A Logo’s Journey
Often we are asked to consult on major projects very early in the process. It is a great opportunity to shape the creative direction of the entire project – not just the logo that represents it. In 2011, we were introduced to [what would later become] the New Orleans East Hospital. This project was an exciting opportunity to build a full-service hospital in the East of New Orleans – an area that was devastated by Hurricane Katrina. It was important, to us, that the new hospital retained a little bit of the history of what preceded it.
Built in 1967, Pendleton Methodist Memorial Hospital was conceived as the “Gentilly East Hospital” by members of the United Methodist Church. After 37 years of service to the community, the hospital closed after the hurricane. In 2014, the original hospital’s 6-story tower was renovated and reopened as the New Orleans East Hospital.
When we originally conceived the identity for the new hospital, we included the logo mark from Methodist Hospital. This logo was part of New Orleans East for a generation. We proposed keeping the old “M” but turning it on its side to form an “E” for “East.” Our logo concept was integrated into the hospital project and continued to evolve for three years. Our logo travelled through several sets of hands and many, many revisions. Now our little piece of history stands atop the new hospital as the illuminated red “E” in NOEH.