Explaining the Latrobe Health Services rebrand
Latrobe Health Services has introduced a refreshed brand that reflects how we support members today and how we are building for the future.
Over the coming months, you will begin to see updates to our logo, colours and design across different parts of our business.
This update is not just about how we look. It supports better experiences for members and reflects the progress we have been making behind the scenes.
A planned, phased rollout
The rebrand is being rolled out in a planned and phased way over the next 12 months.
This means there will be a period where you may see both our previous and new logo and designs used at the same time across different touchpoints.
You are most likely to see the new logo first through our partnership with North Melbourne Football Club, followed by our website and advertising.
Member communications and branch signage will transition later as part of the overall rollout.
This approach allows us to make changes carefully, test and refine as we go, and ensure we continue to deliver reliable service to members throughout the transition.
Seeing both brands during this time is expected and part of the plan.
Why we have refreshed our brand
Over the past three years, we have been on a significant technology transformation journey focused on improving how we support members.
These improvements help our teams work more efficiently and reduce manual processes, allowing more time to be spent supporting members on the phone, in branch and online.
Alongside this work, we have been listening to members and understanding what matters most, shaping a brand and experience that better reflects those needs.
The refreshed visual identity brings this work together and creates a clearer, more consistent experience when you interact with Latrobe Health Services.
Proud history and a national future
Latrobe Health Services was founded in 1950, and we are proud of our long history supporting members and communities.
While our roots are firmly in regional Victoria, today we support more than 115,000 members across Australia.
As a national health insurer, our brand needs to work just as well for members wherever they live, while continuing to reflect the care and values that have always defined us.
This refresh ensures our brand is fit for the future while staying true to who we are.
A brand designed around members
Our refreshed brand has been thoughtfully designed to centre members and their experience at every stage.
At the heart of the design is the Latrobe Health Services heart, drawn from our history and brought forward as a central feature. It reflects care, support and the long‑standing relationships we have built with members and communities over time.
The refreshed blue and pink colour palette modernises the brand while staying recognisably Latrobe Health Services. The colours help create a clearer, more confident and more consistent experience across digital, print and in‑person touchpoints.
The new visual identity has been designed to be simpler, easier to recognise and more flexible, making it easier for members to find information, understand communications and know they are dealing with Latrobe Health Services.
What this means for members
The rebrand does not change your health cover. There is no change to pricing because of the rebrand, and no action is required from members.
Our policies, benefits and commitment to value stay the same.
As our technology improvements continue and the new brand rolls out, members can expect experience improvements over time that make it easier to get support, find information and manage health cover with confidence.
At Latrobe Health Services, our focus remains on supporting you, today and into the future.