AdventHealth is the national health care brand of the organization formerly known as Adventist Health System. The system, sponsored by the Seventh-day Adventist Church, adopted the AdventHealth name on January 1, 2019, as part of a systemwide brand transformation that unified roughly 30 regional brands under a single identity. The change was designed to make the organization more consumer-centric, connected, and identifiable across its network of 47 hospital campuses in nine states, serving more than 5 million patients annually. The name change was not the result of a merger or acquisition, and the system’s mission, church affiliation, and ownership structure remained the same. [1]
Design and History
The AdventHealth logo was introduced alongside the January 2019 rebrand. According to the organization’s official announcement, the logo is “a symbol of wholeness that illustrates the breadth and diversity of a connected system of care, and at its core is the cross, which is at the center of the organization’s work.” [1] The cross element reflects the Christian focus of the organization’s mission. [2]
The rebrand was announced in August 2018, with the planned name and logo change intended to reflect Adventist Health System’s strategy of becoming a more consumer-centric organization. Changes to signage and visual elements at hospitals, home health agencies, and other facilities were expected to take place in January 2019. [3] The rollout included replacing physical assets across the system, including signage at hospitals and other facilities, with the new AdventHealth logo. [1]
Prior to the rebrand, the system’s hospitals operated under roughly 30 different local brand names, including Florida Hospital and Park Ridge Health, despite being part of the larger Adventist Health System. Bringing all locations under one name was intended to strengthen brand reputation and raise broader brand awareness. [4]
Meaning and Symbolism
The organization has documented the logo’s symbolism in its official brand announcement. The mark is described as a symbol of wholeness, illustrating the breadth and diversity of a connected system of care. At its core is the cross, which the organization states is at the center of its work. [1] The cross denotes the Christian focus of the organization’s work, consistent with its Seventh-day Adventist sponsorship. [2]
The brand promise associated with the new identity is to help consumers “feel whole,” a message that was featured in a national advertising campaign launched alongside the rebrand. [1]
Typography and Design
Independent design commentary has noted that the AdventHealth logo uses a sans-serif typeface with a blue and green color palette, characteristics common among health care brands. [4] No official documentation of the specific typeface, exact color specifications, or the designer or agency responsible for the logo has been published in the sources reviewed.
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