Taking 24 months rebranding, she said, will allow the company to use up letterhead and other materials bearing the old logo in a way that is "the most fiscally responsible" and environmentally conscious. and all of the other places where Henry Ford shows up will take about two years." turnover of the brand on every single piece of signage. "The launch this week is just the start of the brand evolution process," Geisler said. An "I am Henry" advertising campaign will air during the March Madness NCAA tournament, too, featuring the stories and experiences of patients and workers. Initially, the change will be most noticeable on websites and digital channels. The new logo will be phased in on Henry Ford Health's website, hospital signs, physician's offices, pharmacy and health care retail stores as well as on letterhead and more, said Heather Geisler, executive vice president and chief marketing, communication and experience officer. It incorporates three shades of blue, is cleaner and is easier to read on a sign or a billboard, he said. The new logo will lose the old-time feel of Henry Ford's iconic signature and the Ford oval, instead taking on a contemporary typographic approach. More: Henry Ford to open new southeast Michigan urgent cares in venture with GoHealth
"When we tested simply going to Henry Ford Health versus Henry Ford Health System, in particular with people who didn't know us as well, we saw a more positive inclination to consider us." that didn't resonate with consumers as much," he said. "The word 'system' creates formality and creates a sense of brick and mortar as opposed to a broader vision. "We think for all those reasons that this is the right time for us to, in some ways, reintroduce ourselves to the folks who already count on us and to folks who maybe don't count on us today but we hope may count on us tomorrow," he told the Free Press.ĭropping the word "system" from Henry Ford Health's new name was intentional, Lassiter said.
More: Yes, we're tired, but 2 years into COVID-19, let's show a little graceĪmong them, he said, is to present the company in a way that attracts new talent, connects with people in the community and gives the hospital system a competitive edge in Michigan's shifting health care market, which was dramatically altered by the coronavirus pandemic. More: A reunion nearly a year in the making "It's something that we've been considering and evaluating for a period of time and we think the time is right for lots of reasons," said Wright Lassiter III, CEO of the newly renamed Henry Ford Health.
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