New:
The “lightpath” logo, and
“The Eye Health Company” positioning.
Launched:
March 26, 2004
(Old)
Story in brief:
Two years ago Ron Zarrella (General Motors' top marketing officer then North Americas head) arrived to lead B&L. Facing a confusing portfolio of vision care brands, home-grown and acquired, he quickly ordered a broad branding review focused on “What is our business direction?” With FutureBrand's help under Denis Riney, Zarrella's team narrowed the portfolio from 'hundreds' to perhaps twenty sub brands, each representing a technology platform. Each would be more strongly associated with the corporate brand, which would add their strengths (including pharmacological and surgical associations) to its vision care base (essentially contact lenses) to command a bigger position, “the eye health company.”
The new logo, suggesting the path of light through a lens, conceptually supports this positioning while increasing graphic impact and shelf presence, to say nothing of mind presence.
Credits:
CEO - Ronald J. Zarrella
Identity counsel & design - FutureBrand
First Impressions:
It's a huge step forward for the Bausch & Lomb employee, customer and investor brandholders. A clear example, too, of the use of identity by a new CEO to assert a new sense of disciplined strategic purpose.
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