Rebrand Reflects Unified Approach to Care
Rebrand Reflects Unified Approach to Care
Promoting Unity, Alignment and Improved Patient Experience
In June of 2024 patients visiting MaineHealth hospitals, practices and administrative offices began to see a new look, logo and names. After many months of preparation, MaineHealth rolled out a unified brand identity this year to make it easier for patients to understand, find and access their care.
Until recently, MaineHealth was operating with more than a dozen brand identities and logos, which could be confusing to patients. “More and more, meeting our patients’ needs requires us to provide services at multiple locations with a care team working together across what had traditionally been separate hospital organizations. Moving to a unified MaineHealth brand identity signals that we are one team, united in our vision of working together so our communities are the healthiest in America” said CEO Andy Mueller, MD.
This new approach not only helps patients better understand they are receiving care from the region’s premier health care provider, but also it enables the MaineHealth care team to work together across the system in a more standardized way to deliver a consistent, high-quality patient experience.
“The Shape of Care”: Behind the Logo
Steve and our in-house design team embraced the challenge of encapsulating the full spectrum of care and services that MaineHealth provides in our new logo. In this video, we take you behind the scenes to explore the journey that led to the creation of the “Shape of Care” you see today.
Developing the New MaineHealth Logo
Unique for a large organization, the new MaineHealth logo was designed entirely in-house and chosen based on care team member and patient input. The talented MaineHealth design team made three designs that were put to a system-wide, 23,000 care team member vote, and asked the MaineHealth Listens patient panel to vote as well. The winning logo was “The Shape of Care,” a bright and abstract geometric visual representing the full breadth of care and services MaineHealth offers.
A Patient-Centered Approach
Updating the names of locations has been an important element of the MaineHealth rebrand. All hospitals, practices, entities, and departments now have standardized names to reflect they are part of the MaineHealth network of care. This change addresses the issue of inconsistent department names, which previously varied based on location. It also clarifies where patients are receiving care by including cities, towns, and addresses in the names. Additionally, the rebranding aims to make patient care more inclusive by updating department names, such as changing “Women’s Health” to “Obstetrics and Gynecology.”
A Large-Scale Change, Introduced Gradually
Because new names for health care sites must adhere to strict regulations, and therefore require updates to critical systems, the brand update is rolling out in phases in 2024. This initiative includes updates to signage, documentation, work wear, and more, and care teams across MaineHealth collaborated to identify and implement these changes.
While MaineHealth practices and hospitals may have a new look and names, patients and the broader community can trust they will continue to receive the same exceptional care whenever and wherever they interact with us.
A MaineHealth care team member wearing a rebranded polo shirt welcomes a visitor.
MaineHealth Access to Care team members proudly sport new badges and vests with the rebranded MaineHealth logo.
New Look, Same Commitment to Quality Care
While MaineHealth’s brand is evolving, our commitment to providing compassionate and exceptional care is as strong as ever. Learn more about our new look.