American Optical

Super thin, super light and super strong—American Optical’s Force 55 Progressive Lenses needed a logo that looked as high-tech as their new super position design.  The thin typeface stands tall within the surrounding negative space to achieve the desired look. The magazine ad promoted the power of this break-through lens likening it to the geologic forces that build mountains. I created new packaging, displays and other print collateral for this new brand.