Blue Cross and Blue Shield of Florida, Inc. (BCBSF) is now Florida Blue. The new name, new logo and tagline – ‘In the pursuit of health’ – are all part of the company’s transition to a health solutions company with an overarching mission to help the people of Florida and their communities achieve better health. Consumers will soon see the new Florida Blue brand utilized in signage, sponsorships and advertising.
The brand transition reflects a host of initiatives inspired by Florida Blue’s expanded mission, including: a focus on affordable products; the introduction of new health plans and services; the personalization of health care services and customer support through the company’s unique Florida Blue retail centers; an expanding suite of online tools to empower healthcare consumers and even stronger state-wide outreach to support Florida communities in their quest for better health. All of these programs and services support the company’s commitment to providing accessible and affordable health solutions to all Floridians.
While the brand name has changed to Florida Blue, the company’s legal name remains Blue Cross and Blue Shield of Florida, Inc.
