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Enchroma Branding Process
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Table of Contents 1
Who is Enchroma?
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Ideas
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Building
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Final
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Who is Enchroma? Enchroma is a Berkeley, California company that emerged out of an nih sbr grant designed to study the feasibility of enhancing color vision in humans, particularly the color blind. Comprised of researchers, engineers and tech experts along with an advisory board of world renowned vision scientists, Enchroma hopes to impact the lives of the estimated 300 million people worldwide who have color vision deficiency. Enchroma is dedicated to developing a robust line of innovative eyewear products with cutting-edge optical technology for men, women and children.
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Ideas
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Vocabulary Corrective Filter Light Spectrum Shade Lens Diffract Difference Fashion Chromatic Healing Clarity Activation Wavelength Diffuse Mathematic
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Digital Warp Order Color Theory Rods & Cones Mirror Hue Saturation Improvement Vivid Light Scientific Understand
I began by creating a list of words that I believed embodied the overall goal of the Enchroma brand. I found myself engaged by the scientific aspects of the enchroma glasses so I studied the many different cases of colorblindness that exist and how Enchroma glasses aided in the color vision process.
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Mood Board After researching the brand and the science, I began to look at ways to visualize what I had discovered. Initially in the mood board process I was relying on color to show emote what I wanted to portray. I then decided I should find ways to communicate color solely through form, so I tried to draw inspiration from both approaches.
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Building
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Initially I was having trouble with the visualization of color change, so i roughed out a quick list of visual nouns that I associated with the ideas of vision and color.
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After that I began free form sketching process, where I tried to get as many ideas onto paper as fast as possible. This process was helpful in filtering the ideas that weren’t worth pursuing any further.
Some ideas from this process had more merit than others so I began the process of looking back and deciding which ones needed further refinement.
Many of these I sketched further into only to realize that they were either not conceptually engaging enough or visually interesting to continue.
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Refined Ideas After finishing that process I had come down to two basic concepts that I felt were worth further production and refinement. One was based on the idea of an input output system where the logo would represent a new color output to the brain that was provided by Enchroma glasses. The second idea used the research I had done earlier on color vision based on cones and rods which showed the separation of three cones representing the color receptors in the eye.
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Final Concept & Early Prototypes
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The idea I chose to further develop was the idea of separating the three color cones in the eye. I preferred this idea because I felt it was far more explanatory on the actual process that happens with the color correction in Enchroma glasses. I also felt like it was more applicable to many situations since it relied less on color as a visual element.
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Type Studies enchroma
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My initial process when looking at typefaces was just to do a type dump to see how different letter forms would interact with my logo mark. The first decision I made was that I wanted to stick with a sans-serif because I felt like it fit with the simple clean approach I had taken with the logo. After that I tried to narrow down which ones I felt worked with the Enchroma message. My final decision was to go with Century Gothic because it was clean and felt professional and scientific, but by keeping all lowercase it had a human element.
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Color Explorations
enchroma. enchroma
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Final Conclusions Many of my first ideas were color based and I had thought I wanted to bring in an element of color to my logo; however, after thinking further I realized that my audience was a group of people that did not understand color in the same way that I do so I didn’t want my logo to be alienating in any regard to my main audience, the colorblind. So I tried some applications that were less intrusive, but ultimately it felt like I was adding unneeded elements.
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Application Study
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In my application study process I began by using photoshop mock-ups to start roughly visualizing what my logo would look like with different types of interactions. I started to study what it would look like if I created patterns out of the logomark, but ultimately decided that while intriguing did not communicate the original message I was doing with the logo.
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Final Logo & Applications
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enchroma
2560 9th St. Suite #213B Berkeley CA 94710–2549
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