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The recent launch of the UVA Health 10-year Strategic Plan continues to bring several opportunities for re-envisioning our health system as we seek to provide quality care across the Commonwealth of Virginia, including an assessment of the UVA Health brand alongside our ever-expanding operations. To keep up with the organization’s evolution and expansion, on June 15, UVA Health revealed refreshed branding, including new facility names, design approaches, and resources for our team members, all of which has been in the works for several months. 

“The changes reflect the growth and progress that UVA Health has made over the past several years, including alignment with the recent launch of the One Future Together | Health and Hope for All strategic plan,” says Lisa Badeau, UVA Health Chief Marketing and Communications Officer. “We couldn’t be more excited to see the next phase of our brand journey come to life as it represents another step we’re taking to tell our story and build on our vision of becoming the best public academic health system in the nation.”

With all the recent changes at UVA Health, the organization’s brand identity must keep pace. 

“Change can be challenging, but brands do need to evolve and change,” says Leanne Walden, Associate Chief Marketing, Brand Management and Physician Engagement. “Nothing stays stagnant, and you have to evolve to meet the needs of the strategy of the health system and market demands. Updating the brand is another way we can position ourselves for future growth and momentum.” 

It's important to note that much of the brand is staying the same. The updates are intentional, and they were selected to reflect where UVA Health is today and where the organization is headed. 

“The updates — such as the new logos and contemporary graphics — look and feel modern and fresh,” says Hannah Humphrey, Marketing Manager. “The changes are great for the future of UVA Health, and it’s something team members can be excited about.”

What's Changing?

Here is a summary of the key changes:

Brand Architecture 

• New names
  • The academic medical center in Charlottesville is now UVA Health University Medical Center. The logo lockup — how the UVA Health logo and entity name are combined — for this location also is updated to reflect this change, and signage will be updated over time. This change follows the same naming convention of the three new community hospitals — UVA Health Prince William Medical Center, UVA Health Haymarket Medical Center, and UVA Health Culpeper Medical Center — while also “staying true to our academic roots,” says Walden. 
  • UVA Children’s is now UVA Health Children’s. “The intention is to reinforce that Children’s is part of the overarching UVA Health brand,” says Walden. In the new logo lockup, the word Children’s is given “a heavier weight visually to reinforce its unique clinical offering within UVA Health.” 

Visual Identity

• Updated brand site: UVAHealthbrand.com | The site will reflect the recent changes and is “the resource for all things UVA Health brand,” says Walden. “It has our brand standards, our logos, our brand architecture guidance, and a lot of information on processes for branding and brand approvals.” 

• Expanded color palette | The new visual identity direction leans into the secondary color palette of blues, green, yellow, and magenta with a goal of expanding design options and visual interest, while remaining anchored to the classic UVA blue and orange. 

• Updated graphics | New iconography, visual treatments, and visual accents will continue to rollout to be used within approved designs. 

Timelines

While the changes take effect immediately, updating all branded items across the health system is a significant undertaking and will take time. Digital logos and names are available for immediate use at UVAHealthbrand.com. Collateral materials/flyers, signage, and other tangible branded items can be converted to the new brand guidelines as replacements are needed.

“If you have inventory, use the current the inventory, and when it’s time to reorder, new branding will be applied to the item,” says Walden. “There’s going to be a period of time where there’s fragmentation, where you have a mix of the old and new aesthetic out in the environment. The goal is to move things into brand over time.” 

Where Can I Find Out More?

UVAHealthbrand.com is your definitive resource for questions on the UVA Health brand and is the place to find downloadable assets to help with your projects. 

“For those who are familiar with the brand site already, they are going to see the changes reflected in the places they’re used to going,” says Humphrey. “For others who haven’t used the brand site before, this is a great opportunity to learn about the guidelines and how efficient it can be to use dynamic templates to make their own pieces on an already approved branded template.” 

Most questions are answered on the brand site. If you need additional help, visit the Contact Us page.