Spectrum Health is a not-for-profit health system, headquartered in Grand Rapids, Michigan. Crosby Associates created a comprehensive branding program for the growing organization. A master brand was created to organize the current and future entities within the system’s brand architecture. The new logo features a mosaic flag symbol that represents the diverse and unified make up of the health system. We designed and developed standards for systemwide tactics, including interior and exterior signage, vehicles, advertising, videos, and experiential graphics.