brand expeditions

Wake Forest Baptist Medical Center’s New Brand Identity

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

1 comment on “Wake Forest Baptist Medical Center’s New Brand Identity

  1. I’m not familiar with the old logo, but it seems that Wake Forest Baptist Medical Center is keeping the equity of the infinity symbol with this new design. The “W” is cleverly integrated into the strand of DNA, and the organization is also showing marketing savvy in the consistent use of the brand throughout the various branches of the institution.

    As a designer, I am glad to see a logo that is going to work well at any size, in any color, in any type of media. Well done.

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