HAMPTON ROADS — Sentara has announced a rebranding with a new logo and name, Sentara Health, to reflect an enhanced focus on promoting the overall health and well being of patients, members, and communities.
According to Sentara Health, the change also represents the deepening alignment between healthcare services and health plans. By the end of this year, Sentara will retire the Optima Health and Virginia Premier brands, unifying the plans under one brand — Sentara Health Plans.
“It is an exciting day for all of us here at Sentara. Our new name and logo help us show our commitment to making healthcare simple, seamless, personal, and more affordable,” says Dennis Matheis, President & CEO of Sentara. “By leveraging both healthcare services and a variety of health plan options, we are creating greater access for consumers to receive high-quality healthcare.”
The brand refresh reflects more than a year of market research and communication with
thousands of patients, members, communities, individuals, and colleagues, according to Sentara Health.
The contemporary and bolder logo retains elements of the original logo, including the “swoosh” which it said consumers feel represents the “gold standard” in healthcare.
Sentara’s connection to the communities it serves informed the design of the new logo and look, it added, which is “modern, people-centered, and approachable.”
Sentara believes this evolved brand represents the best of what Sentara is, where the company is headed, and an “unwavering commitment to excellence.” With today’s announcement, a multi-year process of updating the logo throughout the geographic areas will begin.
“Our name may be changing to reflect healthcare today and, in the future,” Matheis concludes, “but our commitment to our mission, to improve health every day, is stronger than ever.”
For more information about Sentara’s brand evolution, visit sentara.com.
