LDWW created several naming options for the new North Texas system as well as the complex nomenclature for each hospital including a Children’s hospital, specialty hospitals, hospital ER’s and free standing ER’s, plus hospital service lines, unit centers, and institutes. The system was renamed Medical City Healthcare to leverage the market recognition and quality reputation of the Medical City name. A new logomark was created for the North Texas System and all subsequent hospitals based on the existing Medical City logo bug, which was updated. The bug was encircled in what the agency created as the “circle of care.” The circle became of symbol of the new group and the new direction, symbolizing the power that an alliance of all hospitals of the same name can generate through the sub-brand naming architecture.

Building off the new logomark, LDWW created a comprehensive and robust brand style guide and template system that allows for consistent and cohesive design and visuals across all hospitals and all units. The new guidelines were supplemented with a complete business system of templates for each hospital including stationary suites, business cards, Word templates, PowerPoint templates, and digital templates.

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