Redefining Healthcare Delivery

New strategy, new direction

Comprehensive health insurance reform, new models of health delivery and spiraling costs led Independence Blue Cross to carefully examine its business—a checkup from head to toe.

It became apparent that to compete in this complex marketplace, the leading health insurer in southeastern Pennsylvania would have to dramatically change its business model and become a health services company committed to ensuring that its members have every means to better their health.

To help achieve these goals and position the company as a premier healthcare services provider, Independence Blue Cross needed to focus on the things that make a real difference to consumers. Especially critical was developing a new visual system and corporate mark that celebrated the equity of the Independence Blue Cross masterbrand and was aligned with Blue Cross Blue Shield guidelines.

Raising the “Blue” bar

As part of an effort to effectively communicate that members’ health and wellness was at the center of an expanding set of consumer-facing services, Siegel+Gale addressed the company’s visual identity and toolkit.

We created a proprietary logo that differentiates Independence Blue Cross from its national and regional competitors. This contemporary and bold yet friendly visual mark reinforces the concept of the trusted “Blue” brand. It also underscores the company’s promise—to be an innovative, customer-centric health services provider. In addition, we refreshed the brand’s visual system through updated photography, color, typography and graphic motifs.

Gaining the freedom to move forward

Launched in July 2012, the revitalized brand—with its new logo and updated visual systems—is poised to achieve its goal of becoming the best performing and most innovative “Blue” in the Blue Cross and Blue Shield Association.

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