The Ontario Telemedicine Network (OTN) is a not-for-profit organization funded by the Government of Ontario that facilitates virtual care and distance education for health care providers and patients across the province. In 2020, OTN was transferred into Ontario Health, the province’s health agency, with its programs and services remaining unchanged. [1] [2]
Design and History
In early 2011, OTN introduced a new logo and brand strategy. The OTN Board of Directors approved the new brand strategy on March 3, 2011, which positioned OTN as a global leader in telemedicine committed to making health care more accessible. The new creative expression was built around just three letters: “Otn.” [3]
The branding work was led by Yield Branding, which developed the new master brand identity and architecture for OTN. The strategy positioned the brand as an “enabler” of health care rather than a health care process, encapsulated by the tagline “Healthcare working smarter.” [4]
The new logo was rolled out across OTN publications, the website, trade show booth, stationery and Member site signage throughout the spring and summer of 2011. [3]
Meaning and Symbolism
The logo’s creative platform is based on the overlap of a blue and green circle, which are the main colours in OTN’s logo. This overlap was intended to convey OTN’s role as the health care enabler that brings patients and doctors together. [5]
Yield Branding noted that because screens are the main delivery mechanism for OTN’s services, the brand identity and creative platform were designed to communicate and reflect this in the visual language. [4]
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