The century-old hospital enters a new era of care, connection, and community leadership in the mental health space.
The Royal has unveiled a bold new brand identity and redesigned website, marking a transformative moment in its 115-year history. Amid a growing mental health crisis, the rebrand reflects The Royal’s renewed mission to redefine how people understand mental illness and addiction — with clarity, compassion, and dignity at its core.
“This new brand unites our voice and strengthens our purpose,” says Cara Vaccarino, President and CEO, The Royal. “Equitable funding for mental health care is long overdue. It continues to lag decades behind physical health. With this renewed identity, we’re calling for change, challenging stigma, and demonstrating that reclaiming lives from mental illness and addiction is not only possible, but deserves the same investment and commitment as every other area of health care.”
A bold new direction.
The new identity goes far beyond a visual refresh — it represents a deep shift in how The Royal connects with the people and communities it serves. The brand separates the person from the illness, helping to break down stigma and foster understanding. The redesigned website makes it easier for patients and families to find services, understand care options, and access support — especially in moments of crisis.
“As a former patient who has recovered from mental illness, I’m thrilled to see this bold new direction,” says Richard Kennedy. “When you’re living with mental illness or addiction, it can feel like those struggles define you — but they don’t. The Royal’s new brand reflects that truth.”
See the resilience, not the struggle.
At the heart of the refreshed identity is a powerful visual language. Colourful lines, known as marks, represent the emotional imprint of mental illness and addiction. Each mark is unique, symbolizing the personal journey of recovery and resilience and reinforcing The Royal’s belief that mental illness does not define a person.
The rebrand comes as The Royal prepares to open a new Urgent Care Clinic in spring 2026, expanding access to mental illness and addiction services across the region. The clinic will provide an alternative to emergency departments and help ease pressure on other local hospitals, offering faster and more compassionate care for people in crisis.
“This brand is a promise to the people we serve that The Royal will continue to grow, adapt, and advocate for better mental health outcomes,” says Sharon Squire, Chair, The Royal Board of Trustees. “We’re not just changing how we look — we’re changing how we lead.”
Guided by SPARQ.
Staff, patients, and community partners across the organization helped shape the brand, ensuring it reflects real experiences and needs. The process has been guided by The Royal’s SPARQ strategic plan, which emphasizes service, partnerships, advancement, research, and quality as the foundation for a stronger mental health system.
Through specialized programs, leading-edge research, and strong community partnerships, The Royal helps people reclaim their lives from mental illness and addiction. The new brand strategy strengthens how the organization engages with the community, attracts top talent, and inspires support for mental health care and research.
Visual assets, including the new logo and brand video, are available for download.
Media contact: Alyssa Nader, Communications Specialist, The Royal, anader@theroyal.ca
About The Royal
The Royal is one of Canada’s foremost mental illness and addiction treatment, research, and education hospitals, dedicated to supporting individuals aged 16 and older who are living with complex mental illness and addiction. Since opening in 1910, The Royal has grown into a trusted resource for people across eastern and northern Ontario, western Quebec, and Nunavut.
With campuses in Ottawa and Brockville, and clinical teams working directly in homes and communities, The Royal delivers compassionate, evidence-informed care grounded in cutting-edge research, including through its partnership with the University of Ottawa and other academic and community partners. Its integrated model brings together care, research, education, and strategic partnerships to help build a future of recovery.
At The Royal, we separate the person from the illness, helping more people reclaim their lives.
