New Logo & Visual Identity

Jump to: Messaging Points | Frequently Asked Questions | Resources

Messaging points

• WashU Medicine is the name and logo unifying medical education, research, and clinical care.
• Attaching the WashU Medicine name and logo to all departments, divisions, institutes, programs, faculty, students, physicians, and staff will help show the vast breadth and impact of this medical institution.
• As the starting point of our transition to a new visual identity, you will notice a new logo on the main WashU Medicine website and social media channels. We’re working on a longer timeline for other items to carry the new identity.
• To maximize resources and limit disruption, a mix of “old” and “new” visual identities will exist for a while longer.
• There is no immediate action to take. New guidelines, templates and resources will be available for departments and department marketers in December.
• In the meantime, our WashU Medicine Brand & Marketing team are holding regular sessions with marketers across the departments to offer guidance and resources. If you don’t have marketers in your area, you may contact the Brand & Marketing team or Operations and Facilities Management teams for additional support.
• Please contact the Brand & Marketing team if you need to use the new logo before guidelines are released.
• Early research shows that unifying our departments, centers, institutes, programs, and people as WashU Medicine is worth the effort. It will help clarify our role in providing clinical care locally and regionally and will make it easier for us to grow national and global awareness for the innovations and innovators here that are changing the world.
• Our future as WashU Medicine will be built together. Stay tuned for updates as new resources to support this transition are made available.
• For more information, visit the WashU Medicine brand portal: med.washu.edu/brand.

Frequently asked questions

What is changing?

WashU Medicine is the name and logo unifying the clinical, research and educational activities of Washington University School of Medicine.

The name WashU Medicine will be added to department, division, institute, program, and initiative names to unify our exceptional efforts and amplify the vast collective impact of this medical institution. The style guide provides direction for these naming conventions.

Do we ever use our legacy names?

Washington University in St. Louis remains the University’s formal name and can be used in formal situations. Washington University School of Medicine in St. Louis will also still be used in formal applications.

Washington University, Washington U, WUSTL, WU, WUSM, and other derivations of the university and school names should no longer be used. Legacy logos for the university and schools should be retired.

When should departments, divisions, institutes, programs, and labs rebrand?

Departments should begin planning now for changes, but their transition should begin in 2025 and can be phased in over time.

The WashU Medicine Brand & Marketing team is developing guidelines, resources, and templates needed for the transition.

How do I plan for the rebrand?

Here are some guiding principles for a phased implementation with minimal financial impact:

• As items are ordered, they should be replaced, including letterhead, business cards, and branded apparel.
  • Use up existing branded materials. No need to toss everything and replace.
• For front-line employee uniforms and vehicles, replace in annual contracts as part of new year planning, as applicable.
• Align rebranding with other implementations and project launches.
• Prioritize based on impact and visibility.

What about signage?

WashU Medicine Facilities & Operations Management has a signage audit underway to inventory branding and the condition of our spaces. It is expected to be complete in 18 months. Please work with Operations & Facilities Management and the Brand & Marketing team for all sign updates and needs as they arise in the meantime.

Why are we doing this now?

The University as a whole is moving to WashU. Also, research shows that unifying the medical school brand across its tripartite mission will help clarify our role in clinical care locally and make it easier for us to grow national and global awareness for the medical innovations and innovators here that are changing the world.

What about the affiliation agreement between WashU and BJC?

Planning for affiliated clinical practices is ongoing. Updates will occur as plans are made available.

I noticed the WashU Medicine primary Twitter, Instagram and Facebook accounts have the new name and logo. Should I change the handles and graphics for our departmental social channels?

Reach out to the WashU Medicine Brand & Marketing team so they can explain the new guidelines and naming structures.

I noticed the WashU Medicine website has the new logo. Should I begin making changes to my web pages?

As part of the university’s new brand rollout, the main WashU Medicine website has been updated. We are working on a broader digital strategy for updating our web theme that will allow us to incorporate department feedback, optimize functionality, and rebrand simultaneously. The university supports this strategic approach and asks all websites adopt the new visual identity by Fall 2027.

As a result, managers of associated WashU Medicine websites do not need to update site elements (like fonts, colors and logos) at this time. We request holding on other site updates as well, so we can focus resources and energy on building an online presence that sets us up for success across all aspects of our tripartite mission. Keep an eye out for additional information and resources in early 2025. If you have any questions, please reach out to Gabe Watson at watson@wustl.edu.