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MY VIEWS

Launching our new brand, starting in Southern California

A year ago, we unveiled a new brand to unify our diverse family of organizations. The St. Joseph Health cross and colors, combined with the word Providence, forge an elegant symbol of unity while celebrating our strong heritages. 

 

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Our ministries in Burbank and Torrance, Calif., began transitioning to new signage and ID badges earlier this month. To the caregivers of these ministries, thank you for being the first to embark on this journey. Your leadership and engagement in the process are paving the way for the rest of us, and we are grateful.

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Our other ministries in Southern California will transition to the new brand over the coming months. It will then roll out to faith-based ministries in other regions over the next year and a half. 

Thanks to input from thousands of caregivers and those we serve, every element of our brand was designed with intention and deep meaning. For example, our new look and feel incorporates images of lace. This is meant to evoke the Sisters of St. Joseph who, in the late 1600s, taught women living on the streets of France the fine art of lace making. This gave them a livelihood that respected their dignity and provided a way out of poverty. 

Today, the lace is not finished. We are called to continue weaving the tapestry by recognizing the inherent human dignity in every person we serve, especially those who are most vulnerable.

The word Providence is profoundly meaningful, as well. It is defined as the protective care of God. The Sisters of Providence were originally the Daughters of Charity, Servants of the Poor. It was the people of Montreal who named them Providence because they were doing the work of God. 

To all our caregivers, I thank you for continuing the legacy of our founding Sisters by being a healing and loving presence in the world. When you see our new brand, may it be a reminder of how we are called to serve and see every interaction as a sacred encounter. 

I invite you to watch this video about our brand as an outward expression of our Mission, combining world-class health with a human connection. 

 

Rod Hochman
Rod Hochman, M.D.

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