Children’s Hospital Los Angeles Celebrates 110-Year Legacy With Launch of New Look, New Message and Return of Missing Apostrophe

Rebranding and Ad Campaign Launch Kicks Off a Year of Celebration, Transformation at LA’s First Children’s Hospital

MEDIA CONTACT:  Lyndsay LaGree at (323) 361-4121

LOS ANGELES (March 1, 2011) In celebration of its 110th anniversary, Children’s Hospital Los Angeles is launching a re-branding initiative that includes a new look, new message and the missing apostrophe in “Childrens,” which was left out due to a faulty typewriter key in 1901.  The hospital also launched a city-wide ad campaign, including billboards, print, radio, bus wraps and other multimedia. 

“Children’s Hospital Los Angeles was the first children’s hospital in LA, and shares a tremendous part of this city’s history,” said Richard Cordova, CEO, FACHE, Children’s Hospital Los Angeles. “Our hospital has a long record of successful ‘firsts’ and innovation in the field of pediatric and adolescent care, but we’ve always let our great work speak for us.  While we continue to celebrate the history that is the foundation of this great institution, we want to give Children’s Hospital Los Angeles a much bigger presence in the community to make sure our message is heard: the best care for your child is right here in your backyard.” 

The landmark non-profit institution—the first children’s hospital in Los Angeles and the only in the Western United States ranked among the nation’s top eight—is moving forward with a new logo featuring a symbolic butterfly to represent the incredible transformations that take place every day within its walls.  The new logo also foreshadows the exciting changes happening throughout 2011 on the campus, located at Sunset Boulevard and Vermont, including the July opening of a new, state-of-the-art $636 million hospital building.

Children’s Hospital Los Angeles also launched a new tagline that drives to the heartbeat of its mission: “We Treat Kids Better.”  With top pediatric specialists in more than 100 subspecialties and related programs, Children’s Hospital Los Angeles is recognized for its ability to treat the toughest and most unique cases, as well as its innovation in and improvement of existing treatment options through research.  But “treating” is more than just medicine; it’s the approach.  At Children’s Hospital Los Angeles, caring for infants, children, teens and families is about seeing the world through their eyes to create an environment of confidence, compassion and hope.  

In 1901, Children’s Hospital Los Angeles began operation in a small house on Castelar Street —located in what is now Chinatown — with the lone doctor making house calls on horseback and the “surgery suite” in what had served as the house’s pantry.  It admitted 14 patients in its first year. 

Today, Children’s Hospital Los Angeles is one of the nation’s top-ranked children’s hospitals, serving more than 10,000 inpatients, 300,000 outpatient visits and more than 65,000 patients in the Emergency Department every year. It is one of America's premier teaching hospitals, affiliated with the Keck School of Medicine of the University of Southern California since 1932.  It is also one of only eight children’s hospitals in the nation—and the only on the West Coast—ranked in all 10 pediatric specialties in the 2010 U.S. News & World Report rankings and named to the magazine’s national “Honor Roll” of children’s hospitals.  Additionally, Children’s Hospital Los Angeles is home to:

• The Saban Research Institute, one of the largest and most productive pediatric research facilities in the United States
• some of the world’s most prestigious physicians and surgeons, and designated as a Magnet Hospital by the American Nurses Credentialing Center, an honor held by only five percent of hospitals nationwide
• the largest pediatric ophthalmology program in the United States
• the largest pediatric cardiovascular center in the West
• one of the nation’s largest pediatric transport programs
• one of the largest pediatric hematology/oncology programs
• one of the most comprehensive programs in the nation dedicated to pediatric musculoskeletal care, education and research.
• the only Level 1 Pediatric Trauma Center in LA County approved by the Committee on Trauma of the American College of Surgeons.

“Children’s Hospital Los Angeles is preparing to open a $636 million, 317-bed cutting-edge facility this summer that will not only expand our campus, but will truly take our capabilities and patient and family care to the next level,” said DeAnn Marshall, Vice President and Chief Marketing Officer, Children’s Hospital Los Angeles. “There’s no better time to revitalize our brand identity and step into the next chapter of Children’s Hospital Los Angeles.” 

Children’s Hospital Los Angeles will kick off several high profile events to celebrate the July opening of its new seven-story, state-of-the-art hospital building.  The new building will expand the existing campus by an additional 460,000 square feet and 317 beds, 85 percent of which will be in private rooms.  A model family-centered care environment, every aspect of the new building has been designed with families in mind.  For more information about these events and how to contribute, visit


About Children’s Hospital Los Angeles
Founded in 1901, Children’s Hospital Los Angeles is one of the nation’s leading children’s hospitals and is acknowledged worldwide for its leadership in pediatric and adolescent health. The Saban Research Institute at Children’s Hospital Los Angeles is among the largest and most productive pediatric research facilities in the United States, with 88 investigators at work on 171 laboratory studies, clinical trials and community-based research and health services. Children’s Hospital Los Angeles is a premier teaching hospital and has been affiliated with the Keck School of Medicine of the University of Southern California since 1932.

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