LACROSSE, Wis. – The Gundersen Health System has filed a request with the federal trademark office to change its name to Emplify Health. There would also be a new logo. The application was filed quietly in August and has been under eview by the Trademarks Office since then. The change would supercede the existing Gundersen and Bellin names. The two healthcare care systems that merged in 2022. Gundersen, a household word in western Wisconsin is hardly recognized elsewhere. Likewise, Green Bay-based Bellin is hardly recognized outside its service area.
Earlier: Gundersen-Bellin merger on track
Proposed logo. Like it or not, this would be Gundersen’s new look. Bellin’s too. Note the smile: Get it? Get it? Double meaniing — a corporate bridging.
