California Department of Public Health Branding Refresh

About Project

In 2023, California Department of Public Health (CDPH) launched the Future of Public Health initiative to promote equity and improve health outcomes across the state. With outdated branding that was not ADA-compliant, inconsistent communications, and a need to rebuild public trust post-pandemic, CDPH hired Civilian to refresh its branding and communication strategies to align with its ambitious goals. The CDPH brand redesign is a bold effort to reimagine the department’s visual identity, aligning it with its mission to protect and advance the health of all Californians. The new look reflects CDPH’s commitment to transparency, inclusivity, and innovation while celebrating the state’s diversity and the agency’s role as a trusted public health leader.

The brand redesign first had to serve CDPH’s primary audience: Californians. Secondary audiences included CDPH employees and external partners like local health departments and community organizations. We outlined a five-step plan: research, strategy, creative development, and ongoing support. Our research included interviews with public health leaders from CalHHS, focus groups with CDPH staff, a survey of over 100 CDPH employees and partners, and a statewide survey of 2,000 diverse Californians.

At the heart of the redesign is a modernized logo featuring the state of California with radiating lines symbolizing progress, connection, and a brighter future. These lines, which also can be read as sun rays, converge in Sacramento, paying homage to CDPH’s headquarters and the state capital. The logo highlights unity, resilience, and the collaborative spirit of California’s communities, which are at the core of CDPH’s work.
The visual identity incorporates a vibrant color palette inspired by California’s natural beauty, combining warm tones and calming hues to convey vitality, optimism, and trust. Custom patterns and textures add visual depth while reinforcing themes of growth and connection. A clean, accessible typography system was carefully selected to ensure clarity across all communications.

Civilian then worked with CDPH to create a comprehensive set of branding guidelines, followed by the development of a Strategic Communications Toolkit to support CDPH in delivering consistent messaging across various formats and audiences statewide. Unveiled in September 2024, the new CDPH logo was praised for its powerful representation of inclusivity and diversity, as well as for its audience-informed development. The project successfully modernized CDPH’s branding and communications, aligned them with the Future of Public Health Initiative, and strengthened its identity to help rebuild public trust. The branding guidelines we developed established a cohesive, and ADA-compliant brand, and our Strategic Communications Toolkit prepared CDPH to confidently address future public health challenges.

The new brand is designed to be flexible and impactful across a wide range of platforms and materials, from digital applications to community outreach initiatives. This refreshed identity not only modernizes CDPH’s presence but also strengthens its ability to engage with all of California’s residents in meaningful and culturally relevant ways.

The CDPH brand redesign embodies the department’s dedication to a healthier future for all Californians.