This week, University of Iowa Health Care launches the first phase of its rebranding efforts “aimed at better reflecting its evolution as an integrated health system focused on increasing access to care for all Iowans,” a news release said.
The brand update is expected to take several years to complete, and patients and community members will start to see the new UI Health Care logo and naming conventions on its website, electronic health records, billing communications, door signage and other places.
“As we work to increase access to care for Iowans across the state, it has become more important than ever to simplify and align our brand identity to reflect the high-quality academic medicine that patients and referring providers expect at all UI Health Care locations,” said Dr. Denise Jamieson, UI vice president for medical affairs the Tyrone D. Artz dean of the Carver College of Medicine.
“The updates to our brand better align with the larger University of Iowa brand and reflect our integrated mission of medical education, research, and patient care,” said Dr. Jamieson. “While our brand is changing, our team’s commitment to providing outstanding clinical care, conducting groundbreaking research, and training the next generation of health care professionals remains the same.”
Brand changes rolling out this week
- University of Iowa Health Care will continue to represent the state’s only comprehensive academic medical center and its mission of patient care, education, and research.
- University of Iowa Health Care will also replace University of Iowa Hospitals & Clinics as the name of the clinical enterprise and patient care services.
- University of Iowa Health Care Medical Center will be the new name for the medical center at 200 Hawkins Drive, changing from University of Iowa Hospitals & Clinics.
- New logos will be adopted for UI Health Care, the Carver College of Medicine, Holden Comprehensive Cancer Center, Stead Family Children’s Hospital, and Stead Family Pediatrics.
Additionally, new campus names will be introduced for different UIHC location hubs.
University campus includes the medical center at Hawkins Drive, Stead Family Children’s Hospital, Holden Comprehensive Cancer Center, and the Carver College of Medicine. Downtown campus – the former Mercy Iowa City – includes the medical center at 500 East Market Street and the connected medical office building, and North Liberty campus encompasses the medical center and medical office building at Forevergreen Road location, which is scheduled to open in 2025.
“We want to continue building upon the trust Iowans have in UI Health Care, and the updated brand will provide greater clarity for patients as we add more services and pathways to support patients, their families, and care teams at other hospitals and health systems,” said Dr. Jamieson.
