ENCHROMA EYEWEAR
TED PIOLI
PROCESS BOOK
GRAPHIC DESIGN
|
02
1
2
01 |
THE BRIEF
01
02 |
RESEARCH
02
03 |
I N S P I R AT I O N
12
04 |
SKE TCHING
20
05 |
REFINEMENT
38
06 |
FINAL MARK
60
07 |
USES
66
THE BRIEF The project was to redesign Enchroma’s Logo, a glasses company that makes color corrective lenses for the color blind. In addition to updating the existing logo, stationary and minor brand applications were also required. I approached the project in a practical way. Keeping the user in mind to the end. There is a big divide between the modern, mathematical, almost futuristic qualities of the technology, and the excited people enjoying the product out in the word. My mark was inspired by the Enchroma’s user testing videos where I saw a user, a heavyset man, put the glasses on and beam with excitement running around his yard asking which colors were which. I set out to design something that captured the excitement of seeing color for the first time, but had the sophistication to go with the price tag. This is the process I went through
3
RE S
01
S EARC H
5
RESEARCH
6
RESEARCH
T H E T E C H N O L O GY Explore a new world of color with Digital Color Boost™, an optical coating technology invented by EnChroma Inc. In Berkeley, CA. EnChroma offers a line of sunglass lenses made with Digital Color Boost™. These special lenses provide brightness, contrast and clarity of color never seen before. Digital Color Boost™ works using a series of precise “cutouts” along the spectrum of light. By removing the wavelengths of light between the primary colors, Digital Color Boost™ amplifies the color signal sent to the brain. Standard sunglasses darken the view to cut glare, but also reduce color definition. EnChroma lenses provide protection without compromise. Why is better color vision important? Color plays a key role in depth perception and object recognition. EnChroma lenses enhance color information, giving a pronounced “pop-out” 3D effect to colorful objects like flowers, cars and painted curbs. Color also conveys meaning—in charts and graphs as well as safety markings, signs and lights while driving. In clinical trial tests of color perception, wearers responded faster and more accurately with EnChroma lenses .EnChroma products are made in the USA and patent pending in the USA.
7
RESEARCH
Painting supply Co.
The existing EnChroma logo could easily be replaced by simply changing it’s subhead. For a high end company backed by impressive technology, the current logo feels childish and a little to clumsy.
8
RESEARCH
I abandoned the thought of re-vamping the existing logo and started from scratch. Beginning my design research with the end user in mind.
9
RESEARCH
I researched the Technology behind EnChroma’s products, their history, owners, merchandise, color blindness tests, and user testing videos.
10
RESEARCH
Research
I started generating ideas based off existing material EnChroma has, and the emotional element I found in their user testing videos.
11
I N SPI R
02
R ATION
13
14
I collected Images of scientific charts, nature, fun, joy, mathematical designs, color charts, and modern technology. I wanted to give the brand a balance between the extremely scientific and modern, and the purity of human joy.
15
I N S P I R AT I O N
Pictures embodying the excitement the user experiences when using the Enchroma Glasses
16
I N S P I R AT I O N
Image that Inspired the form of the new logo.
17
I N S P I R AT I O N
18
ME DICAL
HE LPFU L
SCIE NTIFIC
ENHANCING
PERSONAL
L AYERS
FRIE NDLY
COATING
CHANGE
ABSTR ACT
RE VE AL
CLE AR
UNIVERSAL
DIGITAL
MODE RN
MACHINED
TR ANSFORMA-
HUMAN
TION
APPROACHABLE
L AYERED
U PSCALE
TECHNOLOGY
ANATOMY
I N S P I R AT I O N
E XCITING
REFINED
SURPRISING
CL ASSY
NE W
MOMENT
MATHE MATICAL
LIFE CHANGING
EDUCATIONAL
UNKNOWN
FRESH
SLEEK
AMA ZING
SHARP
SHOCKING
FASHIONABLE
S U DDE N
NUMERICAL
STUNNING
ALGORITHMIC
E LECTRIF YING
QUALIFIED
CHIC
E XCLUSIVE
19
S KETC
03
C H I NG
21
22
23
SKE TCHING
First concept was to design an expressive mark capturing the flow of light and three colors.
24
SKE TCHING
25
SKE TCHING
The mark started to resemble the letter “S�, and was not reading properly. I pursued other options
26
SKE TCHING
The mark started to resemble the letter “S�, and was not reading properly. I pursued other options
27
SKE TCHING
Logo sketching
28
SKE TCHING
Logo Sketching
29
SKE TCHING
Narrowed sketches down to six possibilities, 2 for each concept
30
SKE TCHING
Expressive mark revealing / layers emotion of user
31
SKE TCHING
Brainstorming for further logo rendering
32
SKE TCHING
Initial digital sketches
33
SKE TCHING
34
SKE TCHING
35
SKE TCHING
Further sketching of two strongest concepts
36
SKE TCHING
Decided on strongest concept Design a mark based of the Excitement of seeing color.
37
RE F I N E
04
E M E NT
39
REFINEMENT
e
Logo exploration. Iterations of arrangement, scale, and weight,
40
REFINEMENT
Selections of marks for further refignment
41
REFINEMENT
E
Refining previously selected marks.
42
Y
E
W
E
A
R
REFINEMENT
High fidelity refignment.
43
REFINEMENT
44
Y
E
W
E
A
R
E
Y
E
W
E
A
R
E Y E W H E R E
Layout / arrangement trials
E
REFINEMENT
Final vertical and horizontal arrangements
45
REFINEMENT
Header Subtitle
Header
The EnChroma Cx uses high-tech optics to enhance color
Subtitle
new world of color experience. Red-green color blindness
The EnChroma Cx uses high-tech optics to enhance color before it reaches the eye, giving the color blind access to a new world of color experience. Red-green color blindness is a genetic condition where the light-sensing function of the red and green cones is more overlapping than normal. By filtering a narrow region of the spectrum where overlap is occurring, the normal separation can be restored. For many people with color blindness,
the red and green cones is more overlapping than normal.
before it reaches the eye, giving the color blind access to a is a genetic condition where the light-sensing function of
is occurring, the normal separation can be restored. For emotional experience.
Explore a new world of color with Digital Color Boostª , an optical coating technology invented by a line of sunglass lenses made with Digital Color Boostª . These special lenses provide brightness,
Header Subtitle
contrast and clarity of color never seen before Digital Color Boostª works using a series of precise ÒcutoutsÓalong the spectrum of light. By removing the wavelengths of light between the primary colors, to the brain. Standard sunglasses darken the view to lenses provide protection without compromise.
Explore a new world of color with Digital Color Boostª , an optical coating technology invented by a line of sunglass lenses made with Digital Color Boostª . These special lenses provide brightness, contrast and clarity of color never seen before Digital Color Boostª works using a series of precise ÒcutoutsÓalong the spectrum of light. By removing the wavelengths of light between the primary colors, to the brain. Standard sunglasses darken the view to lenses provide protection without compromise.
Header Subtitle
Explore a new world of color with Digital Color
Header Subtitle
Explore a new world of color with Digital Color Boostª , an optical coating technology invented by EnChroma lenses made with Digital Color Boostª . These special lenses provide brightness, contrast and clarity of color never seen before. Digital Color Boostª works using a series of precise ÒcutoutsÓalong the spectrum of light. By removing the
Boostª , an optical coating technology invented by
wavelengths of light between the primary colors, Digital
a line of sunglass lenses made with Digital Color
Standard sunglasses darken the view to cut glare, but
Boostª . These special lenses provide brightness, protection without compromise.
Type and hierarchy exploration
46
REFINEMENT
ARCHER Usage: Header Weight: Bold
AKTIV GROTESK Usage: Sub-Header Weight: Light
I set the word mark in Archer and Aktiv Grotesk , Aktiv for its’ readability, geometric/mathematical design, and modernism. Archer because of its’ friendly curves and sophisticated slabs.
47
REFINEMENT
Added third row of ellipses to emphasize spark / explosion. Found they were illegible at small scale.
48
REFINEMENT
Tried using color that correlated with color blindness. Resembled original logo in a negative way and felt forced.
49
REFINEMENT
Instead I kept the mark a simple black or white and and played around with using color on other aspects of the brand such as packaging or advertisements.
50
REFINEMENT
More refined color treatment
51
REFINEMENT
PINK
Making color mathematical / geometric.
52
REFINEMENT
BLUE
Exploring a system of labeling color, to be used on packaging
53
REFINEMENT
GREEN
In the user testing videos, users literally asked which colors were which.
54
REFINEMENT
RED
So I created a system to allow the brand to answer their questions
55
REFINEMENT
56
REFINEMENT
57
REFINEMENT
After thinking I had arrived on my final logo mark, when checking legibility when knocked out and scaled down I realized the ellipses blurred together as it shrunk in size.
58
REFINEMENT
So I reworked the mark, adding a little extra breathing room.
59
F I NA
05
LMARK
61
FINAL MARK
Final logo | light on dark background.
62
FINAL MARK
Final logo | dark on light background.
63
FINAL MARK
1 inch
.75 inch
1 cm
Final logo iterations and alignments.
64
FINAL MARK
1 inch
Do not rotate mark. In applications that are under 1 inch, drop “enchroma” & “eye-wear”. Letting the mark stand on it’s own.
2 inch
In applications that are horizontal right align the mark. At sizes smaller than 2 inches drop “enchroma” & “eye-wear”. Letting the mark stand on it’s own.
A few examples of logo usage
65
06
US E S 67
USES
Final Applications of mark on product and glasses case..
68
USES
69
USES
Corporate stationary
70
USES
Final mark on stationary. Display of layout variation.
71
USES
72
USES
73
74