Blue Cross launches new logo, ad campaign

Independence Blue Cross (IBX) has launched a new logo, tagline and advertising campaign for the first time in 20 years. The Philadelphia-based insurer's new logo includes the word "Independence" followed by the iconic blue cross graphic, the Philadelphia Business Journal reported. With the new branding, IBX wants to highlight the benefits of a coordinated healthcare system that focuses on health and wellness.

"This new campaign highlights our commitment to building a better healthcare system--to 'changing the game,'" IBX CEO Daniel Hilferty said in a statement. "At Independence Blue Cross, we see a day when patients, physicians, nurses and hospitals are all seamlessly connected through improved coordination, better access to information and doctor-patient accountability, resulting in better quality care and lower costs. And we are the company that is making it happen," Hilferty said. Article