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New Name, Logo, and Identity for Avanos by MerchantCantos
 

before

after

Reviewed Nov. 1, 2018 by Armin

Industry / Health Tags /

Established in 2018, Avanos is a medical technology company that designs, develops, and sells clinical medical devices for everything from chronic pain relief to digestive health, offering its brands and products around the world. It employs a global team of 4,500 and generates approximately $612 million in net revenue. The company was previously known as Halyard Health, established in 2014 (although it had roots many decades prior as part of Kimberly-Clark), which was recently split into two companies: one, keeping the name Halyard Health (and acquired by another company) and focusing on the surgical and infection prevention business, and the other Avanos. The identity for the new company has been designed by the New York, NY, office of MerchantCantos.

MerchantCantos developed the new name, which suggests a global sense of moving forward, that was inspired by the words: “innovation,” “advancing” and “vamonos.” The scope included a new brand platform, brand architecture, brand identity, art direction, packaging, product/patient photography, corporate website and corporate films.

The new name and brand focuses on the idea of how VNOS puts ‘difference’ at the heart of their business. The VNOS difference permeates everything VNOS does, from their innovative products, services and solutions, to how they work and collaborate.

We used 2 Delta symbols (a scientific symbol of difference) in place of the 2 ‘A’s’ in the wordmark to represent the difference in VNOS’ products and people, respectively. A circle represents their ambition to get patients, around the world, back to what matters. This is graphically summarized as O.

MerchantCantos provided text

New Name, Logo, and Identity for Avanos by MerchantCantos
Logo.

The old logo, which remains in play for the other half of the original company, was/is not bad, with a very decent wordmark and equally decent, although bewilderingly abstract, icon. What both new and old logos and names have in common is that slight tinge of evil-corporation-in-a-movie with medical-related cover-ups and other malfeasances. The old one more so in its name, the new one more so in its decoder-y logo. The new name is quite abstract and I guess it’s fine but I don’t get any of the associations referenced in the quote above. I do like the logo and how it replaces the “A”s with the delta symbols as a way of making the wordmark unique and ownable. It comes across effectively as science-y while remaining readable and looking like a significant company. It’s a difficult word to kern because “AVA” fits so well together but then the “NOS” part, no matter how hard one tries, feels separated. I would have pulled the “N” one nudge closer to the “A”.

These symbols are the foundation of the wordmark and are also embedded in brand level messaging and graphic patterns, giving the brand a recognizable image that transcends the logo. Merchant Cantos worked with URW++ to create the custom typeface: VNOS Sans, that replaces the A with for setting headlines in multiple languages.

MerchantCantos provided text

New Name, Logo, and Identity for Avanos by MerchantCantos
Custom font by URW++
The resulting brand language is clean, impactful and deliberate, with an overall aesthetic that is understated yet bold and confident. With a vibrant, signature orange/pink gradient, distinct product photography, and softer photographic moments featuring patients and physicians, the brand is a big departure from its past, and disrupts a crowded healthcare space that is dominated by overused blue tones and generic design.

MerchantCantos provided text

New Name, Logo, and Identity for Avanos by MerchantCantos
Guidelines.
New Name, Logo, and Identity for Avanos by MerchantCantos
Brochure covers.
New Name, Logo, and Identity for Avanos by MerchantCantos
Spread of some kind.
New Name, Logo, and Identity for Avanos by MerchantCantos
Website.

The orange/pink gradient isn’t anything novel but it looks a little bit more interesting than usual when paired with this specific logo and contrasts particularly well with the stark product photography. The replacement of the “A” with the delta in the applications, especially in the website, manages to not be distracting or annoying and after a few clicks around it’s something you get used to and it builds a subtle visual language out of 1 single identity element, which is no small feat.

New Name, Logo, and Identity for Avanos by MerchantCantos
Packaging.
New Name, Logo, and Identity for Avanos by MerchantCantos
Notebook.
Display ad.

In contrast to our last two Reviews this week, this feels cold and corporate and almost as something that’s hard to like but I found this identity to be quite appropriate and visually interesting in its restrained range of graphic elements and cues.

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