KPJ Healthcare Berhad (KPJ Healthcare) announced its major rebranding exercise as it unveiled its new brand identity, marking a significant juncture in the group’s rich history of over four decades as it intensifies its push for patient-centricity as the foundation for an exponential growth and competitive edge in the dynamically evolving healthcare landscape.
KPJ Healthcare’s new brand identity adopts a more contemporary look. The font has rounded edges and soft curves, signifying warmth and evoking the feeling of harmony and protection. It also symbolises unity, commitment, love, and community. Gold was chosen as its primary brand colour to signify its commitment to excellence.
This rebranding initiative is a key element of the group’s transformative journey, which started in 2023. This commitment is evidenced in its current initiatives, such as the establishment of Centres of Excellence across its hospital network and a focus on innovation through the Academic Health System.
All these are designed towards enhancing KPJ Healthcare’s efforts to offer value-based services and ensuring the delivery of only the highest standards of patient outcomes and experiences, synonymous with the gold standard, to its patients.
The rebranding event, themed “Celebration of Our Care for Life Journey,” was hosted at KPJ Healthcare’s headquarters in Kuala Lumpur. The event was honoured by the presence of esteemed guests, including Dato’ Sri Norazman Ayob, Deputy Secretary-General (Finance), Ministry of Health Malaysia, Datuk Syed Mohamed Syed Ibrahim, President and Chief Executive of Johor Corporation (JCorp), Tan Sri Dato’ Sri Dr Ismail Bakar, Chairman of KPJ Healthcare; Chin Keat Chyuan, President and Managing Director of KPJ Healthcare along with the Board of Directors from JCorp and KPJ Healthcare and other notable figures from the healthcare and business sectors.
Chin said, “The rebranding we are launching today goes beyond a logo change or new look; it is a symbol of KPJ’s transformation and progress as we accelerate our efforts to deliver an improved healthcare experience driven by technology and innovation. The rebranding exercise goes hand-in-hand with the enhancement of our service delivery to all stakeholders.”
Last month, as part of this transformation, KPJ Healthcare recently unveiled its new shared values, represented by the acronym C.A.R.E: Committed, Accountable, Respectful and Excellent. These values aim to transform the workplace culture, emphasising patient-centricity and driving the push to be a high-performance organisation.
“These values are more than just words; they are commitments that will drive our actions and decisions every day,” said Chin. He continued, “While our look may be refreshed, our ‘Care for Life’ promise remains unchanged. We are committed to being your trusted healthcare partner at every stage of life, setting benchmarks for healthcare excellence, and empowering individuals to take charge of their health for generations to come.”
The rebranding launch is just the beginning of KPJ Healthcare’s phased transformation,
which will be completed by 2026. Over the next few years, the group’s hospitals and subsidiaries will reflect its renewed identity and commitment.
