Hospital Brand Position and Identity Update

The Challenge

Thomas Jefferson University, Jefferson University Hospitals, and other organizational entities created a combined entity to more effectively position the total enterprise for the future. However, when combining, a new brand position and identity were required to unite the entities. Springboard was engaged to determine the most effective positioning and identity strategy for this new brand.


Create an updated and modified logo based on the new brand position, which maintains the Jefferson “bust” in a contemporary manner.


Springboard developed a brand book so that all entities throughout the Jefferson brand would understand what the new identity and position represents.

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