Sinai Health Rebranding Brand Architecture


In 2019, Sinai Health Systems had multiple organizations under the Sinai Health banner. The lack of an overarching brand architecture created confusion across the organization on the positioning of properties and assets. Haft2 was engaged to simplify the Sinai Health architecture and create unifying positioning for the programs.



Haft2’s in-depth research included interviewing dozens of stakeholders. We united the multiple brands under a single name, creating a monolithic structure to always reference the master brand. We recommended one unified look and feel for the organization, building out the Brand Standards to connect as well. We reworked the original logo colours to be stronger and more versatile, and updated the colour palette, type and fonts, which were then applied to all hospital signage at each property. Our research, which led to the positioning, supported the new brand architecture, “See what care can do.”



The simplified branding resulted in greater clarity and coherence for all entities in the Sinai Health family. The new brand architecture system was used for updating the majority of key programs within the organization.

As an evolutionary re-brand it was important to maintain Sinai Health System’s visual recognition. Rather than changing the almost primary colours, we needed to make the colours work harder. By simplifying notations and intensifying hues, the palette now withstands the rigours of print and digital requirements, while being flexible in all applications.