New Name and Logo: Wake Forest Baptist Health

We have worked over the last few years to establish the guiding principles and structure of our institution to best meet tomorrow’s challenges and opportunities. Our newly integrated regional health system and medical school share a mission to improve health, deliver an exceptional patient experience and educate tomorrow’s biomedical leaders. The next step in our transformation journey was to create a single brand to convey our new identity, our promise and our forward momentum as an academic medical center.

All components of our Medical Center are now united under a common integrated brand structure, logo symbol and the Wake Forest name, with a fresh visual identity.

  • Wake Forest Baptist Health is the name of our integrated clinical structure. This is our dominant consumer brand and our public-facing name. You will begin to see the Wake Forest Baptist Health brand on all communications that relate to patient care in our health system’s inpatient facilities, clinics and physician offices across the region. Wake Forest Baptist Health conveys the powerful academic reputation of Wake Forest, honors the hospital’s Baptist heritage of quality and compassionate care, and captures our health-focused mission, encompassing not just clinical treatments but the discoveries of tomorrow.
  • Wake Forest School of Medicine is our education and research enterprise. You’ll see this name used in biomedical journal publications, student programs, research grants and academic communications and events.
  • Wake Forest Baptist Medical Center is the new name of our main campus, and also is used for corporate functions and media relations.

Brand is a powerful communication tool that, when renewed, signals significant change. The changes at Wake Forest Baptist Medical Center go far beyond a new brand name. We are working to transform the continuum of the patient care experience, from the time they enter our health system through discharge and beyond.  It is our goal to give every patient the very best that health care can offer.

Frequently Asked Questions

Q: Why did you change your name?

A: Our goal with rebranding is to continuously strengthen this institution, indeed, to build an academic medical center with a school of medicine that will continue to inspire pride and even awe among those of us privileged to work and learn here. While the individual name changes are subtle, we have amplified our overall impact by uniting our component parts under the well-respected Wake Forest name, along with a common symbol and a fresh visual identity.

Q: What does the new logo mean?

A: Our common symbol unites all of our component parts, devised of three stylized strands that form the W of Wake Forest and suggest DNA strands, representing discovery and forward momentum. 

Q: Why did you decide to leave out the word University?

A: We are very fortunate to enjoy a synonymous relationship with Wake Forest University. When we tested the use of University against not using it, the association with the school was still there. So there is no loss in reputation or identity by leaving it off and it’s one less word for people to say.

Q: What about other Wake Forest Baptist names such as the Bowman Gray campus or North Carolina Baptist Hospital? Are you doing away with those?

A: Not at all. These are names that are familiar to most and speak to Wake Forest Baptist’s tradition and legacy. These names will continue to be used internally and for special purposes.

Q: How will this affect affiliate hospitals?

A: Lexington Memorial Hospital’s board voted recently to mirror our main campus identity on their own campus, so pretty soon you will start seeing signs and communications there changing to Wake Forest Baptist Health – Lexington Medical Center. Davie County Hospital will also change its name to Davie Medical Center - Mocksville. In addition, our pediatric hospital will now be branded Wake Forest Baptist Health – Brenner Children’s Hospital.

Q: Will everything (business cards, logos, signage, etc.) change to the new logo and name?

A: Eventually every branded piece will be changed to the new brand and identity, however, this will take some time. This is the beginning of a 2 to 3 year phased implementation. Signs will be replaced first in a few high visibility locations, others will follow later. Articles such as lab coats and business cards will be replaced when they wear out or when supplies are depleted. We want to make this transition in the most fiscally responsible way and as economical as possible.

Q: How much will this cost?

A: This brand development and implementation will cost about $3.5 million. An initial assessment of the implementation shows that with a single brand name, Wake Forest Baptist will see financial benefits over the production costs of multiple differing brands.

Q: Will the name change on legal documents, NIH funded grants, graduate diplomas, etc.?

A: The new names are considered part of the brand of the institution but are not legal name changes. The current names used on official documents will not change. For example, medical students will still have Wake Forest University School of Medicine on their diplomas.

Q: Why does the website have a new look and new colors?

A: The Wake Forest Baptist website was redesigned to reflect the new visual identity. The fresh visual approach with “fluid energy lines” and a vibrant palette complements and revitalizes our traditional, corporate colors of black and gold. We have a new, easy to use web address, and e-mail (

Last Updated: 08-14-2014
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Disclaimer: The information on this website is for general informational purposes only and SHOULD NOT be relied upon as a substitute for sound professional medical advice, evaluation or care from your physician or other qualified health care provider.