Descriptor

Four Type Treatments

First Set

• Descriptor and Logo create perfect rectangle
• Registered mark considered part of logo
• Descriptor placed exactly 1 x-height below logo

Second Set

• Similar to other set, but descriptor words are precisely aligned to specific breaks in the logo, Ocu - Scien - ce®

The best option

• The overall rectangular shape feels
  much cleaner and more precise
• Relationship of Logo to descriptor
  becomes Headline-Subhead

Business card

Carrying things over

Front of business card

• Here we see a simple  front, with just the logo
  in the upper left hand corner
• It is precisely aligned one-quarter inch from the
  top and left edges

Back of business card

• Name and title are aligned in precisely the mirrored position as logo and descriptor on opposite side. Same ratio of 2.4.
• O icon in upper right corner serves two goals: 1. Instill icon as logo, 2. Seems like O from other side is showing through

Both sides, connected

But wait,

There's more!

Risky business

• How can we use color to best add visual
  interest to our primarily Black-and-White logo?
  
• Color is a powerful thing
• Used correctly, it adds another level of emotional
  connection to a brand
• Used incorrectly, it alienates an otherwise
  highly willing and interested consumer base
• Bottom line: Tread lightly, and stay focused
  on building from the existing foundation

Color, inspired by our eyes

• Inside the retina are Photoreceptor cells
• More specifically, cone cells, or cones
• They are responsible for color vision and
  color sensitivity
• The three primary colors of light are:
  Red, Green and Blue
• Together, we can see a whole world of color

Putting this knowledge
into practice

Here is the back of the card from earlier

Here it is with the three primary colors on each edge

• Each color shape is a right triangle
• The colors add visual interest without
  taking initial emphasis away from the logo

Where the magic happens

• The image earlier shows 6 cards lined up
  in 3 rows of 2 columns
• When arranged like this, all four edges
  combined form this precise and compelling
  pattern
  
• The three primary colors, with a 4th
  side completed by OcuScience

• All triangles point inward, to a single
  precise focal point
• The logo will still mostly be seen only
  with the descriptor
• But this new colorful visual cue adds
  new light (pun intended) to the overall
  simple but powerful brand identity

A concept that can go farther

Triangles on black

Patterns on black

Intersection on black

Why triangles? We're talking about cones, after all.

Circular pattern

Review
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