ROCHESTER — The University of Rochester is consolidating its healthcare branding under a single name, announcing that both UR Medicine and the University of Rochester Medical Center will be unified as “University of Rochester Medicine.”
The change establishes one identity for the region’s largest academic health system, bringing together its clinical care, research, and education operations under a single brand.
Officials said the transition is intended to simplify messaging and better reflect how the system already operates as a connected enterprise across patient care, scientific research, and health sciences education.
Under the new structure, existing hospital, school, and program names will remain in place, but will operate beneath the University of Rochester Medicine umbrella. The previous URMC and UR Medicine names and logos will be phased out over time.
Leaders say the shift is part of a broader brand evolution across the university and is designed to strengthen recognition of its academic health system at the regional, national, and global levels.
The rebranding does not impact patient care or services, according to the announcement. Instead, officials described it as an alignment of identity aimed at clarifying the system’s role and scope.
The new name and logo are expected to appear gradually across websites, communications, and materials in the coming months.
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