Southwest Washington Medical Center: Getting the Logo Right


One of Washington state's largest medical centers decided to change its logo to provide better support of its marketing goals.


Southwest Washington Medical Center’s graphic designer developed three alternative images. But opinions were mixed about which was best.


CFM recommended conducting a series of focus groups. Doctors liked the logo with lots of gold, which they said looked impressive. Hospital staff preferred the logo with a boxy design, closely resembling the existing logo. Consumers liked the third option because it best met the marketing objectives of the medical center.


The research drew suggestions from consumers for improving the design, which were incorporated and re-tested, receiving high praise. The new logo was launched, signaling a new direction for the medical center that focused on outstanding care, community involvement and customer service.