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University of Rochester Medical Center Unveils New Identity

New Brand Reflects Academic Medical Center Heritage; Includes Changes to Health System Name, Logo

Thursday, January 31, 2008

The University of Rochester Medical Center today 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 MedicalCenter’s diverse components, and a new advertising campaign that will communicate the changes to the Rochester community.

According to CEO Bradford C. Berk, M.D., Ph.D., the MedicalCenter’s recently completed strategic planning process identified the need to more clearly define the Medical Center as a nationally respected magnet for research, education, patient care, and community service. 

“Our strategic plan has set ambitious goals for the University of Rochester Medical Center, and part of our success hinges on our ability to build a national reputation,” Berk said. “To achieve this, we need one consistent identity that not only ties together and amplifies the diverse components that comprise our institution, but one that visibly communicates our link with the University of Rochester.”

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 adapted as the new name for its clinical enterprise, replacing Strong Health (which includes StrongMemorial Hospital, the University of Rochester Medical Faculty Group, EastmanDental Center, Visiting Nurse Service, HighlandHospital, 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 MedicalCenter will unveil its new brand to the Rochester community with a multi-media advertising campaign, including local airings of a commercial during the Super Bowl. The theme of the ads, Medicine of the Highest Order, pays tribute to the Medical Center’s roots. As one of the first to adopt well-known educator Abraham Flexner’s new model of university-based medical schooling, the University of Rochester Medical Center quickly proved that integrating scientific inquiry, learning, and patient care could dramatically improve physician education, advance research opportunities, and improve patient outcomes. When Flexner looked to establish a medical school based on this philosophy in New York, he told then-University President Rush Rhees that the University of Rochester presented an ideal place for “a medical school of the highest order.

The ads will run on television, billboards, radio and print through June, and also officially unveil the Medical Center’s new logo, which closely follows the look and feel of the University of Rochester’s logo.

“Given that our new brand emphasizes our vital link with the University of Rochester, it is only fitting that we proudly and prominently celebrate this relationship by incorporating the core components of the University’s logo into our own,” Berk added.

The Medical Center will gradually incorporate the new logo into all areas of its institution, including exterior and interior signage. In the meantime, its new graphic identity can be seen beginning Feb. 3 on its public website (, which has been streamlined for easier navigation and use.

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Germaine Reinhardt

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