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Healthcare of Ontario Pension Plan rebrands

The Healthcare of Ontario Pension Plan has undertaken a rebranding initiative to coincide with its 50th anniversary. The rebranding includes a new name. The organization was formerly known as the Hospitals of Ontario Pension Plan. "Our new name and look are designed to help us better tell the HOOPP story," said John Crocker, president and CEO of the company. "While our name and look have changed, our commitment remains the same. There will be no change in the day-to-day services we deliver." The new brand, developed by Zync of Toronto, is intended to convey "tradition, stability, softness and approachability," according to agency principal Brad Breininger. The company is now working to apply the brand to its communication and marketing materials.

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