The public health unit for the Grey Bruce region announced Monday that they will be "breathing new life into its corporate brand identity."

In a December 20 media release, the Grey Bruce Health Unit will now be known as Grey Bruce Public Health to "better reflect its mission, on-the-ground work in the community, and collective passion – protecting and promoting public health in Grey-Bruce."

Along with the change comes a new logo that features an artistic representation of the Grey Bruce region and its "highly recognizable coastline along Lake Huron and Georgian Bay."

"This element is surrounded by a hexagon, which represents the esoteric balance of nature," continued the release, adding that historically, hexagons have been used in symbology to represent changes for the long-term good, health, strength, and the potential for unity and healing.

"The hexagon surrounding the Grey-Bruce region also indicates protection – a key part of Public Health’s mission and purpose.

“Brand identity is a big part of modern communications and is key to aligning our organizational values with how we’re perceived in the mind’s eye of the public and the partners we interact with,” said Grey Bruce Health Unit Communications Coordinator and creator of the new brand, Nelson Phillips.

“This new look and outlook on the promotion of health represent a fresh start we feel is going to positively influence our community partners, staff, and the community. After a massive cultural shift like we’ve seen happen with COVID-19, sometimes a fresh perspective and look can open doors to new ideas and new ways of making change.”

Newly elected Chair of the Grey Bruce Board of Health, Alan Barfoot, said he believes the rebranding has come at an ideal time, benefitting from public health authorities across the globe having the eye and ears of the general public like never before.

“I think the new look will serve the health unit very well for years to come and will help to usher in a refreshed perspective of our local public health unit," said Barfoot, adding that he is looking forward to seeing it roll out.

Grey Bruce Medical Officer of Health, Dr Ian Arra, said Phillips' work "captures our vision to advance our organization on the road to the Centre of Excellence for Rural Public Health to better the health of the communities in Grey-Bruce and beyond for years to come."