McKesson

Evolution of a Legacy

Reimagining an 18-year-old logo to meet a new era in healthcare information technology

Project
RelayHealh Logotype Redesign

Medium
Multi-medium

Role
Creative Direction
Logotype Design
Identity Design
Visual Strategy

Year
2017

Objective
Update RelayHealth's logo for an ever-growing competitive landscape that would respect its 18-year pedigree in the healthcare IT sector, resonate better with modern audiences, and capture the forward approach of its portfolio of new products and services.

Solution
I designed a clean, modern wordmark with a softer, more fluid feel—creating a distinct, typographic silhouette that stood strong without needing an additional mark. The result was a more approachable and recognizable brand identity that fit naturally with the company’s earlier refresh while giving it a fresh energy for the future.

Project Background

Launched in 1999, RelayHealth was one of a handful of companies providing web-based provider-patient messaging, among other healthcare-related information services. The logo, developed for their launch, managed to serve them through their corporate lifespan, even managing to survive an acquisition by McKesson Healthcare in 2006. As the web evolved and more social media-centric and mobile channels arose, in addition to the natural evolution of an increasingly crowded market space, it was becoming more evident that the brand would benefit from a refreshed identity.

Original logo created in 1999

Animation demonstrating shared letterforms and visual recursion in the logotype

Brand Activation

Ingredient Branding

As vital elements for RelayHealth's hospital and clinical partnerships, ingredient branding variations of the logotype were essential. These badges appeared in various settings, from in-hospital/clinic advertisements, whitepapers, and websites, among many others, demonstrating RelayHealth's pivotal role in ensuring reliable interoperability for networks, providers, and patients.