AECOM unveils new branding campaign

(L-r) Gordon Earle, associate dean for communications and public affairs; Ruth Gottesman, chairwoman of Einstein’s board of overseers; and Allen Speigel, Marilyn and Stanley Katz Dean, stand in front of the spiral stair case logo in the shape of a strand of DNA which is the new emblem for AECOM. Photo by Victor Chu

After more than a century of scientific and educational achievement, Albert Einstein College of Medicine, in a gala unveiling at the school on Monday, November 17 has announced a bold new branding initiative aimed at raising its national and international profile.

The initiative follows an ambitious and collaborative nine-month research process led by the Office of Communications and Public Affairs.

Hundreds of faculty, students, alumni, board members and administrators provided input on Einstein’s strengths and helped identify characteristics that distinguish the college from other medical schools and biomedical research institutions.

“As part of our research, we asked our faculty a deceptively easy question, ‘Where do you work?’ and our students ‘Where do you go to school?” Allen Spiegel M.D., The Marilyn and Stanley Katz dean, said. “That is the focus on our new branding, with all of its positive associations with Albert Einstein, along with a modern new image. It is really significant in terms of the other changes taking place on campus, most importantly the Michael Price Center, the first major medical research building constructed in the Bronx since Einstein first opened.”

Beginning on November 17, with a ceremony celebrating the college’s new image, all branded materials emanating from Einstein will share a common look, logo, and tagline.

The new tagline: “Science at the Heart of Medicine,” illustrates the connection between Einstein’s cutting edge research and the school and hospital’s humanistic and collaborative culture.

With the school now in the throes of a major expansion in terms of increasing enrollment, new partnerships with Jacobi Medical Center and Montefiore Medical Center, as well as major expansions in terms of research labs which will move beyond test tubes and mice and take on the specific needs of partner institutions, the new branding reflects real change.

On all branded materials, from business cards to T-shirts, the college of medicine is replacing the logo of Albert Einstein’s likeness with a graphic of a spiral staircase at the Michael Price Center for Genetic and Translational Medicine that is modeled after a strand of DNA The logo forms a rounded, modern-looking “E” that represents Einstein’s grounding in scientific research. The iconic Einstein name, used alone, is strongly emphasized in the new logo.

“In the 30-plus years that I have been at Einstein, first as a medical student and now as executive dean, the vision that Albert Einstein had in lending his name to the institution has been a guiding force,” said Ed Burns M.D., executive dean. “The new branding is effective because our association with our namesake remains as strong as ever. Yet, it goes a step further by creating a bold new identity that accurately reflects Einstein’s status as a top medical school and biomedical research institution.”

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