RAY-BAN

Making Ray-Ban easier to understand.

Ray-Ban is one of the most iconic brands in the world.

The identity was visually fragmented with many different logo permutations, a proliferation of sub-brands, and inconsistent use of product lines. A new product line automatically meant a new logo or visual device. 

The aim was to strengthen the visual identity, allowing for further product expansion without diluting the attitude of the brand.

This meant a rationaliisation and simplification of the brand architecture without drastically altering the product segmentation. In addition the products needed reconnecting to the brand story.

Extensive guidelines were developed, which optimise the identity across the business. 

The new brand architecture allows the business to keep growing without diluting it’s brand equity.

Brand strategy / Brand architecture / Visual expression / Brand guidelines.