Article

CLINICAL: OPTICAL

RE-BRAND YOUR PRACTICE

EVOLVE YOUR LOGO WITH CURRENT DESIGN AND COLOR TRENDS

A LOGO isn’t just a name or an abstract image on your practice letterhead. Your logo — and other aspects of your practice’s visual communication — define the essence of your brand. In a world where we expect every coffee shop or local small business to have a cool visual identity, it’s time to think deeper about the meaning and purpose of a logo.

Logos, among other things, connect brands to human emotion. The five most recognized logos, in order of significance, are Nike, Apple, McDonalds, Coca-Cola and Google, according to design firm Siegel+Gale. These logos evoke different emotions, connecting us to the brand experiences we’ve had with each company. They also have evolved through the years. Pepsi and Starbucks, two iconic logos, have both dropped words from their logos in favor of versions that rely more on graphics. This evolution can maintain or enhance the companies’ relevance among consumers, by being responsive to trends.

Evolve your logo by re-branding your practice. Here’s how:

Dr. Ziegler’s practice logo old, at left, and new, at right.
Courtesy of Dave Ziegler, O.D.

THINK COLOR AND DESIGN

At my practice, we seized upon a significant business event, relocation of our 36-year-old practice, as an opportunity to re-brand.

We began evaluating options for color scheme and modifications for a new logo. We chose Greenery, the 2017 Pantone color of the year. (Pantone is a color authority among fashion and design industries.)

We also added graphics, in keeping with branding trends: We searched design websites for icons that interested us. It was important to us to differentiate our logo by not having anything that resembled an eye. We took those concepts to several graphic artists and asked them to create variations, until we found the look we wanted.

APPLY IT ACROSS PLATFORMS

The next step was to redesign all the materials in our office that we give to our patients to match the new logo. The sign on the wall behind the front desk, business cards, our practice website, patient brochures and shopping bags were all changed. It’s important to extend the reach of the logo across all visual aspects for a consistent appearance.

Interestingly, the logo is seen most on the cloth shopping bags. When you receive attractive, quality reusable cloth bags, it’s hard to throw them away. People keep them around the house for lunch bags, shopping trips and various other uses. We made our bags big enough for a pair of women’s shoes to fit, since women do most of the shopping and also scheduling of eye exams. When your logo is in front of your female patients repeatedly, your practice can become the one they mention to their friends.

CONSIDER AN UPDATE

If you never designed a logo or the one you have is getting dusty, consider updating your logo as part of rebranding your practice. This is one of the things that must be done in a fast-paced digital world to remain competitive, in my view. OM