When it comes to health plan benefits and design, claims processing, innovative products and a commitment to the communities we serve, BlueCross BlueShield of South Carolina is clearly the most-recognized leader in our state. Nothing symbolizes our leadership more than the iconic "Cross" and "Shield" in our logo. The time has come for us to strengthen our leadership position in the face of a changing environment that includes more competition and a volatile political climate. And so we are re-introducing BlueCross BlueShield of South Carolina with a revised, refreshed logo. Our updated logo focuses on the Cross and Shield — symbols of strength and security. Effective May 1, 2008, we replaced the "old" logo with the new logo in all communication materials.