New positioning, new identity: Landor helps Cincinnati Children’s with a brand renewal

CINCINNATI (26 July 2016) — Landor is incredibly proud to be a creative partner in rebranding Cincinnati Children’s Hospital Medical Center, a globally recognized leader in improving child health.

Cincinnati Children’s has risen to the forefront of pediatric care, research, and education, and in the process has experienced tremendous growth. It now helps more patients and families from around the world than ever before, and has doubled its employee base over the past 15 years.

Alongside the team at Cincinnati Children’s, Landor developed a positioning and brand that represents the organization of today and tomorrow. Landor worked to create a brand that would support the hospital’s efforts from the inside out, unify the organization under a set of shared beliefs, and differentiate the brand from other pediatric and adult hospitals.

Cincinnati Children's Hospital branding before after

By interviewing numerous stakeholders including doctors, nurses, researchers, administrators, patient families, marketing staff, donors, and medical partners, we discovered opportunities to showcase what Cincinnati Children’s does best: care for patients and families, work collaboratively, mentor colleagues, and share knowledge to change patient outcomes together.

The new brand succinctly expresses Cincinnati Children’s. Every word and every picture is a reminder of its shared purpose.

Cincinnati Children's Hospital

Landor also refreshed Cincinnati Children’s visual identity system. The logo was inspired by the collaborative spirit of the hospital, with overlapping colors and shapes representing the teamwork that makes a difference in patients’ lives. The multiple colors and shapes personify the diverse employee and patient base at Cincinnati Children’s. The larger half-circle—symbolizing an adult figure—lifts up and supports the smaller half-circle—the child figure. The mark is completed by the words “Changing the Outcome Together,” a bold statement that communicates Cincinnati Children’s’ ongoing quest to deliver positive impact for children around the world. In partnership with agencies such as Barefoot Proximity and Koler Design, the refreshed brand has come to life across multiple touchpoints including environment, digital and more.

Cincinnati Children's Patients Embrace the New Logo

Jennifer Dauer, senior vice president for strategy and growth at Cincinnati Children’s Hospital Medical Center, hopes that the new look and feel “will be an enabler to celebrate, unify, inspire, and accelerate what has been going on here and bring it alive. We are working now to develop what I hope will be a campaign that brings the essence of that promise alive. That promise of changing the outcome together.”

You can read more from Jennifer and her team here.

About Landor

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, motion graphics, brand architecture, prototyping, innovation, naming and verbal identity, research and analytics, environments and experiences, engagement and activation, and interactive and media design.

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 Alcoa, Barclays, Bayer, BBC, BMW, BP, Cracker Barrel Old Country Store, FedEx, GE, Kraft Heinz, Marriott International, Pernod Ricard, Procter & Gamble, Samsung, Sony, and Taj Group.

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