KPJ’s “new look” is part of the group’s ongoing efforts to improve patient care and remain competitive in the industry.

Its president and managing director Chin Keat Chyuan said the group’s new logo had a more contemporary look, featuring gold-coloured font with rounded edges and soft curves.

He added however that the rebranding exercise went beyond a change of look and logo.

“It is a symbol of KPJ’s transformation and progress in our efforts to deliver an improved healthcare experience.

“The rebranding exercise goes hand-in-hand with enhancements to our service delivery service for all stakeholders,” he said after unveiling the group’s new look at its headquarters in Kuala Lumpur.

Chin said the group’s rebranding also reinforced KPJ’s commitment to its “5Ps”: patients, people, physicians, partners and the planet.

KPJ’s rebranding exercise came less than a month after it unveiled its new shared values to employees as a key part of the group’s transformation.

The new shared values – a culture statement for KPJ – represented by the acronym CARE, are designed to transform the workplace.

The values are: committed – being dedicated to achieving shared goals and vision; accountable – having ownership and integrity in actions; respectful – valuing diversity and dignity with courtesy; and excellent – delivering exceptional quality and performance.