There’s nowhere — and no one — like VCU Health.

We have an uncommon story to tell — one of creative innovation and compassionate care. We are challenging preconceived notions of what it means to help patients live their best lives, and our messaging must draw attention to what sets us apart.

Our brand captures the unrelenting hope that patients find at VCU Health and the undeniable proof of our clinical expertise — without comparing ourselves to others, and without conforming to traditional measures of success.

Messaging pillars

Our brand statement

Our brand statement is the grounding expression of VCU Health communications. It articulates our distinction in all brand and service line communications. You may use it in your PowerPoint presentation, documents and social media posts.

Full version

Whoever you are, whatever brings you to us, we are unconditionally committed to helping you live your best life.

Partial version

Unconditionally committed to helping you live your best life.

Condensed version

Helping you live your best life.

Our “un” phrases

“Un” is our brand platform. Our tone when using “un” phrases is optimistic without overpromising and confident without being boastful. It should inspire positive feelings toward VCU Health. It is to be used in our brand and service line communications. When using our “un” platform, please follow these rules:

• Never use an “un” word by itself. It must always be used to modify the text that immediately follows it.
• Do not overuse “un” phrases in communications, for example, in headlines and subheads or consecutive sentences.
• Only use the approved “un” words and only with the approved words they modify, listed below:

Composition guidelines

Our “un” phrases use a dynamic and flexible typographic treatment, letting the headlines shine across every platform.

Use “un” phrases as simply as possible. For easy readability, avoid breaking up words on more than one line. If the composition calls for it, it is acceptable to separate the “un" word from the word it modifies in longer, horizontal sizes.

Using “un” phrases in headlines

Stylistically, the “un” word must appear in all capital letters and only in gold or black when used in headlines. The word it modifies must also appear in capital letters, in either black, white or gray (dark or light), depending on the background.

Out-of-home example:

Postcard example:

Social media example:

Print example:

Using “un” phrases in body copy of any length

The “un” phrase should appear in normal sentence case in the copy or text and not in all capitals as they are in headlines. Any approved “un” phrase must be part of a grammatically correct sentence, for example: “Our unwavering commitment is evident in all we do.”

Context is important in health care. Therefore, an “un” phrase must never be stand-alone without explanation or as its own sentence. It must always modify the approved word following it.