What is a brand?
“Brand” is simply the fancy marketing term for an organization’s or company’s personality – its DNA, what makes them unique. The Roper St. Francis brand has been integral to the Lowcountry for more than 150 years. It is a part of our landscape and totally interwoven in our community. This almost makes it harder to think of our healthcare system’s “brand” because we are more like a neighbor than an organization. But we believe that delivering the best care possible, every moment, is the essence of who we are and what we do. Why? Because to us, as it is to you, every moment is precious, every opportunity to care, to help and to heal matters.
Why rebrand now?
Ten years ago we adopted the DNA strand logo when our healthcare system took the name Roper St. Francis Healthcare. At that time, the two DNA strands represented the merging of Roper and St. Francis Hospitals into one healthcare system. Today, our organization has grown into much more. Our DNA is no longer two separate strands, but an expanded circle of care, reaching out farther into the community, embracing a broader region and a broader vision of helping make every moment matter for our patients.
Our New Logo
Our new icon is the circle of life. The symbol is lively and hopeful, full of movement and energy. It is an infinite shape, constantly renewing itself and embracing that which is around it. It is the evolution of our two DNA strands, now joined together to represent the entire continuum of care we offer today for our community.
Our new font is bold and fresh and strong. It is easier for the eye to read and immediately recognizable in all mediums.