SeeSaw Corporate Identity

SeeSaw Corporate Identity

SeeSaw Corporate Identity is an innovative corporate branding solution designed by Malaysian designer Bel Koo, representing a sophisticated approach to optometric practice branding. The identity system's cornerstone is a conceptually rich logo that ingeniously integrates an eye diagram depicting the mechanism of human vision with typographic elements, specifically incorporating the letter 'A' to complete the visual representation of the brand name. This distinctive design deliberately deviates from conventional optometry branding approaches that typically rely on literal representations of spectacles or eye shapes, instead opting for a more abstract and scientifically-informed visual language. The corporate identity, developed between April and June 2014, demonstrates exceptional attention to detail in its execution, utilizing geometric principles and professional design software to achieve its refined aesthetic. The design successfully communicates the brand's commitment to professional eye care while maintaining visual sophistication and meaningful symbolism. The comprehensive identity system, which includes business card applications sized at 90mm x 50mm, effectively balances professional credibility with creative innovation. The project's excellence in visual communication and strategic brand development was recognized with a Bronze A' Design Award in the Graphics, Illustration and Visual Communication Design category, acknowledging its outstanding contribution to corporate identity design. The solution particularly excels in addressing the challenge of creating a unique visual identifier that simultaneously conveys professional expertise and innovative thinking in the optometry sector, while maintaining clear visual communication and brand recognition.

corporate identity design, optometry branding, logo design, visual communication, geometric typography, brand identity system

— Adam Dawson