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Brand Guidelines

Brand Guidelines

Brand Guidelines
  • Fundamentals

    Who we are

    Brand Defined

    The UCLA Health brand, core mission, key message, brand pillars and personality

    Brand Protection

    Policies, permissions and approvals to use UCLA, UCLA Health logos and marks

    Brand Accessibility

    Creating an inclusive experience for everyone

    • Brand Defined
    • Brand Protection
    • Accessibility
  • Identity

    How we look and talk

    Logos & Marks

    UCLA Health Logo

    UCLA Mattel Childrens Hospital Logo

    Department Logos

    UCLA DGSOM Logo

    UCLA Health Brand Signature

    Co-branded Logos

    UCLA Jonsson Comprehensive Cancer Center

    Colors

    Typography

    Graphic Elements

    Imagery

    Naming, Copy & Content

    • Logos and Marks
    • UCLA Health Logo
    • UCLA Mattel Childrens Hospital Logo
    • UCLA Health Brand Signature
    • UCLA David Geffen School of Medicine logo
    • UCLA Jonsson Comprehensive Cancer Center
    • UCLA Health Department Logos
    • Co-branded Logos
    • Colors
    • Typography
    • Graphic Elements
    • Imagery
    • Naming Copy & Content
  • Application

    How to apply brand guidelines across channels

    Web

    Social Media

    Print

    Desktop Stationery

    Video

    Video Guidelines

    Email

    Zoom Backgrounds

    Powerpoint Presentations

    Digital Screens

    Reception Area Videos

    • Web
    • Print
    • Email
    • Social Media
    • Video
    • Video Guidelines
    • Zoom Backgrounds
    • Clinic Offices Digital Screens
    • Reception Area Videos
    • Powerpoint Presentations
  • Project Request Guidelines
  • Resources

    Helpful Resources

    Update Your Provider Profile

    UCLAMDChat Webinars

    Project Request Guidelines

    • Updating Your Provider Profile
  • Orders

    How to Place Orders

    Business Cards & Stationery

    Physician Announcement Cards

    Giveaway Items

    • Business Cards & Stationery
    • Physician Announcement Cards
    • Giveaway Items
  • UCLA Health
  • myUCLAhealth
  • School of Medicine

Brand Guidelines

Fundamentals

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  2. Fundamentals

Fundamentals

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Brand defined

What is a brand?

In a marketing context, a brand is how people perceive your product, service or organization. It’s what people think of you, how they feel about you, and why they support you.

Vital, impactful brands are built on truth and continuity. They are what they say they are. And they are united in how they say it, so you never confuse them with competing brands. That’s why so much emphasis is put on conformity of brand language and look, and why all brands have guidelines like this one.

The UCLA Health brand

UCLA Health has many different audiences: patients and their families, physicians, healthcare providers, staff, students, alumni, public servants and the community in Los Angeles, in California, and around the world. Our brand is what these audiences think, feel and respond to when they see or hear the name UCLA Health.

Because UCLA Health is connected to an outstanding university, our identity is enhanced by the growth of the UCLA university brand.

We have the opportunity and responsibility to shape perceptions of UCLA Health by the consistency and clarity of our communications.

Mission and vision

Our mission is to deliver leading-edge patient care, research, and education.

Our vision is to heal humankind, one patient at a time, by improving health, alleviating suffering and delivering acts of kindness. We are advancing health through the power of discovery and collaborations. 

Brand positioning

The brand position is to inspire people who demand a highly active role in their healthcare. UCLA Health is the health resource that gives people the confidence that they’ve found the best partnership for getting and staying healthy.

Brand pillars

  • Clinical care
  • Teaching research/discovery
  • Community engagement

Brand Personality

The brand personality is as important as the brand promise. It helps communicate the brand’s values
and it informs the brand’s tone of voice. Brand personality is what people choose to identify with in order
to determine if they like and relate to a brand.

  • Compassionate
  • Understanding
  • Committed
  • Innovated
  • Inspiring
  • Engaging
  • Collaborative
  • Research and science driven
  • Visionary

 

 

Fact Sheets

About UCLA Health

Link to webpage | Download Brochure PDF | Download Fact Sheet PDF

About Ronald Reagan UCLA Medical Center

Link to webpage | Download PDF | Download Tour Talking Points PDF

About UCLA Santa Monica Medical Center

Link to webpage | Download PDF | Download Tour Talking Points PDF

About UCLA Mattel Children's Hospital

Link to webpage | Download PDF

About Resnick Neuropsychiatric Hospital at UCLA

Link to webpage | Download PDF

 

Brand Signature

A brand signature is typically the combination of the logo and tagline. A tagline is often used to lend support to the logo and offer greater insight into the brand promise.

The tagline for UCLA Health is “it begins with U.”

The brand signature often appears as part of the masthead of UCLA Health publications.

brand signature

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