May 5, 2022
Jimmy Qian, co-founder and COO, Osmind
Osmind is a public benefit corporation led by scientists, technologists, and psychiatrists to advance new evidence-generating medicine that helps people with moderate to severe mental health conditions.
The challenging past couple of years have highlighted the need for innovative approaches to ameliorate the global mental health crisis. We’re excited to see increased energy across public policy leaders, scientists, technologists, and investors uniting to improve the quality and accessibility of mental health care. Yet, there is still much to do, especially for people with refractory or severe psychiatric conditions.
It is important that the Osmind brand reflects the serious nature of such work, and the boldness and rigor of our approach. We introduced our original brand in 2020 when Lucia Huang (co-founder and CEO) and I founded Osmind; it served us well as our team, customer base, and impact grew quickly. Now, as we enter a new phase of company growth, we’ve evolved our brand identity to optimally reflect our mission and vision, while conveying a sense of empathy, timelessness, and rigor.
To arrive at our new visual identity, we partnered with Chermayeff & Geismar & Haviv, the renowned graphic design firm that has created many of the world’s most iconic and enduring brands such as NBC, Chase Bank, National Geographic, the US Open, and Mobil, amongst many others. The result is a new logo, visual language, typography, and color palette.
Osmind is named for the pioneering psychiatrist and researcher Dr. Humphry Osmond and our vision to be the ‘Operating System for the mind.’ To underscore our unique and memorable name, our new logo is a logotype constructed from precise, elegant custom typography with a strong dose of symmetry. The color gradient goes from dark to light, representing the mental health journey. The color transition is incremental, not stepwise, reflecting the difficult process of treating and overcoming refractory and serious psychiatric conditions. The logo colors of purple and orange invoke feelings of warmth, dawn, and hope while also being unique relative to many other healthcare brands. Additionally, the color gradient subtly highlights the ‘os’ and the ‘mind.’
Our visual language includes two winding paths. The paths rise gradually and go from darker to lighter, embodying the patient’s mental health journey. Always traveling together in an interwoven manner, the two paths embody various relationships – patients and their clinicians; Osmind and the clinicians we serve; Osmind and the scientists with whom we partner. The paths send a clear message – together, we can advance mental health treatment to save and improve lives.
It was such a pleasure to work with Jimmy, Lucia, and the Osmind team on the identity for this new brand. The Osmind vision of transforming mental healthcare for the hardest to reach patients resonated with us, and the new logo color treatment, and visual language express this journey of hope. The new wordmark is drawn based on simple geometry, while the color transformation puts the emphasis squarely on the meaningful Osmind name.
- Tom Geismar and Sagi Haviv, Chermayeff & Geismar & Haviv
Tom and Sagi, who know a thing or two about legendary brands, remarked to us several times that logos on their own hold little innate meaning. Instead, over time as an organization makes a large, enduring, positive impact on the world, the brand identity can become truly iconic and take on immense meaning. I hope that one day we can look back at the Osmind brand and know it has become iconic because we helped solve one of the world’s most pressing issues.
I would like to thank everyone who has helped convey our mission and vision to the world. Many folks came together to make this new brand possible, and our brand identity is also a manifestation of every team member’s hard work and passion. I’d like to give a special shoutout to Uncommon Bold, a prominent brand agency focused on digital health, for helping update our messaging and positioning to complement our new visual identity. Emily Peters and the team have been instrumental in bringing our vision to life through photography, design, concepts, and content.
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