Our New Visual Identity
An essential step in the brand process was the development of a new
visual identity for our organization. A logo is a vital, strategic
piece of communications that defines us and our aspirations, and every
element of the new logo was carefully and methodically chosen for a
specific reason – to trigger a unique and differentiated identification
of National Jewish Health and engage everyone who sees it with who we
are and where we’re headed.
Our goal was to create an overall brand design that is reflective of
the organization, distinct to the positioning and relevant to the
market and our context.
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At the basic level, the blue stroke line represents
clinical science, and our long heritage of the color blue as a
cornerstone of National Jewish Health – both as a health brand, and as
the historic homage to our Jewish roots. It swirls into one side of a
helix shape, to convey our scientific excellence and also creates part
of a healthy human being. Cool blue is the color of stability,
credibility and clinical excellence.
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The orange counter-swirl crosses the blue, completing a stylized
helix shape for our scientific purpose, and also subtly conveys the
multi-disciplinary and collaborative culture we are building through
the intertwining flexible shape.
Orange is a brand new and warm color for us, and represents the
powerful and dynamic process of transformation that we are undergoing
as an organization. It is taken from the color of fire – representing
the flame of knowledge, teaching and learning that burns in all of our
hearts. The orange stroke forms the rest of the helix shape, and forms
the rest of the body of the human figure. The very uniqueness of the
orange differentiates us from all other local (and many national)
healthcare brands.
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The final stroke of our new logo is the blue head of
the person. It completes the logo as a symbol of human lives that we
seek to improve. You’ll notice that the human figure is not standing
still, but leaning or moving forward in a healthy, dynamic way, evoking
the image of an athlete winning a race, which alludes to our vision to
win the race for new cures and better health. The figure is neither
male nor female – it is simply human, and represents the humanity in
all of us.
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National Jewish Health is moving into the future of science and
medicine in a strong and vibrant way. With new visions, perspectives,
name, brand promise and logo, we move forward proudly and confidently.
We hope this new excitement will be embraced by all who come, support
and work with us at National Jewish Health.
