Blue Cross and Blue Shield of Florida changes name to Florida Blue

Blue Cross and Blue Shield of Florida Inc. is rebranding itself as Florida Blue. The name, a logo and tagline – “In the pursuit of health” – were announced last week. The new Florida Blue brand will be used in signage, sponsorships and advertising. The brand transition reflects a host of initiatives, including: a focus on affordable products; the introduction of new health plans and services; the personalization of healthcare services; customer support through the company's Florida Blue retail centers; and an expanding suite of online tools for consumers. The company's legal name remains Blue Cross and Blue Shield of Florida Inc.