Optometry NI: A Memorable Brand Identity for Eye Care in Northern Ireland

Creating an Authoritative Brand Mark to Communicate Eye Care Issues

The inspiration behind the design came from the integral role of the eye in the brand mark concept. The designers aimed to create a corporate yet memorable design that would challenge people to consider eye health in a unique way. By considering the capabilities of the eye, such as adjusting for light, focus, and reading color, the design incorporates layers of information. The typography balances clarity with overlaying lettering to illustrate vision focus, while color is used to highlight key words and messages that inform government and health professionals about eye care issues in Northern Ireland.

What sets Optometry NI apart is its focus on the individual and the importance of eye care to each person's well-being. Rather than using medical eye images, the design communicates a healthy, well-balanced lifestyle across the target demographics for the brand. For example, using images of children with toy glasses playfully raises awareness among parents and the government about the potential consequences of improper eye care, such as the need for glasses and permanent eye damage.

The design's unique properties lie in its ability to communicate the challenges facing eye care in Northern Ireland to various stakeholders, including government, research and development organizations, optometrists, hospitals, and patients. The brand mark and visual communications prompt us to consider the functioning of the eye, its visual differences, and the various health challenges it may encounter throughout life.

The design was realized through litro printing and digital printing for communication literature, as well as debossing and letterpress for report literature. Online communication was facilitated through ezines and the development of the website. The design specifications include corporate identity, guidelines of use, a stationery suite, A1 posters, 48 sheets, 6 sheets, and an A5 perfect bound booklet.

Optometry NI was created to refresh the brand and establish credibility when speaking to health professionals, the NHS service, government, research and development industry sectors, and the general public. As an authoritative body for optometry in Northern Ireland, Optometry NI works to improve eye care treatments, conduct research, and establish links with the government to generate eye care policies. The eye mark allows for tailored communications to specific sectors, from pediatrics to training services for members.

The branding project began in July 2013 and the initial stage of the brand rollout was completed by the end of August 2013. Information packs and awareness literature were created in early September 2013 to inform Optometry NI members and communicate with the government and health organizations. Report literature was also developed to establish Optometry NI as an authority and resource for all matters relating to eye health care. Ongoing communication and updates are conducted with various departments of the NHS, government, and Optometry NI members. The website resource and online reference guide are expected to be completed by mid-2014.

The design was based on extensive research into how the eye works, including its ability to translate color, images, and text. The designers also explored the different tones of eye color and the effects of aging on the eye's ability to focus and perceive color. The research highlighted the importance of eye care specialists in protecting, reversing, and prolonging the health of our eyes.

One of the creative challenges faced by the design team was to create a memorable brand identity that incorporated the eye as a reference point while delivering something new and exciting. The design needed to visually represent the artistic, creative, and beautiful aspects of the eye, its functionality, and the value it brings to our daily lives.

Optometry NI has received recognition for its design excellence. It was awarded the Iron A' Design Award in 2014 in the Graphics, Illustration, and Visual Communication Design category. This award recognizes well-designed, practical, and innovative creations that meet professional and industrial requirements. Optometry NI's design integrates industry best practices and competent technical characteristics, contributing to a better world.