The State of California is hard at work to create the first government-run entity to sell health insurance as required by the Affordable Care Act (ACA). Since first created, the entity has been called the “California Health Benefit Exchange” (HBEX). The government felt that name was a mouthful so they hired a marketing firm, Ogilvey PR, to develop a catchier one. Ogilvey PR tested their concepts with focus groups and presented their findings to the HBEX board of directors. On October 30th, the HBEX board of directors decided on their new name and logo: Covered California. This name beat out other finalists: Eureka, CaliHealth and Ursa. “Avocado” made it to the semi-final round but didn’t make the final cut…

Here is the working logo for the exchange: