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 sightTM.

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

  1. Literally, get inside of eyes
  2. 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.
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