Henry Ford
Health
Relentless advocates of care
Simplifying experience, strengthening brand
Discovery
Name testing and recommendation
Brand Architecture
Logo
Design System
Activation Planning
Core Element Guidelines
Verbal Identity
Iconography
Illustration/Infographic Style
Collateral System, Templates, & Usage Guidelines
Stationery System & Templates
Digital Toolkit
Partnership Branding
Brand Training
Uniform Guidance
Medical Group Insignia Design
Launch Communications Roadmap
Challenge
When people think of Henry Ford, some think of the automotive factories, some think of innovation, and some think of the strong presence he had in the Detroit community. One of the first things people in the Detroit region think of is Henry Ford Health. Since its inception in 1915, Henry Ford Health has an impressive history of firsts as well as a portfolio of innovative initiatives, but their brand wasn’t giving a full view into everything they were doing for the local community and the national scientific community. It was time to move away from Henry Ford the man and embrace the energetic, advocating spirit. It was time to enter the national stage with an updated identity that shed light and purpose on every initiative.
Brand strategy and
promise
The work was led by a bold brand promise, crafted to reflect the humanity of their people and celebrate the spirit of the community: Your relentless advocate in making the impossible possible.
What does it mean to be an advocate who never gives up? It means modeling values. Having an inclusive spirit and welcoming all. Being a dynamic partner alongside patients and community members. And driving innovation, discovery and science forward. The new brand embodies the ambition of Henry Ford: From a traditional look and feel to a more progressive and modern identity. From a focus on compassion to compassion AND innovation. From being high touch to being high touch fueled by high tech. From a Detroit-centric story to a true destination brand, across the globe.
This strategy was also reflected in the brand voice principles that Monigle created with Henry Ford Health, which centered language that was courageous, dynamic, real, and bright.
Name Strategy
There are two types of accessibility: one where people feel connected to you, you are approachable; and one where you are literally making people’s lives better by taking a more holistic approach to health. We were determined for Henry Ford Health to have both. Our goal was to simplify the experience to make it easier to connect with patients and communities.
One of the biggest signals of this commitment to simplification is to simplify the name by dropping “System.” Now our name emphasizes “health,” the calling we’re here to answer, and the outcome our patients seek when they come to us. Additionally, it moves us away from being perceived as just a corporate entity, to feeling friendlier and more human.
Architecture
That meant creating a straightforward brand architecture — breaking down silos, modernizing the nomenclature approach, and simplifying current ones. We leaned into a dominant masterbrand strategy, meaning we have one primary brand and one logo that to build equity into–a reflection of our unity and collective leadership. As we shifted the story from a focus on “what” we have to “why” people should come, we allowed for select service lines to be associated with our masterbrand logo: Cancer, Neurosciences, Heart & Vascular, Orthopedics, Transplant & Primary Health.
The Logo
Inspired by legacy and the former logo featuring Henry Ford’s Signature, we crafted a New Signature that brings humanity to healthcare. The mark we leave is bold and balanced, approachable and clear. A clinical sophistication is achieved by using all uppercase letters. The unique and distinctive script elements and visual ligatures are maintained to differentiate among the crowd. Three distinct blues honor the legacy color signal and can also be used to express diversity and innovation–creating a more distinctive and memorable logo.
Brand in application
Socializing the new
brand
The Results
We equipped Henry Ford Health with tools for long-term success: brand guidelines, a detailed launch communications roadmap, brand training, branded templates, and the right messages to deflect negativity. We enabled an effective implementation and launch with step-by-step guidance, as well as drove the signage work to bring the brand to life.
The result is full buy-in for a simple, powerful brand that nods to the past and embraces the future.