Mount Sinai
Logo and Identity system
Digital design
Wayfinding
Environments
Transportation
REIMAGINING MEDICINE FOR THE FUTURE
A brand identity created to adapt to the ever-changing medical industry for one of New York’s most respected healthcare institutions.
With a rich history of medical excellence, research innovation, and approach to medical education, Mount Sinai is one of New York’s most respected healthcare institutions. However, in a bustling city of well-known hospital systems and schools, it wasn’t easy to stand out.
A brand story, architecture, and distinctive visual identity were created to determine how Mount Sinai could attract the best talent and elevate the quality of patient care. The brand story, “expanding the possibilities of medicine” informed the visual and verbal identity. A simplified brand architecture enabled patients to recognize and navigate both the medical center and city-wide campus.
Inspired by the biblical mountain, the logo’s dynamic, interconnected lines and fresh, vibrant color combination communicated the hospital’s forward momentum and commitment to working together in finding groundbreaking discoveries. The combination of a sans-serif and an italic serif typeface communicated the boldness of discovery and empathy in humanity. Simultaneously, imagery with a clear perspective and exciting juxtaposition of characters created moments of discovery. Digital tools and environmental spaces were designed to help doctors, students, employees, patients, and visitors navigate and experience the brand in an accessible and innovative way.
“We believe that our patients, employees, students, and other external constituents feel more confident in a brand that is clearer, simpler, and more consistent — one that reflects the Mount Sinai experience itself.”
— Leonard Achan, Former Chief Marketing
and Communications Officer, Mount Sinai
Associate Creative Director, Siegel+Gale