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Background

Although launched in May 2001, the UTMB Identity Standards are one result of a process that began in 1999. That year, the university began working with a nationally renowned marketing and communications firm to help determine what UTMB employees thought about the institution, what we say about the institution and what we want to be as an institution.

The university gathered valuable information from management interviews, an employee survey, focus groups and a faculty survey. In addition, the marketing consultant conducted communications audits of both printed and electronic promotional materials that had been produced by UTMB departments.

These efforts made it clear that UTMB employees feel a great deal of pride in the university's history and feel deep passion for the work they do. But, we needed a unifying way of thinking about ourselves — a rallying point that would be relevant to caregivers, educators, researchers and support staff.

The communications audits pointed to a real need for a unified graphic identity as well. A new logo and accompanying standards were developed to create a more consistent look for the university. The new look is symbolic of our renewed commitment to our mission. It ties us to our Texas heritage and represents our spirit of innovation. It represents the best of who we are and who we serve. It is a unifying way of looking at ourselves and communicating our mission to the public. We want everyone who sees this image to know immediately who we are, where we are and what we do. We want everyone to know that we're here for the health of Texas.

The launch of the UTMB Identity Standards marked the first of many continuous steps toward improving the way we communicate about ourselves with those we serve and those we work with.

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