Signs of the Times: Lourdes Hospital Rebranding Nears Completion

A multi-year rebranding program at Lourdes Hospital in Binghamton to emphasize its affiliation with the national Ascension healthcare company is almost wrapped up.

Lourdes officials announced the project in October 2017. The St. Louis-based Ascension operates 142 hospitals in 19 states.

Early stages of the rebranding included eliminating Lourdes Hospital's unique website (lourdes.com), instead linking the facility through the Ascension corporate website.

A section of an old Lourdes Hospital sign was removed by JAX Signs workers on December 10, 2021. (Photo: Bob Joseph/WNBF News)

Signs at various Lourdes-operated facility's in the region have been replaced with signs bearing the Ascension logo.

New exterior signs have been installed recently at the hospital on Riverside Drive on Binghamton's West Side.

A newly-installed Ascension Lourdes sign on Riverside Drive on December 20, 2021. (Photo: Bob Joseph/WNBF News)

Ascension Lourdes spokeswoman Lisa Donovan said new signs should be easier to read. She said directional signage within the hospital also will be replaced to help visitors find their way around the facility.

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Contact WNBF News reporter Bob Joseph: bob@wnbf.com.

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Filed Under: Ascension, Ascension Lourdes, Binghamton, Lourdes, West Side

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