Dayton Children’s adopts Wright Bros. inspired logo

Credit: DaytonDailyNews

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CEO Deborah Feldman discusses the change

Credit: DaytonDailyNews

Dayton Children’s Hospital will use a new logo and brand strategy as the hospital transitions into nearly $200 million in expansion work on its buildings and specialization additions in pediatric care.

The new logo, which will be unveiled today by hospital officials, is a vibrant new take on Dayton’s aviation history, meant to resemble the toy whirligig that inspired Orville and Wilbur Wright to attempt to build a life-size helicopter from scrap.

“It is time to take the Wright brothers’ lead and invent a new future,” said Deborah Feldman, Dayton Children’s president and CEO. “Using the icon that was their inspiration will guide us to always soar to new heights for kids.”

The hospital will convert the old logos on all their properties to the new logo over the course of the next year.

New projects, including the hospital’s $141 million, 260,000-square-foot, eight-story patient tower currently under construction on its main campus at One Children’s Plaza, and a $47.5 million expansion of it’s Springboro campus also will bear the new logo when completed.

The new logo, designed by Miamisburg-based Graphica, is more than just a new moniker for the pediatric hospital, which annually serves more than 290,000 children and families from 20 Ohio counties and eastern Indiana, according to Feldman. It’s a way to further everyone’s understanding of what Dayton Children’s is, and what it has to offer, she said.

“To me, the brand comes second to what we actually do,” Feldman said. “But what we found out from our brand research was that even though we have made significant changes…some folks didn’t know about the extensive amount of specialty care, and specialists we have here that are really nationally and world known. So what we wanted folks to know is that we’ve got that right here in Dayton.”

In addition to the new state-of-the-art patient tower, which is expected to be completed next spring, the hospital has hired about 30 new pediatric specialists and is offering a greater variety of pediatric specialty care than ever before, Feldman said.

“We really focus on keeping pace with the pace of change in health care,” she said. “Our advertising over time will certainly emphasize those aspects of the brand.”

Feldman said the brand will be promoted across the region, including the fast-growing northern Cincinnati suburbs, where Dayton Children’s competes directly with Cincinnati Children’s Hospital Medical Center for patients.

Cincinnati Children’s Hospital Medical Center started a $7 million rebranding campaign last week that includes a new logo and marketing campaign.

“Certainly, with the opening of the Springboro destination center, which we’re calling Dayton Children’s south, we would expect to be pulling more from the Warren, Butler and maybe northern Hamilton County areas,” she said. “We think that our access, our convenience and the patient experience that we offer are going to be draws. And I’m sure that we will be letting those pediatricians and families know what we’re offering in the Springboro area. We have a big year ahead of us at Dayton Children’s.”

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