Case Study – Vermillion Branding

Brand identity, packaging, collateral

Vermillion, along with its prestigious scientific collaborators, discovers, develops, and delivers innovative diagnostic and technology tools that help women with serious diseases.

The company’s initial in vitro diagnostic test, OVA1®, was the first FDA-cleared, protein-based In Vitro Diagnostic Multivariate Index Assay, and represented a new class of software-based liquid biopsy in vitro diagnostics. Vermillion also received FDA clearance for Overa®, a second generation OVA1 test with significantly improved specificity and ease of use.

The product evolution was capture with the new logo echoing the original logotype but created an improved readability and enhanced brand clarity. The overall goal of the Vermillion project was to create a clear brand structure and a brand identity that would communicate the transition to the improved second-generation testing.