University of Illinois Medical Center
University of Illinois at Chicago (UIC) had a top academic medical center; however, the UIC name had relatively little prestige in the healthcare marketplace. Together with Ogilvy Public Relations Worldwide, Crosby Associates developed a repositioning strategy including a new name, University of Illinois Medical Center, that leveraged the stronger University of Illinois brand. A comprehensive identity system is anchored by a distinctive new symbol created by configuring the abbreviation for Illinois into a medical cross. More