Virtua launches new brand, look

Marlton, N.J.-based Virtua unveiled its new brand, including a new brand strategy and logo Oct. 7.

Changes to the Virtua brand include the formal inclusion of the word "Health" in its name as well as a new positioning strategy: Here for Good. The new logo is a multicolor icon inspired by the lotus flower, which indicates serenity and healing. It also lends itself to other interpretations, such as outstretched hands.

A special taskforce, comprised of Virtua Health employees, also constructed a framework called the "Culture of We," which includes six guiding principles focused on: open communication, purposeful leadership, continuous learning and innovation, inclusive teamwork, caring with accountability, and a patient-and consumer-centric mindset.

Dennis Pullin, Virtua Health president and CEO, said in a statement that the rebranding honors Virtua's journey.

"In the past few years, Virtua Health has grown in many significant ways. With the acquisition of Lourdes [Health System], we expanded our services to provide a more complete spectrum of care, we opened new locations in the neighborhoods where our consumers live, and we broadened our workforce to include more than 14,000 talented individuals," he said. "Our new brand helps tell that story by honoring our past while creating something fresh and forward-thinking."

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