Flatiron Health is a healthcare technology company focused on oncology, providing software and data analytics for cancer research and clinical care. Its visual identity centers on a geometric logo mark of two diamonds joined at a single point, paired with a lowercase wordmark.
Design and History
The Flatiron Health logo consists of two diamonds with a precise point of connection, a form the company describes as a metaphor for the concept that the whole is greater than the sum of its parts. The two diamond shapes together form an implied whole hexagon, a stable basic geometric shape. The symbol was designed to emphasize the precision and collaboration at the heart of the Flatiron vision, reflecting the company’s reliance on partnerships between researchers and providers, technology and oncology, and engineers and physicians. The new brand identity was introduced around the time of the company’s acquisition by Roche in February 2018, with the brand continuing to operate independently after the acquisition. [1] [2]
In March 2023, Flatiron Health announced a refresh of its visual brand identity. The company stated it had no desire to change the two-diamond logo itself, but wanted to give it additional dimensions. The update was anchored on the transformative nature of prisms, which the company described as a grounding concept in its brand design. Prisms make the unseen visible and refract light to reveal an abundance of colors, which Flatiron likened to how it uses data to create transformative evidence for cancer care and research. The refreshed logo was made capable of transforming to take on multiple layers of meaning depending on context. [1]
The 2023 rebrand was led by Jaime Lopez, Flatiron Health’s Chief Design and Marketing Officer, whose team anchored the identity on the transformational power of prisms. The bright, bold identity was designed to reflect the many facets of the company’s work, including the precision of real-world evidence, clinicians at the heart of care, the complexity of clinical research, and its global teams. [3]
Meaning and Symbolism
The two diamonds in the Flatiron Health logo are described by the company as a metaphor for the whole being greater than the sum of its parts. The paired diamonds together form an implied hexagon, a stable geometric shape that reinforces the concepts of precision and collaboration central to the company’s vision. [1] [2]
The 2023 brand refresh introduced a prismatic theme, with the company building its design system on a “prismatic grid” that reinforces the upward angle and intersection point in the logo. The prism concept reflects how Flatiron uses data that is not particularly impactful on its own to create transformative evidence and improve cancer care and research. The updated brand also incorporated bold, saturated colors into its palette, moving away from the austere minimalism of previous designs toward movement and boldness. [1]
Typography and Design
The Flatiron Health trademark registration describes the mark as consisting of the word “flatiron” in lowercase text with two diagonally-positioned diamonds to the left of the word. The registration was filed with the United States Patent and Trademark Office under serial number 87426532. [4]
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