Program rebrands visual identity

In 2015, Washington University (WashU) rolled out new brand positioning and updated guidelines across campus following a comprehensive research-based marketing/branding assessment led by the Lipman-Hearne agency and Public Affairs. As part of the deliverables from this initiative, WashU unveiled a revised color palette, logo usage and other elements, with a goal of creating a unified communication strategy across all schools and divisions to reinforce who we are as an organization.

As a result of the initiative, the Program in Occupational Therapy will immediately begin using the revised color palette to align ourselves with these efforts, which requires us to transition away from branding ourselves with green and move to the WashU red. This will be a phased implementation, beginning with our digital materials, with all other collateral to follow as appropriate. The benefit to the Program’s marketing efforts in regards to recruiting, curriculum, research, community engagement, clinical services and development is the equity in the Washington University’s reputation. The collective strength of the university’s brand and the power of continually reinforcing that brand is an advantage to our Program, and to the School of Medicine as a whole. This collective effort will help ensure continued success in recruiting students, faculty and staff; caring for patients and their families, cultivating donors; and engaging with partners locally, nationally and around the globe. The strong reputation of Washington University is a valuable asset which must be branded with clarity and consistency.

Medical Public Affairs is currently engaged in aligning medical school branding efforts with the guidelines established on Danforth. We all benefit from the cross-pollination of positive impressions created by any part of the university. These guidelines provide a foundation for creating identity for individual units that focus on their unique stories and offerings, and not on developing stand-alone identities. Several School of Medicine programs and divisions have already taken steps to abandon their independent branding efforts, and move forward with the updated look and color palette outlined in this campus-wide initiative, including Genomics and Pathology Services, Dermatopathology Center, Laboratory Services, and the Department of Medicine. For questions or additional information about this change, please contact Michele Berhorst or Kara Overton.

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