Last week Wake Forest University Baptist Medical Center unveiled a new brand identity that effectively consolidates all of its clinical operations under a single visual brand identity while shortening the name of the main campus to Wake Forest Baptist Medical Center. No more reference to “University.” According to a press release, “the most visible part of the institution’s brand, its much beloved infinity logo, will be transformed into a strand of DNA.”
As part of the new integrated identity, two community hospitals will also be changing their names. Davie County Hospital will now be known as Wake Forest Baptist Health – Davie Hospital, and Lexington Memorial Hospital will now go by Wake Forest Baptist Health – Lexington Medical Center.
According to the organization’s CEO John D. McConnell, M.D., this is part of a larger effort to build the stature of the medical center internationally.
“We aspire to be a preeminent, internationally recognized academic medical center of the highest quality that will be known worldwide for its care as much as its cure. To do that we must have a unified brand that reflects our vision, as well as our mission to improve the health of the region, state and nation by providing the highest quality of patient care, discovering the next generation of diagnostic and treatment advances, and educating the medical and scientific leaders of tomorrow.” (Source: WFUBMC press release)
Post by Dan Dunlop, The Healthcare Marketer