Opinion BY Armin

Rescuing the American Red Cross

Established in 1881, the American Red Cross is one of the most well-known emergency response organizations in the world aiding victims of natural disasters and other emergencies. It counts with more than half a million volunteers and 35,000 employees across 700 national chapters. Recently, a new logo and design standards designed by Turner Duckworth have been quietly implemented. The Brand Standards manual can be seen here [PDF] and covers more than is represented in this post, in case you are interested.

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A B-Side BY Armin

Bupa

Bupa is an international health care company established in the UK in 1947. After expanding into Australia with the acquisition of health insurance companies MBF, Mutual Community, and HBA, Bupa rebranded them all with the global Bupa mark.

Thanks to Tricia Ho for the tip.

Opinion BY Armin

Aetna Finds its Groove

Established in 1853, Aetna is one the biggest health insurance companies in the United States offering medical, pharmacy, dental, behavioral health, group life and disability plans to approximately 36.3 million people. In a move to continue “its evolution from an insurance carrier to a health solutions company” and establish themselves as a more consumer-focused brand, Aetna has introduced a new identity, designed by New York-based Siegel+Gale. To get things started, you can watch a launch video here.

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Opinion BY Armin

Jenny from the Block

Established in 1983 by Jenny Craig (and husband Sidney Craig) in Melbourne, Australia, Jenny Craig is a weight loss and nutrition company that offers at-home diet programs as well as “In-centre” at over 650 locations worldwide. Last year, Consumer Reports named it the number one diet. This past November, Jenny Craig lost some of its own weight, shedding the “Craig” to just be known as Jenny, along with a new logo and brand ambassador.

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Opinion BY Armin

A Hummingbird with Bite

Established in the 1980s (sorry couldn’t find an exact date), BTI (Biotechnology Institute) is a Spanish company that designs and produces implants, prosthetics, and surgical instruments for the dental industry. They also specialize in tissue regeneration procedures. Based in northern Spain, BTI has offices across the world. This month, BTI introduced a new identity designed by Madrid, Spain-based Coleman CBX.

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A B-Side BY Armin

JDRF

Established in 1975, JDRF (Juvenile Diabetes Research Foundation) is a leading global organization focused on type 1 diabetes (T1D) research. A new logo has been introduced by JDRF, which is also downplaying the “Juvenile” angle of their organizations as 85% of those affected with T1D are adults. From the press release: “An essential graphic element in the logo design is the unique and clever inclusion of the ‘T1D’ symbol. Intentionally subordinate to the JDRF name, the symbol reinforces our focus on type 1 diabetes, and moves us toward establishing T1D as identifiable shorthand.”

Opinion BY Armin

Fight Old Logos, Make New Good Ones

Established in 1989, Alzheimer’s Australia, a federation of State and Territory member associations, is a “charity providing support and advocacy for Australians leaving with dementia.” Earlier this month Alzheimer’s Australia introduced a new identity designed by Interbrand Australia with the goal of making their “first move in a step change towards the way the organisation voices the issues surrounding dementia and the lives it affects.” The identity was launched on October 13 with a march at Parliament House, to demand $500 million over five years to address the dementia epidemic.

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Opinion BY Armin

Is that a Human in your Tree, or are you just Happy to see me?

Established in 1982 from the merger of Connecticut General Life Insurance Company (CG) and Insurance Company of North America (INA), Cigna (formerly all caps, CIGNA) is a Fortune 500, global health service company with 30,000 employees around the world and 65 million “customer relationships.” Cigna is repositioning its business model to become a retailer and provide health insurance directly to individuals, while still providing their service to employers and organizations. Launched this past September, a new campaign, “GO YOU”, has been created by Boston, MA-based Hill Holiday and a new logo designed by BrandSinger and Jerry Kuyper Partners.

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A B-Side BY Armin

Osteopathic Centre for Children

Founded in 1991, the Osteopathic Centre for Children is a “charitable organisation based in the UK that seeks to ensure that paediatric osteopathy […] is established as the first option for parents and carers concerned for their child’s health.” New logo appeared in early August. Bigger view of the logo below (or after the jump).

Opinion BY Armin

Double Crossed

Established as early as 1871 with a 25-bed hospital by the Sisters of Mercy in St. Louis and slowly and loosely expanding into Arkansas, Kansas, Louisiana, Mississippi, Missouri, Oklahoma and Texas, Mercy Health System is now a network of 28 hospitals, with more than 40,000 employees, treating nearly 2.7 million patients each year. As the network has expanded over the years, each facility has created its own logo, failing to establish any connection within the larger system despite being known as one of the better wired health networks. Earlier in August, Mercy introduced a new logo that will be adopted by all of its hospitals and they will all be known simply as Mercy.

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