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Stanford Report, August 9, 2000

Medical Center logos take on a unified look  

BY RUTHANN RICHTER

As the result of a joint effort, the School of Medicine and the hospitals recently introduced a new family of logos designed to strengthen the Medical Center's identity in the public's mind.

The new designs are now being widely distributed to all departments for use on letterheads, business cards, marketing materials, signs and other documents. The LifeFlight helicopter also will be repainted with the new logo.

"Although the new look is not a dramatic departure from our traditional logo, I believe it provides a stronger and more distinguishing identity for the Medical Center," said Eugene Bauer, MD, vice president for the Medical Center and dean of the School of Medicine.

Top administrators and faculty chairs took a final look at the logos in June and gave them positive reviews.

The logos were redesigned with the goal of enhancing the external image of the hospitals and the school and creating a consistent, unified look for the whole Medical Center. The job took on greater significance once the merger with UCSF was dissolved and the hospitals became independent again.

The logos were developed over the past nine months by a marketing/external affairs team that included representatives from the medical school, the adult hospital and Lucile Packard Children's Hospital. The team worked closely with faculty and student groups and consulted with Pentagram Design in San Francisco.

"I'm very pleased with the level of collaboration among the three entities and that we were able to come up with a consistent family of logos," said Mary Ellen Fontana, vice president of marketing and communications for Stanford Hospital and Clinics.

The design consultants hired for the project looked at how the hospitals and the school were presenting themselves through stationery and marketing materials and analyzed how these materials reflected the institutions' core missions and unique strengths, Bauer said.

Based on their research, the designers concluded that the school and the hospitals were not effectively leveraging their key asset ­ the Stanford brand. Their designs present "Stanford" as the central element of the logo, with the name delineated in red with gray type beneath.

The team looked at various modifications to the existing Medical Center shield ­ the core element of the logo ­ but in the end, most committee members favored retaining the traditional design that has been used for many years. The new logos do include some changes in color and typeface on the shield. The Packard Children's Hospital logo also was modified slightly as part of this process to make it part of the Medical Center family.

The design firm is expected to develop a manual that will set standards for graphic use of the logos.

The hospital marketing department is coordinating orders for materials with the new logos. For information, call 723-7722. SR