• spectrum-health-system_square-branding-brochure.jpg Art Direction by: Bart Crosby, Crosby Associates
  • spectrum-health-system_foldout-branding-brochure-inside.jpg Art Direction by: Bart Crosby, Crosby Associates
  • spectrum-health-system_BrandSite-screen.jpg Art Direction by: Bart Crosby, Crosby Associates
  • spectrum-health-system_naming-logotypes-page.jpg Art Direction by: Bart Crosby, Crosby Associates
  • spectrum-health-system_naming_sig-def-and-config.jpg Art Direction by: Bart Crosby, Crosby Associates
  • spectrum-health-system_naming-signature-system-page.jpg Art Direction by: Bart Crosby, Crosby Associates
  • spectrum-health-system_nomenclature-document.jpg Art Direction by: Bart Crosby, Crosby Associates

Spectrum Health System

Headquartered in Grand Rapids, Michigan, with a footprint that covers the entire state, Spectrum Health is West Michigan’s largest employer with nearly 22,000 employees, 11 hospitals, 170 ambulatory service sites, and 1,080 employed physicians and advanced practice providers. Created in 1997 by a merger of two local hospitals, it quickly outgrew its original patchwork quilt logo which no longer communicated the scope and vision of the rapidly growing organization. More

Recognizing the need for a more sophisticated and consistent branding and visual identity system, management commissioned a sweeping new program to serve the organization through future decades of expansion. Crosby Associates began this work in 2008, serving as the primary consultant for branding, brand strategy, visual identity, and signage.

Accomplishments to date have been:

The creation of a single master brand and comprehensive guidelines for organizing and identifying organizational entities, facilities, administrative units, departments, centers, and institutes, including direction for future entities and components.

A new visual identity program featuring a “mosaic flag” symbol that expresses movement and energy and represents the many people and parts of the organization working in harmony to form a unified, integrated health system.

Establishment of identity and design standards for every item and environment associated with the System including print and online communications, advertising, interior and exterior signage, video, gifts and apparel, uniforms, vehicles, and exhibits.

Creation of systemwide online identity and design standards together with downloadable brand assets, guidelines, standards, and templates for all materials produced by or controlled by the System.

Today Spectrum Health’s notable and memorable program contributes to its ability to attract top quality physicians and other health care professionals, and to be a top-choice health care provider for West Michigan.