New MUSC logo reflects rise of
hospital, services
by Cindy Abole Public Relations
MUSC’s anticipated opening of the new Ashley River Tower (ART) heralds a new era in health care. It also comes with a new visual identity that will reflect its potential in medical advancement and progress for South Carolina residents and beyond.
For 29 months, MUSC’s focus has been on the construction of a new replacement hospital. The $200-million facility is the first stage of a 20-year building and expansion plan to create a 21st century medical center with the most advanced technology and medical design available today.
The new home of MUSC’s Heart & Vascular Center, Digestive Disease Center and surgical oncology services, ART will add 641,000 square feet of clinical space, 156 patient beds, high-tech operating rooms and numerous labs within its diagnostic and treatment building, patient hospitality tower and conservatory. The facility fosters both a healing and supportive patient care environment within its unique design.
Dedication of the new patient-centered care facility accompanies the introduction of a new visual identity that relates to the hospital’s new balance within the organization.
Beginning
Oct. 1, MUSC will officially unveil a new logo that reflects the
outgrowth of the institution and its expansion of clinical services and
medical expertise. This icon, inspired by the patient hospitality tower’s clean, curved curtain glass design reminiscent of a ship’s sail. It conveys a contemporary presence within the city’s maritime area located at the western edge of the Charleston peninsula. This modern footprint represents advanced technology and exceptional patient care.
The new MUSC logo is set in Adobe Garamond typeface in Pantone 2955 blue and will be offered in a variety of approved college, department and medical center logos, including MUSC Health and its multiple clinical service lines.
“This logo was designed to more accurately reflect the future of MUSC. But the logo is not our brand; it is simply the graphic representation of it,” said Alex Sargeant, creative director, Business Development & Marketing Services. “Our brand is who we are in the hearts and minds of our patients, families and other stake-holders.”
The new logo was designed by James Island graphic designer Wade Harris. Harris has worked on some of the nation’s leading brands, and his designs have been recognized by Print Magazine, National Folio Show, American Institute of Graphic Arts, American Graphic Design, and Regional/National Addys. He was among five graphic designers who contributed more than 50 designs in this effort coordinated by Sargeant and MUSC Business Development & Marketing Services.
Beginning next month, the new logo will be used in a variety of advertising and other communications. It will replace the old logo and be used officially in all university and medical center business applications such as stationery, business cards, letterhead and envelopes. MUSC departments will be able to access the logo in various file formats as well as obtain a graphic standards for usage manual via the intranet in early October.
Information will be provided to the MUSC Print Shop and other printing vendors. All new stationery orders and other items featuring the new logo will be phased in beginning Oct. 15. This is not to say that staff should throw away quantities of material featuring the old logo. Incorporation of the new logo, at least for the remainder of 2007, applies mainly to new printing orders.
Requests to use the new MUSC logo can be directed to Sargeant at Sargean@musc.edu. Requests will be handled on a case-by-case basis.
Friday, Sept. 28, 2007
Catalyst Online is published weekly,
updated
as needed and improved from time to time by the MUSC Office of Public
Relations
for the faculty, employees and students of the Medical University of
South
Carolina. Catalyst Online editor, Kim Draughn, can be reached at
792-4107
or by email, catalyst@musc.edu. Editorial copy can be submitted to
Catalyst
Online and to The Catalyst in print by fax, 792-6723, or by email to
catalyst@musc.edu. To place an ad in The Catalyst hardcopy, call Island
Publications at 849-1778, ext. 201.