Wake Forest University School of Medicine is embarking on an exciting new era with a new brand.
A new name and logo that more closely identify the medical school with its accredited university debuted in April. Since 2011, the school’s name had been Wake Forest School of Medicine, and its logo was a DNA helix design that closely tied the school to the identity of its clinical partner, Wake Forest Baptist Medical Center.
The recent strategic combination involving Atrium Health, Wake Forest Baptist Health and Wake Forest University provided the opportunity for updated branding. Wake Forest Baptist Health is now Atrium Health Wake Forest Baptist, and the school now has “University” as an official part of its name.
The new brand coincides with new opportunities for the school to expand its impact and its reach as part of a thriving academic learning health system. Through the strategic combination, the School of Medicine has an opportunity for exponential growth as the academic core of Atrium Health. The increased health system footprint increases the opportunity for uniting community-focused care with leading-edge medical research and training, providing world-class care, innovation and education.
The New Look
The school’s new logo features the Wake Forest University shield, or crest, with the school’s name placed either below or beside it, depending on where it is used. The modern typeface is shared with Atrium Health and reflects the school’s strategic combination with the health care organization.
The visual elements of color and the shield reinforce the rich history of the school and the university, and the contemporary look of the font and the shield design represent the school’s focus on the future with innovative advancements in health care.
“The new shield more closely reflects our academic roots with Wake Forest University and our expanded role as the academic core of Atrium Health,” said Julie Ann Freischlag, MD, FACS, FRCSEd(Hon), DFSVS, chief executive officer of Atrium Health Wake Forest Baptist, dean of Wake Forest University School of Medicine, chief academic officer of Atrium Health, and executive vice president for health affairs for Wake Forest University. “It also reaffirms our commitment to advancing the academic, clinical and research excellence that has been at the heart of our School of Medicine for more than 80 years.”
In May, new signage was unveiled at the primary entrance to Atrium Health Wake Forest Baptist Medical Center in Winston-Salem. The sign, located at the intersection of Cloverdale Avenue and Medical Center Boulevard, features new logos for the school and for Atrium Health Wake Forest Baptist that reinforce the school’s role as the academic core of Atrium Health.
“Connecting the school’s strengths in academics and research with Atrium Health’s clinical strengths is a win-win,” said Denise Potter, vice president of marketing, communications and consumer for Atrium Health. “The visual elements, including the black and gold colors, emphasize the close relationship with the university leveraging the equity in these long-established colors and distinguish us from competitors locally, regionally and nationally.”
Atrium Health is a nationally recognized leader in shaping health outcomes through innovative research, education and compassionate patient care, providing care under the Atrium Health Wake Forest Baptist name in the Winston-Salem region. The School of Medicine, a recognized leader in experiential medical education and groundbreaking research, represents a focus on the future with innovative advancements in health care.
Black and Gold
Brenda Latham-Sadler, MD ’82, House Staff ’85, views the change from the perspectives of an alumna, leader and past Medical Alumni Association board president.
“The Wake Forest University crest has a strong identity, and I’m happy to see it aligned with our impactful and expanding School of Medicine,” said Latham-Sadler, who is senior associate dean for justice, equity, diversity and inclusion for Atrium Health’s academic enterprise, and clinical professor of family and community medicine with the school.
The planned addition of a Charlotte campus for the medical school promises to further expand the school’s identity. Additional new signage that includes the school’s updated logo will be introduced in the coming months at other Atrium Health Wake Forest Baptist hospitals, clinics and offices to emphasize the combined missions of education, research and clinical care.
“When patients out in the community see that, it elevates the fact that we are an institution of higher learning and an academic learning health system,” Latham-Sadler said. “It further highlights the academic side of our mission not only in taking care of patients, but in teaching others how to care for patients."