UI Health Care launches first phase of brand update

Changes reflect UI Health Care's evolution as an integrated health system focused on increasing access to care for all Iowans 

University of Iowa Health Care this week launched the first phase of a comprehensive brand update aimed at better reflecting its evolution as an integrated health system focused on increasing access to care for all Iowans. 

The new UI Health Care logo and naming conventions will begin to appear in a number of places including the website, electronic health records, billing communications, door signage, and more. The full, phased brand rollout will take several years to complete, and patients and community members will continue to see both current and new logos in the coming months. 

“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,” says Denise Jamieson, MD, MPH, UI vice president for medical affairs and 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," says 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.”  

• University of Iowa Health Care will continue to represent the state’s only comprehensive academic medical center and its three-part mission of patient care, education, and research. 
• Additionally, University of Iowa Health Care will 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. 

Campus names will be introduced for hubs of UI Health Care locations, including: 

• 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: Includes the medical center at 500 East Market Street and connected medical office building. 
• North Liberty campus: Will include the medical center and medical office building at Forevergreen Road location, scheduled to open in 2025 

Iowa’s population is aging and there is a growing need for complex care, requiring care teams to coordinate across multiple specialties. As the state’s only comprehensive academic medical system, UI Health Care has a unique role to play in addressing the evolving health care needs of Iowans. While the university campus in Iowa City will remain a key destination for complex care, UI Health Care is also committed to bringing care closer to home for all Iowans. 

UI Health Care’s recent addition of the downtown campus (formerly Mercy Iowa City hospital) and associated community clinics is one example of the organization’s commitment to preserve and increase access to health care for Iowans. Other examples include the family medicine practice and medical residency education program in Sioux City and urgent care locations in the Quad Cities. 

In 2023, UI Health Care was named the second-most trusted health care brand and third overall in health care brand experience in the United States, according to the Humanizing Brand Experience report by the brand experience company Monigle. 

“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,” adds Jamieson.