SOUTHFIELD, Mich. — Beaumont Health, formed through an affiliation of Beaumont Health System, Botsford Hospital and Oakwood Healthcare last fall, has a new logo and color, and will change the names of some of its eight hospitals.
Based on consumer preference, visibility and research, the Beaumont Health board of directors approved cobalt blue as the organization’s new color.
Beaumont Health System’s burgundy, Oakwood’s green and Botsford’s blue and rust will soon be replaced with a new Beaumont Health blue. Research shows that blue is universally well-liked, is highly visible and represents trust, dependability and stability to consumers.
By late June, all eight Beaumont Health hospitals will be named Beaumont to bring them together under one brand. The hospital name will also include the city where the hospital is located: Beaumont Hospital – Dearborn; Beaumont Hospital – Farmington Hills; Beaumont Hospital – Trenton; Beaumont Hospital – Taylor; Beaumont Hospital – Wayne. To maintain brand connection with their local communities, three of the hospitals will include a campus name on their signs: Beaumont -Dearborn, Oakwood Campus, Beaumont -Farmington Hills, Botsford Campus and Beaumont -Trenton, Southshore Campus.
The names of the Beaumont hospitals in Royal Oak, Troy and Grosse Pointe will remain the same.
In late June, consumers will begin to see the new logo, color and hospital names on temporary signs at the eight Beaumont Health hospitals. Permanent signs will be installed throughout the organization, including hospitals, major medical centers, employed physician offices, outpatient sites and private physician offices, starting in September and continuing through early next year.
In May, “part of Beaumont Health” was added to current print and radio advertising and billboards. Advertising with the new logo and color will be developed.
The new logo, color and naming was based on extensive internal and external research with employees, physicians and consumers, conducted by branding consultants.
“Our research on what the community was asking from us was very clear,” says John Fox, Beaumont Health CEO. “They wanted a simple way to describe the new single system that had been formed by the three founding organizations. Our decision was data-driven, truly based on consumer preference and represents our new organization well as a leader in high-quality, affordable, compassionate care that is accessible to everyone in Southeast Michigan.”
Beaumont Health was chosen as the name for the new, combined organization as part of the affiliation agreement, completed on Sept. 2. That name builds upon the strength of the Beaumont name in the healthcare market.
Source: Beaumont Health.
