North Shore LIJ Health System rolls out new logo

In an effort to create a more up-to-date and consistent brand identity, the 17-hospital North Shore-Long Island Jewish Health System is retiring its old logo and rolling out a new one that will appear on everything from hospital signs and stationery to ambulances and personnel name badges.

The system said the new symbol, which includes a bold arch stretching over the North Shore-LIJ acronym, is designed to create a single image rather than showcase the two systems from which the network was formed.

Up to this point, North Shore-LIJ has used a logo that combines two identities - those of the North Shore University Health System and Long Island Jewish Medical Center, which in 1997 merged to create North Shore-LIJ. That image featured LIJ in a circle and the words North Shore Health System surrounding a caduceus, a staff with two entwined snakes and two wings at the top, the symbol for the medical profession.

In essence, the old logo was two separate logos thrown together, said Terry Lynam, a North Shore-LIJ spokesman, who noted that the North Shore Health System no longer exists. The time had come to have a unified logo.