Established more than 100 years ago as The Children’s Orthopedic Hospital, the institution has evolved to become one of the top ten hospitals for children, according to U.S.News & World Report. The hospital has already gone through five different names and four different logos, and this month it was introduced anew on both counts. It has gone from the broad Children’s Hospital and Regional Medical Center to a much more specific, memorable and relevant Seattle Children’s. And the new logo has vastly improved from an extremely dated ITC-esque sans serif to a wonderful new logo coupled with a simple sans.
And the whales?
They’re quintessentially Northwest, inspired by regional artwork. Our new logo depicts the compassion and trust that can be found in any number of relationships familiar to us at Children’s, including parent and child, family and community, hospital and generous supporter or care provider and patient. Plus, they are already featured prominently throughout our hospital.
— >Press release
I can’t say enough good things about the new icon, it’s endearing, it’s relevant, it’s contextually appropriate and it is beautifully rendered and executed. It also avoids the literal by being a metaphor for the security and care that, as a parent, you would want a hospital to have. One of the best logos that has come through these pages in a while.
Thanks to Kenneth Gow and Jon Selikoff for the tip.