(March 15, 2012) A major rebranding of Wake Forest Baptist Health-Lexington Medical Center nears completion with the installation of campus signs bearing the new name and logo. The rebranding signals a visual public linkage of the facility to the resources of a premier academic medical center and to the growth that has occurred on this campus since the partnership began in October 2008.
The signs are a prototype of the design to be installed throughout the Wake Forest Baptist Health system. Signs at the hospitals two main entrances bear the Wake Forest Baptist Health logo and identify the site as the Lexington campus. Signs installed beyond the two entrances identify the campus as Wake Forest Baptist Health-Lexington Medical Center. Fourteen hospital owned physician practices and a public pharmacy are included in the rebranding project.
"It is an exciting time for Lexington Medical Center," said Donny Lambeth, president. "Since the 1920s, this hospital has been committed to caring for Davidson County residents. As part of Wake Forest Baptist Health, Lexington Medical Center has the resources of a nationally-recognized academic medical center at its doorstep, enabling the facility to offer world class health care - here -close to home," he said.
The signage architecture is only one component of a major branding initiative that was 18 months in development and formally announced in March 2011 as part of a strategy to unite all components of Wake Forest Baptist Health under a common integrated brand structure. Wake Forest Baptist Health is the name of the integrated clinical structure and is the dominant brand. The medical school was branded Wake Forest School of Medicine, and the corporate entity and the main hospital campus in Winston-Salem is Wake Forest Baptist Medical Center. All are tied together with a common symbol devised of three stylized strands that form the W of Wake Forest and suggest DNA strands representing discovery and forward motion.
The identical signage design system will be used at all Wake Forest Baptist Health facilities including those in Winston-Salem, Clemmons, Davie County, and Wilkes County.
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