Brookwood Baptist Health Rebranding

The largest health network in Alabama was formed 5 months ago through a merger of the Brookwood Medical Center and Baptist Health System. They have now rebranded as one – Brookwood Baptist Health – unveiling a new logo and brand identity.

The new logo features three interlocking rings: yellow, blue and orange. The three rings represent the health care entities that created the Brookwood Baptist Health system. The logo was inspired partly by Ecclesiastes 4:12, “Though one may be overpowered, two can defend themselves. A cord of three strands is not quickly broken.”

Keith Parrott, CEO of Brookwood Baptist Health, was keen to stress that while the identity may be new, the level of care and patient-centric approach will not be affected. “What we’re trying to do is have more coordination with the patient at the center. It’s a promise that we’re putting out there, so this brand encompasses what we are but also our aspirations,” said Parrott.

Monigle’s Managing Director, Justin Wartell, added, “this is an exciting moment for the entire Brookwood Baptist Health team and for the communities in Alabama that it serves. The people-centric brand platform builds upon the specific needs of the local communities, the visual identity amplifies themes of connection and personalization, and a broader communications program brings the experience to life in a compelling, human-focused way to each represent a powerful new direction for health and wellness in the region.

“We’re grateful at the opportunity to have worked with the leadership teams for the legacy organizations and look forward to what the future will hold for the new Brookwood Baptist Health.”

Brookwood Baptist Health unveiled the new brand to employees and members of the community at a number of events in the region.  Check out the video below of Brookwood Baptist Health’s reveal for its new name and logo.

Philip Ward is a Marketing Assistant at Monigle who enjoys assisting brands reach their true potential.

If you’re interested in learning more about the Brookwood Baptist rebrand or to discuss any health care branding challenge, we’d love to hear from you. Contact us at 

Philip Ward
April 12, 2016 By Philip Ward