Make Every Moment Matter
Make Every Moment Matter
Make Every Moment Matter
Make Every Moment Matter
Make Every Moment Matter
Make Every Moment Matter
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Brand Story Video

Our brand story is much more than words on a page. And frankly, is so much more than a “brand.” Our story is lived out every day and every moment at Roper St. Francis. Our story is the essence of who we are and why we are passionate about caring for you. So we offer these videos to reveal a little more about what lies at the heart and soul of Roper St. Francis, what our brand is all about.

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.


Roper St. Francis Healthcare


The red in the circle of life represents Roper St. Francis, our people and the care we provide. Red is a strong and sturdy color, representing an organization that has a deep and strong foundation, a pioneering spirit and is confident and passionate about its vision.


The color red is:

  • Enthusiastic and energized
  • Confident and action oriented
  • Protecting 





The color purple in the circle of life represents the many generations of people who have been touched by Roper St. Francis. We have a long legacy of serving this community.  Purple is also a liturgical color that represents our commitment to caring for body, mind and spirit and our understanding that the spiritual aspect of care is central to who we are.


The color purple is:

  • Uplifting
  • Calming
  • Spiritual



Brand Tour

Photos from the Roper St. Francis Brand Tour where the new brand and logo were unveiled to employees and staff.