Sesame is a direct-to-consumer healthcare marketplace that connects patients with providers offering cash-pay services at transparent, upfront prices. The company targets uninsured Americans, those with high-deductible plans, and anyone seeking care without insurance intermediaries. Its visual identity was developed as part of a broader brand evolution led by the branding agency Red Antler.
Design and History
Sesame originally operated under the name EasyCare before its rebrand. The naming agency Condensed, which worked on the project, described the original name as straightforward but lacking emotional resonance. The name “Sesame” was inspired by “Open Sesame,” a phrase meant to evoke immediacy, access, and simplicity: you say the word, the door opens, and you are in. No barriers, no confusion, just care. [1]
Red Antler partnered with Sesame to evolve the brand and communicate a new, people-first model for healthcare. The agency created a simple motif derived from the sesame seed itself, which it described as a symbol of luck and immortality, used to punctuate key brand moments. Red Antler stated that it stripped away unnecessary flourishes and focused on communicating clearly and directly, reinforcing the idea of an open care marketplace that people can access on their own terms, without barriers or bureaucracy. [2]
Condensed described the resulting brand identity as warm, direct, and approachable, a deliberate contrast to the cold, institutional feeling that defines most of healthcare. The agency also partnered with Sesame to develop an initial website ahead of the company’s official launch. [1]
Meaning and Symbolism
The sesame seed motif is the central symbolic element of the identity. Red Antler documented the seed as a symbol of luck and immortality, using it to punctuate key brand moments. [2] The broader brand concept draws on the “Open Sesame” phrase from folklore, which Condensed noted conjures immediacy, access, and a kind of magic simplicity, capturing exactly what the platform delivers. [1]
Typography and Design
Red Antler’s stated approach was to communicate clearly and directly, stripping away unnecessary flourishes. [2] Condensed similarly described the brand personality as positive, friendly, engaging, and approachable. [1] Specific typography choices, exact color specifications, and the current wordmark’s precise letterforms have not been publicly documented by the brand or its agencies in the available sources.
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
