Springfield Clinic Launches New Brand Identity

 

[January 15, 2019] 

Springfield Clinic revealed their new brand identity, including a new logo and tagline, to the public today.

“The new brand identity is a vital piece in our transition to becoming a more patient-focused company,” Brett Wolters, MD, Springfield Clinic Board of Directors member and Marketing & Communications Committee chair, says. “This patient-centric strategy is something we will continue to strive toward, and we look forward to this new and exciting direction for Springfield Clinic.”

Springfield Clinic’s new brand identity reflects a shift the health care industry is experiencing on a national scale. “We are continually working to understand changing patient expectations and to respond with changes that ensure Springfield Clinic continues to provide the best health care to our patients,” says Chief Executive Officer Ray Williams.

The conception of the previous logo and tagline was indicative of the organization’s focus at the time, but it does not apply in the patient-centric environment of today. “‘Leading the Way’ was very much talking about ourselves,” Vice President and Chief Medical Officer Kenneth Sagins, MD, FAAP says. “We want to focus on our patients and our community, and that’s where the new logo and ‘Community of Caring’ grew from.”

With input from brand and marketing strategy consultants, the new logo was developed with the express purpose of creating a softer and friendlier design. The leaves and new color palette embody health, vibrancy and life. What’s more, an organic design was more representative of the larger central Illinois community that Springfield Clinic serves. Acknowledging that the organization has expanded significantly outside of just the city of Springfield, a more unifying logo represents that growth in other communities.

The leaves also symbolize Springfield Clinic’s newly defined cultural expectations, developed during the logo creation process: health, value and community. Simply put, they provide a framework for Springfield Clinic’s expectation that all providers and staff contribute to a culture that provides high quality health care at a tremendous value for the communities that they serve.

The new tagline, “A Community of Caring” is the lens through which Springfield Clinic plans to focus its future strategies and internal culture shift. By strengthening its internal community, Springfield Clinic equips its providers and employees to meet the above expectations and go out and serve the many central Illinois communities that the company’s a part of.

Starting today, the new brand identity and logo will be applied to Springfield Clinic materials; the company expects the logo transition to continue throughout the year. “This is the perfect year to implement a new look and philosophy, because 2019 marks our 80th anniversary,” Dr. Wolters says. “We’re reflecting on how we’ve served the community throughout the past eight decades and they in turn have supported us. We want to continue our success into the next 80 years by focusing on the root of everything we do: our patients.”

About Springfield Clinic

Springfield Clinic is a progressive, physician-led multispecialty medical group devoted to providing the highest quality health care to its patients. More than 400 physicians and advanced practitioners deliver value-based care in approximately 80 medical specialties and sub- specialties. As one of the largest private multispecialty medical clinics in Illinois, Springfield Clinic currently employs over 2,000 clinical and administrative staff members who are committed to leadership in quality, service and technology. For more information, go to www.Springfield Clinic.com.

[Rachel Gasperin
Springfield Clinic Marketing & Communications Dept.]