Northwestern Medicine brand guidelines
Northwestern Medicine provides a concise online brand portal dividing its standards into corporate guidelines and dedicated campaign assets.
Freedam's take — I like the clear, straightforward architecture Northwestern Medicine uses for its public brand hub. Rather than overwhelming visitors with dozens of nested menus, the site cleanly splits its visual identity between primary corporate design and campaign work. The navigation keeps you grounded across Home, Corporate Guidelines, and Better Campaign Guidelines. Each section has a dedicated purpose, pairing informative corporate elements with campaign-focused direction for building awareness. It feels simple, practical, and focused on helping teams understand exactly which design standards apply to their current task without any unnecessary clutter.
Details
- Type
- Guidelines
- Access
- Public
- Source
- brand.nm.org
- Industry
- Health
- Capabilities
- Guidelines, Downloads, Campaigns
- Tags
- advertising, minimal
- Added
- Last checked
What I noticed
- The primary navigation consists of three simple destinations: Home, Corporate Guidelines, and Better Campaign Guidelines.123
- The site provides a document download link guiding users on how to submit a brand center request.4
- The guidelines distinguish between corporate design intended to inform and instruct, and the Better campaign intended to build awareness.56
Numbers refer to the screenshots above.
What I could not see
- Internal SharePoint files linked from the site could not be accessed directly without credentials.
- No in-depth color palette values, typography specimens, or logo file formats were visible in the initial page captures.
Ideas to borrow
- Splitting brand documentation into evergreen corporate rules and separate initiative-based campaign standards can help avoid rule conflicts.
Reviewed on 18 September 2026. Request a correction · I built this
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