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.”