Communication Standards Manual - Medical Center Intranet

Symbolism
of the Sail
Familiar logos are not read as words, but processed by the brain
visually, evoking a complex set of associations much more
powerful than words. In this way, MUSC’s new graphic icon
reflects the positive attributes and aspirations of the entire
organization.
Inspired by the curved facade of the Ashley River Tower, the new
graphic icon represents the future direction of MUSC.
“The Ashley River Tower is not just a new hospital – it is a
compelling expression of what we aspire to be as an institution.
It embraces all of our missions and presents them in a beautiful
environment that can showcase the dedication and talent of all
who work here.”
Raymond S. Greenberg, M.D., Ph.D.
President, Medical University of South Carolina