Established in 1852, the Mount Sinai Hospital is one of the most well-known hospitals in the United States, ranking continually as one of the top in U.S. News & World Report and countless other lists. Also one of the largest teaching hospitals, Mount Sinai saw nearly 60,000 inpatients and approximately 560,000 outpatient visits last year. Together with the Icahn School of Medicine at Mount Sinai, established in 1968 and one of the leading medical schools in the country, they form the Mount Sinai Medical Center. Last week, the Center introduced a new identity with a logo designed by Siegel+Gale and its implementation by Infinia Group.
Update May 8, 2013: This post has been updated with application images provided by Infinia Group.
“The new logo is derived from the historic Mount Sinai Mountain range and the intersection lines represent the connection between physicians, scientists, clinical staff, patients and students and the members of the Mount Sinai community,” said Kenneth L. Davis, MD, President and CEO of The Mount Sinai Medical Center. Intersecting lines in vibrant colors of cyan and deep magenta overlap to create the color violet. This combination of colors serves as a metaphor for multiple parts of Mount Sinai that work together to create something new.
— Press Release
The previous logo was very competent with white sans serif type on a blue square. Nothing fancy. At all. The new logo attempts to create more of a connection not just between name and logo but between logo and audience by introducing something more memorable and recognizable. The icon is obviously a rendition of its namesake mountain in Egypt but it also makes a subtle and asymmetric “M” through the overlaid stripes — bonus points for choosing cyan and magenta, making it an extremely easy logo to reproduce in print. It’s a simple icon that will have way more public retention than the Morgan Stanley-ish version it replaces. And lo and behold the new wordmark is NOT set in sans serif but a pretty, old school serif. Overall, a great redesign with a more human touch.