Although photography plays a crucial role in communicating key messages and is preferred,
it is acceptable to use realistic illustrations, medical illustrations and line drawings on patient
and community education brochures and flyers or when a photograph is not available. Realistic
illustrations should be used sparingly and cartoons may not be used. Specific questions about layout and usage can be directed to the Family Resource Center (206) 987-2201.

Example of realistic illustration:

Example of medical illustration:

If you need assistance obtaining a medical illustration, contact Heather Cooper, health educator, at 206-987-5323

Clip Art

The Seattle Children’s brand guidelines do not include the use of clip art or illustrations in marketing communications materials. Icons (not clip art) may be used to help guide navigation of a page. Icons are most effective when they improve visual interest and help focus the user’s attention. Use of too many icons can become decoration rather than navigation and will take the reader’s attention away from the intended focus.


QR Codes

Many people may ‘sort of’ recognize a QR (short for Quick Response) code when they see one, but don’t really understand what they are or how to use them. In marketing and communications, QR codes are sometimes used to bridge the gap from physical media, such as flyers/posters, to digital content by making a piece of media readable on a mobile device. Some smartphones have built-in barcode and QR code scanner apps, but many times smartphone users must download the apps themselves if they want to take advantage of QR codes. Users also need to be in a location with good Wi-Fi or mobile service for QR codes to work. Because of these limitations the QR code user experience in marketing materials is frequently disappointing. Seattle Children’s brand does not recommend the use of QR codes.