Dalton, Ga.-based Hamilton Health Care System is rebranding to Vitruvian Health as part of its regional expansion plans.
The new brand name, "Vitruvian Health," draws from the health system's da Vinci-inspired Vitruvian Man icon, which has been a prominent part of its logo since 1976.
"Da Vinci's Vitruvian Man represents harmony, balance and the interconnectedness of all aspects of health, perfectly aligning with Hamilton’s integrated system of care," the health system said in a July 24 news release.
The rebrand comes as Hamilton Health expands its regional presence. This quarter, it expects to acquire Tennova Healthcare-Cleveland (Tenn.), a 351-bed hospital from Franklin, Tenn.-based Community Health Systems for $160 million in cash.
"As Hamilton Health Care System expands into Tennessee with its acquisition of the Tennova Healthcare-Cleveland locations, it is likely to generate more and more confusion between the Hamilton name and Hamilton County," Jeff Myers, president and CEO of the health system said. "The change is necessary now so as to prevent further confusion with Hamilton County."
Hamilton will begin its rebranding efforts in Tennessee after it acquires Tennova Healthcare- Cleveland. Rebranding efforts in existing Hamilton locations across northwest Georgia will occur more slowly with a targeted completion by the end of 2024.