Naming, Copy & Content

The UCLA Health identity is verbal as well as visual: what we say and how we say it creates an instant impression of UCLA Health. Here are some of the basics about names and naming, headlines and copy, and editorial style to help reflect the health system’s unique voice and identity.

Names and naming

UCLA and Entity Names in Text

When a UCLA Health entity is mentioned in a headline or text, always use the full, proper name of the entity. In most cases, the brand descriptor follows UCLA, as shown in UCLA Health.

Do not use ‘the’ in text before ‘UCLA Health’ or the names of the hospitals: ‘UCLA Mattel Children’s Hospital’ not “the UCLA Mattel Children’s Hospital”.

The Marketing department can provide you with a complete list of proper entity names and answer any questions you may have about the naming and logo systems.

Use in text

  • UCLA Stein Eye Institute

Use full name at first mention in text: At the UCLA Stein Eye Institute, patient care is... “Stein Eye” or “the Institute” may then be used in subsequent references. Do NOT use “SteinEye” {no space between words} in text.

Stein Eye Institute full reference

  • UCLA Stein Eye Institute
    Department of Ophthalmology
    UCLA David Geffen School of Medicine

Names of buildings

  • Jules Stein Building
  • Doris Stein Building
  • Edie & Lew Wasserman Building

An ampersand (&) is always used in the name Edie & Lew Wasserman Building. Use full name at first mention in text: The Edie & Lew Wasserman Building is located at... In subsequent references, “the Wasserman Building” may be used.

Abbreviations

As part of branding our identity, we must be consistent in how and when we use abbreviations for our hospitals and faculty practice group. When used in print for external audiences, always spell out the complete names of our hospitals. When used in print for our internal audience (employees, physicians, staff, volunteers), it is best to spell out the name of the e ntity on first reference. Following that, you may use the following acceptable acronyms:

  • RRUCLA: Ronald Reagan UCLA Medical Center
  • SMUCLA: UCLA Santa Monica Medical Center
  • RNPH: Resnick Neuropsychiatric Hospital at UCLA
  • MCH: UCLA Mattel Children’s Hospital
  • FPG: UCLA Faculty Practice Group
  • DGSOM: UCLA David Geffen School of Medicine

Incorrect naming in text

The impact of any brand depends on consistent application.  Any deviation from correct use can destroy the impact of our identity and should be avoided.

As a rule, always use the full, proper name of the entity, and do no change it in any way.

The Marketing department can answer any questions you may have about the naming and logo systems.

Do not use the master brand identifier in the possessive form.

right
UCLA Health is one of the most highly respected organizations in medicine.

wrong
UCLA’s Health is one of the most highly respected organizations in medicine.

 

Do not shorten or modify the proper entity name.

right
Ronald Reagan UCLA Medical Center

wrong
UCLA Ronald Reagan Medical Center

 

Do not set the entity name in a different type style than the rest of the text.

right
UCLA Health is one of the most highly respected organizations in medicine.

wrong
UCLA Health is one of the most highly respected organizations in medicine.

 

Do not make the entity name all caps.

right
Ronald Reagan UCLA Medical Center

wrong
RONALD REAGAN UCLA MEDICAL CENTER