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Currents--University of Rochester newspaper

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Medical Center unveils new identity
The Medical Center has unveiled a new comprehensive branding strategy to establish a more cohesive identity for the institution and its affiliates, and to celebrate its rich legacy as one of the nation’s first academic medical centers. The new brand strategy includes a new logo, a unified name for all of the Medical Center’s diverse components, and a new advertising campaign that will communicate the changes to the Rochester community.
According to CEO Bradford Berk, the Medical Center’s recently completed strategic planning process identified the need to more clearly define the center as a nationally respected magnet for research, education, patient care, and community service.
The University of Rochester Medical Center name, which underscores its academic approach to medicine, will now serve as the unifying brand for all of the Medical Center’s entities and affiliates. In particular, University of Rochester Medical Center will be adopted as the new name for its clinical enterprise, replacing Strong Health (which includes Strong Memorial Hospital, the Medical Faculty Group, Eastman Dental Center, Visiting Nurse Service, Highland Hospital, the Highlands at Pittsford, and the Highlands at Brighton). This name change will not affect the name of the Medical Center’s main teaching hospital, Strong Memorial Hospital.
The Medical Center will unveil its new brand to the Rochester community with a multimedia advertising campaign, including local airings of a commercial during the Super Bowl.
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