Memorial Health Care System has a new name and logo. It is now called CHI Memorial, a change that is part of a system-wide branding strategy by parent organization Catholic Health Initiatives, one of the nation’s largest nonprofit health systems.
A new name and logo will be imbedded in each of Catholic Health Initiatives’ markets over the next several months, highlighting a unified brand that strengthens local links to a nationally recognized health system that operates 89 hospitals and hundreds of outpatient centers, assisted living and other facilities in 18 states.
CHI’s new symbol is the image of a guiding star and cross – four shapes that come together to create a visual representation of the organization’s passion around its common mission to create healthier communities. The varying shapes, which signify the diversity of the national health care system, also exemplify the seamless integration of CHI Memorial with Catholic Health Initiatives – together with all of its partner organizations across the nation.
“Today’s announcement is the next step towards creating a highly-focused system that is dedicated to providing world-class health care to our community,” said Lisa McCluskey, vice president of marketing and communications. “In addition to the new name and logo, the new brand for CHI Memorial includes the theme line: Imagine better health SM.”
The new approach, in development for more than a year, is the first change in the branding strategy of Catholic Health Initiatives since it was formed in 1996. The organization celebrated its 18th birthday on May 1.
With its focus on unity, the common brand underscores the fact that local markets such as CHI Memorial are part of a national system with the vast scale, scope and resources to improve health and lower costs. It also retains the familiar names of valued local health care facilities while simultaneously elevating the national brand across CHI’s far-reaching network.
“This new branding strategy reflects CHI’s commitment to building the Next Era of Healthy Communities through bold approaches, new services, a strengthened system and greater focus on consumers,” said Joyce Ross, Catholic Health Initiatives’ senior vice president for communications.
With the revised brand, three characteristics – unity, innovation and synergy – reflect the organization’s dedication to health and wellness. They combine a united focus on patients and consumers; innovative methods to connect patients to services and providers; and a synergy that springs from integrated systems of care to promote excellence and improve efficiency.