University of Illinois Medical Center
University of Illinois at Chicago (UIC) had a top academic medical center; however, the UIC name had relatively little prestige in the healthcare marketplace. Together with Ogilvy Public Relations Worldwide, Crosby Associates developed a repositioning strategy including a new name, University of Illinois Medical Center, that leveraged the stronger University of Illinois brand. A comprehensive identity system is anchored by a distinctive new symbol created by configuring the abbreviation for Illinois into a medical cross. More
An online “tool kit” supports the new program and provides downloadable form letters, mailing lists, communication policies, and publication templates. The site also hosts all of the center’s identity standards, including downloadable files for logos, signatures, and fonts.