1. a bold new brand UTMB’s New Brand Identity Executive Toolkit Spring 2010

2. Why a new brand? UTMB needs a contemporary, memorable brand – –to differentiate us from peer institutions, particularly now when competition for students, faculty, staff, patients and funding is increasingly fierce – –that reflects the revitalization and excellence that defines us today – –that will serve us well for years to come

3. Why a new brand? (continued) UTMB needs a contemporary, memorable brand – –that positions us for success as we head into an important legislative session and largest fund-raising campaign in our history – –to convey that everything we do (education, research, patient care) is focused on a single mission: improving health “Branch” does not convey UTMB’s size, scope and expertise to today’s audiences; it suggests we’re a subset

4. How we got here… Completed spherical branding process with award-winning Richards Group (“Making Cancer History”) before Ike – –Involved broad base of UTMB and community representatives – –Underscored that everything we do is focused on improving health (“Better health. Better life. Better world.”) – –Raised questions about “Medical Branch” Ike put process on hold until fall 2009 The Richards Group spent past year (research, interviews) determining what, if anything, Ike had changed

5. Where we’re headed… The Richards Group recommends UTMB + a Brand Descriptor UTMB builds upon heightened regional and statewide awareness post-Ike UTMB preserves bond with donors, alumni, friends, community (“Medical Branch” will remain part of official name and history ) Health is a simple description of our mission, whatever our role UTMB Health = the recommended “master” brand

7. Can it be customized? Yes The wording below “Health” will reflect individual entities, departments, programs, facilities The Richards Group is developing an online visual identity system for everything from signage to stationery The agency is also developing options that reflect our Texas Medical Center affiliation The Richards Group has also developed a system to accommodate various naming requirements

20. What happened to the star? Research says our strongest brand identifier is “UTMB” Many Texas organizations now use stars in their logos

21. Why change our colors? This new red (PMS 1788C) is warmer and more reflective of a caring, compassionate organization; the brighter color draws the eye The color is unique among other UT health institutions and competitors Blue is a “colder” color used by many large corporations (e.g., IBM, Reliant Energy, AT&T); it is often seen as high-tech vs. high-touch

22. Why not burnt orange? Burnt orange is the color of UT Austin’s athletics program, not the University of Texas System – –A former coach chose the color for the jerseys to make it harder for the other team to see the football The orange in the official UT System seal is bright orange While both colors are used by other UT institutions, we agree with The Richards Group that UTMB is better served by a bolder color that differentiates us from the other health organizations That said, this is a move toward the official orange of the UT System

23. Why lower case? Lowercase type gives a logo with more personality; it’s a style to which people can relate Lowercase type is perceived as more progressive; it has always been a way to create a sense of friendliness or approachability Strength and confidence is conveyed through the boldness of type The lean of the italic styling and the off-center approach add motion to this progressive mark…forward thinking, never stopping, always searching for the next idea It fits today’s UTMB particularly well…

24. Combining UTMB with a clear descriptor of our Health mission will make it hard to confuse UTMB with any other UT health institution Will it be confused with “UT Health”?

25. What will this cost? Biggest anticipated cost: signage and way finding - Much has changed with our campus footprint - Much has to be replaced Prioritization of brand rollout (highly visible areas first) Short-term “grandfathering” of supply stock (don’t invest a lot of $ in stationery right now)

26. What happens next? Leadership will share recommendations with internal and external stakeholders before presenting them to UT Board of Regents (August 2010) New brand and visual identity system completed summer 2010; launch of new brand early fall 2010 (with UT System approval)

27. In the meantime… We’re working with The Richards Group on aggressive marketing communications campaign for FY 11 Focus will be on raising awareness regionally/statewide about: ─ the new, improved UTMB (new brand) ─ specialty disciplines in which we excel Marketing mix includes news magazines/newspapers, internet, and zoned cable television (a UTMB first) Plan to launch fall 2010

28. Questions?