McKesson

Evolution of a Legacy

Reintroducing a pioneering brand in healthcare IT for the modern era

Project
RelayHealh Logotype Redesign

Medium
Multi-medium

Role
Creative Direction
Logotype Design
Identity Design
Visual Strategy

Year
2017

Objective
Modernize RelayHealth’s legacy logo to reflect its expanded product portfolio and resolidify its leadership in a healthcare IT landscape that had grown dramatically since the brand’s founding 18 years earlier. The redesign needed to perform seamlessly across digital and social channels, with a typographic silhouette tailored for contemporary platforms and use cases.

Solution
I created a clean, modern wordmark with a bolder, more fluid typographic structure. It was intentionally designed to stand confidently on its own, without needing a separate symbol. The result was a more approachable, recognizable identity that aligned with the company’s recent brand refresh and reestablished its presence with fresh visual clarity.

Project Background

Founded in 1999, RelayHealth was among the first to offer web-based provider-patient communication services. The original logo served the company through nearly two decades of growth, including its 2006 acquisition by McKesson. As the industry evolved—with new players, new platforms, and new expectations—the original identity began to show its age. A redesign was the natural next step for a brand that had helped define the category.

This redesign was developed in anticipation of a brand revitalization slated to follow the launch of the Fuse data platform. While McKesson’s strategic divestiture of RelayHealth assets prevented implementation, the updated wordmark and identity elements supported the company’s brand reinvestment strategy and were built for seamless integration across its channel ecosystem.

Original logo created in 1999

Animation demonstrating shared letterforms and visual recursion in the logotype

Brand Activation

Ingredient Branding

As a trusted partner and critical presence within hospital and clinical ecosystems, the logotype was extended into a system of ingredient branding marks. These variations were designed for use in in-hospital signage, clinical websites, whitepapers, and co-branded communications. Together, they reinforced RelayHealth’s pivotal role in enabling secure, mission-critical interoperability across networks, providers, and patients.