Albert Einstein College of Medicine Unveils
New Branding Campaign
November
17, 2008 —
(BRONX, NY) — After more than a half-century of scientific
and educational achievement, Albert Einstein College of Medicine
of Yeshiva University today announced a bold, new branding initiative
aimed at raising its national and international profile.
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The
initiative follows an ambitious and collaborative nine-month
research process led by the Office of Communications and Public
Affairs. Hundreds of faculty, students, alumni, board members
and administrators provided input on Einstein's strengths and
helped identify characteristics that distinguish the College
of Medicine from other medical schools and biomedical research
institutions.
"As
part of our research, we asked our faculty a deceptively simple
question, 'Where do you work?' and our students, 'Where do
you go to school?'," said Allen M. Spiegel, M.D., The
Marilyn and Stanley M. Katz Dean. "They all gave the
same, one word answer - Einstein," he said. "That
is the focus on our new branding, with all its positive associations
with Albert Einstein, along with a modern new image that signifies
the College of Medicine's excellence in biomedical research
and medical education."
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The
staircase in Einstein's
Price Center/Block
Research Pavilion
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The
new Einstein logo.
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Beginning
today, all branded materials at Einstein will share a
common look, logo and tagline. The new tagline: "Science
at the heart of medicine," emphasizes the connection
between Einstein's cutting-edge research and the College's
humanistic and collaborative culture. |
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On all branded
materials, from business cards to t-shirts, the College of Medicine
is replacing the logo of Albert Einstein's likeness with a graphic
of a spiral staircase at the Michael F. Price Center for Genetic
and Translational Medicine/Harold and Muriel Block Research Pavilion
that is modeled after a strand of DNA. The logo forms a rounded,
modern-looking "E" that represents Einstein's grounding
in scientific research. The iconic Einstein name, used alone, is
also strongly emphasized in the new logo.
| "In
the 30-plus years that I have been at Einstein, first as a medical
student and now as executive dean, the vision that Albert Einstein
had in lending his name to this institution has been a guiding
force," said Ed Burns, M.D., executive dean. "The
new branding is effective because our association with our namesake
remains as strong as ever. Yet it goes a step further by creating
a bold, new identity that accurately reflects Einstein's status
as a top medical school and biomedical research institution."
The new
logo and branding were developed following a detailed brand
audit and competitive market research by brand strategy consultants
Cynthia Hayes (of New York-based Hayes Strategies) and Kelly
Stiles (of San Francisco-based Movement, Inc.), and led by
Gordon Earle, associate dean for communications and public
affairs. Peter Dama, Einstein's creative director, and Paul
Moniz, Einstein's recently named director of communications
and marketing, will direct the internal and external rollout
of the campaign, respectively.
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The initiative
marks exciting changes at Einstein. In June, the opening of the
$220-million Price Center/Block Research Pavilion signaled Einstein's
strong commitment to bridging the divide between research developments
and treatments for serious diseases like cancer, diabetes, AIDS
and other illnesses. Einstein and its hospital affiliates have hired
nearly 350 new faculty members over the past year-and-a-half. Einstein
has recruited several internationally-renowned scientists to lead
new departments. Significant beautifications are part of a 10-year
campus modernization plan.
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Einstein
continues to accept and graduate some of the best, most caring
and well-rounded medical students in the country. The College
of Medicine, which last year received more than $130 million
in National Institutes of Health research funding, also places
strong emphasis on community health outreach in the Bronx and
global health initiatives that benefit the underserved.
"Albert
Einstein's values, in many ways, represent the heart and soul
of the College - its humanism, its sense of caring, and its
sense of collaboration," said Ruth Gottesman, Ed.D.,
who chairs Einstein's Board of Overseers and is the first
woman and faculty member to serve in that role. "I believe
the new logo and branding, as well as the new tagline, capture
that in a meaningful way. Most important, the Board of Overseers,
also shares my views. The Board has strongly supported all
the work that has gone into the new branding and how it will
positively impact the image and reputation of the College."
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The new branding
and logo, combined with the host of other changes happening at the
College of Medicine, will help create a sense of momentum and excitement
at Einstein that will strengthen its already strong reputation in
the community, around the nation, and around the globe.
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Media coverage
of Einstein's new branding:
New York Daily
News
Bronx Times-Reporter
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