Spectrum Revamps Branding, Logo

May 1, 2008
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GRAND RAPIDS — Spectrum Health unveiled a new logo for the health system today, which it said better represents its mission to become a national destination for health care.

Crosby Associates Inc. of Chicago handled the revamped logo and brand image work for the health system, Spectrum Health spokesman Bruce Rossman said.

The new blue and green logo, which looks like a convex square consisting of green and blue spots, will be used on new signs, letterhead, business cards and marketing materials, which also will undergo a graphic update.

“This is a more refined, contemporary, sophisticated translation of our current logo,” Rossman said. The logo that is being replaced resembles a quilt square.

“Our organization is transforming for the future,” Rossman said. “We’re in the midst of changing a lot of signage anyway. It’s a good opportunity to make the change in a cost-effective way.”

The new logo will be in evidence at the Lemmen-Holton Cancer Pavilion, opening in June, Helen DeVos Children’s Hospital, opening in 2009, the expanded and remodeled Blodgett Hospital and Butterworth Hospital’s new front entrance, which is undergoing work that eventually will connect it with the children’s hospital. Eventually all the hospitals in the Spectrum Health System will sport the new look. Current materials will be used up and re-orders will have the new logo.

Rossman said the transformation is expected to take 12 to 18 months. The logo underwent scrutiny from staff members as well as outside focus groups in a process that began last summer.

“The face of our organization should reflect who we are today and the possibilities for tomorrow,” President and CEO Richard C. Breon said in a statement. 

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