Brand Architecture is the framework for organizing the roles and relationships between the branded components of our organization. The goal is to unify and link all aspects of our system in a way that makes it easy for our key audiences – patients and their families, physicians, prospective employees, donors and others – to recognize us, to become more aware of all that we have to offer, and to navigate our organization.

KentuckyOne Health has adopted a modified “Masterbrand” brand architecture strategy. This approach, which focuses on building KentuckyOne Health as our overarching brand, positions us for leadership and growth in our dynamic, highly competitive market. It facilitates telling a clear story about the enhanced value of our total organization, while providing flexibility to build strong sub-brands in accordance with the investment priorities in our strategic plan. Every KentuckyOne Health entity is branded in one of the six following categories.