February 4, 2008
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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