Shahal Telemedicine, known internationally as SHL Telemedicine, is an Israeli provider of emergency telemedicine and remote cardiac monitoring services. The company operates under the Shahal brand in Israel and as SHL Telemedicine in global markets, with its headquarters in Tel Aviv.[1]
Design and History
In 2005, the Tel Aviv-based design firm Dan Alexander & Co. rebranded Shahal, an established Israeli brand at the time. The rebranding refocused the company’s market perception on health, vitality, and life, rather than the morbidity often associated with emergency telemedicine services.[2]
The logo symbol created during this rebranding depicts the tree of life embraced within a heart. The design won the 2006 WOLDA (World Logo Design Award) and received international recognition.[2]
The mark has been formally registered as a trademark. A US trademark registration for SHL Telemedicine International Ltd. describes the mark as “the design of a heart being formed by designs of stems and leaves,” consistent with the tree-of-life-within-a-heart concept.[3] An Australian trademark registration for the same company lists the device mark under the name “BRANCHES FORM HEART,” filed in November 2011.[4]
Meaning and Symbolism
Dan Alexander & Co. states that the logo symbol “illuminates the tree of life embraced within a heart.” The design was inspired by a strategic repositioning of the brand around the values of attentiveness, quality living, and growth, positioning the company as a “futuristic expert in medical treatment.”[2]
The heart shape directly references the company’s core focus on cardiac care and monitoring, while the organic stem-and-leaf construction conveys the themes of life and vitality that the 2005 rebranding sought to emphasize.[2][3]
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