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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

Ben Geman, author of Generate
7 mins ago - Politics & Policy

Biden's carbon emissions-cutting pledge faces tough climb

Image from the Rhodium Group study "Pathways to Paris." Courtesy of the Rhodium Group.

The verdict is in: President Biden's U.S. emissions-cutting pledge isn't a fantasy, but the path to meeting it is very difficult and relies on forces outside of White House control.

Driving the news: The Rhodium Group just released an analysis of policy combinations that could close the gap between the current U.S. trajectory and Biden's vow under the Paris Agreement to cut emissions in half by 2030.

Felix Salmon, author of Capital
Updated 11 mins ago - Economy & Business

Johnson & Johnson pulls the trigger on Texas talc gambit

Illustration: Aïda Amer/Axios

It's official: Johnson & Johnson has invoked a Texas legal loophole in an attempt to protect the bulk of its corporate assets from claims that its baby powder caused ovarian cancer and mesothelioma.

Why it matters: It's the biggest and boldest invocation yet of the so-called Texas two-step defense. But it's still not clear whether it's going to work.

Poll: U.S. leadership approval rebounds from Trump low

A Gallup report published Tuesday found approval of United States leadership in 46 countries and territories hit 49% — up from 30% at the end of Donald Trump's presidency, and matching former President Obama's first year (2009).

Why it matters: Biden's efforts to reengage with the international community following the Trump administration appear to be improving the global approval ratings for U.S. leadership, though this poll does not take into account the withdrawal from Afghanistan in August.