Ottawa Institute of Cognitive Behavioural Therapy Brand Design

Redefining Mental Health Care with a Fresh Brand Identity

The Ottawa Institute of Cognitive Behavioural Therapy (OICBT) embarked on a branding journey to redefine its identity in the competitive mental health field. The goal was to create a memorable and distinct brand that reflects the institute's innovative approach to mental health, moving away from overused industry clichés. This exploration resulted in a modern, refined logo that aligns with OICBT's values of resilience, growth, and client-centered care.

Overview

Brand Design

Brand Guide

Colour Palette

Competitive Research

Design Strategy

Logo Design

Typography System

For OICBT, we provided a full rebranding package that included a new logo, a detailed brand guide, and the design of letterhead and business cards. We also delivered branded materials in both English and French. Our goal was to create a consistent and professional brand identity that aligns with OICBT’s mission and values.

Ottawa Institute of Cognitive Behavioural Therapy

Avoiding Clichés with Sophisticated Design

OICBT needed a rebrand that would differentiate it from other mental health providers while avoiding common, uninspired imagery such as budding plants or butterflies. The challenge was to develop a brand that is professional and sophisticated yet still approachable and reflective of OICBT’s innovative services. This included creating a logo that conveys both familiarity and an element of surprise, avoiding clichés while embracing creativity.

Key Considerations

Unique and Non-Cliché Imagery
Professional Yet Approachable
Innovative and Client-Focused
Reflecting Growth and Resilience

Exploration of Concepts

Concept 1: Abstract Succulent

The first concept revolved around the idea of an abstract succulent, symbolizing resilience and growth, reflecting the nurturing environment provided by OICBT. The geometric shapes within the icon were also designed to evoke synapses in the brain, subtly tying into the cognitive aspects of the services offered. This approach aimed to present a fresh take on growth that was distinct from industry clichés, focusing on strength, adaptability, and flourishing well-being.

Concept 2: Mid-Century Modern Abstract Geometry

The second concept used abstract geometric forms to craft a versatile and meaningful icon. The design allowed multiple interpretations—a succulent seen from above representing growth, a star at the center depicting patient support, or a brain with a spark of thought. This layered symbolism was meant to reflect OICBT’s multifaceted approach to mental health care, emphasizing innovation and client support. The friendly and approachable aesthetic was aimed at making clients feel welcomed while still projecting professionalism.

Concept 3: Geometric Horizon Letter 'O'

The third concept featured a versatile monogram 'O', crafted to serve as both a standalone icon and a part of the wordmark. The shapes within the monogram represented horizons and simplified succulents, suggesting a path forward, growth, and serenity. This design balanced abstract visuals with meaningful symbolism, aiming to resonate emotionally with clients. The clean geometric lines added a sense of timeless sophistication, conveying stability and strength while also embracing a sense of calm.

Color Palette Selection

Three distinct color palette options were presented, each aimed at conveying a unique feel:

Option 1: Desert Sunset used deep purples paired with warm orange and salmon accents, designed to evoke calm and optimism while maintaining modern elegance.

Option 2: Cool Greens combined with a salmon accent offered tranquility, balance, and a sense of vitality, perfect for creating a calming yet energetic atmosphere.

Option 3: Calming Blues with a salmon accent, which was ultimately selected, promoted stability and professionalism while adding a touch of warmth. This palette effectively reflected the core values of OICBT—trust, tranquility, and a supportive environment.

Final Delivery and Brand Guidelines

The selected concept was refined and executed across multiple formats, including both English and French versions for accessibility. A comprehensive brand guidelines document was delivered, detailing logo usage, color palettes, typography, and other elements to ensure consistency across all applications. These guidelines support OICBT in maintaining a cohesive and recognizable brand image, highlighting their commitment to professionalism and innovation.

"They did an exceptional job translating our vision into reality. Their team truly captured the essence of what we wanted to convey, creating a brand identity that reflects us with precision and creativity. Implementation of feedback was seamless, always aligned with our expectations."

– Dr. Pete Kelly,
Ottawa Institute of Cognitive Behavioural Therapy