St. Joseph's Launches New Brand Around Exciting Change & Development

New brand updates every component of the St. Joseph’s organization – while emphasizing the unique culture driven by an incredibly passionate team of people.

St. Joseph’s Healthcare System, one of New Jersey’s leading hospital and healthcare services networks, launched a new branding initiative that includes new names, a new logo, and a new tagline. 

“As we transition to expanded levels of interactions and methods of care, the new brand represents the many exciting changes taking place across our organization,” says Kevin J. Slavin, President & CEO, St. Joseph’s Health. “Every aspect of St. Joseph’s is advancing into a new era of healthcare delivery, and the new logo and new names better reflect our expansion and growth as an integrated network of world-class care.”

Among the changes taking place, the parent organization St. Joseph’s Healthcare System has changed to St. Joseph’s Health.  “When joined together – our many components share one focus and one purpose —the health of the patient we serve,” explains Kevin Slavin.  “The new name speaks less about us and more about the individual’s health - at the center of all our efforts.” 

The new branding also includes a name change for the flagship St. Joseph’s Regional Medical Center in Paterson, now St. Joseph’s University Medical Center. “St. Joseph’s serves as a hub for medical education, research, and patient care at the university level, offering a unique setting for learning alongside leading experts in their fields and exposure to some of the most specialized care models in the nation,” adds Slavin.  In addition, St. Joseph’s Wayne Hospital in Wayne Township has changed to St. Joseph’s Wayne Medical Center.  Over the past few years, St. Joseph’s has brought new and expanded services to Western Passaic County – elevating emergency medicine capabilities, opening a new state designated stroke center, offering specialized and robotic surgery, and host of other new treatment options – all on the Wayne Campus.

“Our vision for our Wayne Campus includes continued enhancements to clinical services, offering families greater access to our world-class care,” stresses Slavin.  “We are also excited to start new facility design projects and renovations that will modernize and improve patient care areas across the campus.  With all this real change and progress happening, our transition from a hospital to a medical center is grounded in our new programs, our new facilities… and our exciting future.”

The health system’s long-term care facility, St. Vincent’s Healthcare & Rehab Center, is also undergoing a name change as it too will bear the iconic brand going forward as St. Joseph’s Healthcare & Rehab Center. “We are proud of our long history and legacy as St. Vincent’s – serving our community for decades with an enviable reputation for compassionate and sensitive care,” notes Slavin.  “Bringing our skilled nursing and rehab facility under our familiar and trusted brand name of St. Joseph’s speaks to our future growth in post-acute care.”

The entire branding initiative is anchored in a new tagline; It’s What’s Inside Us, to emphasize the well-known healing philosophy of care embodied by the Joseph’s culture.  “We are home to some of New Jersey’s leading clinical experts and specialized programs, recognized nationally and internationally,” points out Slavin.  “But, it’s what’s inside us – our passion for healing… our drive for innovation… our commitment to communities … our dedication to teaching… and our respect for every individual… that proudly sets us apart.”


The new St. Josephs’ logo is a clean, contemporary styling made up of four interlocking “Js” – from the name Joseph.  “It’s a refreshing update to our current logo, designed to reflect a deeper meaning to our many constituents,” says Lisa Brady, Chief Operating Officer.

“Like building blocks, each element of the logo represents the contribution of different components of the care experience, coming together to form the organization we are today. And, they come together to form a cross shape that pays respect and tribute to our sponsors – The Sisters of Charity of Saint Elizabeth.”

About St. Joseph’s Health

St. Josephs’ Health is a world-class hospital and healthcare network supported by leading and renowned physicians, nurses and care teams. St. Joseph’s employees over 6,000 people and operates a full continuum of care, including a university tertiary care medical center, a state-designated children’s hospital, an acute care medical center, rehabilitation and long-term care facilities, and comprehensive home care. U.S. News & World Report recognized St. Joseph’s University Medical Center as a Best Hospital in the New York Metropolitan Area and among the Top 10 Hospitals in the State of New Jersey for 2017-2018, and is a four time recipient of the Magnet Award for Nursing Excellence. The University Medical Center also operates one of the largest Emergency Departments in the country with over 160,000 visits annually and was awarded the prestigious Lantern Award™ by the Emergency Nurses Association, one of only 11 hospitals selected nationwide.

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