After four decades of consolidation under other state agencies, the new Georgia Department of Public Health -a department in its infancy by comparison-is launching the state's newest brand. Complete with a new logo and supplemental design elements, the new brand promises to be a recognizable one.

"The public health workforce and the people we serve are vast. Our results span multiple areas and disciplines. It's vital that people know what we do," said Ryan Deal, the department's director of communications who oversaw the development process. "The challenge was to create a brand recognizable and yet reflective of our diverse work. This new brand-our first brand-delivers on both."

With a forward thinking approach in mind, the new logo for the Georgia Department of Public Health (DPH) features the traditional three-letter acronym used by state agencies. The letters are bold yet transparent, silhouetted in a red, forward-leaning, four-sided polygon. Just beneath, "Georgia Department of Public Health" is depicted in modern, black lettering. Branding design elements, including graphical depictions of people and modern red shapes, will articulate the "faces" of public health in the design of collateral such as websites, brochures and reports. The phrase "We protect lives" appears prominently.

"Our new brand wonderfully reflects our vital, multi-faceted role, but the research also unequivocally tells us the brand will be trusted not only in our day-to-day work, but also during a public health emergency when lives are on the line," said DPH Commissioner Brenda Fitzgerald, M.D. "Yes, we're government. But we're also compassionate and service-oriented. Our brand now reflects that."