The Allegiance Group Unveils New Branding


OVERLAND PARK, Kan. (September 23, 2016)—The team at Allegiance Group knew their clients were looking to create more sustainable business practices for the health of their patients and their organizations. The private-pay patient billing and collections company went to work to complete interviews, surveys and focus groups to take a look at their own practices. They believe their new branding effort paid off in their re-commitment to focus on purpose.

“We knew we needed to take a hard look at our self as well,” said Bruce Gehring, senior vice president, Allegiance Group. “Offering an all-in solution for collecting private pay revenue didn’t mean enough. We are unlike other private-pay billing and collection alternatives. Like our clients, it wasn’t just the bottom line we cared about. Our partners wanted to spend more of their time making a difference in the lives of the patients they serve. And we feel the same way.”

As a result, A/R Allegiance Group created an enhanced brand anthem and brand purpose. The branding is reflected in their new logo.

About the logo

Besides being the universal symbol for healthcare, the plus or cross symbol represents the abstract spark that ignites possibilities for our clients. It is the source of ignition, uniting the blue and red colors in the logo, and completing the shape of the lower case “a”. The gap in the lower case “a” provides the opening for the spark detailed in our brand anthem/purpose. It also represents our openness in helping our clients make a difference in the lives of their patients. Our colors are also significant. The blue is indicative of our position as a trusted, secure and dependable partner; red is indicative of excitement, boldness and warmth; these colors nod to our Brand Anthem and together represent the colors of an igniting spark! The cool calm shade of the blue complements the warm rich red in the remainder of the logo, making the logo appealing to the viewer’s eye.

Visit allegiance-group.com for more information.