Jefferson
Hospital Brand Position & Identity Update
The Challenge
Thomas Jefferson University, Jefferson University Hospitals, and other organizational entities created a combined entity to more effectively position the total enterprise for the future. However, when combining, a new brand position and identity we were required to unite the entities. Springboard was engaged to determine the most effective positioning and identity strategy for this new brand.
Objective
Create an updated and modified logo based on the new brand position, which maintains the Jefferson “bust” in a contemporary manner.
Comprehensive Brand Naming, Identity and Brand Architecture Strategy
Identity recommendation: For example, an update of the current identity to reflect the brand position and a master brand strategy reinforces the it within the market position and becomes the master brand in identity architecture and promotional activities.
Move from a “House of Brands”
To A Branded House (Master Brand)
Tagline recommendation: Health is all we do
- Unifies their mission
- Touches all five divisions; academic, hospital, physician, foundation and innovations
The new Jefferson brand launched internally on Thomas Jefferson’s birthday, with a series of internal forums that utilized the “One” brand collateral and new brand launch video.
Additional Branding Work
Helicopter on Hospital Helipad
The new brand identity has various applications.
Brand Graphic Standards
Brand Book
Springboard developed a brand book so that all entities throughout the Jefferson brand understands what the new identity and position represents.