Kaleida Health Evolves Logo to Represent Future of Health Care

Updated: 2/29/2012

As part of the re-naming of Buffalo General Medical Center and the branding of the new Gates Vascular Institute (GVI), Kaleida Health has simultaneously created a new logo and tagline for the organization.

In the interest of efficiency and keeping costs to a minimum, Kaleida Health selected an evolutionary design that more closely represented the original logo, with a more contemporary flair. The existing logo will be slowly phased out as signage, stationery and other materials are replaced.

“There is tremendous momentum within the organization as we prepare to open the new Gates Vascular Institute at the end of March,” said Michael P. Hughes, Vice President and Chief Marketing Officer for Kaleida Health. “We decided the time was right to update our corporate identity to match the sophistication of our operations.”

 “At the same time,” continued Hughes, “we realized that a more revolutionary change of our identity, under which all of our materials would have to be replaced, would have been a significant expense for the organization. Using this strategic approach, we are able to achieve the more modern, sophisticated look we desire, while being good stewards of the bottom line.”

The Martin Group (TMG), a Buffalo-based branding/marketing firm, developed the evolved logo and has partnered with Kaleida Health to also name, brand and market the GVI. 

“We softened the lines and forms of the previous logo to evoke the contemporary architecture and curved details of the new GVI building,” commented Tod Martin, TMG President and Chief Creative Officer. “The current logo was starting to feel dated, especially juxtaposed with the dynamic design of the GVI building itself. Ultimately, the identity has to answer to the essence of the brand and create brand continuity for the entire organization. The updated color palette uses a more sophisticated color scheme, such as the one used within the new GVI, and will be used with other Kaleida Health facilities that will come online in the future. The logo is complimented with new, modern typography to improve legibility and suggest a warmer, more inviting organization.” 

Along with the evolved logo, Kaleida Health will be introducing a new tagline – “Building a Healthier Future.” 

This line has a dual meaning: it reflects the organization’s overall mission of caring for the ongoing health of the community, while referencing all the construction that Kaleida Health is undertaking on the Buffalo Niagara Medical Campus, including renovations at Buffalo General Medical Center, the new Gates Vascular Institute, and the proposed new facilities for Women & Children’s Hospital of Buffalo.