Using a single brand or masterbrand approach helps unify an organization in the minds of consumers and stakeholders, building brand equity, loyalty and advocacy. It has long been used by major consumer products companies, and many other health care organizations have adopted this strategy in recent years. Consumer research has confirmed the strength and power of the University Health brand, and this strategy leverages this recognition.

Custom logos for all centers, institutes, service lines, departments and initiatives with clinical services associated with their name (referred to as sub-brands) will no longer be used.

For all external-facing communications, we recommend using the University Health masterbrand logo without a sub-brand designation. This includes, but is not limited to brochures, flyers, giveaways, annual reports, newsletters, banners, videos, etc. Any communication piece going to an external audience - whether a referring physician, donor, consumer or patient – should use the masterbrand logo.

A descriptive identifier (Transplant Institute, Neonatal Intensive Care Unit, etc.) should be used in headlines, written in copy or featured elsewhere in the document. They should not be incorporated into the logo for external communications.

For example, a publication sent out from a department would use the University Health logo and can use language such as “a publication of the Trauma Services department” in the masthead, but not next to the logo.

University Health's official tagline is “Thinking beyond.” No other taglines are approved.

If your department has a consumer-facing website, we recommend moving the content to the University Health website and redirecting the domain to www.universityhealth.com. The digital marketing team would be happy to assist.

We recommend using the existing Corporate Communications resources for disseminating information about your department/service line to the public via social media.