Ontada
TRANSFORMING THE FIGHT AGAINST CANCER
Name, visual identity, and experience for a new oncology technology and insights offering.
Brand identity
Digital design
Environments
Film/Motion graphics
The world of oncology is rapidly evolving, and new obstacles are continually arising. The answer lies in data and insights. However, these insights have to be real and actionable, empowering life sciences, providers, and patients to uncover solutions at a point of need.
To create long-term and resonant excitement with essential stakeholders, a new entity and name were developed — signaling a change in the cancer journey from a daunting challenge to a standard set of next steps in care that elevate the joy of practice and inspire clinical innovation.
The new name, Ontada, reflects the advancement of oncology technology and streamlining of real-world data. The name embodies the company’s focus and ambition to transform cancer care by connecting intelligence, expertise, and empathy — ultimately making a significant difference in patients' lives.
The overall visual experience has a feeling of lightness, simplicity, and sophistication — evoking a science-based design system to reflect a unique approach to cancer care.
A distinctive wordmark, straightforward messaging, and authentic imagery, balanced with a unique color palette and activate graphic elements create a sense of optimism that highlights the impact Ontada makes in oncology and people’s lives.
The logo, a customized wordmark in a dark slate color, evokes a sense of confidence and authority. Serif letterforms crafted with an intentional mix of strong verticals and soft, fluid curves create a visual balance between scientific precision and the care found in humanity. Connected letterforms within the wordmark reflect Ontada’s connection with partners, patients, and the healthcare community.
Gradient and linear graphic elements evoke the interplay and fluidity of information pivotal to cancer care. The graphics ebb and flow throughout communications — symbolizing the streamlining of data. The linear graphic represents a cursor — the starting point of data input. The cursor is central to various faceted shapes with circular nodes that signal activation points in the journey — where dynamic data and information coming together to form an innovative ecosystem.
The Ontada color palette was purposefully crafted to communicate four fundamental principles; ease, confidence, hope, and energy. These principles are reflected in the following ways; tones of cream capture a feeling of simplicity and integrity, layered with two fundamental colors, coral to represent warmth and humanity, and a vibrant blue to signal innovation and data.
Together, these colors create a sense of lightness, optimism, and sophistication across a broad range of audiences. Digital tools and environmental spaces enable, educate, and inspire, allowing them to experience the brand in real and exciting ways.
