Brand Center
Narrative
Logo
Typography
Color
Imagery
Graphics
Voice
Inside you’ll find information intended to clarify the strategic intent of our brand and to enable consistent expression across every touchpoint. Click on the topics on the right to explore. All use of the Ontada brand must be approved by the brand team.
Welcome to the Ontada Brand Center
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Our brand framework helps express our value to stakeholders. It is informed by the business strategy and should guide every communication. Our framework is comprised of the brand idea, value proposition and core messages. Each of these elements is intended for internal purposes only and should not be explicitly articulated in communications for external audiences. Below we explain the rationale for each of these elements in more detail.
Brand idea
The Ontada value proposition expresses the key benefits we confer to our stakeholders and our company’s competitive advantage at large. It is the foundation of brand strategy and the most direct explanation of what we do, and what we stand for.
What we do
Activate turning points
Galvanize connectivity at the point-of-need
Transform the fight against cancer
How we do it
Why it matters
Pivotal to Progress
The real-world data that Ontada aggregates and structures allows providers to offer more individualized and evidence-based care to every patient by powering more informed decisions at each critical juncture in the cancer journey. Likewise, Ontada feeds oncology insights back to Life Sciences to progress and accelerate the development of novel cancer treatments and advance or evolve the product lifecycle for existing treatments. Ontada embodies the notion of forward thinking by transforming the experience of cancer, so it no longer feels like a ‘fight’ for anyone – patients, providers and industry alike.
Brand narrative
Like cancer, the field of oncology is dynamic Each path forward is unique and complex Solutions must be precise and personal Every moment is different. Significant. Life-changing. We empower these moments Activating turning points with novel and actionable insights Connecting experience, intelligence and empathy from the front lines With the latest in scientific achievement and advancement At exact points-of-need – we deliver, and we are there. For innovation and advancement For better patient experiences For Life Sciences and for oncologists For partnership. So together we can transform the fight against cancer And realize true progress for patients Because they are the reason – the point of it all.
Introducing Ontada. Pivotal to progress.
Elevator pitch
What's Ontada?
Ontada is an oncology technology and insights business dedicated to transforming the fight against cancer.
What does Ontada do?
Ontada works with life sciences and providers to improve patient care and survival by providing technology, tools and insights at the exact point-of-need.
Download
Brand Anthem Video
Value proposition
Core messages
The core messages answer the questions what we do, how we do it, and why it matters. By defining our unique answers to each of these questions, we can clearly articulate how we deliver on the value proposition and provide a unique experience to our target audiences.
The brand idea condenses everything that we stand for into a singular, easy-to-remember phrase. It is important to remember that this phrase is not our tagline and is for internal purposes only. It is the underlying concept behind everything that we do as a company and should inspire all communications although it is never used verbatim.
We transform the fight against cancer by partnering with life sciences and the largest community oncology network to create actionable insights and intelligence throughout the spectrum of care, elevating the joy of practice and inspiring clinical innovation.
In brief, Ontada provides technology and insights that enable oncology and life sciences to navigate pivotal moments and drive progress with confidence and relative ease.
Brand Training Video
®
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Our logo is an expression of our brand idea: Pivotal to Progress. It is important that we use our logo correctly in all of our communications because it builds upon our impact in the marketplace and demonstrates our commitment to consistency and professionalism in the work that we do.
The color positive version should always be used against any of the solid Ontada Cream colors, a white background or over lighter photographs.
The white reverse version should always be used against a dark background or over darker photographs. The black version should only be used in black-and-white communications, but the reverse white can also be used in color applications. Always maintain adequate contrast between the Ontada wordmark and its background, whether solid or photographic. For photos, place the logo on an area that is even in tone and provides enough contrast. Dark or shadowed backgrounds must be printed with the reverse logo.
Clear space is the area surrounding a logo that must be kept free of any text or graphic elements. To maintain visual integrity, it should never be crowded with text, photographs, or other graphic elements. Clear space is defined as a space equal to the full height of our logo’s “o” letterform. Because legibility of the Ontada logo artwork is critical, it must be sized large enough to be read easily on every application, print or digital. Our logo can be scaled to oversize when needed, but it should not be used at sizes smaller than the minimums shown here. Where possible, avoid using the logo at extremely small sizes.
Clear space
Minimum size
Ontada’s logo is a wordmark that was customized to reflect our brand. The logo is simple, clean and precise to give a sense of confidence and authority. The crafted serif letterforms are an intentional mix of strong verticals connected with softer, fluid curves. This combination reflects a balance between scientific precision and approachable humanity. Creating a connection between the “t” and “d” reflects our connection with our partners, patients, and the healthcare community. The dark slate color speaks to health and growth, and helps us to cut through the visual noise we all interact with every day. The proportions of the wordmark letterforms have been specially defined and these elements should not be modified from the original art files. The logo is available as either raster or vector files. Artwork files can be obtained from the Corporate Brand Team.
Logo color variations
Logo placement
Incorrect usage
Its important to use the Ontada logo artwork as provided, to preserve the integrity of the brand. The examples on this page illustrate some, but not all, potential misuses of the logo.Keep in mind that the logo is carefully rendered artwork and any alteration of the logo, apart from proportional scaling, is considered misuse.
Downloads
DOWNLOAD
PNG Files
EPS Files
JPEG Files
The Ontada symbol is adopted from the cursor graphic element
Symbol
The Ontada symbol cannot be used as the main logo or combined with the logo. It can only be used as a lock-up for products, symbol for apps or digital favicon.
In a container
Stand alone
Symbol/Favicon
Product app favicon
iKnowMed (IKM)
Clear Value Plus (CVP)
Practice Insights
Spark
Positive
Negative
Product App Favicon
My Care Plus
Please contact Abby Guempel for support or fill the form.
Our primary brand font is a sans serif typeface, Nunito, and should be used in all communications. This contemporary typeface enhances our design system with a clean, approachable appearance, allowing dense information to be clearly presented. In some instances MS Office and online applications, Nunito Sans may not be available. For these applications, Calibri should be used as a substitute. Calibri references the minimal and clean appearance of Nunito, and allows for a consistent visual identity across print and digital materials.
Font
Our typeface is Nunito
Nunito Extra light
Nunito Light
Nunito Regular
Nunito SemiBold
Nunito Bold
Our MS typeface is Calibri
Calibri Light
Calibri Regular
Calibri Bold
We use Nunito Sans for both headlines and body copy. Selecting the right font weight ensures clear information hierarchy and a consistent look and feel for all of our communications. Main headlines should be set in Nunito ExtraLight, sentence case, flush left. These should be set in Nunito Regular or SemiBold, sentence case, flush left. Headlines and sub headlines Where possible, set headlines in oversized copy, thereby celebrating the message as the hero while making a memorable visual impact on the audience. Body copy should follow the same general rules. It should be set in Nunito light or Regular, sentence case, flush left. Bold weight can also be used for emphasis. To create visual hierarchies or to highlight key content on a layout, all Nunito text can be modified by altering their scale, color, or placement. For additional flexibility, each weight is also available in italic for use in quotes or other points of emphasis.
Typography usage
Main headline
Sub headline and section heads
Body copy
On the front lines of cancer care
imagine a world where real-world caution becomes real-world confidence
Turning data into insights, real-world skepticism into real-world confidence, and complexity into precise answers. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi nulla facilisi.
Lorem Ipsum subheadline
Nunito
Calibri
Example of headline and subheadline
Example of quote or highlighted copy
Fonts
in some cases
Our colors provide brand recognition and differentiation, helping us to stand out among our competitors. Chosen for their lightness, simplicity and sophistication, they evoke a science-based design system to represent our unique and impactful approach to cancer care. Our color palette has been purposefully chosen to communicate four key principles: at ease, confident, hopeful and energized. We reflect these principles in the following ways: tones of cream capture a feeling of ease and confidence, layered with two key colors: coral to represent warmth and humanity, balanced with a vibrant blue to signal innovation and data. Together, they create a sense of energy and optimism. Our use of color needs to speak to a broad range of audiences focused around humanity and technology.
Our primary color palette offers a range of creams in different hues. We use our creams in large areas of our layouts and by doing so, we help create a strong association between the color cream and our brand. Primary colors should dominate our communications. To generate flexibility, energy and contrast in our visual system, we use slate and white. Ontada Dark Slate is used in the logo as well as all typography. Ontada Slate is used for charts and infographics. White is our alternate background color, and is also used for reversed text or linear graphic elements. In instances where flexibility is needed for logistical reasons (i.e., product programming environments) use of black or similar slate grays can be permitted. We have six accent colors made up of coral and blue hues. Our warm and vibrant accent color palette is used sparingly – when we want to highlight text or create messaging hierarchy, and in charts and graphs. All six colors can be tinted in percentages of 80, 60, 40 and 20. All colors and their specifications are shown at right. The CMYK and RGB breakdowns have been customized for our visual identity system; do not use Pantone Bridge or default color breakdowns.
Brand colors
Primary colors
Secondary colors
Accent colors
All Ontada communications should use our brand color palette.
ADA Guidance
For ADA compliance, this chart shows acceptable color combinations when using our brand colors in text on color backgrounds for digital application. • ‘ALL’ means all text is usable at any size • ‘Large’ refers to large text above 18 pt. or 14 pt. bold • ‘/ ’ means this combination is not acceptable
*The Americans with Disabilities Act of 1990 (ADA) prohibits discrimination and ensures equal opportunity for persons with disabilities in employment, state, and local government services, public accommodations, commercial facilities, and transportation. **Web Content Accessibility Guidelines (WCAG) were developed in response to the ADA by the World Wide Web Consortium (W3C), in cooperation with individuals and organizations around the world, with a goal of providing a single shared standard for Web content accessibility that meets the needs of individuals, organizations, and governments.
ADA color standards
ASE File
PDF File
for adobe
Brand images should convey a connection to our professionals and patients — real, candid scenarios that depict enabling the cancer care experience all patients deserve.
When choosing imagery, look for the following: - Sophisticated neutrals - Simple backgrounds - Considered saturation - Lightness with optimism - Candid, caught-in-the-moment feel - Tones that complement the brand color palette In choosing in-situational images for healthcare professionals, look for the following: - Feature subjects in true-to-life situations (in conversation, performing tasks, in surgery, etc.) - Show professionals engaged in transforming the fight against cancer In-situational images should be our primary photography style. Images should: - Depict the patient’s journey - In-situational images should portray a story Imagery should represent progress for patients: - Show a clinical ecosystem focused on innovation and scientific advancement - Use imagery showing research that empowers action
Our imagery style
Professionals
Patients
Life Sciences
The examples to the right show some potential misuses. 1. Do not choose images that are too cluttered or busy 2. Do not use staged or posed images 3. Do not use abstract type imagery 4. Do not extreme close-ups 5. Do not use photography that is overly saturated or uses filters 6. Do not use imagery that feels like our gradient graphics
Cancer patient care
Clinician workflows
Cancer patient & technology
Biopharma clinical development
Data research
Company culture
Stock imagery
Cancer patient emotion
All photos
All videos
These graphics were created to show the interplay and fluidity of information that is pivotal to progress in cancer care. The graphics ebb and flow through our communications – starting in one place, they move around connecting information and data. Bold and dynamic, they represent the impact and momentum of Ontada. These graphic elements brings dynamism and flexibility in our design system, creating multiple stories when our basic elements come together. These proprietary elements are key components to the design system and are to be used as visual cues in how Ontada is changing cancer care. Use these gradient graphics in high-visibility, standalone pieces like posters, brochures, our website and other digital media. They do not need to be combined with the lines of connectivity graphic.
lines of Connectivity
Layering onto the gradient graphic, the linear graphic is used to represent our pursuits in scientific innovation in search of better healthcare outcomes. Our linear graphic starts with the idea of a cursor. The cursor in digital language is a starting point – it acts as a point of activation that leads to impact and change. With the cursor as a starting point, we create extended facet shapes using radiating lines, which are connected by circular points – metaphors for data and information coming together to create an ecosystem. Our linear graphics are composed of four elements: 1. Cursor The outlined rectangular cursor is a visual cue for how we streamline data information into key insights that help our audiences. The first point of inspiration. 2. Linear lines Radiating from the cursor’s four corners, they represent our streamlined approach – how we obtain insights 3. An opacity field Represents the focus on an particular area of data 4. Connecting circles (connectors) When two radiating lines intersect, we use a connector as a metaphor for data exchange between our professionals. There can be up to two connectors shown, positioning them at key points on our linear graphics.
These are a few configurations of our linear graphic that work in either vertically or horizontally formatted communications. Designers can also create other versions of these linear graphics for further creative flexibility. These linear graphics should: 1. Always appear in white with a white opacity or dark slate without the field of opacity. Do not use other brand colors 2. White lines of connectivity consist of a vertical cursor, radiating lines, an opacity field and connecting circles. Dark lines of connectivity consist of a vertical cursor, radiating lines, and connecting circles. 3. Line weight when seen in letter or tabloid formats is 0.4 pt. The line weight may vary depending on the size of the media. Consult with brand team if needed. 4. Compositions should consist of three irregular quadrilaterals. One of the quadrilaterals is filled with a 12% white opacity 5. When two radiating lines intersect, a connector is used. There can be up to two connectors shown, positioning them at key points on our linear graphics 6. Linear graphic elements are not used in extreme vertical or extreme horizontal layouts These graphics are available as Adobe Illustrator files. Artwork files can be obtained from the Corporate Brand Team.
Configuration
Our library of four gradient graphic elements can be cropped in different ways to be used in vertical, extreme vertical, horizontal and extreme horizontal formats. When cropping, please consider the following: 1. For any format, ensure the final crop doesn’t dominate the layout. 2. Artwork files for each of the elements can be rotated as needed to acquire the correct cropping 3. Cropping should always include parts of the coral and blue gradient shapes 4. Avoid cropping just one of the colors 5. Avoid cropping where the blue is more dominant than the coral 6. The gradient graphic should bleed off at least two sides of any layout
Cropping
Ontada spark
Ontada lines of connectivity
Pattern
Iconography
Illustration
Lines of Connectivity Pattern
These patterns are "compromised" of multiple lines of connectivity. They represent collaboration and the connectedness of patient journeys. This element can be combined with the spark if needed; however, it cannot be combined with the lines of connectivity. It creates negative space that can be used for copy elements and logo placement at the top of the page. The patterns can only be used in white or dark slate and are available in three forms: 1. Left aligned pattern 2. Right aligned pattern 3. Horizontal
Left aligned pattern
Right aligned pattern
Horizontal pattern
Example of the relationship between pattern and copy
Icons can be literal symbols as well as metaphors for what we do. When creating icons, ensure that they are easily recognizable and constructed from basic, simplified geometric shapes. There are five types of icon styles: 1. Negative Dark slate outlined icons with dark slate outlined container. This style only uses dark slate without fill or accent colors. 2. Positive blue Dark slate outlined icons with light blue accent. Specifically can be used to represent biopharma. 3. Positive coral Dark slate outlined icons with light coral accent. Specifically can be used to represent provider. 4. Positive cream Dark slate outlined icons with dark cream accent. 5. Reversed White outlined icons with/without white outlined container. This style can be used against darker color background or darker photography.
Iconography can be made into unifying graphics or illustrations to communicate more complex stories. Please contact brand team for unifying graphic or illustration creation.
Unifying graphics and Illustration
RWD
Biopharma
Graphic in illustration form can only be used for external communication or blog only. Illustation can only be produced by brand team. Illustration can only use ontada colors. Dark slate will be the replacement of black. If you are required to use ontada illustration graphic, please contact brand team.
Visit illustration library preview
Lines of connectivity
Graphic elements
PPT Files
Lines of connectivity pattern
TBD
Verbal
Based upon a set of attributes that characterize our brand as if it were a person, the brand principles help us to define the Ontada experience which helps us to create an overall feeling associated with the brand. The brand principles are used to inform every touchpoint, creative expression and communication.
Our tone, manner and style of communication – the way we sound.
Brand voice
Brand voice is defined as:
Voice tactics have been developed to bring the brand principles to life through voice. These tactics are for reference only and should be used to inspire communications that are tonally on brand. Not all tactics should be applied to all communications The use of specific tactics will vary depending on the communication purpose and audience for whom it’s intended Although it’s not necessary to apply all tactics all the time, it’s recommended to choose at least one tactic for each principle, representing all four in any one communication as much as possible
These tactics are for reference only and should be used to inspire communications that are tonally on brand.
Voice in action
Example 1
Our work enables intelligence and confidence at critical decision-making junctures across the oncology ecosystem. Whether it’s the moment when an oncology provider is with a patient or the moment when innovators identify the next breakthrough therapy, we are there with the pivotal insights they need to impact the course ahead and transform patients’ lives for the better.
Directly deliver Be direct Activate turning points Pivot with purpose Build with purpose Amplify ambitions Show brilliance Highlight hope
Envision the moment when science delivers the right solution at exact points-of-need. At every juncture and all crossroads, wherever you are along the journey, what was once a daunting challenge becomes nothing more than simply a next step.
Build with purpose Anticipate the apex Directly deliver Be direct Adapt to the audience Show brilliance Engage with empathy Pivot with purpose
Example 2
Access real-time, evidence-based data that empowers action Provide the right care, to the right patient through precision medicine programs Deliver the best therapeutic options for patients at every point of their journey through new insights and understanding
Directly deliver Engage with empathy Activate turning points Inspire action Show brilliance Highlight hope Build with purpose Go graphic
Example 3
Together, we will apply our technology, data and industry relationships to power decision-making, pivotal insights and technological innovation – enabling both community oncology providers and life sciences manufacturers to better action best-practices, precision medicine and the latest scientific advancements at the right moment and in real time.
Directly deliver Adapt to the audience Activate turning points Inspire action Build with purpose Amplify ambitions Show brilliance Showcase success moments
Example 4
Lexicon
Differentiate by shifting language to define a new category
Principles
Voice tactics
MS PowerPoint
MS Word
MS Excel
Video Conference Backgrounds
Desktop Backgrounds
MS Font and Theme
The brand team has created templates to support a wide variety of communications needs. If you don’t see what you need, please contact us.
Templates
Assets
Outlook Email Signature
Outlook Email Template
LinkedIn Banner
Sales enablement tools
Illustrative Patient Data Charts
ORDERING
Business Cards
Ontada Tech User Guide
Sample Publications Chart
Data & Research Capabilities
Clinico-Genomic Data
Physician Leadership
Brand Videos
Ontada Overview from BT
MYLUNG Overview
Publications Templates
Provider Tech Sell Sheets
Spark Folded Cards (Blank)
Blue Folded Cards (Blank)
Ontada at-a-Glance
PE&E Capabilities
SWAGs
Go to Shop
OntadaHealth
OntadaLearn
