Verbal Identity

Our identity is the expression of who we are, what we stand for, and how we connect with the people we serve. It shapes every interaction, from the messages we share to the experiences we create, and ensures a consistent, recognizable presence across all audiences. Through clear, concise, and purposeful communication, we build understanding, trust, and confidence with patients, students, customers, and our broader community.

person wearing a labcoat writing at a laptop

Verbal Identity Guidelines 

Name Usage 

Using our name consistently protects the UTMB brand identity and ensures clarity across all communications. Follow the guidance below for correct usage.

First Reference

On first reference, use the full formal name, including The with a capital T:

  • The University of Texas Medical Branch (UTMB)
  • The University of Texas Medical Branch (UTMB Health) — when referring specifically to the health system, including clinics and hospital services

Use Galveston only when referencing UTMB in relation to The University of Texas System:

  • The University of Texas Medical Branch at Galveston is a member of The University of Texas System.

After the First Reference

After the first reference, use the appropriate shortened name based on context:

  • UTMB — for academic, research, administrative and internal communications
  • UTMB Health — for patient care, hospitals, clinics and other clinical communications

General Rules

  • Use The University of Texas Medical Branch on first reference in formal or academic settings, then shorten to UTMB.
  • Use UTMB Health only when referring to the health system and its patient care services.
  • Always write UTMB in all caps. Avoid lowercase versions or creative variations (e.g., Utmb, utmb, or nonstandard abbreviations).

Registered Trademark

If the trademark logo is not displayed on a piece of collateral, the institution’s name in plain text must include the registered trademark symbol upon first mention. This is commonly seen on items such as t-shirts and promotional giveaways.  

Below are the correct plain-text formats: 

  • UTMB® 
  • UTMB Health® 
  • The University of Texas Medical Branch® 
  • The University of Texas Medical Branch (UTMB)® 
  • The University of Texas Medical Branch (UTMB Health)® 
  • The University of Texas Medical Branch at Galveston® 

Institutional Terminology

The preferred institutional designation is academic health science center (not academic medical center).

School Names

For internal communications, refer to the Writing Style Guide for additional guidance on school name usage.

When listing the schools of UTMB, use the order below.

John Sealy School of Medicine  

  • First reference: The University of Texas Medical Branch (UTMB) John Sealy School of Medicine
  • Subsequent references: John Sealy School of Medicine, School of Medicine, school

School of Nursing 

  • First reference: The University of Texas Medical Branch (UTMB) School of Nursing
  • Subsequent references: UTMB School of Nursing, School of Nursing, school

School of Health Professions

  • First reference: The University of Texas Medical Branch (UTMB) School of Health Professions
  • Subsequent references: UTMB School of Health Professions, School of Health Professions, school

Graduate School of Biomedical Sciences

  • First reference: The University of Texas Medical Branch (UTMB) Graduate School of Biomedical Sciences
  • Subsequent references: UTMB Graduate School of Biomedical Sciences, School of Graduate Biomedical Sciences, school

School of Public and Population Health

  • First reference: The University of Texas Medical Branch (UTMB) School of Public and Population Health
  • Subsequent references: UTMB School of Public and Population Health, School of Public and Population Health, school

Institute Names

Sealy Institute for Drug Discovery

  • First reference: The University of Texas Medical Branch (UTMB) Sealy Institute for Drug Discovery
  • Subsequent references: UTMB Sealy Institute for Drug Discovery, Sealy Institute for Drug Discovery, institute

Moody Brain Health Institute

  • First reference: The University of Texas Medical Branch (UTMB) Moody Brain Health Institute
  • Subsequent references: UTMB Moody Brain Health Institute, Moody Brain Health Institute, institute

Sealy Heart and Vascular Institute

  • First reference: The University of Texas Medical Branch (UTMB) Sealy Heart and Vascular Institute
  • Subsequent references: UTMB Sealy Heart and Vascular Institute, Sealy Heart and Vascular Institute, institute

Sealy Institute for Vaccine Sciences

  • First reference: The University of Texas Medical Branch (UTMB) Sealy Institute for Vaccine Sciences
  • Subsequent references: UTMB Sealy Institute for Vaccine Sciences, Sealy Institute for Vaccine Sciences, institute

Institute for Human Infections & Immunity

  • First reference: The University of Texas Medical Branch (UTMB) Institute for Human Infections and Immunity
  • Subsequent references: UTMB Institute for Human Infections and Immunity, Institute for Human Infections and Immunity, institute

Institute for Translational Science

  • First reference: The University of Texas Medical Branch (UTMB) Institute for Translational Science
  • Subsequent references: UTMB Institute for Translational Science, Institute for Translational Science, institute

Institute for Bioethics and Health Humanities

  • First reference: The University of Texas Medical Branch (UTMB) Institute for Bioethics and Health Humanities
  • Subsequent references: UTMB Institute for Bioethics and Health Humanities, Institute for Bioethics and Health Humanities, institute

Health System Names

Jennie Sealy Hospital

  • First reference: The University of Texas Medical Branch (UTMB Health) Jennie Sealy Hospital
  • Subsequent references: UTMB Health Jennie Sealy Hospital, Jennie Sealy Hospital, hospital

John Sealy Hospital

  • First reference: The University of Texas Medical Branch (UTMB Health) John Sealy Hospital
  • Subsequent references: UTMB Health John Sealy Hospital, John Sealy Hospital, hospital

League City Campus Hospital

  • First reference: The University of Texas Medical Branch (UTMB Health) League City Campus Hospital
  • Subsequent references: UTMB Health League City Campus Hospital, League City Campus Hospital, hospital

Clear Lake Campus Hospital

  • First reference: The University of Texas Medical Branch (UTMB Health) Clear Lake Campus Hospital
  • Subsequent references: UTMB Health Clear Lake Campus Hospital, Clear Lake Campus hospital, hospital

Angleton Danbury Campus Hospital

  • First reference: The University of Texas Medical Branch (UTMB Health) Angleton Danbury Campus Hospital
  • Subsequent references: UTMB Health Angleton Danbury Campus Hospital, Angleton Danbury Campus Hospital, hospital

Tagline

Our official tagline is “Where Purpose Meets Passion.”

This line expresses the heart of who we are as an academic health system and how we fulfill our mission every day. The tagline must always appear with this exact capitalization and end punctuation.

“Purpose” reflects our commitment to delivering exceptional care, educating the next generation of health professionals, and advancing discovery that improves lives. Every patient cared for, every student taught, and every innovation pursued demonstrates the institution’s mission-driven focus.

“Passion” captures the dedication and energy our clinicians, educators, researchers, and innovators bring to their work. It conveys the human spirit that drives UTMB to serve our communities and push the boundaries of what’s possible.

Together, “Where Purpose Meets Passion.” represents a unified identity for UTMB—showing how our values come to life across all mission pillars and all who contribute to our work.

Meeting Background with UTMB Logo with Tagline - Blue Background
T-shirt with logo on the back and tagline on the front pocket area

Voice & Tone

Personality shapes how UTMB wants audiences to perceive and connect with our messages. UTMB provides resources that help communicators tell compelling stories with a unified voice and emotional depth, aligned with the university’s strategic messaging. For vendors needing a complete marketing and visual identity guidebook, please submit a request through our Brand Support page.

Submit a Request

Writing Style 

UTMB uses the Associated Press Stylebook as its primary guide for internal and external communications. Employees can refer to the Writing Style Guide for UTMB-specific conventions, AP style exceptions, and guidance on writing and usage.

View the Writing Style Guide

Download Files

Employees can access the latest UTMB brand assets by logging in to the Brand Downloads portal. External partners and others without access can request materials by visiting  Brand Support.

Go to Brand Downloads

Brand Support

The UTMB Brand and Identity team can help you apply the brand consistently and effectively across communications and materials.

Visit Brand Support

Media Inquiries

All inquiries from news outlets, digital media creators, bloggers, podcasters, influencers, and social media channels must be coordinated through the UTMB Office of Strategic Branding and Communications.

Contact: utmbnews@utmb.edu