Okular Opticians
Okular
An identity that concentrates on seeing. And on nothing else.
Fictional sample project. This client does not exist — it shows what a real reference will look like once the work is in. Delete before going live.
A family business that has been fitting glasses since 1974 and never once looked after its own appearance. We caught that up.
The brief
A third-generation optician's that had collected three different logos over the years and never really liked any of them. Full windows, handwritten price tags, a website built by someone in the family.
What stood out: the shop has an excellent eye for frames and a terrible one for itself. The job was not to invent something new, but to finally make visible on the outside what the range has had all along.
One typeface, two jobs
A high-contrast serif for the name and everything that needs to be calm. For prices, opening hours and labels, a narrow grotesk that still reads cleanly at small sizes.
That is not a cost saving. Opticians work with legibility all day — if their own signs are the hard part, something is off.
Palette
Four values, read off materials from the shop: acetate, paper, coated glass, horn frame.
In numbers
- 3
- Old logos retired
- 1
- New identity
- 36
- Pages of manual
- 4
- Months
For the first time the shop looks from outside the way it feels inside.
Stationery, manual, window. All from the same set of rules.