The Joint Commission

New:  Formal name, logo and signature system

Launched:  July, 2007

According to consultant Anthony Bennett, "the Joint Commission on Accreditation of Healthcare Organizations (JCAHO) is a non-profit dedicated to improving the quality and safety of care in health care organizations. Research showed that perceptions of The Joint Commission were lagging, and that while the non-profit had made significant steps to improve itself and its processes over the years, health care professionals' view of them hadn't changed at all. Moreover, the scope of activities that The Joint Commission was involved in had moved beyond only accreditation-related activities."

"Working with Onoma Design and brand consultancy Red Sky Insights, it was decided to change the logo to signal the major changes in The Joint Commission, and to clean up the brand architecture of its affiliate companies. At the same time, the name was shortened and simplified to The Joint Commission. The four triangles in the logo were chosen as they represent the Deming system of Plan, Do, Check, Act. They also represent the four protagonists involved in improving health care: the patient, the clinician, the health care organization and The Joint Commission."
 

Credits:
C.E.O:  Dennis O'Leary MD, President
Strategy:  Anthony Bennett, Red Sky Insights
Design: Roger van den Bergh, Onoma

Comment:
The lively but sophisticated abstract symbol does a great job of pulling these units and functions together, and adds the feeling of  a driving purpose to their otherwise uninspiring names.

Usually, I don't like to see "The" incorporated formally in communicative names, but here it makes sense.  Fact remains, though, that we're totally dependent on context to learn the Commission's purpose. A tag line might help... something like "First, do no harm?"

Corporate Brand Matrix ratings:
Strategic 85%, Functional 15%