Transitions Optical has unveiled a new visual identity with the introduction of a refreshed logo and tagline. The new logo and tagline represent the first step in a rejuvenated brand identity journey for Transitions Optical and its range of photochromic products.
The new logo was created around the idea of capturing light and mastering it. Embodying the light spectrum, the new logo is a modern iconic sign to better express Transitions’ unique brand territory. It features a bisected ‘O’ in ‘Transitions’. This diagonal split design of the O is divided into clear and dark by a ray of light, while also evoking a familiar feeling of swiping on mobile phones.
The new tagline – ‘Light intelligent lenses’ – was inspired by Transitions Optical consumer research. The research found 87 per cent of glasses wearers report being sensitive to light. The tagline represents a renewed focus on light – how we need it, embrace it and how we can be protected from its harmful elements.
“The new brand identity proposes that wearers don’t have to choose between clear lenses and sun lenses, they don’t have to choose between correction and protection,” said Stuart Cannon, Transitions Optical General Manager for Asia Pacific. “Our range of light intelligent lenses allow a hassle-free life, with ultimate light protection that helps to protect wearers’ eyes from harmful blue light, damaging UV rays and glare.”
The new logo was created around the idea of capturing light and mastering it
Transitions’ new brand identity builds on Transitions Optical’s efforts to attract a younger generation of single vision wearers to the photochromic lens category. “The launch of our new visual identity is only the beginning of a greater brand rejuvenation for Transitions, so watch this space,” said Mr. Cannon.
A 30 second video depicts the evolution from the previous logo to the new logo.