Create your new name and logo
When it came time to finally create the new brand, Karam opted
to hire a firm with a proven track record in creative design.
Bringing in new consultants midcampaign can prove problematic if they’re not first brought up to speed. Before any logos or
brand mock-ups were proposed, Karam and the steering committee made sure to revisit their earlier discussions, retell their collective stories and present the findings from the first two phases to
the new firm.
Based on those discussions, the consultants developed a brand
statement that communicated emerging themes with a new, singular identity.
“They took the themes that came out and started working on a
statement of who we were,” Karam says. “From that came a theme
of ‘A true devotion to healing.’ And we all said, ‘Ahhhh. That’s it.’”
To arrive on that chosen brand statement, Karam, her steering
committee and the consultants engaged in numerous roundtable
discussions until consensus was achieved.
“The perspectives of each of those people around the table were
very important,” she says. “With that task force, we were able to
test out our different ideas.”
Having chosen that one idea — that one statement that encapsulated an identity — the health system now needed that one logo
and name for representation.
“We were presented with a significant number of different logos
and iterations,” Karam says. “We had five different proposals
regarding themes and the mark.”
From those proposals, the health system’s leadership team chose
two logos and two names that were brought before the steering
committee for further input and slight modification. Feedback on
the final options was then sought through roundtable discussions,
focus groups with external audiences, and an online survey that
was completed by 120 community leaders and internal stakeholders.
The collected input ultimately pointed toward the less cumbersome Sisters of Charity Health System moniker, as well as the
“radiant cross” design that comprises beams of light reflecting outward service to those in need