CRMC Undergoing Branding And Signage Updates

Cookeville Regional has began a 12-month process to update its branding and signage.

Chief Strategy Officer Ricky Shelton said through analytics and research, the hospital has found a new color scheme of orange, light blue and dark blue.

“What we’re trying to do is provide a consistent brand image for the medical center,” Shelton said. “We’re starting with the existing signage that was already on campus and kind of updating that with our new brand colors and images.”

Shelton said the logo has slight variations as far as the layout and font. Shelton said the hospital wanted a consistent image that relates to its medical practices: fresh and innovated.

“CRMC has evolved from a three-room building on Broad Street and to the current campus and to the many additions that have happened in the 70’s, 80’s, 90’s, 2000’s,” Shelton said. “The medical center continues to grow and that’s just a natural by-product of that is you want to keep your image fresh and innovated just like we’re doing our services here.”

Shelton said if you compare the old logo with the new, it still has a direct, recognizable link to each other. Shelton said many people associate the hospital as CRMC, so part of the project is to also brand the abbreviation.

“A complete rebrand and changing that is a very expensive process,” Shelton said. “So, we tried to be respectful of expenses and be able to upgrade it by adding some visual elements and colors without abandoning something.”

Shelton said more work will be happening on the campus during the process as other buildings and offices transition.