Design Process

Design Process

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.

Visual exploration

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.

Typography & Colour

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Typography & Colour

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

The store

The store

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.

Discipline

Consulting

Logo design