“ UChicago Medicine is now much more than an academic medical center
New logo signals UChicago Medicine’s transformation into a health system A new, refreshed brand reflects the University
of Chicago Medicine’s transformation into a health system with an expanding geographic reach, offering a continuum of care. Key features of the new brand include: ■■
A larger University of Chicago shield to reflect the academic relationship between the University and the health system;
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Abbreviation of “University of Chicago Medicine” to “UChicago Medicine” for a bolder look and placement of the “At the Forefront” tagline in a more prominent position to communicate the brand’s leadership position in medical care, research, education and more;
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A more modern typeface.
“We are presenting a new face to Chicago, the nation and the world,” said Sharon O’Keefe, president of the University of Chicago Medical Center and chief operating officer of the UChicago Medicine health system.
in Hyde Park, and the time is right for us to show that transformation through our logo and a broadened
The need to develop a new brand came after UChicago Medicine’s merger with Ingalls in October 2016, accelerating the expansion into a health system. As work was underway to integrate administrative and clinical operations, it was also imperative to define a brand that would reflect the combined vision of both organizations — to provide convenient, communitybased services that are connected to world-class specialty care. Under the new architecture, UChicago Medicine is the umbrella master brand and Ingalls is a supporting entity, a branding approach that preserves the 94-year history of the community hospital system in Chicago’s Southland. The branding initiative was shaped by an extensive discovery process that included interviews with 100 stakeholders throughout both organizations, focus groups with consumers and patients, and the results of a brand reputation study.
brand promise of being at the forefront of medicine, science and education.” Kenneth S. Polonsky, MD Dean of the Biological Sciences Division and the Pritzker School of Medicine Executive Vice President for Medical Affairs The University of Chicago
— Lorna Wong
PHOTO BY DARRYL EDWARDS
Countdown to adult trauma care DECEMBER 29, 2017 Our new, expanded emergency department is scheduled to open. MAY 1, 2018 Level 1 trauma services are set to begin, pending state approval, providing care for adults with serious injuries from falls, motor vehicle crashes, violent crimes and other emergencies.
Five acclaimed trauma, acute care and critical care surgeons have joined Selwyn O. Rogers Jr., MD, MPH, third from right, founding director of the UChicago Medicine Trauma Center, and Gary An, MD, far left, trauma faculty member. From left, the new surgeons are Kenneth Wilson, MD, former director of pediatric trauma at Hurley Hospital in Flint, Michigan; David Hampton, MD, MEng, from R Adams Cowley Shock Trauma Center at the University of Maryland; Priya Prakash, MD, from the University of Pennsylvania; Jennifer Cone, MD, MHS, from Los Angeles County Medical Center; and Peter Bendix, MD, MPH, from Brigham and Women’s Hospital in Boston. uchospitals.edu/midway
MEDICINE ON THE MIDWAY
FALL 2017
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