Emma Lawton
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AOP

Association of Optometrists

CLIENT: AOP (THE ASSOCIATION OF OPTOMETRISTS)
PROJECT TYPE: BRAND & WEBSITE
ROLE: CREATIVE DIRECTOR & BRAND DESIGNER (AT PRECEDENT AGENCY)


The AOP offers Ophthalmic professionals support and resources to help them maintain a high level of service. But the dated brand desperately needed a refresh to ensure its members saw it as an equally professional and forward thinking organisation.

The challenge

The AOP brand identity was cartoon style and old-fashioned looking and the website although filled with useful content was cluttered. It wasn't doing justice to their quality membership offering. The AOP made the decision to refresh their brand whilst overhauling the look and structure of their website. They were mindful that the reworked logo shouldn't be dramatically different from their existing one to retain a level of recognition and reassure members that their fees weren't being wasted on a costly new identity.  

The solution

Whilst looking at the existing brand the element which jumped out was the 'O', the iris of the cartoon eye. By retaining this as the logo mark it would link the two identities in a cleaner, more modern way.


The old and new AOP logos

The old and new AOP logos


This iris shape can be used as a visual device to add witty elements to normally quite basic items, like these business cards. The cards are printed onto transparent plastic leaving the iris as a see through window. It's impossible to be handed one and not hold it up to your eye. 



The typeface Soleil sits alongside the mark in a light weight and is used at its boldest in upper case on printed materials to reflect the confidence the AOP brings to its members. 



Bold, large lettering and a playful cut-out make this leaflet eye-catching and modern. 



The blue iris also provides a recogniseable shape when used on its own and gives members a simple visual cue that they're part of something bigger.  



The new website takes the brand into digital and highlights the 3 main brand values of Protect, Represent and Support.