UTMB's Bold New Brand


It’s been one week since the Board of Regents unanimously approved
UTMB’s new logo and tagline, paving the way for what promises to be a strong, vibrant and distinctive brand identity for our institution. Together, the logo and tagline reflect the spirit of revitalization, forward-thinking and collaboration that defines us. And, by clearly articulating the highest purpose of our education, research and patient care missions— health—they honor our legacy and position us for even greater things to come.

We have been working for three years to strategically reposition UTMB in the minds of the various publics we serve. This is particularly important at a time when competition for faculty, staff, students and patients is fierce, and when we are heading into a challenging legislative session and hoping to raise significant philanthropic support for major capital projects.

We engaged The Richards Group because of their long familiarity with UTMB and their international reputation for helping many great organizations establish a strong brand identity. Their findings—the result of extensive market research and input from a broad base of internal and external stakeholders over the past three years—affirmed the need for a brand identity that better reflects our mission and focus.

We plan to launch and celebrate our new brand identity on Thursday, September 23. Preparations are under way and details will follow shortly. In the meantime, the branding-related presentations and Frequently Asked Questions provide additional information about the importance of rebranding, the basis of our decision making, the design rationale and how the brand will be implemented day to day.

We are excited about the new brand identity and the opportunity it affords us to spread the word about the good work and great people at UTMB, and we look forward to seeing you on the 23rd.


Dr. David L. Callender
President