Sinai Health System

Sinai Health System is a new health care organization that brings together Mount Sinai Hospital, Bridgepoint Active Healthcare, Circle of Care, and the Lunenfeld-Tanenbaum Research Institute. 

This landmark integration of acute care, rehabilitation, research and home care addresses the challenges arising from a rapidly aging population and the growing number of people living today with complex health conditions.

Bruce Mau Design was invited to create a brand identity for Sinai Health System to signal this newly integrated approach. Recognizing the importance of a seamless patient journey, the BMD team proposed a consistent identity to unify the partners. 

Leveraging the equity of the Mount Sinai Hospital logo (previously designed by BMD), the iconic Star of David was refreshed with refined geometry, updated palette and new typographic system. The full visual system expands on the logo’s component shapes, creating bold graphic layouts. A fresh photographic approach takes the identity beyond the conventions of health care imagery. 

The new identity launches publicly in early 2016.