Identity Standards & Guidelines

The following document is the Identity Standards & Guidelines for the new identity for the Centene Corporation which I renamed "Celenus". The Designing Brand Identity books was very useful for this final part of the project. I referenced the book for definitions and examples that would be found in a standards booklet. I tried to match the book to the style of the identity, but it was harder than I thought. I also didn't stick to the grid I created, so the whole thing feels a little scattered and crowded. It seemed thin for a guidelines book, but hopefully it has the essentials in there for whoever comes along to use it. For the physical copy I printed it off, trimmed it down to full bleed on 7.5"x10" and then bound it with glue and put a strip of orange paper over the spine. It held up while I was flipping through so I feel good about it.

The Chosen One

After the presentation of the three options the class chose this one for the go ahead as the new identity for Centene corporation. I was satisfied since this was my favorite. It won pretty handily as well. The other two only got a few votes each. That worried me a little since maybe it means they were really shoddy, but it might just mean that they were more in line with the strategy as someone pointed out.

Identity Applications

This mark was fun to work with since it's got no tagline and it's a simple shape. For the business cards I just wanted something striking and graphic and the same goes for the shirt. The mark works well at almost any size.

These applications were meant to be pretty sparse which I thought went well with the mark. The website looks pretty standard and I wished I pushed that more or started with a very simple grid. I chose the fish for the brochure because I thought they represented choices or people in an ocean of options. I also thought the blue color looked good.

I've never done a letter head so I didn't even know where to start, but something kind of came together after shuffling stuff around for a while. I learned after that it's best to put some text in a demo letterhead to see how it sits. The app was kind of fun to come up with since I was forced to come up with options a user might want to see. The colors for this mark look very friendly and attractive on white iphone which helps a lot.

The Final Three Signatures

Although this mark does not really embody the core values put forward in the strategy, I still wanted to include it for it's differentiation and power. If it strikes someone the right way, then it could be tweaked to fit into the strategy. I mostly wanted a strong mark with a bright color.

This is the more professional and cool medical mark of the three. This mark came together because of the interesting play of white space with the overlapping crosses. I also see a supportive mark in the green cross as if it is catching the red square in the upper right.

This is the only mark to have come from the original 15 roughs, but I felt like it was a solid direction to go in regard to the mood board chosen and strategy I wanted for the company. The abstract mark was enlarged and retouched.

Signature Roughs

A basic signature using the Archer typeface in italic with the tag line below and to the right. The light blue and the italic are friendly, but it's also professional enough to trust.
The medical

The signature uses a rounded typeface that is also very friendly and the all caps says we mean business.

 The two protective and supportive bands sit together in symmetry.

 

Here the two bands are not as rigid and geometrical. And the combo is paired with the italic slab serif instead of the rounded sans-serif.

The hand is both in control of the ball and there to catch it. The tagline strays from the brand, but it's still about quality care.

The letter "C" with a medical plus sign affixed to the bottom right that signifies health care.

The C at the beginning becomes a kind of halo or protector of the word while retaining enough of itself to read as the first letter.

The letter "C" cradles the remaining letters of the word "Celenus" within itself protecting them and offering them support.

Celenus is held aloft by two strong pillars representing strength and a bridge.

The three rings symbolize the tagline's core values of "affordability, quality, local".

The medical care symbol is suspended at the top of the "l" meeting up nicely with the serif.

The medical care symbol is in the background of the first two letters.

 

One ribbon wraps and protects the orange wall and the blue circle is the same size as the type.

This is an abstract symbol of two varied ribbons wrapped around each other. It appears in some of the other marks, but this is a flat perspective.

Mood Boards

The Research for this company was difficult and I wish I had pushed it. I never felt really comfortable knowing exactly what Celenus sells or who they sell it to. But there was a lot of helpful information gathered in regard to their current identity system. It was also helpful to see the competition and develop a differentiation plan. There was also a lot of philosophy mentioned in the annual reports that gave a good sense of who the company was.

This research board attempts to clarify the research and form a plan of action for the direction of the identity. The three big ideas are expounded in the three mood boards. This is also where the name change is recommended.

This board is approachable and helpful, but also professional enough to garner respect. All three of the boards are minor shifts on similar ideas. My hope was that the subtle differences would be enough for a person to select their preference.

This board is a little colder than the other two and tries to strike a more professional angle.

This last board is the friendliest and really more of what I was aiming for with the strategy. It was chosen as the direction for the identity, but I gave my all to the other two as well.

Centene's New Name

15 Trial Names for Centene Corporation, a healthcare provider

Centcare
This addition to the original name has a word in it that says what the company does.

Medicent
Another name with description in it, and it sounds similar to "medicine".

Centreme
It sounds like Centrum which has a healthy connotation, and it rolls off the tongue easier than Centene.

Cene
It's shorter than the orginal and attention grabbing because it's an unexpected word.

Vericent
"Veri" has both a ring of 'truth' and 'many', and the word is easy to say. 

Novasys
A subsidiary company name that sounds professional and memorable.

Bridgeway
Another subsidiary that has the meaning of connection between health care and patients.

Asclepius
The Greek god of healing that has a nice noise to it and it feels slightly medical and technical.

Lenus
The Gaulish goddess of healing that has a soft sound to it.

Celenus
A combination of Centene and Lenus the goddess.

Cardea
The Roman goddess of health that has a nice sound to it and the root word for heart.

Centpatico
A subsidiary company that although it sounds a little sinister has some history and the name Centene in it.

Nutur
Another subsidiary company name that might work well except that this one is tempting to pronounce "nooter".

 Centplus
It's a positive spin on the original name and the plus sign can double as a medical cross.

Centlink
Like Bridgeway this name speaks of connections, but it also incorporates the original name.

  

Company Research

Company Overview

Mission Statement

"Centene Corporation is a leading multi-line healthcare enterprise that provides access to quality care for the rising number of under-insured and uninsured individuals. Centene offers unique, cost-effective coverage solutions for low-income populations through locally based health plans and a wide range of specialty services."  Taken from the 2011 Annual Review

"Centene’s core philosophy is that quality healthcare is best delivered locally. Our local approach enables us to provide accessible, high quality and culturally sensitive healthcare services to our members. Our managed care model utilizes integrated programs that can only be delivered effectively by a local staff, resulting in meaningful job creation within the communities we serve." Taken from Centene's website under "About Us"

 

History

Centene was founded as a single health plan in 1984 in Clayton, Missouri. Many of their markets are located in the south, but over the years Centene has expanded nationally in 18 states.

Awards

2011 National Committee for Quality Assurance: Focus on Patient Engagement
2011 Case-in-Point Platinum Award
2010-2011 Medicaid Health Plans of America: Best Practices Compendium
2011 National Health Information Awards

 

Vision Statements

Centene's business model is based on diversification and scale. With that in mind they are expanding into the hybrid/exchange products to reach the 50 million uninsured individuals. They are also enhancing their information systems to reduce administrative costs. Centene is serious about their corporate and social responsibilities. They value the health benefits of excellent health care.  

Market Research

Industry Information

Centene is a solid investment company that has continued to show growth over the past 4 years. They are expanding into emerging markets and are well situated to sell hybrid/exchange insurance in 2014 when the affordable care act comes into effect.

Other managed care companies struggle with image problems relating to loss of benefits for medicaid participants. Centene's strong focus on patient healthcare has kept them out of the news. They are winning awards for preventative care and customer services year after year. Centene also develops information technology to keep up with the growing scale and faster pace of health care.

 

Marketing Audit

Identities and Logos

Taglines

"Centene Will Provide Better Health At Lower Costs"

Videos

 

 State Divisions

Arizona - Bridgeway Health Solutions
Massachusetts - CeltiCare Health Plan
Arkansas - NovaSys Health
Mississippi - Magnolia Health Plan
Florida - Sunshine State Health Plan
Missouri - Home State Health Plan
Georgia - Peach State Health Plan
New Hampshire - Granite State Health Plan
Illinois - IlliniCare Health Plan
Ohio - Buckeye Community Health Plan
Indiana - Managed Health Services
South Carolina - Absolute Total Care
Kansas - Sunflower State Health Plan
Texas - Superior HealthPlan
Kentucky - Kentucky Spirit Health Plan
Washington - Coordinated Care
Louisiana - Louisiana Healthcare Connections
Wisconsin - Managed Health Services

 

Specialty Companies

Behavioral Health & Specialty Rehabilitation Therapies: Cenpatico
Care Management Software: CaseNet
Hybrid Solutions: Celtic Insurance Company
Life & Health Management: Nurtur
Long-Term Care: Bridgeway Health Solutions
Managed Vision: OptiCare Managed Vision
Pharmacy Benefits: US Script
Telehealth Services: Nurse Response

Competitive Audit 

United HealthCare

"At UnitedHealthcare, we are committed to improving the health care system."

Coventry

"We deliver exceptional value every day, driving solutions that help people enjoy optimal health."

Aetna

"With Aetna, the power of health is in your hands"

Molina Health Care

"Your extended Family"

Wellpoint

"Health. Care. Value"

Audit Readout

Centene's success over the years may have very little to do with branding. Which is a good thing, since it means the product must be successfull enough to survive on its own. That said, Centene has a lot of catching up to do with its competitors. Aetna, Molina, Coventry, United, and Wellpoint all have a much more serious national identity system. In stressing the importance of local products and cultural sensitivity Centene has overlooked the strength of a strong national brand. People are happy to shop for groceries and car insurance on a national level, so why wouldn't they want a national health care brand.

The original Centene trademark:

CENTENE CORPORATION

The latest Centene trademark:

Although there has been a change in the trademark, it hasn't been anything that would grab a customer's attention or promise something different. And as for the tagline, "Centene will provide better health at lower costs", it's not saying anything exciting either. Centene is not a company without values. Reading through the annual report reveals their awards and recognitions as well as the stresses they put on preventative care. The low administrative costs could be mentioned as a signal that this is an honest company.

The other issue is the multitude of state divisions and their diversified identity systems. Centene's strenght is through its scale. Centene needs to assure the customer that this is a national company and and that it is accountable and reliable. Centene's competitors have taken the national route and the car insurance industry has also found great success by going national. Unifying the state divisions into a common look and feel is necessary for Centene to grow into the future.