Case Study: Vectra
Case Study – Vectra
Brand identity, packaging, collateral
Vectra is an advanced blood test for adults with rheumatoid arthritis (RA). It helps physicians better understand their patient’s RA disease activity. The Vectra test results can help track disease activity over time with an objective measure that complements a doctor’s exam and the patient’s personal assessment.
Patients with high Vectra scores have been shown to be at a higher risk for rheumatoid arthritis-related joint damage than patients with low or moderate Vectra scores. Vectra scores have identified patients with a high risk of future joint damage better than CRP or ESR.
As Vectra continues to innovate their test offering it became important for the brand to evolve to a more sophisticated mark. The new logo mark was developed to clean up the aesthetic, clarify the color pallet and highlight the predictive assessment of 12 biomarkers critical in this diagnostic test.
The new logo echoes the original logotype but creates improved readability. A new color palette was developed to highlight the brands unique personality. Specifically, the orange color was established as a dynamic color that represents the positive outlook for patients.
The new identity of the brand also introduces a new typeface, Avenir. Avenir helps contribute to the Vectra’s crisp, innovative, yet functional feel.