Providence children’s hospital launches new brand

June 28, 2022 Providence News Team

New logo, colors designed to provide a child-centric identity,
represent network of pediatric expertise

ANCHORAGE, Alaska – Alaska’s only children’s hospital is moving to a new brand designed to provide a child-centric visual identity. The hospital became Providence Alaska Children’s Hospital on Saturday, June 25.

Formerly known as The Children’s Hospital at Providence, the hospital’s new name and logo are part of an organization-wide brand transition that began in 2020 across Providence’s seven-state system.

The visual identity also represents our expertise in pediatrics, including the network of care available in the community, and illustrates that we put kids first.

“Our new brand symbolizes our solidarity as we work to create a healthier, more compassionate, more loving community,” said Esther Pitts, executive director of Providence Alaska Children’s Hospital. “Although our logo has changed, our commitment to provide the best care possible to Alaska’s kids continues.”

Providence Alaska children’s hospital leaders and community stakeholders were involved with the creation of the new logo, helping to ensure the visual identity was child-centric while also aligned with Providence’s new master brand visual identity, such as the use of the colors blue and green.

“Strong partnerships are key to providing the best acute care for children in our communities,” said Rob Lovrich, M.D., chair of the physician advisory board at Providence Alaska Children’s Hospital. “When we’re able to treat children in a welcoming environment, it helps us reassure them that they are our top priority, even in situations that can be scary or unfamiliar.” 

The change became official on Saturday, June 25, when the previous sign (located on Tower C of Providence Alaska Medical Center) was removed and the new sign was installed. The Providence Alaska Children’s Hospital sign is located on the fourth floor, one floor above where the previous sign was located.

Other ministries in Alaska completed a brand transition in 2021 and early 2022. The transition began at Providence St. Elias Specialty Hospital in Anchorage and continued with brand updates at Providence Alaska Medical Center, Providence Kodiak Island Medical Center, Providence Valdez Medical Center, Providence Seward Medical Center, and other ministries in Alaska.


Providence Alaska Children’s Hospital is the state’s only pediatric hospital and is known for its outstanding Newborn Intensive Care Unit, Pediatric Intensive Care Unit and Maternity Center. Located within Providence Alaska Medical Center, the 146-bed inpatient facility offers family-centered care in every area of pediatric medicine and provides pediatric subspecialty services in Anchorage and across the state of Alaska. For more information about the Children’s Hospital, visit

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The Providence News Team brings you the updates to keep you informed about what's happening across the organizational ecosystem. From partnerships to new doctor announcements, we are committed to keeping you informed.

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