Verbal Identity & Messaging

Our verbal identity helps ensure that every message reflects who we are and what we stand for. The language we use to express ourselves and communicate with patients, students, customers and other audiences should be clear, concise and consistent.

person wearing a labcoat writing at a laptop

Verbal Identity Guidelines 

Name Usage 

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

First Reference

Use the full formal name on first mention in most contexts:

  • The University of Texas Medical Branch (UTMB)
  • The University of Texas Medical Branch (UTMB Health) — when writing about the clinical enterprise

After the First Reference

Choose the appropriate shorthand based on context:

  • UTMB — for academic, research, administrative, or internal communications
  • UTMB Health — for patient care, hospitals, clinics, and any clinical-facing communication

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® 

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 we want our audiences to perceive and connect with our messages. These traits define our tone of voice and add an emotional dimension to our strategic communication. While these traits should consistently be present, we may emphasize certain ones depending on the audience.

The UTMB voice reflects the institution’s identity—its values, mission, and aspirations. When crafting communications—such as social media posts, website content, advertisements, commercials, and more—our voice must be consistently present and accurately represented to ensure cohesive messaging.

Our voice is:

We communicate in a way that is:

  • Confident
    Showcasing our expertise and leadership
  • Collaborative
    Reflecting teamwork and inclusivity
  • Visionary & Inspiring
    Driving innovation and purpose
  • Engaging
    Capturing attention through connection and relevance
  • Sincere
    Demonstrating authenticity and care
  • Trusted
    Earning confidence through reliability and integrity

Our voice isn't:

We AVOID communication that feels:

  • Condescending & Arrogant
    Talking down to or excluding others
  • Siloed
    Disconnected or lacking unity
  • Complacent
    Lacking urgency or purpose
  • Passive
    Indecisive or uninspired
  • Dishonest
    Misleading or insincere
  • Unreliable & Untrustworthy
    Failing to meet expectations or commitments

Editorial Style

Our brand uses the Associated Press Stylebook as its primary guide for promotional materials and general information. A UTMB Editorial Style Guide [coming soon] supplements the AP guide, and includes some UTMB-specific guidance and information, as well as some of the most-used style points from other sources.

Download Files

Employees may download the latest brand assets by logging into the brand downloads portal. Users without access, including external partners, can request materials by visiting our brand support page.

Brand Downloads Portal

Need Brand Support?

The UTMB Brand and Identity team is here to help you apply our brand consistently and effectively across all materials. 

Visit our brand support page to submit a request.