The (new) new look of OcuScience

Round 2

What will be covered

New information learned from Anne's email
Research gathered in addition to the email
Explaining my process to arrive at a new logo
Introducing the new logo
Introducing the new tagline
Putting it all together

Shall we get started?

What I have learned about OcuScience

The details

Your customers are eye researchers,
scientists, and research technicians
They are looking for better ways
to test different species' eyes
The test subjects, or models, provide
results that can help scientists find answers
used to help people see better and even
cure eye diseases

Continued...

More details

You sell products that help scientists
examine the insides of eyes
Your products don't cater to scientists
looking at exterior parts of the eye
However, the whole eye is still
very important and all parts should
be considered
You focus on the internal structures
within eyes

All this leads us to...

Hence, your current
mission statement

Our technology is designed and developed
to accelerate your discovery in sight^TM.

I'll come back to this in a bit.

I did some additional research

Diagram of the eye

What I learned

There's a lot going on in there
The iris is only one small piece
of the puzzle
The Vitreus body is a lot of
'white' space
Whereas what wraps around
are several interconnected tissues
Major parts include the lens,
vitreous body, cornea, and
optic nerve
Hyaloid canal runs through
the vitreous body

So, to your points

The eye is made up of many
intracellular structures and
nerve bundles
Scientists could benefit greatly
from a device that will help them
see these microscopic details
The work you do will truly
help scientists discover the ways
in which the eye is a special
portal into the body and brain

Now for the
fun part

The Transformation

A closer look at the
current logo

We've been through this.
But what about this version?

Full contrast, reversed out White on Black.

Let's take a closer look
at the first letter, O,
with the cross-section in it

So far so good...

Just for kicks, let's make the background all white

We're getting somewhere. Kinda looks like a Q.
Already it is simpler.

Give it a slight tilt
and chop off the tail

I realize it symbolized the optical nerve
but in this context it wasn't helping with readability

Let's compare

The new element is simpler
It now looks like a capital O,
instead of a Q inside a circle
Still a diagram of the cross-section
of an eye

And with a little
refinement...

Logo breakdown

It's a capital O, for OcuScience
It is a simplified cross-section of the eye:
lens & vitreous body in white,
and shell, cornea/anterior chamber in black
It symbolizes the whole eye as
your main focus

It really pops when
reversed out, too!

But wait, there's more!

The icon is great,
but what about our name?

Lucky for us, things
come together perfectly.

Hey, it's the new logo, right there in the name! Brilliant!

Altogether now.

An icon for use at any size
A wordmark incorporating the icon
for use in horizontal spaces, and anywhere
else appropriate to bring recognition to your name.

And again things really pop when reversed out

But something still seems missing...

Icon: check

Wordmark: check

Something to tie
everything together:
?????????

We need
a tagline

But don't we already have one?

We do, and it's great! But...

Discovery in sight.

It is 95% there
It has a 'what': sight
It has a 'where': in
It has Discovery, a great word
It's still missing something

Let's breakdown other
great tag lines:

Just do it.
So you can.
Save money. Live better.
Open happiness.
More saving. More doing.
Think different
Got milk?

The common link:

Action

Do
Save
Got
Think
Open

Discovery in sight

We need an action
Discovery is also a rather big word
And Discovery and Sight are kind
of general

We need a way to be slightly more specific, use smaller, more concise words, and somehow trigger an action from customers

Oh, and wouldn't it be great if it wasn't just tacked on to the logo, but purposely placed somewhere to add meaning to the overall symbolic nature of the icon?

Get ready...

Get inside eyes.

Three simple words
The first, an action
Next, the 'where'
Lastly, the 'what'
Double meanings

Literally, get inside of eyes
A play on the phrase, "get an inside look"
or "Get eyes on the inside"

Placement of the tag line

It visually represents the Hyaloid canal
that runs through the Vitreous Body

Icon and wordmark
with taglines

Reversed icon and wordmark
with taglines

One final comparison

Old

New

To sum up the new logo

Stays consistent, just refines main
components of old logo
Simplifies the number of elements
to call more attention to the eye
as one whole
Straightforward language
that tells customers how they
can benefit from your product
Unifies all elements
(icon, wordmark, tagline) into
cross-section of the eye

OcuScience help scientists, eye researchers, research technicians, and other pre-clinical researchers

Get inside eyes

with new technology that is designed and developed to accelerate their discovery in sight.

Note:

If you feel this is a great solution,
but want to make minor tweaks,
that is absolutely no problem.

We must work together to
arrive at the best solution for

OcuScience that will build the

most trust in our customers.

OcuScience Round 2

By rmion