Unified Branding is Tougher Than You Think
Carolinas HealthCare System's "One" Logo
The 39-hospital Carolinas HealthCare System is also strengthening its unified brand identity with a new logo featured on in an integrated ad campaign. The icon is the word "ONE" in large letters with the health system's blue tree of life filling the inside of the O.
Some of the ads also feature a dandelion with seeds blowing in the wind. A hospital spokesperson clarified that the flower is meant as a metaphor: many seeds originating from one bloom. The ads themselves don't give any inkling to the significance of the logo, but when asked, a hospital spokesperson said "It's about who we are.... One integrated system."
The campaign website clarifies the intention of the logo.
"We believe in the power of one, which is why we work together as one," the copy reads. "In one system where patients are partners, where sharing best practices is common practice and where thousands of minds serve millions of people."
This sentiment is important and certainly deserving of a brand-strengthening ad campaign, but it should be clearer on all elements of campaign collateral. You can't expect patients to log onto your campaign microsite to seek out the meaning behind your logo.
Presenting an integrated brand across all facilities, service lines, and affiliates is critical for the success of any health system. It seems the industry as a whole is still trying to figure it out, but many organizations are taking great strides. And remember, when it doubt you can always look to Apple—just stick a metaphorical "i" in front of everything.
- Two-Midnight Rule Must be Fixed or Replaced, Say Providers
- Don't Underestimate Emotional Intelligence
- The Secret to Physician Engagement? It's Not Better Pay
- Care Coordination Tough to Define, Measure
- Yale New Haven Health Partners with Tenet Healthcare in CT
- Physicians Take SGR Repeal Message to Washington
- Size Matters in Antibiotic Overuse
- CDC Warns of Antibiotic Overuse in Hospitals
- SCOTUS Review of NC Board Case 'A Very Big Deal' to Providers
- 4 Reasons PCMH Principles Aren't Going Away