Oscar Health, the New York-based health insurance technology company founded in 2012, uses a simple blue wordmark as its primary logo. The company’s visual identity has evolved through two documented brand refreshes, most recently in 2021, when the original royal blue was replaced with a new shade internally called “Hot Blue.”
Design and History
Oscar Health launched in 2013 with a brand identity developed by the New York agency Design and Acquisition (DandA), led by former Disney marketing president M.T. Carney. The agency was brought on to support the company’s goal of “humanizing health insurance.” [1] The campaign work, which included illustrated characters rather than stock imagery, won a Clio and two Effie awards. [2]
In 2019, Oscar worked with design firm Franklyn to update its branding elements, including colorful billboards and other out-of-home placements featuring vibrant, whimsical illustrations. [3]
The most significant documented brand refresh came in 2021, ahead of the company’s IPO. Oscar’s internal brand team collaborated with Franklyn to build a brand system that would resonate with members of all ages, locations, and languages. [4] The refresh was described by the design studio Rudy, which also collaborated with Oscar’s internal creative team to refine and unify the brand identity ahead of the IPO, as balancing clarity and warmth through a whimsical illustration style, cohesive photography, and adaptable design elements. [5]
Meaning and Symbolism
Oscar’s original brand identity was built around the idea of making health insurance feel approachable and trustworthy. The brand manifesto, developed by the agency Partners & Spade, framed Oscar as “the kind of health insurance we’d want to have,” emphasizing simplicity, thoughtfulness, and friendliness. [6]
The company’s name was taken by founder Joshua Kushner from his great-grandfather. [1]
Typography and Design
Oscar’s 2021 brand refresh introduced two new typefaces: Heldane by Klim Type, an upright and quirky serif, paired with Lettera by Lineto, a conversational, almost monospaced grotesque sans serif. The shift replaced the original body typeface, Avenir, which the brand team described as having a clinical tone. Heldane was chosen to bring maturity and authority, while Lettera was selected for its warm, approachable, tech-oriented character. [4]
The 2021 refresh also updated Oscar’s color palette. Brand designer Cathy Lee developed a flexible color system that could shift into various tonal combinations depending on the content being communicated. The original royal blue was replaced with a new shade dubbed “Hot Blue,” described as having “a little more zing, without throwing away hard earned brand equity.” [4]
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