The global healthcare network Hospiten has announced a new brand identity created by FutureBrand, representing a significant shift in its strategic and aesthetic presentation. Founded in 1969, Hospiten operates over 20 private hospitals and medical facilities in Spain, the Dominican Republic, Mexico, Jamaica, and Panama, along with 150 outpatient treatment facilities under the Clinic Assist brand. Employing over 5,000 people, Hospiten provides care for over two million patients annually.
The previous logo featured a corporate-typeface wordmark combined with a somewhat confusing sausage-shaped, rounded-cap symbol. While it had a clinical feel, it lacked personality. The new logo, however, is more lively and eye-catching. While still somewhat abstract, the stylized “H” in the icon suggests that various aspects of the hospital’s services are combined to benefit its patients. This new icon is paired with a sophisticated wordmark that subtly incorporates the icon’s contour into the uppercase “t.”
The Roslindale typeface and elegant color scheme give the redesigned brand a touch of sophistication more commonly associated with the hospitality sector than the healthcare sector. Clinical photos of employees in hospital uniforms counterbalance this almost opulent hotel vibe, grounding the identity in its medical context.
The icon set is a key component of the new brand design; it mirrors the primary icon’s curve and unifies the visual language. While the pattern in the identity is visually appealing, some may find it unnecessary and even bothersome, like an eye watching over it. Despite this, the execution exudes confidence and calmness, which are crucial in a medical atmosphere.
The rebranding initiative aligns with the company’s future vision, combining cutting-edge technology and medical leadership with a primary focus on patient care. The new brand idea, “A lifetime devoted to the advancement of healthcare,” embodies the hospital’s tradition of medical enthusiasm and dedication, aiming to connect more closely with its patients’ changing needs.
The new identity moves towards building a more iconic brand in a market where soft, overly friendly visual codes are frequently used, especially in Spain and Latin America. The distinctive color codes and photographic style encourage and empower people to take charge of their health, shifting them from being passive care recipients.
FutureBrand used a scientific approach to create the new identity, starting with a thorough brand assessment. This audit evaluated the company’s website, social media accounts, marketing materials, and internal and external communications, revealing opportunities and areas for improvement. The results guided the creation of a new Brand Story, which embodies the company’s goals and values. Close collaboration with leadership and board members ensured the Brand Story resonated with target and current audiences.
As a result, the organization has a distinctive visual and linguistic identity that captures its momentous past, revolutionary present, and bright future. The design’s bold yet tasteful elements highlight the network’s standing as an integral part of the medical community. The redesigned logo, with its contemporary and abstract “H,” visually represents the hospital’s dedication to patient care and range of services.
The Beausite Classic typeface, aesthetically pleasing and functional, pairs well with the subdued color scheme to keep the focus on the information. The electric blue accent in the design, a deliberate nod to architectural plans, highlights the brand’s heritage of meticulous planning and precision.
In summary, FutureBrand’s rebranding marks a substantial shift towards a more recognizable and powerful visual identity. It departs from the medical field’s traditional, gentle visual norms and presents a new, contemporary perspective that motivates people to participate actively in their health. This new brand represents the company’s commitment to providing cutting-edge medical care and its ongoing efforts to adapt and meet the needs of its diverse patient base.
