Orencia

Orencia (abatacept), the world’s first disease-modifying anti-rheumatic drug needed a logo that conveyed the freedom of movement patients could receive with treatment.

We explored various visual techniques that suggested movement and eventually settled on the bird in flight image. We commissioned a watercolor artist to make the brushstrokes that formed the new brand icon. The wing of “bird” icon flowed into an elegant serif capital “O” in the word “Orencia.” The “O” served as a mnemonic device in TV advertising, with the copy saying “Oh Yes You Can.

The Orencia logo was a first in the pharmaceutical world. Illustrated symbols were never used before the Orencia logo.