Children’s Hospital & Medical Center

When the logo is old hat

Children’s Hospital had a problem with its brand identity, starting with its logo.


It was old hat.



While the medical facility was rapidly gaining recognition as the region’s premiere source for pediatric care, Children’s brand identity was lagging woefully behind.


Its core imagery featured a nurse in a cap that was timeworn and out of sync with the healthcare industry.

The rebranding of Children’s Hospital required a fresh perspective. It asked people to change the way they had seen the hospital for its 60-plus years, and to change the brand that had been its visible symbol for many of those decades.


The process was a collaborative journey.
Daake led the way.

It became clear that this project was not about color schemes and font sizes.


It was about capitalizing on the unique aspects of the hospital as a full-service pediatric medical center with top-quality physicians and staff, specialty clinics and services, innovative facilities and ground-breaking research.

Ultimately, it was all about the kids.

The results were impressive on many levels, with the incorporation of a bold new symbol that captures the energetic spirit of a child – the “spira mirabilis” – and a compelling new slogan, “We know children,” into all forms of communication and media.

We are excited about the future at Children’s and we believe this change is a positive reflection of our enthusiasm and continued dedication to the children and families we serve.

Gary Perkins
(Former) President, Chief Executive Officer
Children’s Hospital & Medical Center