Foundational Principle

Through in-depth qualitative research, we aligned on the following foundational principle for U of U Health:

Caring Now, Pioneering the Future.

This is a phrase that encapsulates the essence of the brand. It is built upon three pillars of truth that give it meaning: value, innovation, and expertise.

This foundational principle is for internal use only. It is not a tagline and rarely appears on outward-facing materials. Use it to guide communications. It should be the first thing your audience thinks or feels when they come in contact with U of U Health.

“Caring Now...”

The first half of the foundational principle, “caring now,” represents U of U Health’s devotion to patient care—from everyday preventive care to critical care scenarios. It reflects our endless pursuit of providing better care, more value, and the highest satisfaction possible for patients.

“Pioneering the Future.”

The second half of the foundational principle, “pioneering the future,” reflects both the University’s physical location (in a region founded by pioneers) as well as its constant progression forward. The brand is focused on improving health care—not just for the local community, but for the entire world. We advance health by integrating our research, education, and clinical missions. Here, we are constantly evaluating and optimizing our performance.

Brand Positioning

Imagine getting the best health care that science has to offer, and right down the hall some of the world’s brightest minds were working tirelessly to make it even better. Tailoring care. Making discoveries. Training for the future. Why are we here? To make your health more accessible, more affordable and more precise than ever before—even if you just need a physical.


The U of U Health voice is direct, confident, and optimistic. Just as the brand’s visual elements feel clean and forward-thinking, the copy must convey this tone as well. The voice should establish U of U Health as an institution with world-class academics and research, yet still feel conversational and accessible to all audiences. Overall, language should evoke energy and a determination to move forward without stopping.

Tone Words

In order to develop a brand that can address different audiences, we defined a baseline tone for general messaging and identified qualities that should be used consistently throughout communications. Seven “tone words” were selected. The qualities of each word may be dialed up or down to suit the audience that a particular message is addressing.


Progress is in our DNA. We’re always looking forward to the next challenge to overcome, preparing for a future we have yet to innovate. And our optimistic outlook is contagious.


All the groundbreaking care we deliver is driven by our main purpose—advancing health. Making patients healthier, stronger, and walking away happier. Our brand must demonstrate warmth, and genuine care and concern for our patients, the community, and for each other.


We see the world differently. And we approach problems from unexpected angles. It’s what allows us to discover revolutionary solutions. We are non-traditional in the best way possible.


We have much to be proud of. We’re one of the top medical providers in the state, and the nation. We do things our own way. And yet, we stay on par with Stanford, Duke, and the Mayo Clinic. It’s critical for our success, and for the retention of our patients and providers, that we demonstrate our credibility and professionalism.


As an academic medical center, it’s easy to come across as an ivory tower. It’s a trap many of our peers fall into. But we’re different. We’re friendly. Approachable. And incredibly excited about what we do.

Yes, we are a large organization with top-tier specialties and advanced medicine, but we also make our research relevant to the general public. We solve problems and tell people how we did it in an understandable way. Think Bill Nye, Myth Busters, Cosmos: A Spacetime Odyssey.

Leading Edge

Exactly that. We have a sharp eye for technology. We’re decisive, we operate with conviction, and we’re focused on inventing the next exciting breakthrough.


In a place with so many departments and resources, personal accolades take a back seat to collaboration. We respect each other, learn from each other, and work together to solve problems. Not just among employees or students, but with other clinics and hospitals. And with each step forward, we share our knowledge with the world.

Tone Meter

neutral tone meter

Once “tone words” have been selected, the qualities of each word may be dialed up or down to suit the audience that a particular message is addressing. Here are ways to visualize the meter, with different emphases.

For a Donor Audience

donor tone meter

For a Student Audience

student tone meter