Virginia Commonwealth University has adopted a new brand to celebrate the rich legacy of its health system and its continuing commitment to world-class care. The new VCU Health brand unifies the entire organization under a single brand working toward one common purpose: to relentlessly explore new ways to improve human life.
The decision to develop the brand strategy was made after thoughtful, extensive research conducted with health system and university leadership, team members and the community. VCU Health represents the health care system’s breadth of services and demonstrates its commitment to quality outcomes across the continuum of care.
“Our brand is ultimately the experience we deliver,” said Marcos Irigaray, vice president of strategy, marketing and enterprise analytics, VCU Health. “Our brand architecture defines and clarifies who we are, what we stand for, and why we are different. It is much more than a logo – it is a reflection of all we do, including the quality of care we deliver, the teaching we provide, the new knowledge we create through research, and how we look, sound and behave. VCU Health is designed to create clarity and an instant connection and recognition for all those we serve.”
The name VCU Health was chosen because health represents the health system’s broader capabilities and its evolution as an integrated system of care beyond a few physical locations. VCU Health stands for a complete system of care, education and research. VCU Health is comprised of the medical center in downtown Richmond, Community Memorial Hospital in South Hill, MCV Physicians group practice, Virginia Premier Health Plan, and the VCU health sciences schools.
Visible changes associated with the new brand have started taking place such as the use of a new logo, new signage installation around the various campuses, uniforms and collateral. The transformation will continue, as the announcement is just the beginning of the journey.
“The new brand better positions us for the future as an integrated system of care, education and research,” Irigaray said. “In its simplest form, our brand stands for leading what’s possible in your health, recovery and life.”
VCU Health will continue to build on the VCU legacy that dates back 175 years by delivering the same world-class care that has endured throughout its history. To learn more about VCU Health and its services at all locations, please visit VCUHealth.org.
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