UW Medicine’s brand governance and marketing policy guidelines are designed to safeguard our brand integrity, ensure ethical practices and maintain compliance with legal standards. These resources help us build trust while protecting our brand and organizational reputation.
Sharing Logos with Non-UW Partners and Organizations
UW Medicine minimizes the use of our logo and brand assets by external organizations to prevent real or perceived endorsements of outside products, people or organizations. This policy protects the integrity of our brand across commercial and non-profit contexts.
Key Guidelines:
- The use of UW Medicine logos should be limited and strategic to reduce risks.
- Logos may not be used for partnerships that could result in financial or reputational conflicts of interest.
- To ensure compliance, always contact the marketing team with questions or concerns before sharing logos externally.
Related policies:
• Protecting UW marks
• Potential financial conflicts of interest for commercial and non-profit entities
If you’re unsure if your logo usage complies with UW Medicine policies, please contact uwmmktg@uw.edu.
Consent: Respecting Privacy and Building Trust
UW Medicine is committed to ensuring that all individuals featured in our marketing or communications materials provide clear, documented consent. This includes photography, testimonials and video content, allowing us to tell stories ethically, responsibly, and in alignment with privacy laws.
When and where consent is required
Including patients, employees and faculty in UW Medicine content requires careful consideration, clear communication and thorough consent to protect privacy and ensure compliance.
Patient Consent
Patients must sign the Patient Authorization for UW Medicine to Use or Disclose Protected Health Information for Publicity form. This applies to photos, videos, testimonials and audio recordings.
Explain usage clearly
- Content may have broad, long-lasting uses (e.g., social media, websites).
- UW Medicine cannot control further distribution once content is published online or shared publicly.
- For high-visibility uses (e.g., billboards or TV ads), reconnect with the patient for explicit approval before distribution.
Employee and Faculty Consent
Employees and faculty must provide verbal consent to participate in media stories. The University’s official personal release form may be required for promotional uses (e.g., marketing campaigns).
Got consent questions? If you have questions or need more information, please email UW Medicine Strategic Brand and Marketing at uwmmktg@uw.edu.
Respectful Filming Practices
Escort film crews to ensure minimal disruption and handle participant concerns during the shoot. Always prioritize the tasks and responsibilities of the staff at the filming location.
Notify key stakeholders in advance of filming, especially in clinical settings. This might include:
- Physicians, nurse managers, anesthesiology (if filming a surgery), administrative managers and site security.
- Leadership (e.g., CEO, CNO, department chairs) for awareness.
- Consider signage in public or clinical spaces when filming to inform others nearby about the activity.
Working with Vendors
Collaborations with photography, video, and audio vendors require clear agreements and adherence to UW Medicine’s privacy and compliance requirements.
Vendor Contracts and Ownership
- UW Medicine must own all footage captured during the shoot, including outtakes and B-roll. Vendors do not have rights to use or repurpose footage unless explicitly allowed in writing.
- Ensure all vendor agreements include a **Business Associate Agreement (BAA)** if they will handle PHI.
Educate Vendors on Privacy
- Vendors must understand the importance of protecting PHI. If PHI is accidentally captured, the content must not be used.
- Patient faces cannot be blurred as a solution. Footage featuring a patient without proper consent cannot be used unless the presence is de minimis (minor/incidental). When in doubt, consult legal or compliance.
Collaboration and Compliance
- Clarify expectations for the shoot, including any restrictions on footage use.
- Escort vendors during filming to ensure compliance and coordination, especially in clinical settings.