FLINT, Mich. — Diplomat Specialty Pharmacy has rolled out a new brand identity that executives say helps take the company in a new direction.

“In our desire to fully serve our patients and our industry, we have become more,” co-founder and chief executive Phil Hagerman says about the effort that will see the company shorten its name to simply Diplomat. “We’re more than a specialty pharmacy.”

Hagerman explains that the simplified Diplomat name reflects what the revamped company is all about. “We have become broad health care ambassadors,” he says.

In addition to its refreshed mission and philosophy, Diplomat has revamped its design and logo, calling it “a modern look for the company’s new ­direction.”

Whereas the company had made its mark by offering therapies for many specialized medical conditions, including cancer and multiple sclerosis, it has expanded to include nursing, pharmacy and coordinated care.

“We have software developers, researchers and business strategists here,” vice president of information technology and marketing Jenny Cretu says. “Our expertise goes beyond traditional models. That’s what our new brand is all about — a passion for great patient care, the possibilities it poses, and the impact it has on all our lives.”

Diplomat, she explains, works with organizations across the health care system, offering back-end services that help companies form a more complete patient experience.

“We connect several different sectors into the specialty industry,” Cretu explains. “For retail pharmacies, we’re an entryway into new markets and even new business models.”