The bold new look
of OcuScience®
by Robert Mion
How to navigate
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This presentation has 3 acts
Now
A summary of the brand as it exists now
New
The proposed new brand identity
Next
Moving forward with the new brand identity
Nothing to see here
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Now
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Logo and Tagline
Pros
- Clearly states business name
- Tagline provides insight into test subjects
- Icon in 'O' is slightly recognizable as diagram of eye
Logo and Tagline
Cons
- Not instantly recognizable what you do
- Very horizontal logo doesn't adapt well if
constricted to a vertical container - Red on blue color is not pleasing to the eye
- Amorphous shell around 'C' is too abstract
- All-caps letters translates to shouting
in today's digital age
Logo and Tagline
Ways to Improve
- Simplify number of elements
- Assess core business values to ensure
logo best symbolizes goals to customer - Account for various ways logo may be
positioned in print, large-scale, and digitally - Only convey what is absolutely correct,
remove anything that isn't
New
Open your eyes and your mind
Who is OcuScience®
and what do we stand for?
- Dedicated to advancing ophthalmology
- Develop and distribute high quality products
- Contribute to visual science community
- Partner with technologists to discover and
develop new treatments for blindness and low vision - Continue to support eye research around the world
Everything we do at OcuScience;
all the research, development, partnerships;
it is all done:
For eyes.™
A simple new tagline, with a clever bite (four-eyes)
Continuing on...
Ophthalmology
The Science of eyes
A standard symbol used
for testing vision
This will serve as the perfect basis for our new logo
The Landolt C
The Landolt C consists of a ring that has a gap, thus looking similar to the letter C.
The gap can be at various positions
(usually left, right, bottom, top and the 45° positions in between)
and the task of the tested person is to decide on which side the gap is.
What does the Landolt C
have to do with anything?
Get ready....
Press down to proceed
Introducing your new logo
Let us break it down in the next slide
Logo Breakdown
- It is an eye
- Made from the Landolt C at 45 degrees
- The gap and ® create the highlight
- Eye color is added from a photograph
Logo Breakdown
- First two letters of name, 'O' inside 'C'
- The 'O' is a dilated pupil
- Dilated pupil relates to excitement,
and to some eye diseases - That's exactly the type of work we do
Logo Breakdown continued
- Eye color photo changes
- Making your logo timeless and unique
- Photos are of nature, reflected in our eyes
- A logo that is consistent, yet always changing
Solving the original problems
- Your work is instantly identifiable: Eyes
- Reduced logo elements to bare essentials,
using industry-standard iconography
to reconstruct the logo to tell ours and
our customer's stories - Circular shape of logo allows it to be placed
easily in any context - Business name is easy to read and logo colors
are vibrant and eye-catching (pun intended)
A few more examples
So what next,
you ask?
Press Right arrow to find out
Next
Putting the new logo into practice
Business cards
First, the back side
- A short, memorable phrase
- Speaks directly to the work we do
- Urges your new acquaintance to ask
"Who can help?" and turn over the card
Now the fronts
First, Daniel's
(Not quite an exact match on eye color, sorry)
Now the fronts
And Anne's
(Was I close?)
To sum up
This new brand identity is definitely bold.
This is only the beginning.
There is still plenty to be created and designed.
Let everything you just saw sink in.
Lastly...
In honor of the Olympics
