The University of Chicago Medicine, the academic medical health system of the University of Chicago, traces its clinical origins to 1927, when the Albert Merritt Billings Hospital and the Max Epstein Clinic were dedicated on the university’s South Side campus.[1] Over the following decades, the institution operated under several names, including the University of Chicago Hospitals and Clinics, before adopting its current outward-facing brand, University of Chicago Medicine, in 2012.[2]
Design and History
The current UChicago Medicine logo centers on the University of Chicago’s official shield, which was adopted by the university’s Board of Trustees in 1910.[3] The shield features a phoenix rising from flames, a reference to the Great Chicago Fire of 1871 and the city’s subsequent rebirth from the ashes.[4] The phoenix also serves as the university’s official mascot.[3]
In September 2017, UChicago Medicine introduced a new logo as part of a rebranding initiative tied to its merger with Ingalls Memorial Hospital, completed in October 2016.[5] The updated mark enlarged the university shield to emphasize the organization’s academic relationship with the University of Chicago, shortened the wordmark from “University of Chicago Medicine” to “UChicago Medicine,” and adopted a more modern sans-serif typeface.[5] The new brand also incorporated the phrase “at the forefront” into the wordmark for the first time in the institution’s history.[5]
The 2017 redesign followed an extensive discovery process that included interviews with leaders at both organizations, consumer focus groups, and findings from a brand reputation study.[5] The change was driven by the organization’s transformation from a single academic medical center in Hyde Park into a multi-location health system.[5]
Meaning and Symbolism
The phoenix at the center of the university shield is the institution’s most enduring symbol. The University of Chicago’s official history states that the phoenix, a mythical bird reborn from its ashes, was incorporated into the university seal in 1910, with the choice referring to the Great Chicago Fire of 1871 and the subsequent rebirth of the city.[4] The shield also carries the university motto, “Crescat scientia; vita excolatur,” which translates as “Let knowledge grow from more to more; and so be human life enriched.”[6]
In the 2017 logo update, the larger shield was used deliberately to reflect the academic relationship between the health system and the university.[5]
Typography and Design
The 2017 logo update replaced the previous wordmark with a more modern sans-serif typeface, and shortened the name to “UChicago Medicine” for a bolder look.[5] The university’s official color, maroon, was selected in 1894 and remains the primary color associated with the institution’s visual identity.[3]
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