Tumbling down the rabbit hole
It was an effort that went way deeper than logos and taglines. “This started with reflection,” says Chancellor and CEO Dennis Marchiori, D.C., Ph.D. (`90).
“We had to articulate what makes Palmer Palmer. Because our story is powerful — and our future is even more so.” Reflection fused with research, data, and design to rediscover and refine Palmer’s promise. Brand affinity is a field of study all its own. That was a rabbit hole that College Provost Dan Weinert, D.C., Ph.D. (`96), volunteered to tumble down. “People spend their lives studying this subject,”
says Dr. Weinert. “Working through the literature, what emerged were three consistent drivers of brand affinity: a strong sense of belonging, clearly shared values, and a deep trust in quality. Well, these words resonate immediately for anyone in the Palmer family.” The three pillars mirror what Palmer College
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has represented for more than 125 years. The challenge was to translate those timeless ideas into a 21st-century package. That’s when Palmer began building its new brand platform, one that would marry legacy and leadership, philosophy and practice. “Our new brand is not aspirational,” says Dr. Marchiori. “It’s a reflection and amplification of who and what we already are: a College rooted in tradition, fueled by innovation, and defined by a proud community unlike any other.” So, what is Palmer? It’s a place where
students now learn with 3D anatomical software and advanced simulators. Classrooms are shaped by research-backed pedagogy. Faculty-designed spaces that bring clinical concepts to life. This is a college where students come in as strangers and leave with friends for life. “We are capturing the unique experience of Palmer students and the unrivaled stature
“Working through the literature, what emerged were three consistent drivers of brand affinity: a strong sense of belonging, clearly shared values, and a deep trust in quality.”
—Dan Weinert, D.C., Ph.D. (`96)
FALL 2025
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