One Medical is a membership-based primary care provider founded in 2007, known for combining in-person offices with digital health tools. Its current visual identity, introduced in late 2018, was designed by San Francisco-based agency Moniker in collaboration with One Medical’s internal design team.[1]
Design and History
In 2018, One Medical underwent a full brand overhaul to align with the company’s expansion to 72 offices in nine cities and to reflect new service offerings in pediatrics and mental health.[2] Moniker worked collaboratively with One Medical’s internal team to rebuild the identity system from the ground up, beginning with an extensive brand audit and competitive analysis.[3]
The redesign was described by Brand New, a division of UnderConsideration, as an “elegant update” that helped position One Medical as a premium alternative in an industry in need of good design.[4] The new identity introduced a refined logotype, a simplified color palette, and an expressive typographic system, complemented by intimate photography and hand-drawn illustrations.[5]
Meaning and Symbolism
According to One Medical’s official brand guidelines, the logo consists of three distinct elements: the atom, the brand wordmark, and the brand descriptor. The atom represents “the breadth of our network and surrounding care you receive at One Medical” and acts as a “simple, bold icon” representing the company’s considered, modern approach to healthcare. The atom can be used independently of the wordmark and descriptor.[6]
The color palette was simplified during the rebrand, moving from multiple colors to a unified deep green, which became One Medical’s dominant color across posters, business cards, and other applications.[1] Transform magazine noted that the deep green was “uncommon, unexpected and powerfully able to stand out” in a US healthcare landscape dominated by blue and red branding.[1]
Typography and Design
One Medical’s official brand guidelines specify two primary typefaces: One GT Super (serif) and Ginto (sans serif). One GT Super is a custom version of GT Super, created by Grilli Type, with “a balance of organic forms and precise serifs” that brings an approachable yet contemporary quality to brand communications. Ginto is described as a geometric-humanist typeface with circular forms reflected in the geometry of the One Medical atom.[6] Moniker’s project page credits Grilli Type for the custom GT Super typeface.[3]
The rebrand also introduced watercolour illustrations by London-based illustrator Charlotte Trounce, whose work was integrated into One Medical’s website and services section to suggest approachability.[1] Moniker’s project credits include Michael O’Neal for photography and Charlotte Trounce for illustration.[3]
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