2002

CINCINNATI -- Cincinnati Children's Hospital Medical Center today unveiled a new graphic identity, including a new logo, to support and reflect its vision to be the leader in improving child health.

"Our new look leverages our heritage while adding a contemporary tone that reflects our advanced approach to healthcare, research and education," says James M. Anderson, president and chief executive officer of Cincinnati Children's. "Our visual identity symbolizes our values and mission, which are mapped out in the new strategic plan we introduced last year."

The medical center is now referred to as Cincinnati Children's Hospital Medical Center. The prominence of the word "Cincinnati" emphasizes roots and tradition while defining a place on the map to celebrate a national presence.

"The prominence now given to Cincinnati is one of the most satisfying results of our new system," says Mr. Anderson. "For the first time in our history, the name of our city is included as a formal part of our logo. This, combined with our new graphic look, sets us apart from other pediatric hospitals on a regional and national level, enhancing our ability to lead and innovate."

As Cincinnati Children's reputation has grown regionally and nationally, the need for a distinct, recognizable "brand" identity has increased. That need led to a comprehensive evaluation of Cincinnati Children's name, logo and overall "look."

While the new logo preserves the heritage of past logos, it elicits greater warmth and emotion. Children remain a part of the logo, but they are more contemporary and expressive. They are shown in an uplifting pose depicting happy, healthy children. The contrasting figures incorporate diversity.

"Everything we do makes an impression, and every impression we make changes the way people think about Cincinnati Children's, not only in our own community but as we touch families throughout the world," says Mr. Anderson.

Cincinnati Children's partnered with Libby Perszyk Kathman (LPK), a consulting firm specializing in brand identity, to lead the new branding initiative. One of its first applications will be Cincinnati Children's newly designed web site, which is set to be unveiled within the next week.

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