Bringing the School of Medicine and all of healthcare practices together under one brand and one name — SIU Medicine — was the first move. Then balancing innovation and forward thinking with humanity and community became the framework for the identity system. As a result, the comprehensive marketing program we designed from outdoor to television, and even lab coats, got more bang for the buck by showing up as one brand.
A rich signature purple palette married with black and white photojournalistic imagery ensures easy recognition and impact across media. The hexagon is used as a symbol across all branches of science and is considered the strongest building block. So it was only natural to combine that base shape with a forward arrow as the icon for SIU Medicine. “Forward. For You.” is both fun to say, rhymes with SIU, and pays off the striving but personal mission of healthcare.