New Name, New Brand Signal New Strategy 
On July 11, 2008, National Jewish Medical and Research Center officially unveiled its new name: National Jewish Health. The new name, as well as a new brand promise and a new logo, are central elements of a rebranding campaign at National Jewish Health.
What is a brand? A brand is a promise - a big organizing idea that helps people understand who we are and where we are going. A great brand connects emotionally. It encourages great people to work for us, patients to trust us with their care, donors to support our endeavors, and companies, governments and foundations to fund our research.
With the adoption in 2007 of a new 10-year strategic plan, National Jewish Health embarked on an ambitious venture to transform not only the institution but the practice of medicine itself. We are investing millions of dollars to strengthen our infrastructure, develop new products and services, and recruit clinicians and scientists to lead the development of preventive, personalized healthcare. The dramatic changes occurring at National Jewish Health called for an updated brand.
The new name, National Jewish Health, maintains the powerful connection to our history, with "National Jewish." "Health," as opposed to "Medical and Research Center," reflects our wider reach intonew areas of health beyond research and treatment, as well as our growing healthcare network. We want people to know we're more than a care or research site - we're about a whole new way of helping people live better lives through better health.
Our new brand promise, Science Transforming Life®, is the one central idea that guides our organization. It reflects our science-driven culture, as well as our reputation to transform research into care and to transform the lives of our patients. Science Transforming Life® is about science being leveraged to change lives.
New Logo Embodies New Brand
Every element of the new National Jewish Health logo was carefully and methodically chosen for a specific reason - to trigger a unique and differentiated identification of National Jewish Health.
The blue stroke swirls into one side of a helix shape, to convey our scientific excellence, and also creates part of a healthy human being. Cool blue is the color of stability, credibility and clinical excellence.
Orange, a new warm color for us, is taken from the color of fire - representing the flame of knowledge, teaching, learning, and transformation. The orange counter-swirl crosses the blue, completing a stylized DNA helix shape and forming the rest of the body of a human figure. Together, the intertwined blue and orange strokes also subtly convey the multi-disciplinary and collaborative culture at National Jewish Health.
The final stroke of our new logo is the blue head of the person. It completes the logo as a symbol of the human lives that we seek toimprove. You'll notice that the human figure is not standing still, but leaning or moving forward in a healthy, dynamic way, evoking the image of an athlete winning a race, which alludes to our vision to win the race for new cures and better health.
