Methodist Hospital’s lighthouse trademark represented an actual beacon sitting atop its building for over 75 years. The light from the beacon could be seen for miles in every direction. The lighthouse symbolized the hospital’s commitment to the metropolitan and suburban communities surrounding the city of Indianapolis. It was determined that a new image was needed to reflect a more contemporary, service-driven institution of caring professionals.
P O S I T I O N I N G : While we did present ideas for new trademarks, our recommendation was to redrawn the original image. The familiarity/equity of the lighthouse visual was much too valuable to be wasted. The re-envisioned image, plus a one-word name, created a signature that reflected a more contemporary image. In this way past and future generations will be reminded of the hospitals’ consistent and continuing service to the community.