Visitors to campus might have noticed that City of Hope has a new look. Whether on big banners or on the pages of its publications, the institution has started rolling out its new visual identity, positioning and messages.
The new look supports City of Hope’s direction. As City of Hope moves into the new millennium with a strategic plan to significantly expand research, treatment and educational programs, the organization also is preparing for the most ambitious fundraising campaign in its history. Leaders have updated City of Hope’s brand to make its visual identity more consistent with the institution’s character and accurately convey the organization’s far-reaching plans and mission.
The new identity reflects the partnership of science and compassion that makes City of Hope unique, and the new logo forms the cornerstone of the updated look. Inspired by the Spirit of Life® fountain, the new logo is meant to embody hope, optimism and unity, while its accompanying contemporary font expresses streamlined innovation. The logo’s blue color is modern.
‘‘The brand is more than a logo. The brand represents who City of Hope is, what we stand for and why we are different,’’ said Brenda Maceo, senior vice president of communications. ‘‘Practically speaking, it’s the way we describe ourselves to patients and donors, the content and look of our publications ----- even the manner in which the phone is answered.’’
Despite the changes, some items with the previous logo will remain at City of Hope. Several so-called ‘‘legacy’’ items, such as the Spirit of Life fountain, the floor tiles and etched glass panes in Brawerman clinic, will remain in use, since they are important to City of Hope’s heritage.
Over the years, City of Hope has been referred to in many ways: City of Hope National Medical Center, City of Hope National Medical Center and Beckman Research Institute and City of Hope Cancer Center. If you were to take a national poll of what people know about City of Hope you would hear lots of different answers.
Some may mention cancer treatment; others may think it is a fundraising organization, while some may talk about research. Because the institution covers all of these areas, its name has been shortened to simply City of Hope.
City of Hope Class Featured in Upcoming Book
Writing for Wellness: A Prescription for Healing, a book featuring City of Hope’s Writing for Wellness class has been purchased for publication by Idyll Arbor, Inc., a Seattle-area publisher. Release date for the book is October 2007 coordinating with the annual Walk for Hope to Cure Breast Cancer on the City of Hope campus.
The book’s foreword was co-written by Michael A. Friedman, M.D., CEO/President of City of Hope and Lucille A. Leong, M.D., Associate Director of Clinical Affairs, Division of Medical Oncology, and includes the writings of more than 60 class participants.
Julie Davey, the book’s author, developed the writing class with Linda Baginski and Jeanne Lawrence from the department of Patient, Family and Community Education. Class participants include patients, family members, caregivers, nurses, doctors and staff.
A retired college writing professor, Julie is in her fifth year as a volunteer teacher for the bi-weekly classes, which use focused and directed writing instruction to help people deal with illnesses and tragedies and then move forward with their lives.
She is also a two-time breast cancer survivor and City of Hope patient. CBS-Television News aired a segment on the class, naming Julie their ‘‘Woman of the Week’’ and featuring the writings of participants.
‘‘Besides being aimed to help the general public, our dream is that our book will become a textbook for classes like ours throughout the country,’’ Julie explains. ‘‘It would fill a real need.’’
The spring session of ‘‘Writing for Wellness’’ is now accepting reservations. This informal writing workshop will guide participants through basic methods of expressive writing. No prior writing experience is needed --- only a desire to put pen to paper. Sessions are free and open to the community. Workshop dates are Mondays --- April 16 and April 30, from noon to 1:15 p.m. in City of Hope’s Hope Village Theater.
Due to the tremendous popularity of this workshop, please call 626-256-8626 to reserve your seat.
Relay for Life of Monrovia
Sylvia V. Domotor D.V.M.,
Relay For Life of Monrovia Event Chair
The third annual American Cancer Society Relay For Life (RFL) of Monrovia will be held Saturday, April 28 to Sunday, April 29, 2007 at Library Park in Monrovia. The RFL is a 24-hour community-based event to raise funds for cancer research, promote awareness of cancer prevention, diagnostics and treatment and to introduce the public to the services provided by the American Cancer Society.
Cancer survivors and their caretakers are invited to the Opening Ceremony/Survivor Lap at 11 a.m. on Saturday. Participants in the Survivor Lap will receive a special t-shirt, medal and RFL teddy bear. Please contact Jenny Pappano at 626-358-8648 or at derfla2@earthlink.net to register as a survivor or caretaker and for further information.
Because cancer never sleeps, the RFL is a 24-hour event. There will be constant entertainment featuring musicians, a magician, karaoke, martial arts demonstration, raffles, story time and a children’s activity area. The very moving Luminaria Ceremony in memory or honor of cancer patients will be held at 9 p.m. on Saturday. A pancake breakfast will be held on Sunday morning followed by an 11 a.m. Closing Ceremony.
Each RFL is unique and reflects the special nature of the community hosting the event. The RFL Monrovia was the first event in the nation to recognize the efforts of pet owners and the struggle of animals diagnosed with cancer. Treatment of cancer in animals very closely parallels treatment in humans, with surgery, chemotherapy, radiation and immunotherapy (cancer vaccines) available. Fortunately, pets usually do very well with treatment, with minimal nausea and no hair loss!
We would love to have all cancer survivors (including canine) and caretakers join us, whether for a few minutes or all day, as our honored guests.
For more information, please contact Jenny Pappano at 626-358-8648 or derfla2@earthlink.net, Nathan McCusker at 213-427-7296 or nathan.mccusker@cancer.org or register at www.acsevents.org/relay/ca/monrovia.
