Introducing Louisiana Blue
Blue Cross and Blue Shield of Louisiana Announces New Brand Strategy Focused on Company’s Unwavering Commitment to Louisiana

BATON ROUGE, La. – Blue Cross and Blue Shield of Louisiana, the state’s oldest and largest health insurer, announces a new brand strategy that symbolizes its unwavering commitment to Louisiana and recognizes its 90-year history serving Louisianians’ healthcare needs.

The company is introducing Louisiana Blue, a new and exciting brand that includes an updated logo, website URL and corporate email addresses. “Throughout this past year, it has been made clear how important Blue Cross and Blue Shield of Louisiana is to our state,” said Bryan Camerlinck, president and CEO. “This change conveys to our customers a rededication to Louisiana and to remaining a strong and successful independent Blue plan.”

Louisiana Blue highlights the two things that make the company stand out from its competitors, said Camerlinck, “the fact that we are a Louisiana company, and the fact that we’re a Blue Cross Blue Shield plan.”

The company will continue formally doing business as Blue Cross and Blue Shield of Louisiana but will use the name Louisiana Blue for marketing, promotions and other public-facing materials. You can visit the insurer’s updated website, lablue.com, or follow them on social media at lablue.com/social to see more examples of the new logo and to get branding updates. 

“The brand conveys simplicity. It’s distinctive, friendly, inviting and puts Louisiana first,” said Camerlinck. “Louisiana Blue is also intended to reflect our sharpened focus on making healthcare simpler and more affordable as we continue delivering a unique, local experience.”

About Louisiana Blue

Louisiana Blue is committed to our mission to improve the health and lives of Louisianians. Founded in New Orleans in 1934, we are a tax-paying not-for-profit health insurer with offices in every major region to serve our customers. We have been recognized for the past five years as an honoree of The Civic 50, named by Points of Light as one of the 50 most community-minded companies in the United States. Blue Cross and Blue Shield of Louisiana is an independent licensee of the Blue Cross and Blue Shield Association. We invite all Louisianians to visit our website at lablue.com or talk to us on social media @MyLouisianaBlue.