PeriOptix, a brand of loupes and lights for a variety of markets, was in need of a refreshed identity. It was outdated and didn't fit with the desired aesthetic of the brand. In addition, existing branding did not include a representative icon that could be used in various ways to mark products and accessories.
Starting from the original logo, I produced a series of marks combined with typographic treatments. I was adamant we always considered the hinge logo placement to ensure the mark would hold up throughout each iteration.
Once viable candidates were selected, I continued refining and crafting the type and the icon. I used contextually small sizes in mockups to force the key stakeholders to see them in context.
Final stages focused on styles and weights of the selected icon and type treatment. I was also careful to use different source-objects for the mockups, since the icon would be used on a range of products.
A series of alternate objects and use-cases were identified and used throughout the process. Considering how the logo will be used may seem obvious, but is easy to overlook when you are focused on creating a compelling and memorable shape.
Color plays a huge role in a brand, so once we had confirmed the logotype and icon, choosing the new color was key. It was important to consider the original color as an option, because many times that color will be one of the most critical things a customer may recall.
Once complete, it is important to prepare a style guide to ensure usage is planned and reliable. A style guide can be a vary large and diverse document, or simple and succinct as required. This extremely basic one was done so vendors had access to vector files and use requirements, as well as PMS and CMYK blends to ensure colors stayed consistent.