Changes in Medicare, Medicaid, and the vast healthcare system have increased the need for services from groups like Healthcare Financial, Inc. (HFI) that help those who are underinsured or who have no insurance understand and take advantage of the new government options available to them. As HFI grows, the company is expanding existing services and rolling out new ones. To reach its growing audience, HFI seeks to update its logo.

Marketing coordinator Hilary DelRoss hopes to “solidify an identity as we move into uncharted territory.” She explains, “We’re a small company experiencing rapid growth and need a simple logo design that can grow with us into new markets. It must evoke a feeling of leadership.” DelRoss wants the new HFI logo to articulate the message, “We are the experts.”

Designer Ronda Ramsey, with a number of marketing messages for healthcare companies in mind, explored many options: a heart silhouette, arms encircling healthcare and financial, and a sunrise to signify HFI becoming “Healthcare’s shining light.” Her final redesign includes interlocking rings symbolic of the way the new Medicare options work together and how HFI will work with its clients to help them understand the new processes. The simplicity of the design will enable HFI to efficiently reproduce the logo, and the chosen sans serif font is a legible, scalable option. The bolded Healthcare provides emphasis while conveying professionalism, and HFI’s blue and green colors will aid recognition.

The redesigned logo suggests the wide range of marketing opportunities the company addresses—the uninsured and underinsured, government and private institutions, HFI and you, and so on. With this simplified logo, HFI can continue to clarify new, complex healthcare policies.

1. Original Hilary DelRoss, marketing coordinator for Healthcare Financial, Inc., feels the existing logo is hard to work with and identify.
2. Redesign Designer Ronda Ramsey’s streamlined logo offers a visual connection between the company and its customers as well as insurance and healthcare providers.
3. Early options Still seeking a connection between financial and healthcare, the designer first tried a head and swoosh representing arms holding the two together. Another route went straight to the heart of healthcare, and a third represented a sun.
4. Fonts Placing the emphasis on healthcare, Ramsey used an easy-to-read sans serif font.
5. Colors Ramsey kept HFI’s existing blue and green color scheme.