Summit Medical Group and CityMD are revealing Summit Health, the
new brand identity born from the merger between these two healthcare organizations.
Elmwood conceived the project, overseeing all of the the branding work, including the
logos, design, strategy, vision. The agency then worked with implementation agency TenTen to manage the production side, making the signs, stationary, and business cards, among others.
The
effort also includes a new app, digital presences, an advertising campaign and animated digital spots.
The creative idea behind the logo and identity system was to
illustrate the “seamless connection” between the two partner organizations, their diverse set of services, their digital and physical interactions, as well as between the patient and
provider.
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This concept of “connectedness” is woven throughout the group’s various branded offerings while the logo is designed to be “fresh and
modern” by showing the top and bottom of the letter “s” as separate parts that come together -- as in a hug -- to form a larger “S.”
“Our
creative idea behind the logo was to show a choreographed movement that demonstrates how the two organizations unite to create something new,” explains Meg Beckum, Executive Creative
Director at Elmwood. “The logo depicts how the new entity that is formed, is not just better, but is responsive and coordinated."
In addition, the tones of the coral color
for the logo and blue for the type were selected for both the warmth and seriousness each color evokes. “Design is such an important element in healthcare where there is so much complexity and
confusion,” says Beckum. “Through iconography, graphics, typography and colors we have created an empathetic brand that creates a more friendly experience.”