Q: Why did the University choose to change its name?
A: Finch University has had little awareness and name recognition in the key communities we serve. In addition, our new president's vision includes a strategic plan that requires a name that will open up a dialogue about what our University has to offer and where we are going in the future. In order to ensure our future as an innovative teaching and research institution, we must build a credible and dynamic image that will attract new students, donors and academic leaders.

Q: When will the name officially be changed?
A: The name change officially took place March 1, 2004, with multiple communications and operational programs already in place to help assimilate the change for all members of the University family. While it will be several months before we complete the many things that are involved in changing the University's name, we are excited to be able to celebrate our identity as Rosalind Franklin University of Medicine and Science now.

Q: Why did we choose Rosalind Franklin?
A: In searching for a name for our University, we recognized the need to honor a person in the field of science or medicine who personifies our mission to be an innovative teaching and research institution. Our University is a medical institution that is dedicated to the education of health and biomedical professionals on predictive and preventive medicine, which wouldn't have been possible without Rosalind Franklin's scientific findings that led to the discovery of the structure of DNA. In addition, Dr. Franklin serves as a role model in how she lived her life and what she stood for - dedication, hard work, intelligence and courage - which is reflected in our University's core values and character.

Q: What is 'Life in Discovery'?
A: 'Life in Discovery' is a brand strategy that reflects our University's new vision. This brand strategy is a thoughtful, multi-pronged approach to the way we educate, discover, treat and serve. While many will think of it as a slogan, 'Life in Discovery' is a philosophy that will inform and inspire our actions as we move forward as an institution.

Q: How does 'Life in Discovery' connect to Rosalind Franklin?
A: Rosalind Franklin devoted her work to discovering the essence of life. 'Life in Discovery' is an outgrowth of the way Dr. Franklin lived her life and it personifies the mission of our University - to serve a diverse nation with excellence and innovation in education of health and biomedical professionals, knowledge creation and scientific discovery focused on prediction and prevention of disease, clinical programs, and community service.

Q: What does the name change mean for our students?
A: Our students can view Rosalind Franklin as a role model. Her story is unique and extremely inspiring and we know that it is important to our students that our University receives the recognition it deserves nationally. Because of the international recognition of Rosalind Franklin's name and work, this will strengthen the value of the University's degree and attract high-level faculty, researchers and grants that will allow our University to be identified in the medical and education community on a higher level.

Q: How will this affect my diploma and degree?
A: Students graduating in the 2003/2004 academic year will be conferred a degree from Rosalind Franklin University of Medicine and Science. However, they will also be offered the option to receive a diploma with the Finch University of Health Sciences/The Chicago Medical School name. Graduates will have the opportunity to request the other diploma via an online form on the new web site, which will be launched in May 2004. Additionally, there will be an option for former students to request a diploma that reflects the new name of the University.

Q: How will this affect the names of the schools?
A: This name change will be structured like any other University. Rosalind Franklin University of Medicine and Science will become the overall name of the University and the individual schools will retain their names. However, in keeping with the changing healthcare environment, the School of Related Health Sciences will officially be changed to The College of Health Professions.

Q: When will my e-mail address reflect the name change?
A: The University e-mail addresses will officially change on May 1, 2004; however, for three months your old e-mail address will forward your messages automatically to your new address. The planned addresses will be name@rosalindfranklin.edu to correspond with the new University web site URL.

Q: When will the University's Web site address change?
A: The new University web site will be launched in May 2004 and will be found at www.rosalindfranklin.edu. For an interim period of three months, the existing web site (66.99.255.20) will have a new home page explaining the name change and will continue to feature a link to lifeindiscovery.com. Anyone typing in rosalindfranklin.edu will be automatically directed to the existing finchcms.edu site. Once the new university web site is completed, anyone typing in "finchcms.edu" will be automatically directed to the new site.

Q: Is the color palette for the University changing?
A. Yes, with the adoption of the new identity on March 1, 2004, the University will also adopt a new logo and color palate that will bring the new vision to life.

Q: What does the new logo signify?
A: The University's new seal, or logo, depicts an artistic rendering of Photo 51 - the X-ray image that Dr. Rosalind Franklin captured in 1952, which showed DNA unmistakably as having a double helix structure. Within the rendering of Photo 51, our logo encompasses a spectrum of color, which in a literal sense, signifies the color spectrum associated with the practice of crystallography - the science in which Dr. Franklin was a pioneer and through which Photo 51 was created. The spectrum also represents the range of schools that make up the University, and the diversity of our student population all coming together in an integrative educational environment. The words around the perimeter, Life in Discovery, in both English and Latin, reference the overall brand strategy that embodies the University's mission. The date, 1912, demonstrates the University's founding date, exemplifying our unique and rich 92-year history.

Q: Have any other institutions honored Rosalind Franklin or used her namesake as we are currently doing?
A: No medical university in the United States is named after Rosalind Franklin. However, internationally, King's College in London, where Rosalind worked, has named an educational building in her honor and Birkbeck College in London has a Rosalind Franklin laboratory. In addition, The UK MRC Human Genome Mapping Project changed its name in 2003 to the MRC Rosalind Franklin Centre for Genomics Research (RFCGR).

Q: Rosalind Franklin is often thought of as an "unsung hero." How does this part of her story link to our principles?
A: Although Rosalind Franklin never received the recognition she deserved while she was alive, she has certainly been credited now by her former colleagues, researchers and dignitaries around the world. She holds a place in history more for her dedication and commitment to science and is clearly a role model for students, researchers, faculty and all aspiring scientists throughout the world. Our University parallels the life of Rosalind Franklin, as we are both pioneers on the cutting-edge of research, knowledge creation and scientific discovery, and also have a fiercely tenacious spirit and determination.

Q: How long will it take the University to see the benefits of this new strategy?
A: We believe the benefits will be immediate in terms of awareness. Because Rosalind Franklin is an historical person and important scientific figure, we think the combined power of the name and new strategy will leverage interest and attention from the medical community. Again, this new name will help the University attract high-level faculty, researchers and grants.

Q: Can we expect a significant increase in our fundraising efforts as a result of this new strategy and name?
A: We believe the new name and strategy will put the University in a terrific position from a development standpoint because the name offers a more compelling story that touches a broad audience. A new development plan will be driven from a strategy that will create more qualified public and private donor prospects and generate more interest.

Q: Isn't renaming the University and launching a new marketing plan going to be expensive?
A: There are various costs associated with renaming an institution, some of which are operational (such as ordering new signs and letterhead, etc.), and others that are related to launching strategic initiatives, such as marketing, physical and programmatic improvements. We anticipate a significant investment of resources in the first few years after adopting our new identity. Soon after, we will begin to see return on those investments through increased philanthropy, increased productivity in funded research, and other areas. Ultimately, the University's new positioning will leave it stronger, financially and otherwise.

Q: When will the signage and campus reflect this change?
A: New signage (both directional and decorative) will begin to be placed around the University in the month of March, with additional signage and operational enhancements to follow.

Q: When will the University start selling Rosalind Franklin University apparel?
A: The University bookstore will begin to fill its shelves with apparel and gifts bearing the new name in the coming months. Look for all the new products soon!

Q: Where can I learn more about Dr. Rosalind Franklin?
A: You can read more about Rosalind Franklin, her historical significance, and her life's work in science and research at www.lifeindiscovery.com.

Q: Who can I ask if I have more questions?
A: We plan to distribute an e-mail to all of you on a bi-monthly basis which will include operational details over the course of the next few months to keep you all updated. In the meantime, for the answers to any other questions you may have about the name change, please contact the Office of the Executive Vice President, Nancy Garn, at 847.578.3242, or visit www.lifeindiscovery.com and click on the "What Does this Mean to Me?" section.