Friday, July 18, 2008

Just sign here

Signing their names is not always easy for large, complex organizations. GE long ago decided that everything from light bulbs to jet engines would be labeled GE. But even GE had to concede that NBC Universal needed its own identity. 

When organizational relationships become complicated, some companies figure out a simple, communicative approach. Others botch it. 

What do two hospitals do when they merge? Here is a modest approach from real life: 
"The Hospital of Central Connecticut was formed with the Oct. 1, 2006 merger between the former New Britain General Hospital and Bradley Memorial Hospital in Southington, which had long and proud histories of caring for their communities. We continue that tradition today as a bigger, stronger hospital." 

The corporate signature is fairly straightforward and descriptive. 
Now, what happens when you have a blending of illustrious academic departments, brands and donors? Well, unless there is a coherent strategy, you might wind up with this:  
Four levels of brand information without any hint of who does what for whom. My advice: These folks should hire a team from a good business school to sort it all out. 

brandsinger 

2 comments:

Tony Spaeth said...

Note however that the hospital's symbol, though nicely executed and appealing, expresses merger, the coming together of two elements, while preserving an expression of duality as well. Temptingly appropriate for now, but in future will it merely reference history (a long-passed event) at the cost of unity?

brandsinger said...

Apt observation, thanks, Tony. Perhaps in years ahead a story can be concocted to go with the logo... Let's see, how about: It represents the complementary relationship between the two critical skills of diagnosis and treatment!