Talkspace Unveils New Brand Identity Alongside Mental Health Awareness Month

Today, Talkspace, a leading online behavioral health care company, unveiled its new brand identity in time for Mental Health Awareness Month in May. This bold, design-forward look and feel captures the company’s core beliefs that therapy and mental health support should be a routine, positive part of anyone’s life, and that everyone deserves access to high-quality mental health services.

Recent CDC data reveals that more Americans than ever before are receiving mental health treatment such as therapy, counseling, or psychiatry.

“We’ve transformed our brand identity to both reflect and celebrate shifts in the mental health landscape, especially the normalization of therapy and mental health conversations, and the fact that innovation and insurance coverage make quality care more accessible than ever,” said Katelyn Watson, Chief Marketing Officer at Talkspace. “Now, we’re elevating the real faces and voices of Talkspace members sharing their experiences openly, so anyone can see themselves in therapy, starting with our flagship Mental Health Awareness Month campaign.”

Behind the new brand

The new brand concept illustrates Talkspace’s evolution over its 12-year history, reflecting the growing accessibility and normalization of therapy. Collaborating with creative agency Koto, the refreshed brand identity features five innovative elements: the iconic “T” shape, logo, typeface, colors, and imagery. These elements embody an inclusive and accessible imperative for individuals embarking on a therapy journey, leading to understanding and better mental health. The updated brand also emphasizes Talkspace’s role in reshaping public perceptions of therapy and promoting mental health as a fundamental aspect of holistic well-being.

“In order to demonstrate our vital role in rewriting the narrative of who and what therapy is for, we needed to update the Talkspace brand identity to reflect the mental health journeys that Talkspace providers make possible,” Watson added. “The brand idea ‘Make Sense of It’ invites anyone to discover the benefits of therapy for themselves, while also articulating the brand's ongoing role in navigating the structural and systemic challenges of the sector.”

The refreshed brand identity is built on five core elements:

1. Iconic ‘T’ Shape: The shifting borders of the ‘T’ symbolize the versatility and adaptability of therapy in creating space for individuals to make sense of their experiences.
2. Logo: The bolder, iconic wordmark unifies ‘talk’ and ‘space,’ representing the transformative power of conversations in mental health care.
3. Emotive Typeface: The dynamic typeface reflects the journey to clarity and mirrors the therapeutic process of introspection and growth.
4. A Journey through Color: The vibrant color palette reflects positive mental health journeys and resonates with diverse audiences.
5. Imagery with Impact: Authentic member faces and voices showcased in natural settings highlight that mental health care is an integral part of everyday life.

Mental Health Awareness Month Campaign: “Talk it Out”