Inova unveils rebranding to reflect clinical excellence and compassionate care

New brand reflects the culmination of five years of transformation for the health system

Fairfax, VA — Inova today revealed a comprehensive rebranding initiative with a fresh new logo, look and tone that will redefine the health system’s identity. The launch of the new brand aims to capture the health system’s dedication to innovative, compassionate, patient-centered and world-class healthcare while fostering a culture of inclusivity and collaboration.

Over the past five years, Inova has been on a care and cultural transformation journey, focused on consistently living the health system’s mission to engage team members in meaningful work, promoting access to quality care, and putting patients at the center.  

As a result, what started as a community hospital serving Fairfax County in the 1950s has transformed into Northern Virginia’s leading nonprofit healthcare provider. Today Inova has an expansive network of locations, programs and services that work together to deliver seamless, high-quality care, and is consistently recognized for its clinical excellence. All five Inova hospitals have received A Grades from the Leapfrog Group, and the Centers for Medicare and Medicaid have recognized Inova with five stars for safety and quality – the only health system in the region to achieve this rating. Most recently Inova was named the #1 Best Hospital in both Virginia and the Washington, D.C. Metropolitan area by U.S. News & World Report.

“The brand refresh is a signal to the community of what they can expect from Inova,” said Tracey Schroeder, Chief Communications and External Affairs Officer at Inova. “The quality of care, exceptional health outcomes and caring patient experience are what our patients value and depend on. With this rebrand, we’re modernizing how Inova looks to better represent the care that defines us.”

Inova’s new logo tells a clear story about how the health system, pronounced “in-OH-va,” is always by your side, providing clinical excellence and compassionate care – and how human connections are at the heart of everything it does. The logo, which depicts two figures coming together, represents the fact that every step of the healthcare journey is taken together: whether it’s a provider comforting a patient, a doctor collaborating with a nurse or family member supporting a loved one. The logo evokes a warm, compassionate and welcoming environment where patients feel supported and valued.

Inova preserved its recognizable blue in the new brand to build on strong brand equity, but updated the full color palette to include vibrant new colors that signal its new direction as a modern health system that continues to bring innovation and expert care to every patient in every community it serves.

“Our new brand is a mark of Inova’s progress in creating a unified clinical network, dedicated to delivering the highest quality of care to patients and families in Northern Virginia and beyond, and undeniably positions Inova to be among the leading health systems in the nation,” said J. Stephen Jones, MD, FACS, President and CEO, Inova. 

The new branding will be implemented at Inova locations on a rolling basis, with a new brand advertising campaign planned in phases over the coming months. The campaign is focused on communicating Inova’s brand story in an authentic and modern way. Inova will show up creatively in broadcast, streaming audio, digital and other multimedia channels. The campaign will lead with the theme of World Class Healthcare and a Seamless Patient Experience, evolving to highlight specialty services and expert clinicians, while always emphasizing their connection and dedication to the patients Inova serves.  The rebrand announcement comes as Inova continues to expand to meet the growing healthcare needs of the area, including its Eastern Region Development Plan for Alexandria, Mount Vernon and Franconia-Springfield.

For more information about Inova and to see the new brand in action, visit

About Inova

We are Inova, Northern Virginia and the Washington, D.C. metropolitan area’s leading nonprofit healthcare provider. With expertise and compassion, we partner with our patients to help them stay healthy. We treat illness, heal injury and look at a patient’s whole health to help them flourish.​ Through our expansive network of hospitals, primary and specialty care practices, emergency and urgent care centers and outpatient services, Inova cares for more than one million patients annually, delivering the best clinical care and a seamless experience. Consistently ranked and recognized as a national healthcare leader in safety, quality and patient experience, Inova’s world-class care is made possible by the strength and breadth of our network, our 22,000 team members, our technology and our innovation. Inova is home to Northern Virginia’s only Level 1 Trauma Center and Level 4 Neonatal Intensive Care Unit and provides high-quality healthcare to every person in every community we are privileged to serve – regardless of ability to pay – every day of their life. More information about Inova can be found at


  1. Joseph on October 12, 2023 at 12:58 pm

    Thank you for the update! Joe

  2. Dick on October 17, 2023 at 10:36 am

    Love Inova- always❤️

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