Tying up
loose ends


Remaining problems
to be solved

  • Add Optic Nerve visual to new icon
  • Finalize typeface used for work-mark
  • Settle on a fitting tagline/descriptor


Finalizing 

the icon


Where we left off



Without further ado



Exploring Typefaces

Some things to remember

  • It's my job to select the perfect font
  • I consider it a privilege to do this
  • See, I'm a huge typophile, or
    font snob, if you will
  • I selected the font being used for
    the new OcuScience logo from
    several hundred options
  • It had all the right characteristics
    that accurately reflect our brand
  • These features were missing, or
    not quite as perfect, in other fonts


Here were some finalists


I chose Adobe Caslon Pro
and customized it
  • Slightly tighter kerning (space between letters)
  • Replaced 'O' with our logo, without hindering readability

Why I chose Adobe Caslon Pro

  1. Most importantly, the capital O
    is nearly a perfectly round circle
  2. Caslon has a rich history: First original
    typeface of English origin with
    earliest designs dating back to 1722
  3. Each character exudes precision, with
    letters fitting easily next to one another
  4. The serifs that end each letter effortlessly
    help lead the eye into the next letter
  5. Words written in this font feel good to read
    and add ease to the eye and mind, even at
    small sizes

Why not a sans-serif?

  • I'll admit, the trend these days
    is to use a sans-serif typeface
  • But one should never follow trends
  • You should use whatever form
    lends itself best to your purpose,
    your goal, your audience
  • Sans-serif typefaces don't offer the level
    of thick-thin contrast or exquisite precision
    found in most serifs, especially Caslon Pro
  • Sans-serifs are nice as display fonts
    (i.e. for headlines) but typically not for
    long reads (i.e. body copy, documentation)

The new icon is taken directly from the Caslon capital 'O'



Since the icon is derived from the typeface, please note:

  • Change the typeface, change the icon
  • Which would be bad, since the icon
    as it is now feels perfect with its
    thick-thin line-weight, elegance,
    and precise modifications


Describing
what we do
with words

I'll admit. It's been tough.

  • I have several ideas, phrases, and keywords
  • While these may not work as a tagline,
    they can still be used as keywords or copy
    for the website, brochures, etc.
  • Hopefully my brainstorming can help
    you both arrive at the perfect solution

Here comes all the words...



Your original concepts

  • Discovery in sight
  • Eye research instrumentation

My ideas

Top 5 first

  • Research tools for you and eye
  • Our mission is your vision
  • Look through our eyes
  • Helping you study eyes
  • Transforming eye research
   

And the rest

In no particular order

  • Precision in vision
  • Precision eye research
  • For you and eye
  • See better results
  • Accelerating eye research
  • Advancing eye research
  • Transforming eye research
  • Revolutionizing eye research
  • Changing eye research
  • Breakthroughs for eye research
  
  • Breakthroughs for eye research
  • Open your eyes
  • Powerful tools for eye research
  • For better eye research
  • Our mission is your vision.
  • Uncovering eyes.
  • Uncovering your vision. 
  • For eyes.
  • Science you can see.
  • Science, for eyes.
  • Supporting visionaries.
  • So you can see.
  • The best you can see
  • Building better eyes
  • For eyes everywhere.
  • For each eye.
  • Finding new ways to see.
  • What you see is what we get.
  • See through.
  • Get the whole picture.
  • Keeping eye research in focus
  • Focus on eye research
  • Focus your eyes.
  • Helping you focus on research
  • Our mission is your vision.
  • For a closer look
  • Bring results into focus
  • Look through our eyes


  • Fresh set of eyes
  • Helping you study eyes
  • Helping you stay focused
  • You and eye.
  • Tools for you and eye.
  • Better tools for you and eye.



Remember, keep it

  • Short
  • Clear
  • Focused

And it helps to use verbs, or action words


I can't wait to see what you come up with. 

Have fun with it!


Once we decide on the proper descriptor, I can determine the best way to show it with the logo and present my findings.


Upon further review, I suggest not placing
any words inside the O. It takes away from the beauty, precision, and focus of the logo itself.
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