For the Reporter

Franciscan Health System has a new name and logo – it’s now called CHI Franciscan Health, a change that is part of a system-wide branding strategy by parent organization Catholic Health Initiatives (CHI), one of the nation’s largest nonprofit health systems.

A new name and logo will be imbedded in each of CHI’s markets over the next several months, highlighting a unified brand that strengthens local links to a nationally recognized health system that operates 93 hospitals and hundreds of outpatient centers, assisted living and other facilities in 18 states.

CHI’s new symbol is the image of a guiding star – four shapes that come together to create a visual representation of the organization’s passion around its common mission to create healthier communities. The varying shapes, which signify the diversity of the national health care system, also exemplify the seamless integration of CHI Franciscan Health with CHI – together with all of its partner organizations across the nation.

In addition to the new name and logo, the new brand for CHI Franciscan Health includes the theme line: Our best care. Your best health. SM CHI Franciscan selected the new theme line to highlight the personalized, caring experience that the system is known for. Consumer research aided the selection process for the theme line that will be used internally and externally throughout the system.

“Franciscan Health is a founding member of CHI and there are many advantages to our patients in being a part of not only a large regional system, but also a national health care organization,” says Joseph Wilczek, chief executive officer of CHI Franciscan Health. “Our new name, logo and theme line highlight that we’re dedicated to providing our community with the highest quality medical care at an affordable price as together we build healthier communities.”

The new branding strategy, in development for more than a year, is the first such change since CHI was formed in 1996. The organization celebrated its 18th birthday on May 1.

With its focus on unity, the common brand underscores the fact that local markets such as CHI Franciscan Health are part of a national system with the vast scale, scope and resources to improve health and lower costs.

St. Francis Hospital and Highline Medical Center as well as clinic names will remain the same while simultaneously elevating the national brand across CHI’s far-reaching network.

CHI Franciscan Health includes St. Joseph Medical Center, Tacoma; St. Francis Hospital, Federal Way; St. Clare Hospital, Lakewood; St. Elizabeth Hospital, Enumclaw; St. Anthony Hospital, Gig Harbor; Highline Medical Center, Burien; Harrison Medical Center and Harrison HealthPartners, Kitsap and Olympic peninsulas; Regional Hospital, Tukwila; Franciscan Hospice House, University Place; Franciscan Medical Group clinics and providers, Pierce, King and Kitsap counties; and the Franciscan Foundation.

Franciscan is part of CHI (CHI), a nonprofit, faith-based health system formed in 1996 through the consolidation of four Catholic health systems.

Learn more at www.chifranciscan.org.