After a few years of research, focus groups and community input, ESR Children's Health Care System changed its name to Children's Healthcare of Atlanta. The new name, announced earlier this month, brands the 80-year pediatric healthcare system that combined Egleston and Scottish Rite. The two facilities merged in February 1998.
The logo for the system joins two smiling, waving boy and girl characters and uses bright blue, red and green with black type. The boy and girl characters are the system's unnamed mascots, which area children will ultimately get to name.
A mascot-naming contest is underway among hospital employees, physicians and volunteers. Children from 28 partner schools will help select the final name. This strategy encourages various facets of community input in a fun and entertaining way.
The logo was designed by Ogilvy & Mather Advertising and the hospital's in-house communication department.
Along with its new name, the system also has a new Web site at www.choa.org that features a medical library for patients' parents, grandparents and caregivers and a quarterly email newsletter.
(Children's Healthcare of Atlanta, 404/250-5437)