BSA LifeStructures Unveils New Logo, Brand Identity
INDIANAPOLIS, IN As BSA LifeStructures shifts to a new ownership structure, it is adopting a new visual identity that highlights key elements of this transition.
"Our people, both past and present, are the reason for the reputation of excellence we have earned in creating innovative healing, learning, and discovery environments with our client partners - environments we describe as LifeStructures," said firm President Melissa Davis. "For this reason, we have simplified our logo to 'BSA,' three letters that recognize founders Dwight Boyd and Richard Sobieray and the many 'associates' who have followed their example of excellence."
Designed in-house, the new visual identity presents the company as modern and evolving, reflecting what BSA stands for today. "We last refreshed our logo 14 years ago. A lot has changed since then," said Sallyann Hulick, Chief Marketing Officer of BSA. "We're committed to creating places that truly affect human lives. Our customers' expectations also are evolving, so we must adapt to those new expectations. As we become a company for the future, it's time to adopt a new visual identity."
While "LifeStructures" is not included in the new logo, that concept continues to underscore the vision client partners have come to expect. Creating a LifeStructure is about supporting the people who heal, learn and discover. It's about patients, physicians, nurses and others who provide healthcare services. It's about students and teachers. It's about researchers and the people who will benefit from their discoveries. "The spaces we create don't simply provide a place for healing, learning and discovery; they actually contribute to the process," said Davis. "Anybody can design a box to house a hospital, classroom building or laboratory. But it takes skill, knowledge, passion, research and talent to create a place that actually helps to improve health, assists in the teaching process and inspires new discoveries."