Cedars-Sinai, one of the nation’s most respected healthcare institutions, sought to modernize its visual identity while honoring its long-standing legacy. The original logo, created in 1961 to represent the merger of Cedars of Lebanon and Mount Sinai, had served the organization for decades. However, as Cedars-Sinai expanded its role as a leader in healthcare and an anchor for the community, the identity needed to evolve—balancing heritage with accessibility and a forward-looking vision. Central to this effort was shifting the perception of the institution from one of exclusivity and formality to a more approachable, human-centered presence that better reflects its commitment to serving a diverse and inclusive community.
EGG Office partnered with Cedars-Sinai to lead a comprehensive rebrand process. Our team conducted extensive research, a full brand audit, and in-depth interviews with stakeholders to uncover key insights. From there, we refined the institution’s positioning and developed a design strategy that emphasized both excellence and approachability.
The result was a refreshed logo that preserves the symbolic intent of the original mark while introducing a more contemporary, human-centered expression. The updated identity reflects Cedars-Sinai’s reputation for world-class care while presenting a welcoming face to patients, families, and the broader community.
Our work spanned every aspect of the brand system. This included brand positioning and strategy, logo development and refinement, the creation of brand imagery, and a cohesive visual framework built around color and typography. We also authored extensive guidelines for both interior and exterior signage, ensuring consistency across on-site and off-site environments.
With this evolution, Cedars-Sinai now has a unified, future-ready identity that honors its legacy while resonating with today’s diverse audiences. The refreshed brand provides clarity, consistency, and a strong visual foundation for one of the most trusted healthcare institutions in the country.
