Finger Lakes Health Joins University of Rochester Medicine in System-Wide Brand Refresh

GENEVA- University of Rochester Medicine announced a brand transition across its medical enterprise, including Finger Lakes Health and other affiliates. Effective April 15, the organization will move away from the use of “UR Medicine,” “URMC,” and “U of R,” adopting a unified identity under University of Rochester Medicine.

This evolution strengthens the connection between hospitals, practices, and the system’s leading academic and research center, making it clearer to patients, providers, and partners that they are part of one integrated network. The updated branding will replace UR Medicine across the enterprise over time.

Aligning more visibly with University of Rochester Medicine reinforces the system’s commitment to delivering advanced, high-quality care while maintaining strong local connections. Patients will continue to receive trusted care close to home, now with even greater access to cutting-edge research, specialized expertise, innovative technology, and expanded services.

The transition represents:

• Continued investment in local communities 

• Stronger collaboration across the health system 

• Greater access to comprehensive, high-quality care 

• Expanded training and growth opportunities for healthcare teams 

The rebrand will follow a phased, digital-first approach, with full implementation expected over the next several years. During this period, legacy and updated branding will coexist. Existing materials such as signage, apparel, and ID badges will be replaced through normal lifecycle updates rather than immediate changes.

By presenting a clear and unified identity, University of Rochester Medicine aims to better communicate the full scope of its resources and capabilities, ensuring patients and communities understand the strength behind the care they receive.

As healthcare continues to evolve across the Rochester and Finger Lakes region, this transition positions the organization to deliver exceptional care today while building a stronger, more connected future.