On Lok is a San Francisco-based nonprofit organization serving older adults, best known as the founder of the Program of All-Inclusive Care for the Elderly (PACE) model. The organization unveiled its current “embracing heart” logo and “Where Seniors Embrace Life” tagline in October 2020 as part of a comprehensive brand refresh that also included a redesigned website and the renaming of its PACE offering from On Lok Lifeways to On Lok PACE.[1]
Design and History
On Lok was founded in 1971 in San Francisco’s Chinatown-North Beach community. William Gee, DDS, headed the committee that hired social worker Marie-Louise Ansak to investigate solutions for local elders who needed long-term care but wished to remain in their communities. Together with other community leaders, they formed the nonprofit corporation On Lok Senior Health Services.[2] On Lok is Cantonese for “peaceful, happy abode.”[2]
The 2020 rebrand was driven by On Lok’s vision “to give every individual the ability to age with dignity and empower their independence,” according to CEO Grace Li at the time. The organization was approaching its 50th year and expanding services to serve the full spectrum of seniors, from frail to active.[1] The refresh brought all of the organization’s brands under one On Lok umbrella.[1]
The brand identity was developed by Boldium, a digital experience agency, which helped define On Lok’s core brand pillars: a pioneering spirit, highly personalized care and compassion, and connection to community.[3]
Meaning and Symbolism
The logo uses the universal symbol for love, a heart, to evoke the brand’s care and compassion. Within the heart, Boldium designed a signature “On Lok embrace” to make the mark memorable and uniquely tied to the organization.[3] The organization described the “embracing heart” logo and tagline as conveying its “enduring values of compassion, excellence, and comprehensive care.”[1]
The mark is registered as a trademark consisting of “a heart shape with a curving design embracing the heart by overlapping the left side and extending partially over the right top of the heart.”[4]
Typography and Design
To maintain a tie to On Lok’s history, Boldium kept the same primary color from the previous identity, which the agency named “spry green,” but added a gradient to give it a more active, innovative feel. The agency also introduced an orange gradient as a primary color to imbue the brand with warmth and dynamism.[3]
The rebrand extended across the organization’s touchpoints, including new van wrapping, building signage, materials, and uniforms for staff.[1]
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