The Sullivan brand engagement firm is behind the launch of a new brand identity, Weill Cornell Medicine. The purpose of the branding is to more comprehensively captures the breadth of the institution and its three-part mission (education, research, and patient care). Previously known as Weill Cornell Medical College, the institution has expanded its reach and partnerships, both in New York City and beyond, and needed to more clearly communicate its story as an active and influential institution with an educational heritage — and more.
At the heart of the new identity, says a Sullivan spokesperson, “is a bespoke typeface, named ‘1898 Sans’ for the year in which the institution was founded. The 1898 Sans design, with its softened edges and beveled forms, is a reflection of the varied and unique characteristics that make up Weill Cornell Medicine. The idiosyncratic assignment of beveled letterforms answered the needs of a beautifully complex organization where many entities have their own identities. 1898 Sans is how they come together.
“The individual Weill Cornell Medicine is much more than a medical school: they are a world-renowned institution and network of powerful partners that combines research, education and patient care. The identity conveys a sense of strength and power, yet is balanced with humanity and expressiveness. The system’s flexibility allows it to hold its own against Weill Cornell’s seal and its complex fields across academics, research, and patient care.”
Sullivan works with organizations like ADP, Bank of America Merrill Lynch, The Fund for Global Human Rights, and Cornell Tech. Creative Director Richard Smith was a GDUSA Person To Watch in 2014.