New brand represents UNMC’s vitality

A look at our new look A photo slide show featuring images from Thursday’s brand launch event. (Andrew E. Nelson/ UNMC public relations)

Say the words, “Volvo,” “Kleenex” and “Target,” and most people can visualize symbols and logos that represent these brand names.

These are powerful images that reflect the nature and quality of the products for which they stand.

As UNMC moves toward world-class status, Chancellor Harold M. Maurer, M.D., said the time has come for the medical center to strengthen the image its name creates to the general public.

“UNMC’s external identity is important because it is how we present ourselves to the world,” Dr. Maurer said Thursday at a ceremony to launch the medical center’s new brand. “The brand is the symbolic construct within the minds of the people with whom we come into contact — co-workers, students, patients, potential faculty and students, opinion leaders and others.”

As part of the brand launch, UNMC unveiled its new secondary icon, a new Web site design and new signage and pole banners across the campus.

During Thursday’s ceremony — which was attended by nearly 1,200 people — three 12-foot banners were unfurled in the Swanson Hall Courtyard. These banners will soon move into the Sorrell Center where they will hang in the atrium space near the Truhlsen Events Center.

Communicators’ forums Are you a campus communicator? If so, join us to learn more about the branding initiative. Our communicator forums will include information about: Research behind the brand; Key campus messages; Branding tools for your use; Web site roll-out; and Future meetings of the campus communicators group to share resources and ideas. The forums will be on: Thursday, Aug. 27 — 4 to 5 p.m., Eppley Science Hall, Room 3010 Friday, Aug. 28 — 8:30 to 9:30 a.m., Eppley Science Hall, Room 3010 In the meantime, please visit our brand resource Web site for information and brand tools.

Dr. Maurer said the new icon and other new features convey a one-word message that accurately sums up the atmosphere at UNMC — vitality.

“Every member of the UNMC community represents the brand in his or her day-to-day work,” Dr. Maurer said, noting that UNMC gathered input from more than 2,600 people — employees, alumni, opinion leaders, philanthropists and others — to help design the new brand.

The research ensured that the brand — messaging, image, colors and packaging — best conveyed UNMC’s vitality to its target audience, he said.

“The word ‘vitality’ drives our brand,” Dr. Maurer said. “The elements of the brand provide us with the tools to tell our story in a strong, unified voice.

“Through this process, we will truly capitalize on our momentum, as we reaffirm our commitment to innovation and service to Nebraskans.”

Celebrations similar to the one held Thursday in Omaha will take place at UNMC’s Lincoln, Kearney and Scottsbluff campuses.

The College of Dentistry in Lincoln and the College of Nursing Scottsbluff division will celebrate the brand launch on Aug. 21. The College of Nursing Kearney division celebration is set for Aug. 24, followed by the College of Nursing Lincoln division on Aug. 31.