Connect

Did you know UVA Health has specific guidelines and policies that cover everything from how our logo displays on promotional items to how we name locations? 

The Brand Tip Series is designed to give you practical information on UVA Health’s brand guidelines and policies. The brand.uvahealth.com site is open to all UVA Health team members (use your computing ID and password). Browse resources and read the FAQs for more information.

If you have ideas for more tips, email rbrandonline@uvahealth.org. 

Branding Tip #6: Using UVA Health Colors and Fonts 

Colors and fonts are two of the most visible ways we show up as UVA Health. When used consistently, they reinforce our identity and ensure everything we create feels like part of the same family. Here are a few key reminders: 

Colors   

• Our primary palette is UVA Orange and UVA Blue (UVA Orange and Purple for UVA Health Children’s) — they anchor our brand and should be the foundation of almost every design. 
• Secondary colors — cyan, yellow, turquoise, green, and red (please note that red is NOT used for UVA Health Children’s) — bring energy and variety but should only be used as accents. Orange or blue should carry the design for UVA Health.  
• Always consider the use case. Color use and combinations should look professional, be legible, and meet visibility standards, especially for digital and patient-facing materials. 

Fonts 

• Franklin Gothic is our core typeface for both headlines and body copy. In digital applications, Libre Franklin is the go-to alternative and available through Google Fonts. 
• For UVA Health Children’s, Belizio is the approved headline font, paired with Franklin Gothic for body text. This helps Children’s stand out while staying connected to UVA Health. 
• Stick with the approved fonts. Avoid scripts, novelty fonts, or unapproved substitutes because they dilute the brand and create inconsistency. 

Common Mistakes to Avoid 

• Using secondary colors for headlines or body text. These should only be accents, never the main type color. 
• Pairing text and background colors without checking accessibility. If it’s hard to read, it’s off brand. 
• Using non-brand colors, rainbow effects, or multiple secondary colors in one piece. 
• Swapping in “fun” fonts that aren’t approved. Even small deviations make materials look inconsistent.  

Colors and fonts aren’t just design details — they’re signals that connect every audience back to UVA Health. 

Branding Tip #5: Updating Your Provider Bio and Headshot on UVAHealth.com 

Keeping your UVA Health provider profile up to date is important for both internal and external audiences. Here’s how to make sure your bio and headshot are accurate and aligned with brand standards: 

• Adding or Editing Your Biography | To add a new bio or edit an existing one, simply use the Provider Profile Request Form and select ‘New Provider Biography’ (even if you’re making an edit) and complete the form. Our team will write the bio and send it to you for review before posting it on your profile. 
• Requesting Edits to Your Profile Information | If you need to update any other details on your profile, such as contact information or specialties, fill out the Provider Profile Request Form and choose ‘Existing Provider Profile Edit’ as multiple teams manage profile information (including CVO, UPG Enrollment, and Marketing), so be sure to provide all necessary details to help expedite the process. 
• Getting Your Headshot Updated | To maintain brand consistency, headshots must be taken during a marketing-provided studio photography session. Personal submissions of headshots are not permitted, as we ensure all images align with our brand standards. 
• Where’s My Headshot? | If you’ve recently updated your headshot, it may not be in the library just yet. We’re gradually transferring historical headshots to the library and ensuring everything is properly tagged. New headshots are added as photoshoots happen. 

By following these steps, you’ll ensure that your UVA Health profile stays up to date and professional. 

Branding Tip #4: Endorsement, Co-Branding, and Sponsorships  

At UVA Health, maintaining objectivity and neutrality is key. Here’s a quick overview of the rules on endorsement, co-branding, and sponsorship: 

• No Endorsements | UVA Health cannot endorse products, companies, or individuals. Using UVA Health logos, letterhead, or titles in endorsements is prohibited to avoid conflicts of interest.  
• Co-Branding Restrictions | Office of Strategic Marketing and Communications must approve all instances of co-branding, which will be allowed based the following criteria: 
  • Partner brand supports and shares our mission to transform health and inspire hope for Virginians and beyond. 
  • There’s a quantifiable benefit or value to UVA Health for partnering/co-branding. 
  • Such partnering/co-branding brings no or low reputational risk. 
• Sponsorship Acknowledgements | We can acknowledge sponsors using UVA Health or entity names (not logos) on sponsorship materials. UVA Health’s logo may be used on materials where multiple sponsors are featured, but only with prior approval by the Office of Strategic Marketing and Communications. 
• UVA Health Branded Materials | Other logos should never appear on UVA Health branded materials without specific approval from the Office of Strategic Marketing and Communications. 

By following these guidelines, we protect UVA Health’s integrity and uphold public trust.

Branding Tip #3: Creating and Using Patient Education Materials 

At UVA Health, we’re committed to providing clear, accurate, and effective patient education. Here’s a quick guide on how to access existing materials and create new ones, while following the necessary review and approval processes. 

• Access Existing Patient Education Materials | Before creating new content, check the Patient Education repository. It includes a range of print, video, and web-based materials that have been developed and endorsed by UVA Health’s content experts. If you're looking for something specific, visit the Patient Education Repository to see if the material you need already exists. 
• Creating New Patient Education Materials | If you need to develop new patient education content, it’s important to follow the appropriate process for your area: 
  • For University Medical Center: You can reach out to PatientEducation@uvahealth.org to guide you through creating, revising, or adopting patient education material. 
  • For Community Health: Contact Gayla Coleman, Director of Clinical Education, for help in creating new materials. 
• Review and Approval of Patient Education Content | All patient education materials must be reviewed and approved by the patient education contacts noted above before being included in branded materials or posted on websites. This review process ensures that your content is clear, concise, and accurate. Patient Education specialists will handle any necessary copy and formatting edits to make sure the materials are patient-friendly and aligned with UVA Health standards. 

By following these steps, you’ll help ensure that all patient education materials are not only informative but also consistent with UVA Health’s brand and best practices. 

Branding Tip #2: Using Self-Service Design Templates 

Need to create a design quickly? UVA Health’s self-service design templates make it easy to craft professional materials like brochures, flyers, and notecards, while staying within brand standards. Here are some key tips to help you make the most of the process: 

• Approval Time for Templates | Once you submit your design, it typically takes up to three business days for review and approval. Please plan ahead and allow this time for the review process. 
• Using a QR Code | Some templates allow you to upload QR codes directly, including the One Column, No Photo, and One Column Tabbed flyers for both UVA Health and UVA Health Children’s. If you prefer to use the flyer without the QR code, simply toggle off the visibility feature.  
• Uploading Your Own Photos | For consistency and to address legal requirements, we do not allow the upload of personal photos. Instead, we offer a large photo library to choose from, with images added regularly. 
• Printing Your Approved Design | After your design is approved, you have a few options for printing. You can either download your template and send it to an approved printer or print it yourself if it’s a flyer. 
• Branded PowerPoint Templates | Looking to create a branded presentation? UVA Health and UVA Health Children’s PowerPoint templates are available for direct download. 

By following these steps, you’ll ensure that your designs align with UVA Health's brand standards while making the process as smooth and efficient as possible.

Branding Tip #1: Using UVA Health Logos Correctly 

When it comes to using logos in your materials, it's important to follow UVA Health’s branding guidelines to ensure consistency and clarity in our communications. Here are some key tips to keep in mind: 

• Which logo to use? | For most consumer-facing materials, always opt for the UVA Health and UVA Health Children’s logos. For internal or academic audiences, the academic entity or medical center logos may be appropriate. Business-related logos, including UVA Community Health, are reserved for HR and recruiting purposes only. 
• Creating your own logo | Please refrain from designing your own logos. Only approved logos should be used on official materials. For internal communications, operational groups, labs, and departments should use text as per the UVA Health signature system. 
• Logo lockups for departments and units | Only entities, medical centers, and specialty hospitals use a logo lockup. For other departments or service lines, please use the UVA Health logo and reference your specific clinic or program name in text. For special cases, like team apparel, contact the Office of Strategic Marketing and Communications to create a custom treatment that ensures proper logo use.  

By sticking to these guidelines, we can maintain a unified, professional brand across all communications.