The Heersink School of Medicine launched its new brand refresh on March 19, establishing a more cohesive and unified identity aligning with the institution’s mission. The process of adapting the new branding comprehensively across Heersink will take several years. As we transition to this new visual identity, we ask for your cooperation in implementing these changes effectively. We’ve provided a deeper look into some of the new brand usage below.

Updating your email signature
For guidance on formatting, please refer to the email signature template.

Logo and lockups
In our brand applications, we use a core-forward approach, meaning we will lead with the UAB Medicine logo and only use lockups when necessary. The Heersink School of Medicine lockup should be used when communication is primarily focused on the school. This includes audiences such as medical students, alumni, and donors. The logo may also be used for marketing and promotion of the school, events hosted by the school (such as the White Coat Ceremony or commencement), or sponsorship scenarios.

Official logo lockups will be available for departments, centers, institutes, campuses, locations, and strategic growth areas. However, divisions, sections, programs, residency and fellowship programs, research labs, and administrative offices and services will not receive unique lockups. Instead, these groups should use the core UAB Medicine logo in their materials or the Heersink School of Medicine lockup.

Central marketing and communications will not approve the creation of custom lockups or the alteration of existing lockups. Additionally, the Heersink School of Medicine lockup should not be paired with department, division, or unit names.

Research departments and programs should also use the UAB Medicine brand. In certain instances, the department lockup may be used. When communicating with academic or research audiences, especially external audiences, it is recommended to incorporate the full university name (The University of Alabama at Birmingham) into your materials as space permits.

The new logo is a key element of our refreshed visual identity. We encourage everyone to review the guidelines for applying the new logos correctly. This includes proper sizing, placement, and usage across various materials. Visit pages 75 through 80 of the UAB Brand Guide to learn more.

Colors and fonts
Our brand refresh also introduces new colors and fonts. These elements are designed to enhance our visual identity and create a more cohesive look. Please familiarize yourself with the new color palette, which is different than the university’s official colors, and typography guidelines. You should begin incorporating them into your materials where appropriate.

UAB green is our primary color. This hue will connect with our established audiences and capitalize on the UAB brand's existing trust and equity. One of the more noticeable changes is our new accent colors. These colors should be used sparingly when communicating with patients or internal audiences. Also new to the palette are highlight colors and established neutral colors.

Heersink is also migrating away from our former official font, Proxima Nova, to Aktiv Grotesk. This font is to be used for digital and print. We recognize that it may not be available in all settings; therefore, Arial is the official substitute and should be available on most computers and devices.

Learn more about our updated colors and font on pages 85 through 87 of the UAB Brand Guide.

Updated templates for presentations and documents
Updated PowerPoint, virtual backgrounds, and research poster presentation templates have also been designed to align with the refreshed visual identity. Please help us ensure consistently branded communication across all platforms by updating your presentations and Zoom. You will find additional PowerPoint templates added to the digital asset library (DAL) in the coming weeks.

For additional information and to access further resources, please visit pages 94 through 95 of the UAB Brand Guide.

Reporting outdated items
As we implement these changes, we need your help in identifying any highly visible items that require updating. This includes signage, websites, and major presentations. If you come across any items that still feature the old branding, please notify us so we can address them promptly.

We appreciate your attention to these updates and your efforts in helping us present a unified and professional image. For more detailed information and resources, please refer to the UAB Brand Guide, read the UAB Medicine Brand Update FAQs, and download assets from the DAL.

Together, we can ensure that the Heersink School of Medicine continues to represent excellence and innovation in all that we do.