Emory Healthcare has introduced a new brand identity aimed at highlighting its academic foundation, commitment to patient care, and vision for the future of health care. The refreshed branding was launched on January 21 across metro Atlanta and Central Georgia, making its debut in hospitals, clinics, and community spaces affiliated with Emory Healthcare.
Molly Biwer, chief marketing officer for Emory Healthcare, explained the reasoning behind the change: “This brand evolution is about clearly and confidently expressing who we are today — and where we are going. It reflects the extraordinary care our teams provide every day, our leadership as an academic health system and our responsibility to continue advancing medicine and improving lives for the communities we serve.”
The updated visual identity features a new color called “innovative green,” intended to symbolize life, healing, renewal, and hope. According to Biwer, “Innovative green represents the forward momentum of Emory Healthcare. It complements our longstanding blue and white — honoring our legacy while signaling our commitment to progress and innovation. This is an evolution, not a departure.”
The branding also includes a new tagline: “The frontline of care, the forefront of discovery.” This phrase emphasizes Emory Healthcare’s dual mission of delivering high-quality patient care while also pursuing advances in medical research.
To mark the launch of its refreshed look, Emory Healthcare organized an event called City Pulse. From 6:30 p.m. on January 21 through 6:30 a.m. on January 22, hospitals, clinics, and notable landmarks throughout metro Atlanta and Central Georgia were illuminated in green lights. Participating locations included all Emory Healthcare hospitals—such as Emory University Hospital and Emory Saint Joseph’s Hospital—as well as collaborator sites like Mercedes-Benz Stadium, Piedmont Park, State Farm Arena Atlanta sign, Colony Square, various buildings at Georgia Tech in Atlanta, Warner Robins City Hall in Warner Robins and Perry City Hall in Perry.
In addition to lighting up these sites, Emory Healthcare launched Aurora Portals—illuminated sculptural installations placed at visible community locations including Colony Square, Piedmont Park, Ponce City Market, and Woodruff Arts Center. Each portal contains a QR code that allows visitors to learn more about ongoing innovation at Emory Healthcare.
Looking ahead to spring 2026, Emory Healthcare plans to introduce Breakthrough Spaces—pop-up installations across metro Atlanta designed to give community members insight into new developments in medical research and technology.
“These initiatives reinforce that Emory Healthcare is more than medicine,” said Biwer.
According to information from the press release above:
