Humana put a happy face on its ongoing corporate shakeup and poor public perceptions of the managed-care industry last week by unveiling a new company logo.
Louisville, Ky.-based Humana, a 36-year-old managed healthcare company that was once in the hospital business, unveiled a new look that for the first time capitalizes on its name. A human figure that looks like it's about to take flight appears next to the name Humana in a new typeface.
The old logo "continues to be associated with hospitals and so no longer represents" the company, said David A. Jones, chairman and chief executive officer, in remarks at one of the launch ceremonies held across the country.
As the industry battles the "perceived impersonality" of heartless plans that deny care to maximize profits, Humana has taken its own tack. It will "build the Humana brand on the strength of our name: human, humane, caring," said Gregory H. Wolf, president and chief operating officer.
A Humana spokesman declined to reveal the cost of the branding program, including development of the new logo and changing all company signs.
Humana told the media that more than 18,000 employees around the country joined executives in symbolically cutting the red tape that frustrates HMO enrollees. With morale dampened by Humana's recent announcement that it would cut 900 jobs, Wolf told employees the company would also promote some employees and hike pay for others.
The corporate shakeup began last summer with the layoffs of two dozen mid- to upper-level managers and Humana's announcement of a restructuring aimed at a fundamental cultural change.
Since then Humana has sold a plan in Alabama and one serving the District of Columbia, Maryland and Virginia. Humana posted net income of $152 million in 1996, down 20% from $190 million in 1995.