Goodbye VCU Medical Center, hello VCU Health

Richmond-based Virginia Commonwealth University Medical Center and VCU Health System have a new brand identity: VCU Health.

Health system officials began rolling out the new brand Aug. 26, according to the Richmond Times-Dispatch.

"We are not really changing the brand. We are changing how the brand is expressed," said Marcos F. Irigaray, vice president of strategy, marketing and enterprise analytics for the VCU Health System, according to the report.

The new logo is simpler. Read from left to right, it begins with the round Virginia Commonwealth University seal, followed by "VCU" in gold and "Health" in black.

"It's still the seal next to 'VCU.' We are identifying the enterprise now as VCU Health. We are at the point where we need to update our brand to reflect the broader scope and the more comprehensive organization we've become," said Mr. Irigaray, according to the report.

VCU Health began updating its brand a more than a year ago. The organization conducted hundreds of interviews with various stakeholders, including students and alumni groups, to identify ways to create a brand that could establish clarity about the health enterprise, according to the report.

VCU Health will change its signage over time, as well as the logos on items such as lab coats and vehicles, according to Cynthia Schmidt, system chief of marketing.

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