United Healthcare

Explorations of UHC’s core brand elements that include the ribbon, illustrations and UHC’s logotype.

UHC’s logotype

Explorations of how adding visual treatments to UHC’s logotype can be used for storytelling.

Ribbon

Exploration of how reshaping the ribbon into representational forms can be used for storytelling.

Illustrations

Exploring more organic shapes and textures to soften the very graphic style of the existing illustration system.

Tagline guidelines

Guidance for setting UHC’s tagline “There for what matters” in relation to the United Healthcare wordmark.