Three months after acquiring Lourdes Health System, Virtua Health announced Monday its new brand, including a new brand strategy logo, and look and feel for all of the health system’s marketing and communications.
“In the past few years, Virtua Health has grown in many significant ways. With the acquisition of Lourdes, we expanded our services to provide a more complete spectrum of care, we opened new locations in the neighborhoods where our consumers live, and we broadened our workforce to include more than 14,000 talented individuals,” said Dennis Pullin, Virtua Health president and chief executive officer. “Our new brand helps tell that story by honoring our past while creating something fresh and forward-thinking.”
A major change to the logo is the formal inclusion of the word “health” in the brand name.
“We are not just brick and mortar locations that takes care of the sick and injured,” added Pullin. “We want to signal to the community that our emphasis is on health. When we say our mission is to help people be well, get well, and stay well, we are equally focused on showing up when people need support and resources to optimize their health.”
According to Virtua, after a little over a year of quantitative and qualitative research, including key stakeholder interviews, focus groups, and extensive social listening, Virtua Health’s senior leadership and board decided on the positioning strategy: “Here for Good.”
A second aspect of the new logo is a multi-color icon inspired by the lotus flower, a symbol of serenity and healing. In addition to the lotus, the icon is open to a number of interpretations, Virtua said, including a caring heart, outstretched caring hands, and the letter V.
It consists of four colors – ocean, sky, coral and sun – that intentionally call to mind trust and hope.
“The icon, like Virtua Health itself, is accessible and adaptable. It pays tribute to our name, our purpose, and the way we deliver care and make people feel,” said Chrisie Scott, Virtua Health senior vice president and chief marketing officer.
“Our culture can be seen and felt in all aspects of our work,” said Rhonda Jordan, Virtua Health senior vice president and chief human resources officer. “As we roll out the new brand, we will also present our colleagues [Virtua’s preferred term for employees] with a new way of articulating our core values.
A special taskforce – consisting of colleagues representing a variety of backgrounds, roles, and skills – has constructed a framework called the Culture of WE. Among the six guiding principles comprising the refreshed values are open communication, purposeful leadership, continuous learning and innovation, inclusive teamwork, caring with accountability, and a patient- and consumer-centric mindset.