By Jim Johnson

Salinas >> In the style of the world’s best soccer players, Monterey County’s safety net hospital will now officially go by a single name — Natividad.

As part of a re-branding effort, county-owned hospital officials announced Wednesday that Natividad Medical Center would drop its middle and last names in favor of a lone moniker.

Natividad CEO Dr. Gary Gray said the subtle name change is intended to underscore the 132-year-old health care institution’s versatility of services, ranging from a Level II trauma center and acute rehabilitation unit to a neonatal intensive care unit and education programs, as well as its clinics and community outreach, and its focus on health and wellness.

“We’re trying to reinforce that we’re more than a hospital,” Gray said. “Our range of services goes beyond the typical role of a hospital.

“Natividad is on a first-name basis with everyone in the community. From our health department clinics throughout the county to our community programs, we are a health care partner with purpose and impact beyond inpatient care.”

Gray said Wednesday’s ceremony marks the culmination of a year-plus re-branding effort led by consultants Neimand Collaborative, Schipper Marketing and AMF Media Group that also included a new monument sign, a website that will soon include a full Spanish language version, and a new logo.

The announcement was made simultaneous to the eighth annual launch of the Everyone’s Harvest certified farmer’s market.

Jim Johnson can be reached at 831-726-4348.