Logo and tagline
Children’s Hospital Boston will continue to use it’s
logo, but the tagline has changed.
The image of the nurse and child has been a symbol of Children’s
Hospital Boston for more than 80 years. The symbol was the vision
of Dr. Harold C. Ernst, a bacteriologist at Children’s who
took photographs of students caring for their patients on the
wards.
Over the years this image has endured as a symbol of Children’s.
It has been recreated in many forms, and examples can be found
throughout the hospital. Based on this long history, members of
the Children’s leadership team have continued to embrace
this symbol of the hospital while making small but important changes
through the years. The present version of the Children’s
signature incorporates the seal — which remains unchanged
since 1989 — and the logotype, which always includes “Boston”
to distinguish us from other children’s hospitals around
the world.
As part of our new branding campaign, the logo will remain the
same, but the tag line that accompanies the logo is changing.
It is now:
Arnold Worldwide chose the new tagline for Children’s based
on its research to find the phrase that best defines Children’s
Hospital Boston.
So why “The Hospital for Children”?
Where else do you find a place where sick children are cared
for day in and day out with a sense of devotion
that seems without boundary?
Where else do you find our level of innovation
that brings forth groundbreaking treatments, medicines and insights
that radically improve the lives of sick children and their families?
Where else do you feel a pervasive sense of optimism
in spite of the tough and painful challenges that patients and
families often face when they need complex medical care?
We believe the unrivaled devotion, innovation,
and optimism that come from within Children’s
makes it unequivocally and indisputably The
Hospital for Children.
The new tagline will be phased in over time as stationery and
other printed materials are used up and reordered.
Help is here
If you are producing printed information, updating your department's
Web site or generating other formal communications, and have questions
on how to brand them with the "Children's look and feel,"
please contact the Public Affairs design team:
Patrick
Bibbins at ext. 5-2491, Javier
Amador-Pena at ext. 5-2068.
