To better understand what the UAB brand represents, how we see ourselves, and set the stage to answer big questions on the horizon, UAB has partnered with an outside marketing and communications agency, Lipman Hearne, to conduct extensive brand research throughout 2019. A high-level view of the planned research is outlined below, and research results will be shared with campus stakeholders. Our goal is to analyze the perception, meaning, and recognition of the UAB brand in its many forms. We also want a better understanding of how our brand connects with our various constituents. This research will be used to help create benchmarks and inform decisions regarding future brand development, including a potential new logo.

Phase 1: On-campus Focus Groups

In January and February, several small focus groups were conducted to engage multiple entities across UAB, including:

  • Health System Executive Leadership
  • School of Medicine Leadership
  • Undergraduate Admissions Staff
  • Graduate Admissions Staff
  • Graduate and Professional Students
  • Undergraduate Students
  • Alumni
  • Staff
  • Deans
  • Campus Executive Leadership
  • Faculty
  • Communications Staff
  • Development and Alumni Staff
  • School of Medicine Faculty
  • Student Affairs
  • Diversity, Equity, and Inclusion
  • Athletics
  • Community Partners

Online Focus Groups

In April - May, online focus groups will be conducted to engage a sampling of alumni, prospective students, and parents of prospective students.

Phase 2: Online Surveys

In April - May, online surveys will be deployed to a sampling of faculty, staff, and students.

Phase 3: Additional Focus Groups

In summer / fall, additional focus groups will be conducted to hone in on specific questions raised during previous brand research.

Phase 4: Research Reporting

In the winter, all brand research data will be compiled, analyzed, reviewed, and could potentially lead to brand changes (e.g. brand refresh, new logo, and / or marketing campaign) that would be implemented in 2020. Brand research results will be shared with campus stakeholders.


If you have questions, or would like to learn more, please contact This email address is being protected from spambots. You need JavaScript enabled to view it..