Professional Documents
Culture Documents
Brand Guidelines
Published February 9, 2010
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Introduction
Our Personality
Feinberg has a distinct voice. Materials developed should embody this voice to ensure a unified brand across all media. The words that most accurately characterize Feinberg are:
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Introduction
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Logo
The Logo
The Type
We are Feinberg and our name is a big component of our brand. The large FEINBERG typeface speaks to the confidence of the medical school, who we are and where we are going. To complement the Feinberg typeface, the Northwestern University typeface references the Northwestern University seal, showing our strong connection to this world-class institution.
The Mark
The three pillars represent our mission areas research, education, and clinical services as well as the three components of our strategic vision alignment, innovation, and impact. The mark also is a reflection of the windows of one of Northwestern Universitys oldest structures, the Ward Building.
Rule Lines
The rule lines separate the different logo elements and are an important part of the Feinberg brand. These rule lines are used in collateral throughout the brand.
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Logo
Logo Usage
Feinbergs primary brand colors are PMS 267 and PMS Cool Gray 10.
The PMS colors should be used whenever possible, but for those applications where PMS colors cannot be used, please refer to page 16. The logo only exists in a horizontal format (as shown on the right). The logo should always be placed upon backgrounds that ensure its legibility. A white background is best, but light tints or gradients may be acceptable as long as all facets of the logo are still legible. When a dark background is needed, the reversed-out version of the logo is acceptable. It is the same configuration of the logo and is solid white. If a limited palette is a necessity, the one-color logo should be used. This can be solid black or a solid of either of the primary brand colors. If printing restrictions do not allow for a gradient, the windows may be solid, however, the gradient is the preferred option. Special printing techniques, such as foil stamping, embossing, blind embossing, etc., may be considered where appropriate. Recreating the logo should not be attempted. The provided vector (ai/eps) file should always be used.
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Logo
Please note that Version C is for limited use only and should only be considered for use on select premium items where space is limited (e.g., pens).
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Logo
C The logo should run parallel with the horizontal edge of the page. It should
not be tilted to any degree.
D The logo should not be used with any type of drop shadow, nor should it be
placed in an environment where a drop shadow is necessary for legibility.
E Elements should not be removed from the logo. F Only colors approved in the brand color palette should be used with the logo. G If the logo is placed on a dark background, it should be reversed to solid white
to ensure readability.
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Trademark Usage
How Feinberg can be trademarked in collateral
Use the TM symbol at least the first time the mark appears in a given writing (e.g., brochure, article, webpage). The TM symbol need not be used every time the mark appears. Theres no harm in doing so from a legal perspective, but it can prove cumbersome from an aesthetic standpoint. You could (but are not required to) also add the following language at the bottom of a writing: NORTHWESTERN, NORTHWESTERN UNIVERSITY, FEINBERG SCHOOL OF MEDICINE and the Feinberg School of Medicine logo are trademarks of Northwestern University.
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Co-branding
Co-Branding Treatment
For all Feinberg departments, programs, and institutes there is one standard format to be incorporated within the new Feinberg brand. The formatted treatment is shown to the right, with the Feinberg mark sitting outside of the rule lines in a purple gradient. No individual department, program, or institute logos are to be used with this version.
Rule Lines
The rule lines should always be in purple at a 1 point stroke size. The rule lines do not have a maximum length, but should always be a minimum of 3, so that Northwestern University Feinberg School of Medicine has plenty of space along the top of the line. These rule lines should be scaled appropriately as the type size increases.
The Mark
In this treatment option, the mark becomes the dominant element and sits just outside of the purple rule lines in a purple gradient. The top of the mark should align with the top rule line and the bottom of the mark should align with the bottom of the typography within (department, program, institute name). The mark should be a gradient of PMS 267 100% to 10% gradation to ensure all aspects of the mark are visible.
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Department of
Department of
Typography
Color Palette
Photography
Brand Examples
Spacing
Clear Space
To maintain the integrity of the logo as its own graphic, clear space must be allowed around the logo.
By securing a certain amount of breathing room around the logo, we are drawing more attention to the logo. This allows the logo itself to shine and further promotes Feinberg. A clear space of X, which is equal to the height of the FEINBERG type, has been established. No copy should interrupt this space. The Feinberg logo should not be infringed upon by other graphic elements. As the logo may be sized according to specific usage, spacing dimensions are determined by the size of the logo on a specific piece. Whenever possible, the logo should be surrounded by white space equal to the height of the FEINBERG name in the logo. This is represented by the X in the graphic to the right. The logo should never be framed by body copy. When the logo is near body copy, there should always be a distance of X or greater from the bottom line of the body copy.
x x x x x
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Registration: Duis acil utat ertes nismodiate tie mod te feum alismolum vulput vullutatis eugait duip elenibh etaconum zzriuscilit. Dolortin hent autpat iriusti onsequatlaes jertous feugiam secte eniam. Duis acil utat ertes nismodiate tie mod tem feum alismolum vulput vullutatis eugait duip elenibh amet etaconum zzriuscilit.
Name Address City Phone email State Zip
Protocols
1 Facility Shares the Care for Human Stem Cells 2 Nanavati Selected as Proteomics Specialist
Appropriate placement of the logo is very important to the effectiveness of the brand. Keeping the logo legible and removed from other distracting elements is key.
Andrew Evens, DO, MS
Northwestern University Feinberg School of Medicine Facipit del eum dit nullaorero dolore velessed dolorer aut numsandreet num aut dionsequatem zzrilisl iriure molobore do eratio odo dolum iliquat incilis nulpute feui eu facidunt dipit am vel eummy nulput illamet ad et lumsandre dolobor sectet, volor sit in ulputpat prate facipit irit vent inibh eros at.
Alissecte vel ilisseq uisciliquip er inim velit praessit accum quis euguer iurerit volorperaese volore eu faccumsan hendiat praesto erostin eu feugait ulputem zzriustisl utpat vel ullandiam zzriure ming eu faccumsan et lum dionullaorem vercin vel ulpute dolobor ilit dio conseni sisciduissi.
Visa
MasterCard
If you think that raising a high-maintenance pet involves a lot of time and responsibility, then try caring for stem cells. These picky little cells take a lot of effort to cultivate. In fact, they need so much attention that its difficult for researchers to care for them while juggling their own research.
These cells have to be taken care of every single day, says Ljuba Lyass, director and manager of the Human Embryonic Stem (hES) Cell Facility. They dont care if its Christmas or Sunday. Someone has to be here. Formerly a part of Jack Kesslers lab, the Human Embryonic Stem Cell Facility became a core facility last month. It is now open to all interested researchers at Northwestern. Lyass and her staff are on hand to grow the cells, feed them daily, and prevent them from spontaneously differentiating. Embryonic stem cells are programmed by nature to differentiate, Lyass explains. It takes a lot of effort to grow them so they remain undifferentiated. You have to manually dispose of most of the differentiated cells. One thing that causes differentiation is antibiotics. Because of this, antibiotics cannot be added to the growth media, so the facility has to be kept completely sterile. Some tissue culture labs get very crowded and that leads to contamination, Lyass says. Lyass also organizes and teaches classes for those interested in learning the delicate skills needed for caring for stem cells. Classes are scheduled based on interest and last two half-days. Every procedure is taught, from thawing the frozen cells, growing them, and maintaining undifferentiated phenotype, to freezing them. Students first observe Lyass and then are given the hands-on opportunity to try every procedure. They even can take cells with them for practice.
A white background is best, but light tints or gradients are also acceptable as long as all components of the logo are still legible. Placement on dark backgrounds or patterns which disrupt the integrity and readability of the logo are prohibited. See page 19 for more examples of how and where to place the logo.
Modolorem volorer aesecte tatet, qui tatio od dipit dunt euisim del ut at ulput laore facipisi bla consed tiniamet praessenit nullaore feu facidunt vent il dolor suscil ulla atuero delestin henim acinit ad exero odignim ad tie consecte consecte feugue facinibh et lut wisl iurem vel dunt vullaore veraestio eraessi estrud magna feugue faccumsan ullan ver suscil del ulla feugiat. Ut luptat. Uptat irilis del in velessecte dunt la conum quamcon elis nummod dit dipit lum quamconsecte
Andrew Evens, DO, MS Esequate min ullamco nullandit wiscilit ad tis doluptat autem dignim quisit inim venit aut nummy nullam nullut etOd exer ing et vulla facidui sisciduis amcortio euguercinit nisim.
Molore dit ilis et non utem quat. Feugiamet illum nullan hent ipsuscillum vero doluptatuero er acil inissequis del er adigna con vel ipit amVelisim zzrilisl eugue cortin ullam, vulla ad modio dolutpatem zzrit laorpero doluptat. Lam, sequate ex et wismodo lorerae ssequis num ing enim ipsuscil erit, venismod enim vullum ipit wisl iure velis at, sequis aliquipisi amet dolor asi.
The immediate practical results dont seem too close yet, but the model is obviously extremely promising, she says. Located on the 10th floor of the Robert H. Lurie Comprehensive Cancer Research Center, the facility also distributes human embryonic stem cells, and Lyass has plans to begin distributing induced pluripotent cells in the near future as well. For more information about the Human Embryonic Stem Cell Facility or to inquire about scheduling a class, please contact Ljuba Lyass at l-lyass@northwestern.edu.
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Color Palette
Photography
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Typography
Preferred Typography
Trade Gothic
Trade Gothic is the dominant typeface and should be used in most cases (i.e., headers, subheads, and callouts).
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890!@#$%^&*()_+=-,.><?/:;}{][
Trade Gothic Medium
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890!@#$%^&*()_+=-,.><?/:;}{][
Trade Gothic Oblique
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890!@#$%^&*()_+=-,.><?/:;}{][
Trade Gothic Bold No. 2
Scala
Scala should be used in more traditional forms (i.e., body copy and instances when a smaller type size is needed). In instances when a formal approach or appearance is needed, Scala is a good option. In situations that call for a modern approach, Trade Gothic is ideal.
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890!@#$%^&*()_+=-,.><?/:;}{][
Scala Regular
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890!@#$%^&*()_+=-,.><?/:;}{][
Scala Italic
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890!@#$%^&*()_+=-,.><?/:;}{][
Scala Bold
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890!@#$%^&*()_+=-,.><?/:;}{][
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Color Palette
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Typography
Web/Alternate Fonts
For programs such as Microsoft PowerPoint and Microsoft Word, or for online/ electronic applications, the established typefaces may not be available on all systems and should be substituted with these typefaces:
Arial Regular
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890!@#$%^&*()_+=-,.><?/:;}{][
Arial Italic
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890!@#$%^&*()_+=-,.><?/:;}{][
Arial Bold
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYy Zz 1234567890!@#$%^&*()_+=-,.><?/:;}{][
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYy Zz 1234567890!@#$%^&*()_+=-,.><?/:;}{][
Georgia Italic
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYy Zz 1234567890!@#$%^&*()_+=-,.><?/:;}{][
Georgia Bold
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Photography
Brand Examples
Color Palette
pms 267 75%c, 80%m, 0%y, 0%k R82, G0, B99 HEX#: 520063
pms 267 75%c, 80%m, 0%y, 0%k R82, G0, B99 HEX#: 520063
pms 227 0%c, 100%m, 0%y, 20%k R174, G0, B96 HEX#: ae0060
pms 375 40%c, 0%m, 80%y, 0%k R142, G212, B0 HEX#: 8ed400
pms 7466 100%c, 0%m, 35%y, 0%k R0, G177, B192 HEX#: 00b1c0
Professional Palette
The traditional palette consists of richer, more saturated tones that could be considered formal variations of the progressive colors.
pms 2695 85%c, 85%m, 0%y, 35%k R51, G29, B84 HEX#: 331d54
pms 2425 35%c, 100%m, 0%y, 10%k R129, G2, B98 HEX#: 810262
pms 369 60%c, 0%m, 100%y, 10%k R85, G165, B26 HEX#: 55a51a
pms 7461 80%c, 25%m, 0%y, 5%k R0, G130, B191 HEX#: 0082bf
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Photography
Brand Examples
Color Palette
Gradient Pairings
purple gradient pms 267 pms 2695; 75%c, 80%m, 0%y, 0%k 85%c, 85%m, 0%y, 35%k; R82, G0, B99 R51, G29, B84
magenta gradient pms 227 pms 2425; 0%c, 100%m, 0%y, 20%k 35%c, 100%m, 0%y, 10%k; R174, G0, B96 R129, G2, B98
green gradient pms 375 pms 369; 40%c, 0%m, 80%y, 0%k 60%c, 0%m, 100%y, 10%k; R142, G212, B0 R85, G165, B26
blue gradient pms 7466 pms 7461; 100%c, 0%m, 35%y, 0%k 80%c, 25%m, 0%y, 5%k; R0, G177, B192 R0, G130, B191
gray gradient 10% pms cool gray 10 100% pms cool gray 10; 10% k 70%k; R109, G110, B113 R230, G231, B232
SilverPMS 877 (For coated paper stocks only) Metallic SilverPMS 877 C
For special occasions and executive materials, when a high-end look is appropriate (i.e., Deans materials), metallic silver PMS 877 can be swapped for Cool Gray 10. When printing this metallic, a coated paper stock is necessary to ensure that the color does print. Silver, uncoated stocks will not print metallic.
pms 877
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Photography
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Brand Identifier
This element is taken directly from the logo and is always to appear in a gradient of Cool Gray 10 from 100% at the top, gradating to 10% at the bottom in order to maintain the integrity of the shape. This mark can also be used larger as a watermark or graphic to create visual interest. This brand identifier most commonly sits above the top rule line, bottom aligned with the type to its left. Northwestern University Feinberg School of Medicine should always appear in Trade Gothic Bold No.2 and in Cool Gray 10. The height of the mark should be 2x the size of Northwestern University Feinberg School of Medicine in order to stay proportionate within the page.
Andrew Evens, DO, MS Esequate min ullamco nullandit wiscilit ad tis doluptat autem dignim quisit inim venit aut nummy nullam nullut etOd exer ing et vulla facidui sisciduis amcortio euguercinit nisim.
Protocols
1 Facility Shares the Care for Human Stem Cells 2 Nanavati Selected as Proteomics Specialist
Volume 3 2009
If you think that raising a high-maintenance pet involves a lot of time and responsibility, then try caring for stem cells. These picky little cells take a lot of effort to cultivate. In fact, they need so much attention that its difficult for researchers to care for them while juggling their own research.
These cells have to be taken care of every single day, says Ljuba Lyass, director and manager of the Human Embryonic Stem (hES) Cell Facility. They dont care if its Christmas or Sunday. Someone has to be here. Formerly a part of Jack Kesslers lab, the Human Embryonic Stem Cell Facility became a core facility last month. It is now open to all interested researchers at Northwestern. Lyass and her staff are on hand to grow the cells, feed them daily, and prevent them from spontaneously differentiating. Embryonic stem cells are programmed by nature to differentiate, Lyass explains. It takes a lot of effort to grow them so they remain undifferentiated. You have to manually dispose of most of the differentiated cells. One thing that causes differentiation is antibiotics. Because of this, antibiotics cannot be added to the growth media, so the facility has to be kept completely sterile. Some tissue culture labs get very crowded and that leads to contamination, Lyass says. Lyass also organizes and teaches classes for those interested in learning the delicate skills needed for caring for stem cells. Classes are scheduled based on interest and last two half-days. Every procedure is taught, from thawing the frozen cells, growing them, and maintaining undifferentiated phenotype, to freezing them. Students first observe Lyass and then are given the hands-on opportunity to try every procedure. They even can take cells with them for practice.
The immediate practical results dont seem too close yet, but the model is obviously extremely promising, she says. Located on the 10th floor of the Robert H. Lurie Comprehensive Cancer Research Center, the facility also distributes human embryonic stem cells, and Lyass has plans to begin distributing induced pluripotent cells in the near future as well. For more information about the Human Embryonic Stem Cell Facility or to inquire about scheduling a class, please contact Ljuba Lyass at l-lyass@northwestern.edu.
Typography
Trade Gothic Light and Scala are the primary brand fonts. Headlines are treated larger and always in color. Secondary information is used in the same color as the headline. Body copy is always in PMS Cool Gray 10. Caption, chart, and other miscellaneous call out copy should be Trade Gothic Bold No.2.
Margins
When possible, leave a minimum of 1.5 margin at the top and 0.25 margin on all other sides. This margin should always be clear of any content or photos nothing will bleed off the edges. The margin size should be the amount of clear space given throughout graphics, type, etc. throughout the brand. This style choice creates a clean/airy feel to collateral. 18
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Photography
High-intensity, 4-color photography should be used in the brand. Photography is a focal point of collateral and an important brand component (see page 21 for additional information).
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Photography
Brand Examples
Registration: Duis acil utat ertes nismodiate tie mod te feum alismolum vulput vullutatis eugait duip elenibh etaconum zzriuscilit. Dolortin hent autpat iriusti onsequatlaes jertous feugiam secte eniam. Duis acil utat ertes nismodiate tie mod tem feum alismolum vulput vullutatis eugait duip elenibh amet etaconum zzriuscilit.
Name Address City Phone email State Zip
Visa
MasterCard
Logo/Sign Off
The Feinberg logo should always appear on collateral that is created for the medical school. When a department, center, or institute is not included, refer to the lockup to the left. The address information is set in Trade Gothic and always in PMS Cool Gray 10.
Northwestern University Feinberg School of Medicine Office of Development 750 N Lake Shore Drive, 9th Floor Chicago, IL 60611 312 503 1851 Tel 312 503 2729 Fax
The treatment described on pages 8 & 9 should be used on the back of materials, as shown to the right. The contact information should sit comfortably within matching rule lines that align to the center treatment. The name of the center should be in Trade Gothic Bold No.2 and the remaining contact information in Trade Gothic iversity Feinberg School of Medicine Medium. Maintain the appropriate amount of stern Comprehensive n Obesity space between the two items the margin size should be your measuring tool. The type should always appear in PMS Cool Gray 10.
Northwestern University Feinberg School of Medicine
Cardiovascular h Institute
Department of Anesthesiology
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Northwestern University Feinberg School of Medicine Northwestern University Feinberg School of Medicine
20
Brand Examples
Photography
Photography Style
Photography is an important component of the Feinberg brand. By choosing images that represent our mission and vision in content and style, we are able to further the continuity of the brand.
Photographs that best represent the Feinberg personality are cutting edge, bright, aspirational, forward thinking, and research driven. By using images that capture motion, we can show the energy of Feinberg. Images that are uncluttered and contain a greater ratio of white space tend to have a more modern feel.
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Brand Examples
Stationery
To order Feinberg letterhead, envelopes, and business cards, visit: www.feinberg.northwestern.edu/communications/brand/order/
Northwestern University Feinberg School of Medicine Ofce of Lorem Ipsum 420 East Superior Street Rubloff Building, 9th Floor Chicago, Illinois 60611 feinberg.northwestern.edu
Northwestern University Feinberg School of Medicine Ofce of Lorem Ipsum 420 East Superior Street Rubloff Building, 9th Floor Chicago, Illinois 60611
Northwestern University Feinberg School of Medicine Lorem Ipsum Dolor quiati utemre Alicill Oratem 303 East Chicago Avenue Ward Building 10 Chicago, Illinois 60611-3008 feinberg.northwestern.edu
John B. Doe, MD Lorem Ipsum Dolor quiati utemre Alicill Oratem ProgramDirector, Lorem Ipsum Dolor Quiati utemre Alicill Oratem Amet et jbdoe@northwestern.edu Phone 312-555-5555 Fax 312-555-5555
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Brand Examples
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Brand Examples
Print Collateral
Northwestern University Feinberg School of Medicine
Lorem Magnibh euis alisl etdip enis aliquam zzriusto lumodiam, sim iniscip sustrud eu feuisim quisi. Esed eliquipisl ulputat. Dui blaorem quis nibh et, quat. Ut ad dolorem nullamcor utat amet.
Northwestern University Feinberg School of Medicine
Jane Doe
Northwestern University
Protocols
1 Facility Shares the Care for Human Stem Cells 2 Nanavati Selected as Proteomics Specialist
Volume 3 2009
Northwestern University Feinberg School of Medicine 3 New Site Shines Light on Research Computing
If you think that raising a high-maintenance pet involves a lot of time and responsibility, then try caring for stem cells. These picky little cells take a lot of effort to cultivate. In fact, they need so much attention that its difficult for researchers to care for them while juggling their own research.
These cells have to be taken care of every single day, says Ljuba Lyass, director and manager of the Human Embryonic Stem (hES) Cell Facility. They dont care if its Christmas or Sunday. Someone has to be here. Formerly a part of Jack Kesslers lab, the Human Embryonic Stem Cell Facility became a core facility last month. It is now open to all interested researchers at Northwestern. Lyass and her staff are on hand to grow the cells, feed them daily, and prevent them from spontaneously differentiating. Embryonic stem cells are programmed by nature to differentiate, Lyass explains. It takes a lot of effort to grow them so they remain undifferentiated. You have to manually dispose of most of the differentiated cells. One thing that causes differentiation is antibiotics. Because of this, antibiotics cannot be added to the growth media, so the facility has to be kept completely sterile. Some tissue culture labs get very crowded and that leads to contamination, Lyass says. Lyass also organizes and teaches classes for those interested in learning the delicate skills needed for caring for stem cells. Classes are scheduled based on interest and last two half-days. Every procedure is taught, from thawing the frozen cells, growing them, and maintaining undifferentiated phenotype, to freezing them. Students first observe Lyass and then are given the hands-on opportunity to try every procedure. They even can take cells with them for practice.
Modolorem volorer aesecte tatet, qui tatio od dipit dunt euisim del ut at ulput laore facipisi bla consed tiniamet praessenit nullaore feu facidunt vent il dolor suscil ulla atuero delestin henim acinit ad exero odignim ad tie consecte consecte feugue facinibh et lut wisl iurem vel dunt vullaore veraestio eraessi estrud magna feugue faccumsan ullan ver suscil del ulla feugiat. Ut luptat. Uptat irilis del in velessecte duntNorthwesternquamcon Feinberg School of Medicine la conum University elis Northwestern University Feinberg School of Medicine nummod dit dipit lum quamconsecte
Molore dit ilis et non utem quat. Feugiamet illum nullan hent ipsuscillum Anesthesiology vero doluptatuero er acil inissequis del er adigna con vel ipit amVelisim zzrilisl eugue cortin ullam, vulla ad modio dolutpatem zzrit laorpero doluptat. Lam, sequate ex et wismodo lorerae ssequis num ing enim ipsuscil erit, venismod enim vullum ipit wisl iure velis at, sequis aliquipisi amet dolor asi.
Northwestern University Feinberg School of Medicine
Department of
Andrew Evens, DO, MS Esequate min ullamco nullandit wiscilit ad tis doluptat autem dignim quisit inim venit aut nummy nullam nullut etOd exer ing et vulla facidui sisciduis amcortio euguercinit nisim.
Department of Anesthesiology
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Brand Examples
Premium Items
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