Blue Cross Of Idaho Unveils Revitalized Logo

New look features stylized mountain range and Blue Cross symbol, while removing Blue Shield symbol

October 1, 2008

BOISE  – To reinforce its identity and reflect pride in its Idaho heritage of more than 60 years, Blue Cross of Idaho today introduced a new company logo featuring the Blue Cross symbol and a stylized drawing of a mountain range.

"The revitalized logo presents a stronger visual representation of Blue Cross of Idaho," said Ray Flachbart, president and CEO of Blue Cross of Idaho. "We've included the mountains to reflect our Idaho origins and strengthened the presentation of the Blue Cross symbol, which represents the spirit of helping people achieve and maintain good health."

The new logo conveys a point of difference between Blue Cross of Idaho and other health insurers operating in the state.  The company's previous logo included both the Blue Shield and Blue Cross symbols, which sometimes created confusion for members and the public.

Blue Cross will phase in the new logo by replacing office signs in the next few weeks and updating member ID cards, forms, letters, brochures and other items as the company replenishes supplies over the next several months.  The Blue Cross of Idaho Web site displays the new logo beginning today.

About Blue Cross of Idaho
Blue Cross of Idaho is a leader in delivering innovative health insurance products, services and information to more than 540,000 members.  For 63 years, the company has served its customers by offering health insurance at a competitive price and has served the people of Idaho through support of community organizations, programs and events that promote good health.  Blue Cross of Idaho is an independent licensee of the Blue Cross and Blue Shield Association.  For more information, visit www.bcidaho.com.