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Luminis Health unveils new branding and logo

| November 07, 2020, 01:03 PM

Luminis Health, the non-profit health system formed in 2019 by Anne Arundel Medical Center and Doctors Community Medical Center (formerly Doctors Community Hospital), unveiled its new brand. A new logo, color scheme and social media pages signify the coming together of the two organizations under the Luminis Health masterbrand.

The symbol element of the logo represents a beacon conveying the health system’s commitment to being a force of hope and healing for the region, while igniting new possibilities for how and where health care is delivered. The primary colors, green and yellow, denote the science and humanity at the health system’s core.

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“Anne Arundel Medical Center and Doctors Community Medical Center have come together to remove barriers to health,” says Victoria Bayless, CEO of Luminis Health. “One way we are doing this is by unifying everything we do under a single system brand. Our brand is about making health care easier, more personal and built specifically for the communities that we —and our patients— call home.”

“Our brand defines who we are and what we stand for,” says Loren Farquhar, vice president of Marketing and Communications. “It guides how we express ourselves and reflects our dedication to our patients, fellow employees and the broader community. The geometric facets of the beacon speak to our expertise. The light illuminating from the center is symbolic of our optimism. In addition to our primary colors, the soft forms of our logotype help bring forth our sense of humanity.”

This year, Luminis Health also sets course on Vision 2030, the health system’s ten-year strategic plan that will guide it into the future. Among the first actions on the agenda is expanding obstetric services in Prince George’s County and improving access to behavioral health care. “We are building an agile system of care, delivering high quality care in an optimal way by expanding our footprint, mobilizing our services, sparking justice and creativity, and enhancing health in our communities,” Bayless continued.

In addition to Anne Arundel Medical Center and Doctors Community Medical Center, Luminis Health is comprised of the J. Kent McNew Family Medical Center, one of the only free-standing mental health hospitals in Maryland, as well as multi-specialty ambulatory sites and clinics, physician practices and clinical service lines that constitute Luminis Health Clinical Enterprise.

With 635 licensed beds and more than 80 sites of care in the region, Luminis Health has 6,400 employees, 1,800 medical staff, 1,300 volunteers and serves residents of Anne Arundel County, Prince George’s County and the Eastern Shore.

See more at

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Category: Businesses, LIFE IN THE AREA, Local News, NEWS

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