Jacksonville-based Blue Cross and Blue Shield of Florida Inc. has been renamed Florida Blue.
The company said the new name, logo and tagline, “In the pursuit of health,” are part of the company’s transition to a health solutions company.
Consumers will soon see the new brand in signage, sponsorships and advertising.
“Florida Blue’s new name reflects the personal service and commitment to our members practiced by BCBSF for nearly 70 years,” said Pat Geraghty, chairman and CEO, in a news release.
The company said the new name marks the company’s move from a one-dimensional business model focused primarily on health insurance to a multidimensional health solutions company with a more comprehensive approach to health.
Florida Blue was established in 1944. It is a not-for-profit, policyholder-owned, tax-paying mutual company and an independent licensee of the Blue Cross and Blue Shield Association, an association of independent Blue Cross and Blue Shield companies.