Inova this week unveiled a rebranding initiative with a new logo, look and tone that will “redefine the health system’s identity.”
“The launch of the new brand aims to capture the health system’s dedication to innovative, compassionate, patient-centered and world-class healthcare while fostering a culture of inclusivity and collaboration,” Inova said in a news release.
The nonprofit healthcare provider, which began in the 1950s as a community hospital serving Fairfax County, launched the new brand at its flagship Inova Fairfax Medical Campus (3300 Gallows Road) near Merrifield on Monday (Oct. 2).
“The brand refresh is a signal to the community of what they can expect from Inova,” said Tracey Schroeder, Inova’s chief communications and external affairs officer. “The quality of care, exceptional health outcomes and caring patient experience are what our patients value and depend on. With this rebrand, we’re modernizing how Inova looks to better represent the care that defines us.”
The release notes that, in August, Inova was named the top hospital in Virginia and the D.C. metropolitan area by U.S. News & World Report.
“All five Inova hospitals have received A Grades from the Leapfrog Group, and the Centers for Medicare and Medicaid have recognized Inova with five stars for safety and quality – the only health system in the region to achieve this rating,” the release said.
Inova’s new logo “tells a clear story about how the health system, pronounced ‘in-OH-va,’ is always by your side,” according to the release.
Inova says the logo, which depicts two figures coming together, represents the fact that every step of the healthcare journey is taken together: whether it’s a provider comforting a patient, a doctor collaborating with a nurse or family member supporting a loved one.
“The logo evokes a warm, compassionate and welcoming environment where patients feel supported and valued,” the release said.
Inova preserved its recognizable blue in the new brand to build on strong brand equity, but updated the full color palette to include new colors that signal its new direction as a modern health system that continues to innovate and evolve.
“Our new brand is a mark of Inova’s progress in creating a unified clinical network, dedicated to delivering the highest quality of care to patients and families in Northern Virginia and beyond, and undeniably positions Inova to be among the leading health systems in the nation,” Inova President and CEO J. Stephen Jones said.
The new branding will be implemented at Inova locations on a rolling basis, with an advertising campaign planned in phases over the coming months. Inova will show up creatively in broadcast, streaming audio, digital and other multimedia channels.
The campaign will highlight specialty services and expert clinicians, emphasizing “their connection and dedication” to patients.
The rebrand announcement comes as Inova expands its health care facilities and services in the area, as laid out in its Eastern Region Development Plan. The organization recently added a behavioral health unit at its Mount Vernon hospital, and it got Fairfax County’s approval for a new Springfield hospital last year.
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