We are Ferreira Optical Ltd., a family owned company that has been in business for more than 30 years. We are a retail chain of five optical stores and are considered the leader in our industry. We offer the professional services of Optometrists and Opticians. We conduct eye examinations and dispense eyewear which includes spectacle frames, lenses and contact lenses. Our services are of a high standard using state-of-the-art equipment in our examination rooms. We also offer a wide range of high fashion eyewear from designer collections to economy lines to meet our customers budget and style needs. We offer a broad range of lenses which are ground and finished in our own laboratory and we are usually the first to introduce the latest in lens technology. We deliver a standard of customer service that is unparalleled in our industry, obtaining rave reviews from customers and classroom lecturers alike, who make us a topic of discussion. Ferreira Optical is a household name. It was the first optical company to come to mind for 51% of households surveyed in a recent nationwide sample survey. Our closest competitor was top of mind for 18% of the same households surveyed.
What is the exact name you would like in your logo?
What is your industry?
Optical services & retail
Describe the target audience for your logo
Ferreira Opticals primary target is the Upper Middle Income to High Income groups and we have positioned ourselves primarily to reach this group by our products, pricing and even our store dcor and locations which are in the most popular malls in the country. Since we have enjoyed the highest market share for many years, we also attract a large number of middle to lower income customers because of our reputation for good quality and strong focus on customer service. Our target market is well educated and is au courant with North American consumer fare either by virtue of travel, cable television or the internet. Age wise, 45% are 39-65 years while 34% are 18-34 years. While older persons will always comprise the larger percentage in this industry, the younger age group is growing for us, being persons with more spending power. Gender wise, 67% are female, 37% are male. It is by virtue of gender, younger age, locations and ethnic mix, that we infer that a significant percentage of our customers are concerned about their image. Thankfully 54% of the households from the aforementioned nationwide sample survey, associated us with "fashionable, stylish frames." Our closest competitor had only 20% of households indicating the same.
What are the top 3 things you would like to communicate through your logo?
We are the leader in the optical industry with a strong presence, fashion forward, and customer friendly/focused.
Style and Concept
What logo styles do you like (text only, image only, text and image, etc.)?
We like text and image, as well as text only.
What colors do you want to see in your logo?
Our current logo is cyan and appears as this in the media, but on store signage it appears as dark blue. We would like the new logo to remain within the blue colour palette.
What colors do you NOT want to see in your logo?
We do not want to see a predominance of red or burgundy in the enhanced logo, as one of our competitors uses this palette.
Where will your logo be used (print, website, etc.)?
Our logo will be used in print, on television, email, website and as store signage.
Do you have other info or links you want to share?
Attached is our current logo which has existed for over 30 years despite the fact that our brand identity has evolved much over that time. We believe our logo is dated and does not reflect our present position in the industry as the current leader and fashion forward. We would also like to improve brand visibility and ease of reproduction across media. Like Apple, Shell, Volkswagen and Pepsi, we would like our logo to be updated primarily through simplification. Our present logo has an icon (the eye) that has too many elements in it and does not address our strong fashion focus. Our enhanced logo must overcome its current limitations of (i) poor visual impact from a distance (ii) size limitations in vertical spaces (iii) lack of colour contrast. The juxtaposition of the new logo with Ferreira Optical's "sister brands" in any advertising should also be considered. This includes a sunglass shop called Solaris, and a boutique area called Optique, both of which are physically located either next to or within the Ferreira Optical store. Attached are the logos for these. Additionally, our enhanced logo should place us firmly in the fashion industry, be modern and dynamic. It should be a simplification of our current logo rather than a new design, which would be very challenging and expensive to re-establish with our customers.
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