Creating a Brand Identity: The Evolution of the Banner Health Logo
As businesses grow, they must adapt to the changes in the market and their target audience. One of the critical aspects of this adaptation is establishing a brand identity that aligns with the brand’s core values, mission, and vision. The identity of a brand extends beyond just a name or a logo but takes on a personality and is reflected in every aspect of the company’s operations. In this article, we will explore the evolution of the Banner Health logo and how it reflects the company’s brand identity.
Banner Health is a non-profit health system that operates in several states across the USA. Established in 1999, the company’s mission is to provide excellent patient care, and as it has grown, it has become the largest employer in Arizona, employing over 50,000 people. As it expanded, banner health recognized the need to develop a brand identity that would reflect its mission, vision, and values.
The initial version of the Banner Health logo had a very clinical feel, with the company’s name set in bold, sans-serif caps, and a red cross symbolizing the medical field. However, as the company grew, its management realized that the logo was not reflective of the organization’s broader goals, beliefs, and vision.
The company engaged a branding agency to help it reimagine its brand identity, and the result was a new logo design that represented the core values of Banner Health. The new logo featured two elements: a sunburst symbolizing hope and a blue wave representing the vital role of water in the desert region where the company originated. The company’s name was set in lowercase letters, and the tagline, ‘Where Care meets Innovation’ was added to illustrate the brand’s commitment to utilizing modern technology to provide excellent patient care.
As the company grew, the logo was tweaked to become more adaptable to different mediums and platforms. For example, when the company acquired the University of Arizona Health Network, the logo was adjusted to include the new entity’s name and its recognizable block “A” logo. This adjustment ensures that the brand identity is consistent across all Banner Health operations.
In conclusion, the evolution of the Banner Health logo reflects the company’s brand identity while also recognizing the need for change to meet market demands. The old logo was clinical, reflective of the medical field, but did not capture the broader scope of the organization’s goals and vision. The new logo, with its sunburst and blue wave, represents hope and the vital role of water while also showcasing Banner Health’s commitment to modern technology. A consistent brand identity can foster customer loyalty and trust, making it easier for businesses to succeed in a highly competitive market.
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