The Dr. Oz Show debuted in 2009 with the highest-rated syndication launch in over a decade. Seen around the world in 118 countries, Dr. Oz has become to be know as America’s Doctor.

As Season 7 approached there was a sense internally that the brand had fallen a bit out of alignment with the message at large. Working closely with the show’s EPs, the Dr. Oz Design Team was given the task of creating a fresh new brand for the daytime show which would allow the brand to pivot from disruptive to engaging, while connecting our audience to an inclusive community that advocates for a healthy lifestyle.

The collective challenge was to create something broad enough for a global brand but still unique and identifiable. After months of focus group surveys, we had a 2 week deadline to rebrand all the creative for the show. Logistically, the graphics needed to feel custom but easily customizable for last minute changes. This approach to design needed to inform an array of toolkit deliverables including: title cards, backgrounds, transitions, lower thirds, signage and web collateral.

Group studies showed a resistance to the preexisting Blue color scheme. feeling it was too sterile and unaccessible.

To create a colorful brand representing the diversity of our audience and message we introduced a range of colors for our palette. Green was chosen as our central color because of it’s emotionally positive effect on users, signifying growth, rebirth and, of course, nature. Bold, saturated hues are counter balanced with subtle and restrained variations to create a sense of harmony within a rectangle color scheme.

To ensure accessibility, the elegant yet straightforward DIN FF was chosen. Traditionally used for signage DIN is a simple, technical face that delivers a clear message. A 4.5:1 contrast was implemented to ensure legibility by all viewers.