Jerry Kuyper Partners collaborated with Marshall Strategy on this brand identity program. Allegheny Health Network is the result of Highmark acquiring several health systems.
This logo was selected from the five directions we presented.
We described it as conveying:
Health: upward growth, transformation, optimism
Network: teamwork, collaboration, formation
The logo also suggests a banner, is expansive and embracing
This is one of many options we discussed – an endorsement approach to the brand architecture. This approach did not effectively signal the network.
The use of a shared symbol, font and endorsement band provided a more cohesive aprroach to the brand architecture.
The endorsement band was used on hospital stationery, brochures and signs to establish a clear link to Allegheny Health Network.
Use of Allegheny Health Network was recommended for all hospital uniforms and name badges as a cost-effective solution.
Brand Identity Standards were created to provide direction and structure to the brand implentation.
The website was internally designed and lauched three months after the project was initiated.
Brand strategy, brand architecture, naming, brand identity, design system and standards:
Jerry Kuyper Partners with Marshall Strategy
Brand implementation:
BrandActive
Reviewed by Tony Spaeth
http://www.identityworks.com/reviews/2013/Allegheny_Health.htm
