The logo mark is the foundation upon which the entire visual brand was built. It begins with the P. That letter yields a shape that resembles a petal or leaf, which then expands—or grows—organically into wings that mirrors the shape of the P. Bending forward, the form symbolizes the company's embrace and enablement of what is possible, while the overlap of the two shapes suggest the way it collaborates with employers and consultants to change the future of healthcare solutions.

ParetoHealth needed a modern brand to reflect the new position of the company and differentiate itself from the typical sea of blue-greys of its competitors. It needed to stand out. We came up with a clean, bright design aesthetic that better represents some of ParetoHealth’s core characteristics: bold, positive, organic, and vibrant. And always moving forward.