Branding the university
Our brand promise and new signature
On February 5, 2010, The University of Texas System Board of Regents enthusiastically approved the next steps of a branding process for our institution that began more than a year ago. We tried to look at our organization with fresh eyes and consider our strengths and the challenges we faced. We listened to faculty, staff, students, retirees, alumni and benefactors – as well as to the broader community.
Our brand promise – one sentence that captures the essence of who we are and how we benefit our society: Because we are many diverse components woven into one university, the exceptional people of UTHealth deliver innovative solutions that create the best hope for a healthier future.
We learned that our ability to tackle complex health issues from multiple disciplines and perspectives –and to connect education, research, prevention and patient care in bold, innovative ways – is what sets this large, complex university apart from the rest.
We recognized that the collaboration within our unified academic health center leads to powerful discoveries, inspired healthcare professionals and healthier patients and populations.
From the research and discussions emerged our brand promise – one sentence that captures the essence of who we are and how we benefit our society.
We also learned that our full name is hard for people to remember, so we created a short name or dba (doing business as). Our short name, UTHealth, along with our descriptor, “academic health center at Houston,” are easy to recall and reflect characteristics such as modernity, innovation and credibility.
To showcase the dba name, we recently introduced a new logo signature in dark gray and burnt orange, featuring a tapestry symbol that represents the university's strength – all our entities woven together to create the best hope for a healthier future.