Our Brand

Our Brand is Who We Are and Who YOU Are. It’s our reputation.

The image of our brand in the minds and hearts of those we serve is wide-ranging. The way people think, feel and respond when they hear the words “University Health” is our brand image. This image is formed by their experience — either firsthand or through information they’ve seen, read or heard about us. 

Employees play a key role in determining how patients, visitors, physicians and other stakeholders experience our brand. Whether you’re a nurse, a technician, a housekeeper, an accountant or an ambassador, it’s in your power to shape the University Health experience for every individual you touch every day. Quite simply, the way YOU interact with internal and external customers shapes our brand.

Our Essence

Continuously seek knowledge to grow and share our expertise.

At University Health, knowledge is who we are. It’s in our DNA and the very essence of what makes us unique.

In collaboration with UT Health San Antonio, we are an academic medical center that:

  • Delivers the latest techniques and treatments, often not available at other hospitals
  • Teaches the next generation of healthcare providers
  • Advances the practice of medicine to improve the health of individuals here and across the world
  • Innovates in delivering compassionate care to each individual and situation
  • Shares knowledge that improves healing and health

Our Promise

Lead as compassionate challengers of convention.

Underlying our brand identity is what we call our “brand promise.” A brand promise is exactly that – a promise to ourselves, our patients and all others with whom we work. It says that we will uphold high standards in everything we do. The best way for you to help build the value of the University Health brand is to breathe life into our mission, vision and values.

We promise to continuously improve ourselves and the health of the people we serve with high quality, compassionate care and a personalized experience that goes beyond expectation.

Our Motivation

Put the people we serve at the center of everything we do.

Perception is one of the most fundamental aspects of a brand. In order to be recognized as a trusted and leading health institution, we must always put people first. Our patients and their families are why we do this work and are at the forefront of all decisions we make.

  • We provide our patients access to a comprehensive continuum of high-quality care in comfortable and compassionate environments.
  • We engage our employees and physicians by creating positive, supportive, respectful and productive work environments with opportunities for professional growth and a strong commitment to teaching the next generation of healthcare professionals.
  • We are good stewards of the resources entrusted to us by the taxpayers of Bexar County to serve our community and advance our critically important and unique mission.

We must help people live better lives and ensure that our key stakeholders benefit from the knowledge, services and advancements University Health has to offer. People are our motivation to think beyond.

Our Mindset

To think beyond, every day, for our patients and for our communities

We believe thinking beyond is a journey that never ends. The knowledge gained and applied enables us to advance our vision to be one of the most trusted health organizations in the nation.

Thinking beyond gives us the ability to provide a level of care that can only be found at academic health centers. It propels our search for precise diagnoses and creates new treatment options that result in the best possible outcomes for our patients, and people across the world.

Thinking beyond is the mindset that makes us the best provider of care in San Antonio and South Texas.


Our brand positioning statement captures the essence of how we choose to define ourselves in the market. It serves as the foundation for all communication. As an internal compass, it works behind-the-scenes to steer messages and ensure consistency.

Knowledge allows us to think beyond

We continuously seek new knowledge and share it to grow expertise and improve the health of the communities we serve. This thirst for + knowledge compels us to look beyond the norms of the medical practice as it exists today. We are not entrenched in current thinking. We look for more to motivate us, to challenge us and to change us.

We are making a significant difference in healing. Here and beyond. What we do, how we do it and, more important, why we do what we do matters. It matters to the patients we treat. It matters to their families and caregivers. It matters to employees, and to our community of South Texas and beyond.

Thinking beyond the norm creates a wealth of shared knowledge that improves healing and health for all. We have many strengths – top teaching, research and medical credentials. A medical team that knows and teaches the latest techniques and treatments. Some 1,000 research studies each year that lead the way to new discoveries and better care. And of course, our employees – driven by a calling to do something better to help patients heal and live better lives. It’s more than the words and images. It’s about thinking beyond in all that we do every day. Going beyond. Stepping up to make a difference. Sharing ideas and always improving.

Brand Attributes

Just like big mega brands such as Coca-Cola or Apple, our brand has a personality, a voice and attributes. Remaining consistent in how we speak to our audiences is an important component to reinforcing the way people think, feel and respond to us.

Our Personality

  • Attentive and kind
  • Compassionate
  • Curious
  • Resourceful  
  • Solution driven
  • Determined

Our Voice

  • Confident
  • Friendly
  • Relatable
  • Thoughtful
  • Sincere
  • Authentic

Our Attributes

  • Trusted
  • Dependable
  • Accessible
  • Knowledgeable
  • Capable
  • Accountable


Nomenclature refers to the strategy of how we name our services and locations. Using an ‘outside-in’ audience perspective, we have organized our brand’s portfolio so it is easily recognized and understood. The main Health System logo is used primarily as a visual cue that creates a link between our multiple offerings. Simple naming conventions and logo use should be consistent and uniform with set patterns to allow consumers to easily recognize them.

For questions about approved naming conventions, please contact Corporate Communications & Marketing at 210-358-2335 or Corporate.Communications@uhs-sa.com.