Spectrum Health Unveils New Brand Identity

Spectrum Health has adopted a new brand identity to better reflect its role as a leading integrated health care system and its vision to become a national destination for health.

The new logo will be rolled out over a 12- to 18-month period.

“With all that we have achieved in our first 10 years and all that we are looking to accomplish in the next decade, it is important that Spectrum Health’s identity represents our vision,” said Richard C. Breon, president & CEO, Spectrum Health. “The face of our organization should reflect who we are today and the possibilities for tomorrow.” 

Spectrum Health has entered its second decade, and continues to evolve and grow as a regional health care leader. With many building projects underway that require new interior and exterior signage along with a new wayfinding system, the time was right to explore a new brand identity.

“The quilt logo was an excellent symbol after the merger of Blodgett and Butterworth in 1997,” added Breon. “While the qualities it represents-community, stability and care-are still inherent in who we are, we also want to express a forward-looking perspective.”

Input from focus groups indicated that the new brand identity expressed Spectrum Health’s future direction. The new logo for Spectrum Health was designed to reflect the following brand characteristics:

  • True to the origins of the organization while positioning it for the future
  • Refined and contemporary translation of current logo
  • Light reflects healing and inspiration
  • Color spectrum represents various elements of the system working together
  • Typeface projects strength and confidence

Spectrum Health is a not-for-profit health system in West Michigan that offers a full continuum of care through its seven hospitals, more than 140 service sites and 560,000-member health plan, Priority Health.  Spectrum Health’s 14,000 employees, 1,500 medical staff members and 2,000 volunteers are committed to delivering the highest quality care to those in medical need.  The organization provided $98.6 million in community benefit during its 2007 fiscal year. Spectrum Health has earned more than 50 national awards during the past 10 years.