Brand Narrative VIEWBOOK Inside spread


Chiropractic started here.


In 1895, D.D. Palmer established a revolutionary kind of care—one that’s been shaping lives ever since. Palmer College not only founded the chiropractic profession, we defi ned it, setting the gold standard for patient care and education for over 125 years.


From the fi rst adjustment to groundbreaking research that continues to advance the fi eld, our legacy is one of innovation, leadership and lasting impact. Every Doctor of Chiropractic in the world stands on the foundation we built.


A key part of the Palmer brand guidelines is our brand narrative. It serves as a rallying cry for our internal teams. We use this to inform how we speak about Palmer College to all audiences.


So did excellence.


Walk the walk, talk the talk It takes courage to be the first.


The rest is legendary. 02 03


To leap, undaunted, into new territory in service of better education. At Palmer, we don’t stop at being the first.


We set and bear the standard for chiropractic education, training graduates to offer cutting-edge care without drugs or surgery.


We don’t just hold the line — we raise the bar.


Because we know every patient, and every life changed, leads back to us. And we don’t carry that charge lightly.


The thing about legends is that they never stop. And neither will we.


Our unquenchable courage drives us to advance our profession more each day.


We’re Palmer College of Chiropractic.


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