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Oscar's branding. Photo: Oscar

If you're a health care company looking to brand yourself as tech-forward but still approachable, you’re going to need a medium-weight serif font.

The intrigue: Flatiron Health, One Medical and Oscar all use strikingly similar typefaces in their marketing materials. Business Insider noticed this trend — possibly because it uses one of the same fonts.

Details: Flatiron and Oscar use a font called Tiempos, which you may also recognize from some Facebook marketing. One Medical uses GT Super, which it adopted along with a more muted color scheme as part of a rebranding last year.

Between the letters: Serif fonts (the ones with the little feet on each letter, like the one you’re reading now) are popular for large amounts of text, like newspapers and books.

How it works: Designers said they chose these fonts for these health care companies because they conveyed a warmth or human quality that more streamlined sans-serif fonts may lack.

  • "It was really important to us that we didn't want to look like a traditional healthcare company but we also didn't want to look like a tech brand," Chris Peel, One Medical’s creative director, told Business Insider.

Go deeper: Why brands you've never heard of are flooding your feeds

Go deeper

Scoop: Gina Haspel threatened to resign over plan to install Kash Patel as CIA deputy

CIA Director Gina Haspel. Photo: Win McNamee/Getty Images

CIA Director Gina Haspel threatened to resign in early December after President Trump cooked up a hasty plan to install loyalist Kash Patel, a former aide to Rep. Devin Nunes (R-Calif.), as her deputy, according to three senior administration officials with direct knowledge of the matter.

Why it matters: The revelation stunned national security officials and almost blew up the leadership of the world's most powerful spy agency. Only a series of coincidences — and last minute interventions from Vice President Mike Pence and White House counsel Pat Cipollone — stopped it.

Updated 8 hours ago - Politics & Policy

Coronavirus dashboard

Illustration: Sarah Grillo/Axios

  1. Health: Coronavirus deaths reach 4,000 per day as hospitals remain in crisis mode — CDC warns highly transmissible coronavirus variant could become dominant in U.S. in March.
  2. Politics: Biden says, "We will manage the hell out of" vaccine distribution — Biden taps ex-FDA chief to lead Operation Warp Speed amid rollout of COVID plan — Widow of GOP congressman-elect who died of COVID-19 will run to fill his seat.
  3. Vaccine: Battling Black mistrust of the vaccines"Pharmacy deserts" could become vaccine deserts — Instacart to give $25 to shoppers who get vaccine.
  4. Economy: Unemployment filings explode againFed chair: No interest rate hike coming any time soon —  Inflation rose more than expected in December.
  5. World: WHO team arrives in China to investigate pandemic origins.

John Weaver, Lincoln Project co-founder, acknowledges “inappropriate” messages

John Weaver aboard John McCain's campaign plane in February 2000. Photo: Robert Schmidt/AFP via Getty Images)

John Weaver, a veteran Republican operative who co-founded the Lincoln Project, declared in a statement to Axios on Friday that he sent “inappropriate,” sexually charged messages to multiple men.

  • “To the men I made uncomfortable through my messages that I viewed as consensual mutual conversations at the time: I am truly sorry. They were inappropriate and it was because of my failings that this discomfort was brought on you,” Weaver said.
  • “The truth is that I'm gay,” he added. “And that I have a wife and two kids who I love. My inability to reconcile those two truths has led to this agonizing place.”