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UCLA Health Graphic Identity


Voice and Tone

When we communicate with our audiences, we want to use a voice and tone that establishes our brand, but varies based on context.

  • Voice = what our brand means to consumers:
    • We want to inform people about their healthcare.
    • We are a team of passionate, dedicated, collaborative experts who serve patients who are self-advocates.
  • Tone = how we change the sound of “our voice” based on the context of the communication. For example, on a Web page about cancer, we will have the same voice about our brand, but we may be softer and more reassuring. On a Web page about having a baby, we will be more excited and congratulatory.
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