Children's Hospital of Wisconsin announces brand and name evolution

WAUWATOSA, Wis. (CBS 58) -- The Children's Hospital of Wisconsin health care system announced Monday that they will now officially be known as Children's Wisconsin.

According to a press release, the name change is meant to reflect the full continuum of care offered by the state's only independent pediatric provider.

"The evolved name and logo represent the full scope of our commitment to Wisconsin's kids and families," said Peggy Troy, president and CEO of Children's Wisconsin. "We've made a promise to the people of our state: we will not only care for children when they are sick, but we will also work every day and in every way possible to keep kids healthy, safe, thriving and loved."

“The evolution of our name better describes the multitude of ways we serve kids and families, and shows just how far-reaching we’ve become since our founding 125 years ago,” said Tricia Geraghty, chief marketing officer for Children’s Wisconsin. “Children’s does so much more for kids than most people realize: certainly it’s the excellent, nationally-known clinical care in our Milwaukee and Fox Valley hospitals, and at our many primary and specialty care locations. Children’s is also an army of caregivers working in homes and in schools, community centers and neighborhoods on behalf of children and families. This name includes all that we do for kids.”

Since Children's founding, the name has evolved from Children's Free Hospital, Children's Hospital and Health System, and most recently, Children's Hospital of Wisconsin.

Children's main website and social media will incorporate the updated name immediately. Building signs and other materials will be updated over the next two years.