Brand and Usage Guides

Brand and Usage Guides 

• How we refer to ourselves
• Preferred
• Western Michigan University Homer Stryker M.D. School of Medicine
• When an abbreviation is necessary
• WMed

The Short Story

When it comes to launching a brand, consistency is key – consistency in design, text and in our name. If we expect external audiences, including the media and the general public, to refer to us correctly, we must do so internally, as well. Whenever possible, we refer to ourselves by our full name – Western Michigan University Homer Stryker M.D. School of Medicine. When an abbreviation is needed, we refer to ourselves as WMed.

In writing, the first reference should always be our full name, followed by the abbreviation in parentheses – e.g., Western Michigan University Homer Stryker M.D. School of Medicine (WMed). After this instance, the abbreviation can be used on its own when necessary. Second and subsequent references also can be ‘the medical school’ in instances when no other schools of medicine are referenced.

Some More Detail and Examples

Here is some more background on our name and abbreviation, rules of thumb and answers to frequently asked questions:

In Writing

We refer to ourselves by our full name whenever possible, especially in formal situations and documents. In writing, after the first instance if an abbreviated version of the name is required, we refer to ourselves as WMed. We should never assume our audiences already knows us, so it is important to always use our full name in the first instance. Here is an example of how to introduce the abbreviation in writing:

Western Michigan University Homer Stryker M.D. School of Medicine (WMed) recently rebranded itself.

At the event, faculty and staff also welcomed the new first-year medical students to WMed.

In Conversation

It is best to always use the school's full name in conversation with external audiences and people who are not intimately familiar with Western Michigan University Homer Stryker M.D. School of Medicine. However, acronyms and "nicknames" are often used as an internal shorthand – a way for us all to refer to ourselves without using our full name. Our internal shorthand is "WMed," and this is how we can refer to ourselves in internal meetings and informal internal communications when the full name is too cumbersome.

Why WMed?

Using a single, consistent shorthand—WMed—when an abbreviated version of our name is required will help reinforce our name – Western Michigan University Homer Stryker M.D. School of Medicine. Because our name is so close to our old name (Western Michigan University School of Medicine), using the acronym will help the change take hold internally and externally over time.

Why Does It Matter?

Acronyms, nicknames and shorthand references often build up organically, and if organizations aren't careful, these nicknames can end up causing confusion externally. Referring to ourselves consistently will, over time, cause those who are less familiar with us to also refer to us consistently by our correct name. Our name—in its full and abbreviated forms—reinforces who we are, which will help the general public become more aware of us over time. Ultimately, it helps us control our message and how we're represented to the world.