NewYork-Presbyterian Hospital is a nonprofit academic medical center in New York City, created on January 1, 1998, through the full-asset merger of The New York Hospital and The Presbyterian Hospital. The institution maintains affiliations with both Columbia University and Cornell University medical schools. Its visual identity is a straightforward red wordmark, with the hospital’s name set in a single line of sans-serif capital letters.
Design and History
The NewYork-Presbyterian wordmark was established following the 1998 merger that created the institution. The name itself was the subject of internal debate during the merger process. Hospital leaders initially settled on “New York-Presbyterian,” but David Feinberg, one of the executives involved, proposed removing the spaces between words, following the model of DaimlerChrysler. That suggestion was ultimately adopted, producing the distinctive “NewYork-Presbyterian” spelling used today. The hyphen between “NewYork” and “Presbyterian” was retained, and the resulting name became “NewYork-Presbyterian.” [1][2]
The red wordmark has remained the core of the hospital’s identity since the merger. In 2021, NewYork-Presbyterian launched a new brand platform and campaign called “Stay Amazing,” developed in partnership with advertising agency Havas New York. The campaign, which debuted in November 2021, was the first new brand campaign for the health system in more than a decade. It evolved the hospital’s previous tagline, “Amazing Things Are Happening Here,” which had been in place since the 1998 merger. The new messaging was designed to shift focus from the institution’s doctors and nurses to the patients and communities it serves, encouraging New Yorkers to be proactive about their health. [3][4][5]
The “Stay Amazing” campaign built on the equity of the earlier “amazing” messaging while broadening its scope. Devika Mathrani, NewYork-Presbyterian’s chief marketing and communications officer, described the previous campaign as dated, noting that it focused on the institution’s staff rather than bringing the consumer into the story. The refresh was completed in a rapid four-month timeframe. [3]
Meaning and Symbolism
The NewYork-Presbyterian logo is a typographic wordmark without pictorial symbols or medical imagery. The name itself carries the identity: the unusual “NewYork-Presbyterian” construction preserves both founding institutions in a single word, reflecting the dual heritage of the 1998 merger. The hyphenated structure visually links the two names while the removal of spaces between “New” and “York” creates a unified brand. [1]
The brand color is a vivid red, identified in brand asset databases as #EC1D23. The red appears consistently across the hospital’s signage, communications, and digital presence. [6]
Typography and Design
The NewYork-Presbyterian wordmark uses a clean sans-serif typeface in all capital letters. The single-line lockup places the full hospital name horizontally, with no accompanying icon or emblem. The straightforward typographic treatment means the logo relies entirely on the name itself for recognition rather than on symbolic imagery. The design has remained consistent since the merger, with the 2021 “Stay Amazing” refresh focusing on campaign messaging and brand platform rather than on changing the core wordmark. [3][6]
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