quality papers; envelopes are printed on a standard white, uncoated, cover-weight stock and mailing labels are printed on standard white “crack-n-peel” labels. Turn to page 4:6 for instructions on how to order envelopes and mailing labels.

3" x 5" mailing label

Standard #10 envelopes

Specifications: Mailing label size 3" x 5"

paper: Standard white ”crack-n-peel“

weight: Standard ”crack-n-peel“


Specifications: #10 Envelope size 9.5" x 4.125"

paper: Strathmore Script Ultimate White/

Strathmore Writing Ultimate White Wove

weight: 24 lb.




gordon earleAssociate Dean, Public Affairs and Communications

Jack & Pearl Resnick Campus1300 Morris Park Avenue, Bronx, NY 10461



EINSTEIN


gordon earleAssociate Dean, Public Affairs and Communications




EINSTEIN



vinayaka r. prasad, ph. D.Professor, Department of Microbiology and ImmunologyDirector, AIDS International Training and Research ProgramChair, Einstein Global Health Center Steering Committee




EINSTEIN

business papers | memo pads & note cardsAlbert Einstein College of Medicine


Memo pads and note cards

The College of Medicine also has a variety of other stationery items available. These include memo pads and fold-over notecards and envelopes.

Staples’ printing resources provide quality papers; notecards and memos are printed on a standard white, uncoated, cover-weight stock. Turn to page 4:6 for instructions on how to order memo pads and note cards.

Specifications: Note card size

paper: Standard white, uncoated

weight: Cover-weight stock


Specifications: Memo size 5.5" x 8.5"

paper: White Offset/ Strathmore Writing

Ultimate White Wove

weight: 60 lb./24 lb.



Memos



EINSTEIN

Note card option #1 Note card option #2


gordon earleAssociate DeanPublic Affairs & Communications

718.430.3325 fax [email protected] F Y E S H I V A U N I V E R S I T Y


EINSTEIN



EINSTEIN



vinayaka r. prasad, ph. D.Professor, Microbiology & Immunology

718.430.2517 fax [email protected]



EINSTEIN

business papers | presentat ion folderAlbert Einstein College of Medicine


Presentation folder

The official Einstein presentation folder, 9" x 12" with two inside pockets, is available for order. Staples’ printing resources provide quality papers; folders are printed on a standard white, coated, cover-weight stock. Turn to page 4:6 for instructions on how to order presentation folders. To create a custom design or for assistance, contact the department of creative services at x2135.

Specifications: Folder size 9" x 12"

paper: Standard white coated

weight: Cover-weight stock

printing: Two color, PMS 280

and PMS 542


Official Einstein presentation folder Optional white folder


Department Presentation Title



EINSTEIN

business papers | orderingAlbert Einstein College of Medicine


Ordering stationery and business papers

Einstein administrative groups and research departments can order business paper items with personalized contact information through Staples. Staples’ print management system provides an easy online ordering experience for all Einstein personnel.

You will need access to YU’s Jacada purchase order system in order to purchase Einstein stationery. Your department administrator should have this access. From Jacada, you (or your administrator) can access the Staples website by creating a SciQuest Catalog requisition. On the Staples homepage, you will click on “EINSTEIN PRINT PROGRAM” under the heading Shopping Lists on the left side of the page. Select the needed stationery item from the shopping list, and then customize it. Once finished, submit your order back to Jacada, and create your purchase order, and your order will be placed electronically. You should receive your custom printed product within 7–10 days.

p r I n t A p p l I c At I o n

5:1 Expressing the brand

5:2 Visual style

5:3 Layout grids

5:6 Cover samples

5:7 Back cover samples

5:8 Interior spread samples

5:9 Newsletter samples

5:10 Poster samples

5:11 Campaign sample

5:12 Campus branding samples

5:13 Application assistance

print applicat ionAlbert Einstein College of Medicine


“We can’t solve problems by using the same kind of thinking we used when we created them.”ALBERT E INSTEIN

Print application

5

print applicat ion | expressing the brandAlbert Einstein College of Medicine


Expressing the brand

A consistent approach to visual and editorial communications across all media enhances brand awareness among Einstein’s diverse internal and external audi-ences. Thus, the intent of developing brand guidelines is to be inclusive rather than exclusive. Key Einstein audiences are reached principally through print communications, making it important that these pieces in particular reflect visual and style standards that reinforce Einstein’s brand identity and enhance the im-age of the College of Medicine.

These guidelines are designed to help you consider how copy, typography style, color and the Einstein signature can work harmoniously within a piece and across an entire program to form a coherent institutional look and feel, while making room for variation and creative expression.

Our system works by consistently using our branding basics—placing our sig-nature on all covers, using PANTONE® 280 and 542 (our primary colors), using Avenir and Adobe Garamond typefaces, consistent use of editorial styles and using large single images—to create a “family” feel for all Einstein materials.

print applicat ion | v isual styleAlbert Einstein College of Medicine


Visual style

The visual standards for publications and other print media ensure that communi-cations from department and office speak with a clear and uniform voice that best represents the image and brand of Albert Einstein College of Medicine. The creative approach expresses the Einstein brand through primary brand images and a design approach based on the following characteristics:

• Use of the branded logo and tagline, Science at the heart of medicine• A contemporary primary typeface, Avenir, that reflects a forward-looking approach• Bold use of thought-provoking imagery• Supporting images that illustrate the breadth of work at the College of Medicine and the engaging, collaborative nature of the campus community• A flexible grid design that organizes information and gives structure to a page, whether it contains simple or complex designs

The objective of any print piece is to provide the reader with information in a clear, appropriate, accurate and enjoyable manner. The Einstein visual identity will come to life on the materials we use to communicate. The examples that follow illustrate how you can bring all of the elements together to create communications that express our look in a style that is distinctly Einstein.

All materials featured were created by Einstein’s department of communications and public affairs. Questions about the design or requests for information should be directed to Einstein creative services, a part of the department of communications and public affairs.

print applicat ion | layout gridsAlbert Einstein College of Medicine


Layout grids

The objective of any publication is to provide the reader with information in a clear, appropriate, accurate and enjoyable manner. Consistent placement of the basics within a grid will create layouts that help achieve this objective while reinforcing our brand image.

Grids help a designer organize text, images, the signature and other graphic elements. These invisible guides give structure to a page, whether it contains simple or complex designs. Grids help simplify decisions about placement and size and let the designer concentrate on the entire impact of the piece and its relevance to the targeted stakeholder group.

This grid system provides the freedom to vary the visual feel, yet retain the consis-tency we’re seeking. Grid patterns recommended for our standard-size publications are on the following pages.



8.5"x 11" grids

3- AnD 4-coluMn

• Bleed distance – .125" minimum• Top margin – .5" min., 1" max.• Bottom margin – .5"• Outside margin – .5" min., 1" max.• Inside margin – .5" min., .75" max.• Gutter – .25"

1" 1" 1" 1"

.5" .5"

.5" .5" .75" .75"

Left-hand page Left-hand page



5.5"x 8.5" and 7"x 10" grids

3-coluMn

• Bleed distance – .125" minimum• Top margin – .5" min., .75" max.• Bottom margin – .5"• Outside margin – .5" min., .75" max.• Inside margin – .5"• Gutter – .25"

2-coluMn

• Bleed distance – .125" minimum• Top, outside, inside and bottom margin – .5"• Gutter – .25"

.75"

.75"

.5"

.5"

Left-hand page Left-hand page

print applicat ion | cover samplesAlbert Einstein College of Medicine


Cover samples

Print brochures and publications are key to our communication efforts. They should reflect the visual language, with a mix of photography and passionate voice. Consis-tent branding through print publishing consolidates and reinforces brand presencefor the College of Medicine.

The Einstein logo should always appear prominently on the cover of all brochures and other printed materials. To be prominent, it does not necessarily have to be large; rather, prominence can often be achieved through positioning and the degree of white space surrounding it.

Class of 2009

yearbook

Recruitment Prospectus

Ruth L. and David S. GottesmanInstitute for Stem Cell Biology and Regenerative Medicine

The Michael F. Price Center for Genetic and Translational Medicine and Harold/Muriel Block Research Pavilion


Philip and Rita Rosen Department of Communications and Public Affairs Jack and Pearl Resnick Campus1300 Morris Park AvenueBronx, New York 10461

www.einstein.yu.edu718-430-3101

print applicat ion | back cover samplesAlbert Einstein College of Medicine


Back cover samples

On the back covers of brochures and publications, the logo should be combined with the full name and address, as shown in the examples. The logo can be posi-tioned in a designated white area or positioned over a solid color. It is not rec-ommended that the logo on the back cover ever be placed over a photographic image.


Albert Einstein College of Medicine of Yeshiva UniversityJack and Pearl Resnick Campus 1300 Morris Park Avenue, Bronx NY 10461www.aecom.yu.edu Philip and Rita Rosen Department of Communications and Public Affairs

Department of Institutional AdvancementFor information on opportunities for giving:718.430.2412 fax 718.430.8929

Albert Einstein College of Medicine o F Y E s h I v A U N I v E R s I t Y

Albert Einstein College of Medicine o f y e s h i va u n i v e r s i t y

Science at the heart

of medicine

annual report 2008-2009

Albert Einstein College of Medicine o f y e s h i va u n i v e r s i t y

VISIT US ON THE WEB!On our website, readers can keep up with what’s happening at Einstein: research and education news; features; multimedia offerings; access to all our electronic and print publications—and much more. You can also review news and updates that are specifi cally targeted toward alumni, donors, faculty and students.

When you visit our website, you’ll join the more than 3.5 million people who click annually on www.einstein.yu.edu.

Summer/Fall 2010

CHANGE SERVICE REQUESTED

Jack and Pearl Resnick Campus1300 Morris Park Avenue

Bronx, NY 10461www.einstein.yu.edu

NON-PROFIT ORGUS POSTAGE

PAIDALBERT EINSTEIN

COLLEGE OF MEDICINE


Congratulations!

From left, Ronald Ross, M.D. ‘60, Robert Bernstein, M.D. ‘60, and new grads Dara Bier, M.D. and Baruch Berzon, M.D.

See pages 48–53 for 2010 Reunion and Commencement coverage.

5

Optimizing Cancer Therapy

By measuring the activity of four genes

in cancer cells, Einstein researchers

correctly predicted whether patients’

colorectal tumors were sensitive or not

to a major chemotherapy drug. The

advance could help doctors choose the

most effective drugs for cancer patients.

New Longevity Genes

In the latest results from their search

for anti-aging genes, Einstein scientists

found that mutations in genes govern-

ing an important cell-signaling pathway

help people live longer. A drug that

does the same thing is now being tested

as a cancer treatment and could prove

helpful in delaying aging.

Re-engineered Immune Cells Show Promise Against AIDS

By outfitting immune-system killer

cells with a new pair of genes, Einstein

researchers transformed them into

potent weapons that destroy cells

infected with HIV. The finding

could lead to an entirely new approach

for combating AIDS and other viral

diseases.

Zapping Viral Cancers

An experimental therapy shows promise

against the many types of cancer caused

by viruses. By attaching radioactive

isotopes to antibodies, Einstein

researchers have created a novel weapon

with potential for treating cervical

cancer, liver cancer, and other virus-

induced cancers.

Help Against Hemophilia

Einstein scientists showed for the first

time that transplanted liver cells can

cure hemophilia A (the most common

form of the disease) in an animal

model. The principle established by

this study might also help in treating

hemophilia B.

“Fat” Genes Uncovered

By discovering the genes responsible for

storing fat in cells, Einstein researchers

have solved one of biology’s fundamen-

tal questions. The breakthrough could

lead to new strategies for treating obe-

sity and the diseases associated with it.

Eat Your Greens, Protect Your Heart

A diet rich in leafy vegetables may

minimize the tissue damage caused by

heart attacks. The finding by Einstein

scientists suggests that the chemical

nitrite, found in many vegetables, could

be the secret ingredient in the heart-

healthy Mediterranean diet.


“During 2008, the Einstein faculty published some 800 articles

in peer-reviewed scientific journals. But even more important

than our impressive productivity, our discoveries are having

a real impact. They are improving people’s health in many

different ways.”

hARRy ShAMoon, M.D., Professor of Medicine and Associate Dean for Clinical & Translational Research

4

Vitamin D and Mortality Risk

The next time you have a routine

blood test, ask to have your vitamin

D level checked. In a large-scale study,

Einstein scientists found that people

with low levels of vitamin D in their

blood face an increased risk of death

from all causes compared with people

who have higher levels.

Progress Against Aging

Maintaining organs’ efficiency in get-

ting rid of damaged proteins may be

a key to longevity, Einstein scientists

have shown. By splicing a gene into

mice, the researchers for the first time

prevented the age-related decline of an

entire organ — the liver. The findings

suggest that drugs exerting a simi-

lar effect might allow people to live

healthier lives well into old age.

Strokes Traced to Too Much Sleep

Oversleeping could be a risky habit.

Einstein scientists found that post-

menopausal women who regularly

sleep more than nine hours a night

may increase their risk of strokes

caused by blood clots. Their stroke

risk was 60 to 70 percent higher than

for women who sleep for seven hours.

Heart Disease and Weight

Being obese is not always a prelude

to heart disease. After studying a

nationally representative sample of

Americans, Einstein scientists found

that a considerable proportion of

overweight people are healthy, while

quite a few normal-weight Americans

have cardiovascular problems.

Short-Circuiting Migraines

Migraine sufferers may soon have a

drug-free treatment option. In a study

led by Einstein researchers, a hand-

held magnetic stimulation device

helped patients who used it at the

first sign of a migraine. Thirty-nine

percent of patients were pain-free two

hours after treatment, compared with

only 22 percent in a control group

using a sham device.

Recent Research Highlights

print applicat ion | interior spread samplesAlbert Einstein College of Medicine


Interior spread samples

Inside spreads give us many design elements to work with. All of these elements must work together to communicate our distinctive style. Structure your information so it flows. Maintain legibility. And remember to keep it simple. Never overload a page.

The Einstein style is flexible when it comes to inside spreads on literature that is four pages or more. All options call for 0.5" margin on the top, bottom, left and right of the page. The dimensions shown are for standard 8.5"x11" literature only. Refer to pages 5:4 and 5:5 for grid layouts.

10 einstein : summer/fall 09 science at the heart of medicine 11

prime reproductive years are between the ages of 20 and 30—a time when most of them are pursuing their medi-cal training. But juggling child care and medical school isn’t easy. Long hours of study are followed by even longer hours on clinical wards, leaving little time or energy for the round-the-clock needs of a newborn.

And then there are the challenges unique to pregnant medical students.

“You get to go on break when your attending physician gets a break,” says Monique, describing the emergency medicine rotation she completed during her fifth and sixth months of pregnancy. “The baby is pressing on your bladder but you can’t go to the bathroom, you’re hungry and your feet are swelling.”

Yet Monique has no regrets about going through motherhood and medical school at the same time. In fact, having a baby in the midst of her medical edu-cation was something that she and her husband, Bert, had planned.

“I’ve always wanted kids, and there wasn’t ever going to be a better time,” she says. “There will always be a reason why you should wait a little longer, but you make choices for your future life and family.”

For Bat-Sheva, expecting twins meant dealing with a high-risk pregnancy in the midst of everything else. But she’d already sur-mounted problems that had prepared her for the difficul-ties ahead. Her husband, Jon, had battled stage IV Hodgkin’s disease between her first and second years at Einstein. His ill-ness only strength-ened the couple’s

desire to start a family once he was well.

“I was able to accomplish my school goals and deal with the issues connected to my pregnancy because the school was extraordinarily helpful,” says Bat-Sheva.

Both Monique and Bat-Sheva single out Nadine T. Katz, M.D., associate dean for students, for the extraor-dinary help and guidance she provided before and after their babies were born. Dr. Katz, who is also an obste-trician/gynecologist, often meets with students to dis-cuss the various challenges and rewards of this life-changing decision.

“We want students to know that we support them when they’re making such an important decision,” says Dr. Katz. “They have one life, and being a medical student is just one aspect of their lives. If students are ready to have children, then we need to encourage them to fulfill this part of their personal life.”

For some female students, having a baby may require delaying course work and graduating a year later. “The impor-

tant thing in deciding to start a family while in medical

school or residency is

to be flexible,” she says.Dr. Katz speaks

from experience. While an Einstein medi-

cal student in the late 1980s, Dr. Katz and two classmates

determined that fourth year was the right time for them to begin families—a decision just as unheard of then as in Dr. Baum’s time 20 years earlier, and one that she knew could adversely affect her career.

“We’ve come a long way since then—and even though taboos still exist, seeing young professionals who are pregnant is much more common now,” says Dr. Katz, who notes that Einstein now offers pregnant students a designated maternal- care room where they can go to express their milk.

“I would absolutely do it all again and am glad that I did it now,” says Monique. “I can’t imagine doing this later, during residency, when I’d have to leave Gemma and be putting in very long hours. I’m grateful that Einstein is so supportive and helps us to live the lives that we want to live.”

Bat-Sheva Maslow with her twin daughters, Aderet and Tehila, at Commencement.

More Einstein Students Combine Medicine and Maternity

On June 2, when Monique Bushman and Bat-Sheva Maslow received their medi-

cal degrees, their babies—Monique's daughter and Bat-Sheva’s twins—were there to witness the event.

The two women were among at least a dozen Einstein graduates who were accompanied by children when they crossed the stage at Avery Fisher Hall to receive their diplomas—a far cry from just a few decades ago.

“When I was a medical student in the 1960s, having children was unheard of—even among the couples in which only the male was in medical school,” says Stephen G. Baum, M.D., senior associate dean for students at Einstein. “It was just assumed that you waited until your career was established before having kids.”

The desire to start a family while in medical school is understandable: Medical students learn that a woman’s

T he sixth annual Davidoff Education Day, held on March 17, honored two outstanding

mentors and provided useful advice to Einstein’s busy clinician educators.

The event featured two keynote speeches by Patricia Carney, Ph.D., professor of family medicine and of public health and preventive medicine at Oregon Health & Science University. The first speech offered faculty mem-bers advice on getting their educational research papers published and their grants funded. In the second, she out-lined strategies for the challenging task of preparing manuscripts and apply-ing for grants while maintaining a busy clinical schedule.

Dr. Carney also led a lively discussion on the importance of effective mentor-ing in medical education research. “Our mentees don’t know how to be mentored,” she noted. “It’s like the seventh- or eighth-grade dance, where you don’t know exactly how to come

together. It’s something we need to address better.”

Dr. Allen M. Spiegel, the Marilyn and Stanley M. Katz Dean at Einstein (pictured at left), presented Faculty Mentoring Awards to Julia Arnsten, M.D., M.P.H. (center), professor of medicine, epidemiology & popu-lation health and psychiatry and behavioral sciences; and to Donald S. Faber, Ph.D. (right), chair of the Dominick P. Purpura Department of Neuroscience and director of the Rose F. Kennedy Center for Research in Mental Retardation and Human Development.

“Davidoff Education Day formally celebrates teaching and education here and at our affiliated hospitals, and mentoring is at the heart of such activity,” said Dr. Spiegel. “It’s impor-tant for us to highlight those mentors who have a positive impact and show

our appreciation.”

Honoring Medical Education and Mentoring

upfront | collegial life

Monique Bushman with her baby, Gemma, who is also pictured at right in a more recent photo.

MEdEd : News about Medical Education at Albert Einstein College of Medicine

Upcoming Faculty Development Workshops

MEdEd News about Medical Education

Winter 2010 • Vol. 2 , no. 1

A publication of the office of Educational resources and theEducation & Faculty support Committeeof the Division of Education

Penny Grossman, Ed.D., M.P.H., [email protected]

Editorial Assistance: Adele CivitanoDesign: Graphic Arts CenterPhotography: Jason Torres

deadline for the next issue:April 1, 2010

Faculty wishing to contribute news itemsshould contact the editor.

Creating effective Online modules in medical education

Faculty: Christopher Cimino, M.D. Pablo Joo, M.D.

date: April 8, 2010

time: 8:30 –11:30 a.m.

2

from its importance in responding to the needs of students preparing for licensing exams, a clinical skills center offers many opportunities for faculty to help students practice, strengthen, and refine their clinical skills during all four years.

Strengthening einstein’s ICm Curriculum

The Ruth L. Gottesman Clinical Skills Center is designed to meet the needs of Einstein’s medical school curriculum, and specifically those of the Introduction to Clinical Medicine program (ICM), directed by Felise B. Milan, M.D., also recently named as the center’s new director. ICM is a compre-hensive two-year program designed to help students learn the skills of both interviewing patients and performing the complete physical examination. It is in teaching the physical examination where ICM’s need for a clinical skills center was most acute. The second-year Clinical Examina-tion course, under the leadership of Mimi McEvoy, M.A., R.N., offers Peer

Practice Sessions, which involve the simultaneous teaching of physical examination skills to approximately 180 students in 24 groups of 7-8 each with one faculty member. Before the center was built, classrooms in the Belfer Educational Center were converted to serve as “examining rooms,” and students practiced their newly learned skills on each other using conference tables. In contrast, our clinical skills center has multiple fully equipped “exam stations,” complete with exam tables, medical instruments and sup-plies, and with enough room for faculty to teach and observe students. All 23 exam rooms have four stations and are equipped with sinks for hand washing, white boards, and computers. The center also is utilized by the first-year students in the Introduction to the Patient course, led by Dr. Milan and Daniel C. Myers, A.C.S.W. Students meet weekly from September through March in small groups, each led by two faculty facilitators. The focus of this course is on building medical interview-ing skills, and students use the rooms to conduct group interview practice sessions with simulated patients (actors portraying patients) and actual patients

A spacious and light-filled classroom occupying the end of one wing of the center seats up to 45 students. A similar room for faculty meetings is located in the opposite wing.

Dr. Felise Milan, director of the iCM pro-gram and director of the center, leads a group of students in the first-year class.

FeAture story : FroM DrAWing BoArD to reAlity

Upcoming Faculty Development Workshops

Anatomy of a Teaching Portfolio:What You Need to Know to Get Started

Basics of PowerPointPowerPoint Advanced I: Images

Faculty: William Burton, Ph.D.

date: April 22 & April 28, 2010

time: 9:00 –10:30 a.m.

davidoff education day:Innovations in medical education

Faculty: Paul Haidet, M.D., M.P.H. and other faculty

date: April 14, 2010

time: 8:30 a.m.– 4:00 p.m.

Faculty: Christopher Cimino, M.D. Pablo Joo, M.D.

date: April 8, 2010

time: 8:30 –11:30 a.m.

Faculty: Penny Grossman, Ed.D.

date: May 21, 2010

time: 8:30 –10:00 a.m.

For details and registration information, contact the Office of Faculty Development. Telephone: 718.430.3525 or E-mail: [email protected]

3

from the community. As in the Clinical Examination course, the use of video-taping is an important component of the teaching of clinical skills in the first-year course. Students are videotaped doing a patient interview three times during the course, with the last assess-ment serving as part of the final course examination.

Videotaping as a Teaching Tool

The videotaping capability now avail-able at the Ruth L. Gottesman Clinical Skills Center will greatly facilitate the assessment of our students’ clinical skills across the four years of medical school. Video cameras are built into the ceiling space in 10 of the examin-ing rooms so that students will be less aware of them. Dr. Cimino and his staff are charged with testing and operat-ing the assessment system, as well as training faculty and staff in its use. This capability greatly expands the use of the center, both in the ICM course and in other situations where students’ clini-cal skills are observed and assessed. Chief among these is the Clinical Skills Assessment (CSA) exercise.

In order to receive valuable feedback on their history-taking and physical exam skills, all our third-year students spend a full day interview-ing and examining eight standardized patients and writing notes summarizing their findings. The sessions are video-taped and scored, and students review their tapes in group sessions with fac-ulty in an effort to assess their strengths and areas for improvement. Although the CSA is formative in nature, it is required of all students before gradu-ation, and remediation is available to those few students whose performance does not meet established standards. In addition to helping students refine their skills through observation and feed-back, the CSA has a secondary benefit: it helps them prepare for the full-day USMLE Step 2-CS (Clinical Skills) licens-ing exam, also required for graduation. The first use of the clinical skills center for conducting the CSA occurred in October, when a remediation session was held for students who had taken the CSA in the spring. After the installa-tion of a fiber-optic Internet connection, a group of M.D./Ph.D. students com-pleted their CSA requirement at the center in December.

expanded Uses for the Center

According to Dr. Milan, the Ruth L. Gottesman Clinical Skills Center will be a very busy place in the coming months. On the heels of the CSA examination for the entire Einstein third-year class this spring, students from SUNY-Downstate and New York Medical College will use the center for their schools’ clinical skills exams. Our own clerkship direc-tors in Surgery and Family and Social Medicine have already approached

Dr. Milan about developing OSCEs (Observed Structured Clinical Examinations) for their students. In March, the Department of Obstetrics & Gynecology and Women’s Health will conduct a training session for residents and faculty in high-risk procedures. The Department of Medicine wants to use the facility to certify the competence of its residents in performing specific procedures, and hopes to team up with other residency programs to share the facility’s resources. Says Dr. Milan, “I think it won’t be long before the Ruth L. Gottesman Clinical Skills Center is operating at full capacity.”

According to Dr. Felise Milan, the Ruth L. Gottesman Clinical Skills Center will be a very busy place in the coming months: “I think it won’t be long before we are operating at full capacity.”

Dina Astorino, administrative staff member of the iCM program, positions one of the cameras before a videotaping session.

Dr. Martin Cohen observes a student’s examination skills and provides valuable feedback.

print applicat ion | newsletter samplesAlbert Einstein College of Medicine


Newsletter samples

Newsletters aren’t important just in disseminating accurate, science-based informa-tion. They’re also important in helping to define and reinforce our brand and image to key audiences, such as researchers and donors. Newsletters originating from any department of our organization should maintain the Einstein look and feel by following these simple rules: • The Einstein signature should appear in one of the upper corners of the front cover, depending on the graphic design. • Title placement may vary, but the title should be set in some variation of the Avenir family. • A single, engaging image is our preference for the cover, but as an exception, a grouping of small images may be used to illustrate a specific story idea.

Our immune systems defend us against microbes that threaten our health. But sometimes this vigilance backfires, and our tissues become targets instead. This glitch in the immune response is called autoimmunity—the body attacking itself. It can lead to

autoimmune diseases, one of which is type 1 diabetes. The culprits in type 1 diabetes are the immune system’s T cells. Instead

of targeting bacteria and viruses, some T cells attack pancreatic cells, known as beta cells, that make insulin, the vital hormone that converts sugars, starches and other nutrients into energy.

People whose beta cells are destroyed by autoimmune attack develop type 1 diabetes. They require daily insulin supplements (usually by injection) to keep blood glucose under control. (People with the more common form of diabetes, known as type 2 diabetes, either don’t make enough insulin or their bodies don’t respond to the insulin that they produce. In both types, excess blood sugar forms toxic compounds that can damage tissues, leading to problems such as nerve damage, impaired vision and heart disease.)

Type 1 diabetes could be prevented if T cells could be deterred from attacking pancreatic cells. That has been the mission of Teresa P. DiLorenzo, Ph.D., associate professor in the departments of microbiology & immunolo-

Diabetes Research CenterNEWSBlocking fat... and diabetes – page 3

continued on page 2

Type 1 Diabetes: Diverting and Converting the Enemy

Newsletter of the Albert Einstein Diabetes Research Center

ISSUE 2 • SUMMER 2010


IN THIS ISSUE

2 Message from the Director

3 Updates

3 Discoveries

4 Our Supporters

Since the Division of Education’s 1999 Education Retreat, faculty and administrators have been dreaming about and planning for the day when a clinical skills center would become a reality at Einstein. Now, thanks to a generous educational grant from Ruth L. Gottesman, chair of Einstein’s Board of Overseers, that dream has become reality. The renovation of leased space in the Van Etten Building on the Jacobi Medical Center cam-pus has transformed two wings of its second floor into the much-needed multi-use Ruth L. Gottesman Clinical Skills Center that opened its doors to Einstein students in September. Remarkably, demolition at the Van Etten construction site began during the economic downturn in the fall of 2008, and this additional work for Einstein’s in-house engineering

mededNews about Medical Education at Albert Einstein College of Medicine

Editor’s NotE:

At the beginning of the academic year, Einstein students like those pictured here began using the Ruth L. Gottesman Clinical Skills Center to learn and refine their physical examination and interviewing skills. Dr. Christopher Cimino, Assistant Dean for Educational Informatics, below right, worked closely with project manager William Holland and staff from the Engineering Department to ensure that the facil-ity was built to serve the needs of the faculty and students who would use it — and that it would be ready on schedule. The center opened in September 2009.

Winter 2010 • issue 2

(continued on page 2)

staff was instrumental in avoiding lay-offs. According to Christopher Cimino, M.D., chair since 2005 of the commit-tee responsible for coordinating faculty input with the architectural planning of the center, its creation “represents the first large-scale renovation in the Van Etten Building, and the first major proj-ect since the completion of the Campus Master Plan.”

What Is a Clinical Skills Center?

Simply put, a clinical skills center is a space that is configured specifically for teaching and assessing medical stu-dents (or other learners) in the acquisi-tion of the critical skills they will need to examine and interact with patients. Many medical schools have built such centers in response to the increasing emphasis on the testing of these skills on licensing examinations. Quite apart

From drawing Board to reality: Building a Clinical skills Center at Einstein


print applicat ion | poster samplesAlbert Einstein College of Medicine


Poster samples

Posters are a popular way to communicate locally. Einstein posters promote research, education and community events as well as partnership efforts. The following samples show a practical way of organizing essential information so that it is clear and legible.

Alumni Association

Visit http://cobweb.aecom.yu.edu/login

and login with your Einstein username and password or contact the Alumni Relations Office at (718) 430-2013

or [email protected]

Alumni Career Network: connecting students to Einstein alumni to

provide career advice, expertise, and guidance.

print applicat ion | campaign sampleAlbert Einstein College of Medicine


Campaign sample

If you’re creating a set of materials intended to be a campaign under our overall branding look, use the guidelines for working with “supporting elements” to achieve a unique yet cohesive look within the set of materials.

When working with other organizations or co-sponsors to create materials, it’s impor-tant to maintain our graphic integrity as much as possible while working with theguidelines or requirements of the other organizations.

Banner E-mail campaign

Fact sheet

Folder Table display

print applicat ion | campus brandingAlbert Einstein College of Medicine


Campus branding samples

Signage is essential to marking where the College of Medicine campus begins and ends. In addition, effective campus signage is an important opportunity to make a positive impression on internal and external audiences.

The banners and signage on the Einstein campus follows the same look and feel as the print communications. Here are examples of how this treatment has been adapted to various display sizes and proportions.

print applicat ion | applicat ion assistanceAlbert Einstein College of Medicine


These standards have been developed for use as a resource by anyone responsible for creating or implementing communications materials for any entity affiliated with Albert Einstein College of Medicine. You are responsible for managing the identity and graphic elements effectively within the guidelines presented in this manual.

We are happy to answer any questions you might have about:• Use of the Einstein logo in your design• Correct placement of your department or center name in relation to the Einstein logo• Selecting and formatting appropriate photos or images• Proper reproduction and color management• Editorial guidelines for text

Should additional design information or interpretation be needed, or should you prefer to commission the creators of this system to develop your materials, please call Peter Dama, director of creative services, at x2135.

The creative services department, a division of the Einstein department of communi-cations and public affairs, is a full-service graphic design studio and can assist in the design and print production of any materials you may need.

For final project approval of printed materials and electronic design, please forward materials to [email protected].

Application assistance

e l e c t r o n I c A p p l I c At I o n

6:1 Website guidelines

6:2 PowerPoint templates

6:3 Proposal and news release templates

6:4 E-mail signature

electronic applicat ionAlbert Einstein College of Medicine


“If you can’t explain it simply, you don’t understand it well enough.”ALBERT E INSTEIN

Electronic application

6

electronic applicat ion | website guidelinesAlbert Einstein College of Medicine


Website guidelines

Einstein websites are the collaborative responsibility of the department of interactive media, a division of the department of communications and public affairs, and the department or center responsible for the content. If you need a website or new pages for your site, or changes in your content and/or navigation, contact interactive media on x2327. Every Einstein website contributes to the user’s overall perception of the College of Medicine. These guidelines are designed to reinforce our depth and diversity as well as allow users to immediately distinguish official sites of Albert Einstein College of Medicine.

Updating Web Content

Einstein units are required to update their sites on a regular basis. The exact frequency is determined by the specific content. However, at a minimum, College of Medicine units must review all content on their sites for timeliness, accuracy, audience need and support of overall strategy at least twice a year.

Copyright, Legal and Policy Issues

Einstein unit websites must comply with all Albert Einstein College of Medicine policies, rules and regulations and local, state and federal laws.

Einstein’s home page

research center example

electronic applicat ion | PowerPoint templatesAlbert Einstein College of Medicine


PowerPoint templates

Two PowerPoint templates are available. Style 1 is offered in four color palettes—green, orange, blue and gold. Style 2 is a simpler design in the Einstein blue palette. Each template file contains two master slides: a title slide and a slide master with header, main body and footer styles.

how to DownloAD

Both templates are available at Branding Zone on our website, www.einstein.yu.edu/brandingzone/templates.asp. You will need to download and decompress (or unzip) the file.

PowerPoint style 1 (Blue)

Green Gold Orange Interior slide

Alternative color palette options

PowerPoint style 2

electronic applicat ion | proposal and release templatesAlbert Einstein College of Medicine


Proposal and newsrelease templates

Four Word templates for printing documents on internal laser and inkjet printers are available. The proposal style template consists of a title page and second-level header. Use this template for preparation of grant proposals. A new release template is formatted to offer an alternative layout to the stationery for articles or releases; includes basic contact information.

how to DownloAD

Templates are available at Branding Zone on our website, www.einstein.yu.edu/brandingzone/templates.asp. You will need to download and decompress (or unzip) the file.


NEWS RELEASE


News release


Descriptor of document



Headline Goes Here in ThisStyle and Size

SUBHEAD/DATE

Proposal—title page

Proposal—second page



EINSTEIN



EINSTEIN



EINSTEIN

electronic applicat ion | e-mail s ignatureAlbert Einstein College of Medicine


E-mail signature

Instructions on how to create the official Einstein e-mail signature are available at Branding Zone on our website, www.einstein.yu.edu/brandingzone/templates.asp. You may download the appropriate zip file based on which of the following e-mail clients you are using—Outlook 2007, Outlook 2003 or Entourage.

You will need to download and decompress (or unzip) the appropriate instruction file and an Einstein logo file (signature.jpg.zip). The logo will need to be saved to your computer.



EINSTEIN

Guidelines - Albert Einstein College of Medicine - Yeshiva University

Documents

Transcript of Guidelines - Albert Einstein College of Medicine - Yeshiva University