Care New England is comprised of hospitals and operating units that are trusted by the people of Rhode Island to provide high quality care. However, because visually the logos and brands for those operating units aren’t connected, many people don’t know that we’re connected. We also know that one of the biggest frustrations for healthcare consumers is fragmented, impersonal healthcare. We want to make it easy and convenient for Rhode Islanders to navigate healthcare, and to be aware that Care New England – through all of our associated entities and operating units – can help them navigate that complexity by providing the foundational care they need throughout their life’s journey. A fresh new look with a shared brand across our entities will help our communities understand how we’re connected, and how we can help them navigate their health care journey throughout their lives. It will give them comfort seeing the Care New England brand across the region and knowing that safe, exceptional care is accessible wherever they go.

Yes, all Care New England entities now have a common shared brand identity and colors. By using a shared brand, the connectivity of our system will be instantly recognizable.

No. Each entity will be keeping its name, its excellent reputation, its leadership, and its staff. Care New England will simply be added to ensure that the connectivity between these entities is instantly recognizable.

No – In fact, our new shared brand better supports our mission than the current logos do. Our mission is to “lead the way in anticipating and meeting the needs of our patients, team members, and the communities we serve.” By making it easier to identify the connection between Care New England entities, it will make it easier for patients, team members, and communities to more seamlessly navigate care.

At the beginning of this project, our team conducted research in the market, asking healthcare consumers in the region what they thought of Care New England and the idea of creating a greater connection between all our operating units. This research revealed that Care New England has a positive reputation, and in fact, many thought that adding Care New England would increase their confidence in the quality of care offered at each organization. This research also showed that Care New England was the most well-known name of all our organizations, so using it as part of a shared brand provides the greatest advantage when we market our services.

While it’s true that many other health systems in New England have moved to a unified brand, including Brown University Health (Rhode Island Hospital, Hasbro Children’s Hospital, The Miriam Hospital, etc.) and Southcoast Health, we’re not doing this to be copycats. Care New England has made numerous changes in numerous years (single Electronic Health Record, enhancing service lines, creating more ambulatory access points) that uniting under a cohesive shared brand just makes sense. Finally, by making it easier to identify Care New England entities, it also supports our mission of leading the way in anticipating and meeting the needs of our patients, team members, and the communities we serve.

Our organizations will keep their names and continue to build on their excellent reputations. At national conferences, at scientific discussions, and in the community, Butler Hospital will still be known as Butler; Women and Infants will still be known as Women and Infants, and so on. Adding Care New England to all entities will only help everyone see the strength and breadth of our entities, raising the reputation for all of us across the system.

While this is a monumental step forward for our system, we need to be fiscally responsible and to manage all of the costs that come with this system evolution . During the celebrations, we will be giving out some small items. Leadership has purchased our own wearable vests, fleeces etc. On the brand hub landing page, there is a link to the company store where individuals can look at options for a variety of branded items.

The existing logos have been challenging because of the inconsistency of color, font, size, and icon placement. The objective with a unified brand is to present a uniform representation that allows us to protect and preserve the names of each hospital, but to allow us to build awareness and grow beyond the hospitals. The new single icon, font and colors allow Care New England and our programs and services to be easier to identify, find, and access as we build and evolve our offerings in Rhode Island.

The waves in the logo reflect our vision to be a well-coordinated system, with all of us moving in the same direction – towards our vision of anticipating and meeting the needs of patients, team members, and the communities we serve. The wave-inspired shapes with the vibrant colors – the three colors in the wave are named Care Blue, Bay Blue, and Hope Orange – are designed to represent the diversity, adaptability, and resilience achieved through effective partnership and collaboration, underscoring our shared commitment to enhancing the health and well-being of those we serve.

The lower-case font is intended to reflect a less corporate feel, to represent a more approachable identity, and to stand out among other similar organizations and systems that take different approaches.