Summa Health in Akron, Ohio, unveiled a new logo on Tuesday, and with it, a new brand strategy.
The system hasn't updated its brand in 15 years, and the change aims to reflect Summa's ongoing work transforming health care delivery in the community, according to a news release.
"In recent months, we've seen our accountable care organization recognized as a national leader, our nursing staff again achieve Magnet status, and, most recently, the announcement of our $350 million facilities plan," Dr. Thomas A. Malone, president and CEO of Summa Health, said in a statement. "Through the new brand, we are sending a clear message to the community and to our own employees that something special and unique is happening at Summa.”
The new logo, which represents Summa's continuum of care throughout patients' lives, was developed after studies and focus groups to understand the public perception of the health system. The system won't be changing its name, as it is connected strongly with the community, according to the release.
There were numerous iterations of the new look. Summa settled on something that resonated with internal and external focus groups.
"They saw it as reflective of who we are, yet still aspirational – a sign of where we want to go in serving this community," said Rob Whitehouse, senior vice president of marketing and community relations, in a statement.
The changes will occur gradually, starting with an advertising campaign next week and updated marketing materials and websites. New signage will be installed at all Summa Health locations over the next several months.
“The brand is more than a logo; it is what our patients and the community experience when they interact with Summa Health and our 9,000 employees,” Malone said. “Our new brand represents a promise that we are ready to partner with you on your journey toward better total health.”
"Summa Health reveals new logo, brand" originally appeared in Crain's Cleveland Business.