Sparta Community Hospital is a 25-bed full-service acute care medical facility, which is a fully licensed and certified Medicare and Medicaid provider. Sparta Community Hospital continually monitors the health needs of the communities it serves, enabling the hospital to provide quality healthcare close to home.
The previous Sparta Community Hospital brand had grown dated in recent years and lacked cohesion between the hospital’s associated primary care and specialty clinics. In 2024, the hospital began the process of updating its branding with a new logo, brand colors and tagline that would reflect the hospital’s modern healthcare services and unify them with the rest of the organization.
Partnering with McDaniels Healthcare Marketing, the hospital embarked on a research and analysis process to gather information used to develop the brand messaging and logo. As part of the research process, the hospital established a steering committee and interviewed key stakeholders, which included internal management, frontline employees and members of the community.
The logo icon is an abstract representation of a window, which symbolizes opportunity and growth. The star shape in the middle of the window represents a beacon of light, guiding patients toward better health. The concept of the icon being a window also symbolizes the idea that Sparta is “right outside your home,” ready to provide expert care. Using Reflex Blue as the main color, paired with bright colors, presents a new, modern look and feel. The overall feel of the All Round Gotham typeface embodies friendliness and cleanliness, while the “A” in the typeface matches the same style and shape of the icon. Additional logo variations were also created based around the hospital’s primary logo, using similar design elements and colors for both hospital services — such as Sparta At-Home Healthcare, the Health & Wellness Foundation, and Southwestern Community Health — and associated clinics like the Cardiology Clinic, Emergency Services and the Steeleville Clinic, to name a few.
The hospital’s brand is built upon five separate Brand Value Statements, each of which demonstrates the hospital’s commitment to its employees (both current and potential), patients, donors, volunteers and healthcare partners. These statements encapsulate the hospital’s core principles and outline how providers and staff should embody the brand in their daily lives.
Additionally, McD created two new taglines. “Believe in Better,” the primary tagline, is used on public-facing materials, creating a sense of confidence and assuredness in the high-quality healthcare services available in Randolph and St. Clair counties. With this tagline, residents are encouraged to believe in better outcomes, better customer service, and more convenient and accessible healthcare options. The alternate tagline, “Care with Purpose,” motivates staff and healthcare workers to perform their duties with purpose and intentionality.
“The new Sparta Community Hospital brand perfectly captured the spirit of who we are as an organization as well as our connection to the communities we serve. By modernizing our brand, we position the hospital and its associated clinics as leading healthcare providers, an employer of choice in Southern Illinois, and a beacon of wellness for our friends, family and neighbors.”
—JENNIFER BARBOUR, Director of Marketing & Relations
