Project :
Redefine the visual identity of Arlux Optique.

Objective:
To design a logo and visual identity reflecting the history and values of the brand, which was established in 1967.

Initial brief:
Based on a detailed brief, the project highlighted Arlux’s specific requirements.

• a simple logo
• easy to remember
• a combination of a pictogram logo and a logotype

The process:

Working within the agency Creative Touche, we began the process by creating several sketches, each exploring different interpretations of the brand’s history and values. These initial ideas ranged from minimalism to more elaborate concepts, each reflecting a different aspect of the Arlux identity.

Among these sketches, one idea stood out: the inspiration taken from the first pair of glasses designed by Salvino d’Armate. This particular concept captured the essence of Arlux, combining heritage and modernity. We continued in this direction, focusing on transforming an element of this historic frame into an elegant and symbolic eye at the heart of the logo.

The Golden Rule was used to ensure aesthetic balance in the initial prototype. The resulting logo expresses Arlux’s precision, elegance, and commitment to excellence through every detail, from shape to texture.

After the client validated the concept, we used Adobe Illustrator to digitise and refine the logo. We perfected each element to create a final logo that represents Arlux’s identity and symbolises its past, present, and future in the optics industry.

Implementation and Testing:
After defining the typography and colours, we conducted several simulations to observe how the logo and graphic guidelines would interact in different environments. Using Photoshop, we created mockups to showcase the logo in various contexts, including signage and marketing material. This demonstrated how these visual elements could be applied consistently and effectively within the Arlux Optique ecosystem.

Outcome:

Following implementation, Arlux experienced a considerable increase in brand awareness and received positive customer feedback, confirming the effectiveness of the new visual identity.

Personal Reflection:
This project provided valuable learning opportunities in managing client expectations and incorporating feedback. In retrospect, a more thorough exploration of current design trends could have been advantageous.