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Our good friend, Dr. Aaron Chiam and his business partner Dr. Cleo Yeh are opening their first optometry clinic in Fall 2019. It was exciting to help them define their vision and goals. In our discovery session, it was clear that they wanted to be patient centric and the optical store was to facilitate the eyecare. Their approach to which brands to carry is heavily influenced by this philosophy. Sigma's brand is about practical, effective eyecare with subtle fashion. Our approach was to visually represent this principle in our design.
We began by finding parallel visual elements that relates to an optical clinic. The more recognizable symbols is the phoropter and the human eye. The dials on the phoropter are like the pupils of an eye.
The scientific symbol for "sigma" is σ. We wanted to incorporate all the visual elements into a cohesive symbol. Through many iterations, we found the our direction. Some of our drafts made the icon look mechanical; something that belongs in a car. This was not the right direction so we moved towards a solid, uniform shape. Our final design is a balance between "σ" with a phoropter and an eye.
We utilized the Golden Ratio as a reference when designing the proportions. When we design with level of intention, it brings together our style of design into the world.
Optometry has a history of great typography. The Eye Chart design is well balanced, clear but will purpose. This was also our approach when selecting Sigma's font. Aktiv Grotesk is one of our favourite fonts to use.
1 – Aktiv's "S" is multiple font weights
Sigma's store is clean, minimalistic and bright. In the end, a brand isn't just about colour or shape. But rather, its' about aligning experiences for people.
Consulting
Logo design
