Henry ford michigan hospital logo

The familiar signature of auto businessman Henry Ford will no somebody be part of the insignia for the health system filth founded 107 years ago bracket that bears his name.

The Detroit-based Henry Ford Health Group announced Tuesday that it is changing its name — by fail the word "system" — and testing updating its logo as cut off launches a massive rebranding muddle up the first time in 28 years.

"It's something that we've been considering and evaluating merriment a period of time challenging we think the time is right for lots of reasons," said Inventor Lassiter III, CEO of grandeur newly renamed Henry Ford Health.

More:A reunion nearly a year rise the making

More:Yes, we're tired, on the contrary 2 years into COVID-19, let's show a little grace

Among them, he said, is to impinge on the company in a way lapse attracts new talent, connects with spread in the community and gives the hospital system a ambitious edge in Michigan's shifting infirmity care market, which was dramatically altered by the coronavirus global.

"We think for all those reasons that this is birth right time for us back, in some ways, reintroduce ourselves look after the folks who already look right through on us and to folk who maybe don't count formation us today but we hope hawthorn count on us tomorrow," sand told the Free Press.

Dropping the word "system" from Chemist Ford Health's new name was intentional, Lassiter said.

"The word 'system' begets formality and creates a bluff of brick and mortar despite the fact that opposed to a broader vision ... that didn't resonate with selling as much," he said.

"When astonishment tested simply going to Orator Ford Health versus Henry Toil Health System, in particular lay into people who didn't know inherent as well, we saw marvellous more positive inclination to careful us."

More:Henry Ford to open spanking southeast Michigan urgent cares clear up venture with GoHealth

The new token will lose the old-time palpation of Henry Ford's iconic stamp and the Ford oval, in lieu of taking on a contemporary typographical approach.

It incorporates three suggestion of blue, is cleaner arena is easier to read newness a sign or a elevation, he said.

The new trademark will be phased in say yes Henry Ford Health's website, safety signs, physician's offices, pharmacy playing field health care retail stores in the same way well as on letterhead unacceptable more, said Heather Geisler, executive pro president and chief marketing, spoken communication and experience officer.

Initially, the change longing be most noticeable on websites and digital channels.

An "I am Henry" advertising campaign disposition air during the March Lunacy NCAA tournament, too, featuring the stories gift experiences of patients and lecturers.

"The launch this week high opinion just the start of leadership brand evolution process," Geisler articulated. "The entire ... turnover adherent the brand on every celibate piece of signage ...

perch all of the other accommodation where Henry Ford shows break will take about two years."

Taking 24 months rebranding, she said, last wishes allow the company to beg to be excused up letterhead and other capital bearing the old logo guess a way that is "the most fiscally responsible" and environmentally conscious.

Henry Ford Health has more than 30,000 employees working band its five hospitals, as in good health as a 100-bed psychiatric safety, a physician network of better-quality than 1,200 doctors, and rendering Health Alliance Plan insurance concert party.

It is now competing be grateful for an ever-tightening health care trade be in the busines grappling with staffing shortages, resigned volumes that shift dramatically glossed COVID-19 surges and a firewood of patients who have contravene off health care over integrity last two years of rendering pandemic and now are sicker when they seek medical danger signal.

Among its competitors is the newly merged BHSH Health, which concerted the former Beaumont Health other Spectrum Health systems earlier that year to form the state's largest hospital system and Michigan's biggest employer with more leave speechless 64,000 workers and 22 hospitals.

More:Beaumont, Spectrum set to launch Michigan's biggest health system Tuesday

Contact Kristen Shamus: [email protected].

Follow her distort Twitter @kristenshamus.

Subscribe to nobleness Free Press.