Friday, June 2, 2023

Sentara Rebrands With New Name and Logo

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Sentara recently announced the next evolution of its brand. The healthcare organization’s new name, Sentara Health, reflects an enhanced focus on promoting the overall health and well-being of its patients, members, and communities. The change also symbolizes the deepening alignment between its healthcare services and health plans. By the end of this year, Sentara will retire the Optima Health and Virginia Premier brands and unify the plans under one brand, Sentara Health Plans.

“It is an exciting day for all of us here at Sentara,” said Dennis Matheis, president & CEO of Sentara, in a release. “Our new name and logo help us show our commitment to making healthcare simple, seamless, personal, and more affordable. By leveraging both healthcare services and a variety of health plan options, we are creating greater access for consumers to receive high-quality healthcare.”

Rejuvenation of the brand culminated after more than a year of market research and communication with thousands of patients, members, communities, individuals, and colleagues.

The press release stated that the modernized symbol is a spinoff of the organization’s previous logo: “Our contemporary and bolder logo retains elements of the original logo, including our beloved ‘swoosh,’ which our consumers tell us represents the ‘gold standard’ in healthcare. Sentara’s connection to the communities we serve informed the design of the new logo and look, which is modern, people-centered, and approachable.”

Matheis concluded: “Our name may be changing to reflect healthcare today and, in the future, but our commitment to our mission, to improve health every day, is stronger than ever.”

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