UI Health Care to update brand identity, logos in 2024
Changes reflect the health system’s focus on its integrated mission of medical education, research, and patient care as it serves more Iowans in more locations
One UI Health Care brand: University of Iowa Health Care.
December 14, 2023 – University of Iowa Health Care today unveiled elements of its updated brand identity as the academic medical center looks to build upon its commitment to serving Iowa.
Closely aligned with the University of Iowa’s brand updates released several years ago, these changes signal UI Health Care’s evolution to meet the health care needs for the state across its patient care, medical education, and biomedical research mission.
“As we look at how UI Health Care will care for more Iowans in more ways across the state, our brand and logos are one way we communicate our strengths: our people and our reputation for excellence,” 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 reflect the pride of our talented, growing team of clinicians, scientists, educators, and health care professionals who are mission-driven to provide outstanding clinical care, grow partnerships, and collaborate to improve health care across the state.”
Brand changes to start in 2024
The University of Iowa Health Care name will remain, representing its position as the state’s only comprehensive academic medical center.
- University of Iowa Health Care Medical Center will be the new name for University of Iowa Hospitals & Clinics
- New logos will be adopted for UI Health Care, the UI Carver College of Medicine, UI Health Care Stead Family Children’s Hospital, and UI Health Care Holden Comprehensive Cancer Center
Note: Images contain watermark. Additional brand guidelines are forthcoming.
Approved sub-brand: UI Carver College of Medicine
Approved sub-brand: UI Health Care Stead Family Children's Hospital
Approved sub-brand: UI Health Care Holden Comprehensive Cancer Center
- Campus names will be introduced for hubs of UI Health Care locations, including:
- University campus will reflect the current academic medical center home, across from Kinnick Stadium, on the UI campus
- North Liberty campus will open in 2025 with a new hospital and clinic building, initially serving orthopedics and sports medicine
Mercy Iowa City to transition to UI Health Care
UI Health Care and Mercy Iowa City are working toward an integrated future, as was recently announced. Once the affiliation with UI Health Care, expected in early 2024, is complete, Mercy Iowa City will transition to the UI Health Care brand.
- The current Mercy Iowa City location will be referred to as UI Health Care’s downtown campus, reflecting the long-standing relationship of serving the Iowa City community.
- The current Mercy hospital will be called University of Iowa Health Care Medical Center Downtown.
UI Health Care and Mercy Iowa City share a long history of service to the same community. In 1873, the Sisters of Mercy established the first hospital in Iowa City with the dean of the University of Iowa medical school, now known as the UI Carver College of Medicine.
Now, 150 years later, the dean welcomes Mercy Iowa City and its people, spirit, and service into UI Health Care. “We are committed to honoring Mercy Iowa City’s legacy as we work to build a model of care for our region that is sustainable and accessible,” says Jamieson. “Each organization brings its own strengths and a shared commitment to serve all in our community.”
Serving Iowans in more locations
To meet the growing needs of Iowa’s population that is aging and often requires care teams across multiple specialties, UI Health Care will continue to address the most complex care at its university campus in Iowa City and also look to provide access to its services in more locations closer to home for many Iowa families.
In addition to the Mercy Iowa City transition, recent announcements about our efforts to serve more Iowans 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.
“Building on the trust that Iowans have in UI Health Care, we seek to have more services and pathways to UI Health Care that supports patients and their families as well as our partners at other hospitals and health systems,” adds Jamieson.
About Denise Jamieson
Denise Jamieson, MD, MPH, is the head of the UI Health Care enterprise as the vice president for medical affairs for the University of Iowa. She also serves as the Tyrone D. Artz Dean of the UI Carver College of Medicine. Jamieson has more than 20 years of public service in health care from her time at the U.S. Centers for Disease Control and Prevention (CDC). She led integrated obstetrics and gynecology care teams across academic and community hospital settings during her time in Atlanta for Emory HealthCare.
About University of Iowa Health Care
The UI Carver College of Medicine, UI Physicians, and UI Hospitals & Clinics, which includes UI Stead Family Children’s Hospital, lead the way in improving health care, whether that is having the most advanced care for patients in Iowa, educating the next generation of physicians, or making new biomedical research discoveries. The 18,000-plus people who work across these entities, collectively known as University of Iowa Health Care, share a commitment to care for all Iowans, regardless of their ability to pay, under the mission of changing medicine, changing lives.