Shriners Children’s, formerly Shriners Hospitals for Children, is a nonprofit pediatric healthcare system founded by Shriners International in 1922. Its visual identity has evolved through two significant redesigns, most recently in 2021 when the organization shortened its name to “Shriners Children’s” as part of a brand update for its second century of operation.[1]
Design and History
The organization’s earliest logo was a detailed illustration depicting a Shriner carrying a child, based on a well-known photograph of a Shriner walking away from the viewer while holding a young girl and her crutches.[2] The original mark showed the Shriner from behind, with the fraternal organization’s emblem, including a saber, crescent and star, superimposed on his shirt.[3]
In 2007, Shriners Hospitals for Children launched its first-ever single brand identity across all 22 hospitals, part of a $12 million national branding campaign.[4] The new logo, developed by Colorado-based branding firm Monigle Associates, turned the traditional image around so the Shriner, wearing his recognizable fez, now faced the viewer.[2][5] The redesign replaced the previous four-color illustration with a two-color mark and introduced a restrained sans-serif wordmark.[3] The organization described the forward-facing image as symbolizing a progressive but still warm and caring institution.[3]
In 2021, the organization updated its branding again, adopting the concise name “Shriners Children’s.” According to the organization’s 2021 annual report, the new branding “clearly and succinctly states who we are” and honors the vision of the Shriners fraternity members who founded the healthcare system while naming “the single focus of our work: Children.”[1]
Meaning and Symbolism
The current logo retains the central image of a Shriner carrying a child, a motif that honors both the Shriners who began the philanthropy and the patients cared for throughout the years.[6] The mark is described in trademark filings as “two stylized humans representing a man carrying a child,” partially encompassed by a semi-circle.[7]
The fez worn by the Shriner figure is a central element of the identity. The red fez with a black tassel is the Shrine’s most distinctive symbol, chosen as part of the fraternity’s Near East theme.[8] The organization’s official brand guidelines identify “Shriners Red” as the primary color, representing the color of the fez worn by Shriners and their love for Shriners Children’s.[6]
Typography and Design
The 2007 redesign introduced a restrained sans-serif wordmark, described by design commentary at the time as an appropriately dignified choice for the brand’s intention to remain warm and caring.[3] The logo is available in horizontal and vertical staging options, with the horizontal version preferred for most applications.[6] The tassel and logotype always match in color, appearing in either black or reverse.[6]
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