Title	VISION POSSIBLE
Brand	OPTICIAN-K
Product/Service	OPTICIAN-K IDENTITY
Category	A01. Creation of a new Brand Identity
Entrant	OPTIKER K Ski, NORWAY
Idea Creation	ANTI HAMAR, NORWAY

Name	Company	Position
Kjetil Wold	A N T I Hamar	Executive creative director / partner
Simen Schikulski	A N T I Hamar	Designer
Ellen Østmoen	A N T I Hamar	Managing Director
Jens Haugen	A N T I Hamar	Creative Director
Tor Hernan Floor	A N T I Hamar	Digital strategist
Magnus Vanem	A N T I Hamar	Film Director
Vivi-Ann Slåttsveen	A N T I Hamar	Designer
Fábio Duarte Martins	Scannerlicker	Typographer

Background

The optometrist Krogh is a traditional family business. The family have started a new chain of stores specializing on optometry. Their key focus was to position themselves as the number one specialists on the market. The new identity´s task was to strengthen their position in the market and to build a brand that confirmed their focus on quality.

Describe the creative idea

The universal optometrist eye chart have been around for decades, seen by millions of people. We finalized the 10 letter eye chart and created a fully functional alphabet connecting it directly to the brand Optician-K. The custom typeface became the key element for their new identity. With the logo and pictogram programmed into the actual typeface we eliminated the need for separate logo files all together. When people all over the world are looking at an eye chart, they are basically looking at our identity. If you like to write something optomized for readeability you can download the free font at www.optician-sans.com forever connecting the Optician-K brand directly to the craft of the optometrist. We also made sure the color palette consisted of easy to navigate colors, even for people with deuteranomaly, also known as red-green color blindness. Hope to see you soon!

Describe the execution

The basis of the new identity for Optiker-K lies in the historical optotype charts consisting of 10 letters, designed by Louise Sloan in 1959. We completed the full alphabet including numbers and special characters together with typographer Fábio Duarte Martins. The custom typeface became the key element for the new identity. With the logo and pictogram programmed into the actual typeface we eliminated the need for separate logo files all together. It was important that the identity would be universally accessible even for the color blind, so when choosing a color palette we made sure the colors were easy to navigate even for people with deuteranomaly, also known as red-green color blindness.

List the results

The rebranding saw success across their clients and target groups, positioning Optician-K as the leading expert on optometry. The stores reported a never before seen increase in client visits and optometry orders. The typography Optician Sans based on the universal 10 letter eye chart is finally completed, made available as a free font on optician-sans.com forever connecting the Optician-K brand directly to the craft of the optometrist.