Summit Health + City MD Rebranding strategy
From playing a central role in pandemic care to growing to serve their patients in new places and ways, Summit Health and CityMD have evolved a lot since their initial merger in 2019. Based on this event, in 2022, Summit Medical Group and CityMD has unveiled a new brand identity to symbolize their merger.
ROLE
Brand design
Visual Design
CLIENTS
Summit Health + City MD
Duration
8 months
Logo
Our symbol, made up of four intersecting arrows, represents a beacon of care. It reinforces our commitment to leading the way towards a new kind of care—one that puts patients in the center and strives to say ”yes”.
It is a bold icon that conveys our accessibility, expertise, connectivity, and for Summit Health, a promise of a lifetime of care.
Vertical logo
Horizontal logo
Separate the logo from other visual elements by a distance equal to the height of the “H” in our name.
Other contrasts
Third-party relationships
Co-branding
Symbol alone on app
Motion symbol
Color usage
Summit Health primary color
City MD primary color
Typography
Like our symbol, Cera Pro uses elementary shapes that bring simplicity, elegance and warmth to communications. To further reinforce legibility and humanity, we use Cera Pro in sentence case and flush left across all marketing, web and signage applications.
Photography
We use three types of photography:
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Patient
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Doctors, treatment and care
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Storytelling
Patient
Doctor Treatment
Storytelling
Authentic people and sense of place
Use warm color and ambient light, softened backgrounds and low-contrast to create a simple, natural and authentic look.
Imagery style
Eye-level perspective
Use eye-level and straight-on perspective shots to give a more direct, intimate and personal point-of-view, and reinforce the idea of putting people first.
Diversity, equity and inclusion
Our imagery should reflect the diversity of the people and communities we serve. We represent a broad spectrum of race, ethnicity, age, gender and physical ability.
Iconography
Pictorial icons
They use a consistent linear style and weight, and are built from simple geometric shapes.
Functional icons
Most of functional icons can be found at from Google material symbols.
Usage of pictorial icons and functional icons
Data Visualization
Data visualization helps us uncover and convey significant stories hidden within vast amounts of information. By simplifying complex data, it enables our patients to easily understand and remember key insights. Clear and distinctive visuals promote engagement and drive action.
Other branding usage
Presentation deck slides
Brand led
Connected advertising
