The HHS Brand Foundation

A brand is a person’s collective experiences of an organization with a certain name. Everything someone remembers from communications, advertising, personal interactions and what other people say is the brand for that organization.

HHS Brand Archetype – The Champion

“The Champion” is the HHS archetype.

An archetype is a model used to guide all communications by defining the tone and voice for the brand and providing a recognizable and defined persona. Archetypes provide a tangible personality for communications staff and vendors as well as those who interact with the brand.

The Champion archetype aims to make the world a better place and strives to achieve that goal. As a Champion, HHS works to improve the health, well-being and quality of life of Texans.

HHS also encourages people to become champions of their own health. HHS provides access to services and supports to help Texans achieve optimal health and well-being.

HHS as the Champion

The Champion empowers people to establish priorities and make their own choices to accomplish their goals.

The Champion

  • Helps people act faster, stronger or better.
  • Is tough, resilient and effective.
  • Is self-motivated and motivates others.
  • Has a clear mission.
  • Helps people do their best.
  • Does a hard job efficiently and well.
  • Addresses a major problem and asks people to step up and help solve it.
  • Believes in teamwork.
  • Assumes dignity and respect of those served.


  • Team
  • Hard work
  • Focus
  • Energy
  • Bravery
  • Challenge
  • Strength
  • Triumph
  • Ambitious
  • Determination
  • Courage
  • Service
  • Innovation

HHS Brand Architecture – Monolithic

In a monolithic brand structure, a single overarching brand is used. Agencies, programs and services may be defined by their specific lines of business but still carry top-level branding.

By illustrating brand hierarchy, monolithic architecture helps employees and Texans understand how the different levels within HHS relate to each other.

Monolithic brand structures connect all the programs offered by an organization. For HHS, monolithic branding helps new programs introduce themselves through association with the familiar HHS brand. If people are aware of one HHS program with good customer service and positive results, they will be open to trying new programs from HHS. This is called the “halo effect.” However, monolithic brands must maintain consistent quality since the impression left by any one service — whether negative or positive — can affect the entire brand.

Logo Use in HHS-Produced Materials

In a monolithic brand structure, the main mark carries most of the identity.

The HHS logo or DSHS version of the logo must be the main mark on HHS communications. Unless approved by the HHSC or DSHS Office of Communications, HHS programs cannot have or include their own logo on HHS materials. It is also not appropriate for subsidiaries to create and include their own sub-brand mark with the main brand mark.

If approved and created by the HHSC Office of Communications, HHSC program names may be included as text in an HHS logo lockup. DSHS programs should use only the DSHS version of the logo. Refer to the HHS Logo page.

Logo Use on Third-Party Produced Materials

Vendors and outside groups may only use the HHS logo on materials and websites reviewed and approved by the HHSC or DSHS Office of Communications and actively monitored by HHS staff.

HHSC Office of Communications may develop campaign graphics for third parties who cannot use the HHS logo. To promote campaign continuity, HHSC COM may incorporate design elements of third-party graphics in HHS-produced materials.

Examples of Proper Logo Use