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Marketplace gets a name

Published: Thursday, Sept. 26, 2013 1:15 a.m. CDT

CHICAGO (AP) – The brand name of Illinois’ new health insurance marketplace does something that other states’ names don’t. “Get Covered Illinois” tells the 1.8 million uninsured residents what they need to do.

Gov. Pat Quinn’s administration unveiled the name Wednesday, less than a week ahead of the launch of the online marketplace where people can comparison-shop for the coverage required under President Barack Obama’s health care law.

The orange logo, which also features the outline of the state, is meant to remind Illinois residents it’s the “dawn of a new day,” said Brian Gorman, outreach director for the marketplace. The name and logo were selected with input from focus groups, Gorman told a meeting of the governor’s Health Care Reform Implementation Council in Chicago on Wednesday.

The brand and logo are part of a multimillion-dollar ad campaign that begins Tuesday and will build through the fall and winter. Uninsured Illinois residents have until the end of March to buy health insurance through Get Covered Illinois.

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