Hartford HealthCare strengthens network with new branding by Landor

NEW YORK (3 March 2011) – Hartford HealthCare, an integrated healthcare system covering a variety of healthcare services in Connecticut, today introduced a new brand identity system by Landor, a global strategic brand consulting and design firm. The new brand was introduced on the basketball court floor at the XL Center in Hartford, CT during the Big East women’s basketball championship.

The Hartford HealthCare system is comprised of hospitals, medical offices, rehabilitation services, behavioral health services, clinical laboratories, senior health services, and home health services. Together, the entities that comprise Hartford HealthCare can deliver better care than any one provider can alone. A vibrant new visual identity helps visually connect all the entities with their true goal: patient-centered care.

“The change is about much more than a new look,” says Hartford HealthCare’s senior vice president and chief strategy officer Jim Blazar. “It reflects a shared commitment by our members to improve health care in Connecticut and beyond; and a shared vision to be nationally known for excellence and most trusted for personalized, coordinated care.”


The goal of this branding program was to help the Hartford HealthCare brand better reflect the network’s continuum of care. A new brand strategy and brand architecture system was developed to reinforce and bring cohesion, while a new visual identity and house style brings the entire system to life. The result is a refreshed, contemporary brand that inspires and promotes dialogue, connections, and interactions.


“We are very grateful for the work Landor has completed on behalf of Hartford HealthCare,” said Jim Blazar, Chief Strategy Officer of Hartford HealthCare. “We have always worked to provide patients with the best possible services, but they often didn’t know how strong and connected our network was. Thanks to this new brand, we hope that patients’ recognition and trust in our network will increase.”


The new brand strategy and brand architecture ensures that each location retains its current name, but incorporates an affiliation line, “A Hartford HealthCare Partner.” Each location uses the new visual identity, which consists of four singular quotation marks set in a continuous circle – representing the patients, providers, communities, and staff – emphasizing dialogue and communication.

Hartford HealthCare’s network is actively working to implement electronic medical records across the system, ensuring a continuum of care for prevention, diagnosis and treatment, regardless of which location patients visit.

About Hartford HealthCare

Hartford HealthCare is focused on becoming the next generation of integrated health systems, marked by strong patient focus, heightened efficiency, consistent quality performance and open, collaborative sharing of best practices.

The HHC system includes Hartford Hospital, MidState Medical Center; Windham Hospital; The Hospital of Central Connecticut, The Institute of Living psychiatric center; VNA HealthCare; VNA Central Connecticut; Clinical Laboratory Partners; Hartford Medical Group; Eastern Rehabilitation Network; and two regional behavioral health centers: Rushford and Natchaug Hospital.

About Landor

As a global leader in brand consulting and design, Landor helps clients create agile brands that thrive in today’s dynamic, disruptive marketplace. Our work enables top brands—from Barclays to BMW and Tide to Taj—to stand for something while never standing still.

Landor’s branding services include strategy and positioning, identity and design, brand architecture, innovation, naming and verbal branding, research and analytics, environments and experience, engagement and activation, and digital and social media.

Founded by Walter Landor in 1941, Landor pioneered many of the research, design, and consulting methods that are now standard in the branding industry. Today, Landor has 27 offices in 21 countries, working with a broad spectrum of world-famous brands. Clients include BMW, BP, Cathay Pacific Airways, Diageo, FedEx, GS Caltex, Haier, HSBC, Jin Jiang Group, LG Group, Microsoft, Midea, PepsiCo, and Uni-President.

Landor is a member of WPP, the world’s largest marketing and communications firm. For more information, please visit Landor.com and follow Landor on LinkedInFacebookTwitter, and Instagram.


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