Introducing University of Rochester Medicine Golisano Children’s

As part of the University of Rochester Medicine's fully integrated academic health system, UR Medicine Golisano Children’s Hospital is becoming University of Rochester Medicine Golisano Children’s. This change reflects our evolution from a hospital-based model to a comprehensive pediatric health system serving children and families across Rochester and the Finger Lakes region.

This updated name is the most visible expression of a broader brand refresh, one that better represents who we are today and where we are headed. While our visual identity is evolving, the name change makes clear that we are more than a hospital: we are a connected system of care reaching children wherever they need us.

Golisano Children’s has grown into a comprehensive pediatric network offering specialty care, inpatient services, community-based programs, school partnerships, mobile health initiatives, and telemedicine. The refreshed brand reflects this expanded scope and reinforces our ability to deliver care across many settings.

At the same time, the new identity strengthens our connection to University of Rochester Medicine, highlighting the advanced research, education, and clinical expertise that define care here.

Strengthening a Distinct Pediatric Identity

Children’s hospitals across the country—especially those within academic health systems—benefit from having identities that are expressive, flexible, and tailored to the needs of children and families.

The Golisano Children’s brand refresh embraces that approach. While aligned with University of Rochester Medicine, it introduces a distinct look and feel that is:

• Welcoming and approachable for children and families
• Credible and trusted for clinical and academic audiences
• Flexible across a wide range of care settings and communications

This balance allows us to better connect with the people we serve while maintaining the strength of our academic foundation. This new identity also helps distinguish Golisano Children’s from its peers in the Golisano Alliance network.

A Visual Identity Centered on Care and Connection

The refreshed brand introduces a set of visual pieces designed to reflect the experience of care at Golisano Children’s.

Supporting elements—including an expanded color palette, expressive photography, and new graphic systems—create a more dynamic and engaging visual language across digital, clinical, and community environments.

A new heart symbol anchors the visual identity in the relationships at the center of pediatric care: those between families and care teams, and between our health system and the communities we serve.

Our longtime mascot, Sandy, has also been refreshed for a new generation. Sandy will continue to play an important role in connecting with patients and families, bringing warmth and encouragement, while remaining part of a broader visual system that supports a wide range of audiences and experiences.

What to Expect

The Golisano Children’s brand will begin rolling out across digital channels and key touchpoints starting in June, with a phased approach over time.

You will see updates to:

• Websites and digital platforms
• Social media channels
• Marketing and communications materials

As with any change at this scale, updates will occur gradually. Materials and facilities will continue to be refreshed over time as we implement the new look.

Our Mission Remains the Same

While our look is evolving, our purpose remains unchanged: to do everything in our power to help every child reach their full potential.

Golisano Children’s is dedicated to advancing the health and well-being of children through exceptional care, research, and education, while supporting families and improving the health of every community we call home.

Answers to Common Questions

What is changing with Golisano Children’s?

Golisano Children’s is introducing a refreshed brand identity that better reflects who we are today: a growing pediatric health system that delivers care across hospitals, clinics, schools, and communities. This includes updates to our name, logo, and visual identity.

Are we changing our name?

We will use “Golisano Children’s” as our primary name.

This reflects our evolution beyond a single hospital to a broader system of pediatric care that meets children and families wherever they are.

Why are we making this change?

This change helps us:

• Better reflect our growth into a comprehensive pediatric network
• Align with University of Rochester Medicine’s unified brand
• Strengthen a distinct identity for children’s care
• Make it easier for patients, families, and partners to understand who we are and what we offer

How does this relate to University of Rochester Medicine?

Golisano Children’s remains a key part of University of Rochester Medicine, our fully integrated academic health system.

The refreshed brand strengthens that connection while creating a distinct pediatric identity that resonates with children and families.

Are we still part of Strong Memorial Hospital?

Yes. Our hospital-based services remain part of Strong Memorial Hospital and University of Rochester Medicine.

This brand refresh does not change how care is delivered; it reflects how our services have expanded beyond the hospital into the community.

What about the Golisano Alliance?

Golisano Children's is a proud member of the Golisano Children's Alliance, a network of 15 leading pediatric hospitals across the country united by a shared commitment to improving children's health.

Because so many hospitals now carry the Golisano name, it matters that families, referring physicians, and other partners can clearly identify what makes each one distinctive. For us, one distinction is University of Rochester Medicine, a fully integrated academic health system whose depth in research, education, and clinical care defines what Golisano Children's uniquely offers. Our refreshed brand makes that connection unmistakable.

Does this change affect patient care?

No. This is a brand update only.

Our commitment to delivering high-quality, compassionate pediatric care, advancing research, and educating future healthcare professionals remains the same.

Why move away from “hospital” in the name?

Golisano Children’s now provides care in many settings beyond a hospital, including outpatient clinics, community locations, schools, telemedicine programs, and mobile health services.

The updated name reflects this broader reach and our commitment to meeting families where they are.

How are the logo and visual identity changing?

The refreshed brand introduces:

• A new logo aligned with University of Rochester Medicine
• An expanded color palette for greater flexibility and engagement
• New graphic elements, including a heart symbol that reflects partnerships between families and care teams

These elements create a more modern, flexible, and recognizable identity.

What is happening with Sandy, the mascot?

Sandy is being refreshed and will continue to play the important role she has always played for our patients, families, and community.

Updates include:

• A modernized design with more expressive and engaging uses
• Continued presence in patient and community experiences
• A more intentional role focused on joy, comfort, and connection

When will these changes take place?

The rollout begins in June with a digital-first launch.

Updates will happen gradually over time, starting with website and digital platforms, social media, and key communications materials.

Will everything change at once?

No. This will be a phased transition over time.

It’s expected that both old and new branding will exist side by side during the transition. Materials will be updated as part of normal replacement cycles.