RehabCare Identity

In 2011, Kindred’s rehab division Peoplefirst Rehabilitation changed its name to RehabCare after the acquisition of the company by that name. In order to create a launching pad to help merge two different company cultures and businesses, to create some cohesion and unity, and to purge ourselves of an old logo that was dated, the RehabCare logo was redesigned.

An essential part of RehabCare’s operating model is to pursue external contracts to operate the rehab departments of non-Kindred facilities. As such, the overall direction for the development of the logo is that it should not look like its parent company’s logo.

We sought to both modernize the mark, and create something symbolic of fluidity and motion, as the guiding principles of rehab therapy. Rehab seeks to restore the dynamic motion of the human body - to heal and to restore function. We wanted to denote that without using the human form as a stepping point, as it would be too reminiscent of both Kindred and Peoplefirst. 

The tie in to Kindred that we chose was the color. We kept a blue palette and softened the type with gray. As with Kindred and Peoplefirst, the secondary coloring remained orange.

As part of the transition to merge Peoplefirst Rehab and legacy RehabCare, an extensive audit of both companies materials was conducted. We determined what materials were key, which ones could be merged, which ones could be retired, and we went to work to create brand new materials and a brand new website once the logo had been developed. It was an intense process to launch, as we had identified hundreds of individual pieces of all sizes, types and mediums that needed to be available for sales, recruiting, student programs, trade shows, wellness programs and clinical on “day one”.

For this day one launch, we sought to create a brand new catalog of fundamental pieces that could be used immediately after the unveiling of the new logo, which corresponded with the launch of the new RehabCare website.