"We are a new Roswell Park with new ideas, new energy and new goals," says President and CEO Candace S. Johnson, PhD. "We need an identity that speaks to who we are and what we mean to people. And we have that now."
Roswell Park Cancer Institute has dropped the 'Institute' and rebranded as the Roswell Park Comprehensive Cancer Center.
The center has taken strides to be less institutional and highlight its "status as the only comprehensive cancer center in Upstate New York."
A new logo -- dandelion strands seemingly blowing away -- has also anchored in the facilities fresh, new look. The center's new logo was created by Buffalo artist Shasti O'Leary Soudant from Wish Field.
"The reason that I was so excited (about this project), the reason that I felt such an immense rush, is that Roswell and places like it -- these people saved my life," said O'Leary, a cancer survivor.
While conceptualizing the new design, O'Leary was inspired by a childhood memory of her "sitting in a field of dandelions with her mother and making a wish as she blew away the seedy, wispy strands of a dandelion head."
The new name and logo all ties in with their key principle: 'Unleashing the healing power of hope.'
"When we listened to feedback from our patients, their family members, our faculty and staff, we kept hearing the word 'hope': Hope for the future... Hope for a cure. Roswell Park gave me hope." said Dr. Johnson.