Sedef Aydogan’s Blog

Labzeus Promotional Mailer by brian neumann
February 4, 2010, 2:14 am
Filed under: design, graphic design | Tags: ,

Lead Image

Labzeus Promotional Mailer Labzeus Promotional Mailer Labzeus Promotional Mailer Labzeus Promotional Mailer Labzeus Promotional Mailer Labzeus Promotional Mailer

Bausch + Lomb, the new identity
January 9, 2010, 7:50 am
Filed under: design, graphic design | Tags: , , ,


If you’re reading this with the aid of glasses or contact lenses, chances are you’re using a Bausch + Lomb product or innovation to help improve your eyesight. One of the biggest healthcare brands in the world, with products sold in over 100 countries, Bausch + Lomb is synonymous with lenses and eye care. The company was founded in 1853 and pioneered countless breakthroughs in optical science, from microscopes to photographic lenses to Ray-Ban sunglasses. It brought the first soft contact lens to market in 1971. More recently it has moved into pharmaceuticals and surgical implants. Paula Scher has designed a new identity for Bausch + Lomb that reflects its growing presence in ophthalmic care.

The new corporate icon.

Based in Rochester, NY, Bausch + Lomb was once primarily known for its optical instruments: optical glasses, microscopes, magnifiers, vision testers, binoculars, telescopes, periscopes, photographic lenses (the first Kodak camera featured a Bausch + Lomb lens), projectors, Ray-Bans (originally developed for the military), and CinemaScope technology for the movies. It became a familiar consumer brand with its contact lens lines like Soflens and PureVision. In recent years it has increased its focus on eye health with a growing pharmaceutical division that develops and markets everything from over-the-counter eye drops and vitamins to prescription medicines treating allergies, glaucoma, dry eye and other ailments. It also has a surgical division that develops products like the Crystalens, a surgical replacement lens for the treatment of cataracts.

The new identity by Paula Scher deftly shifts the focus to incorporate the company’s commitment to eye health care and its pharmaceutical and surgical divisions. The previous Bausch + Lomb logo (internally known as “pathways”) represented the science of lenses with a graphic element that suggested angles of refraction. In the new identity, the ampersand becomes a transparent medical plus sign that conveys that Bausch + Lomb is open and committed to partnering with the medical community.

The element of transparency also suggests vision, as well as the liquid solutions that are an integral part of the company’s product lines. The traditional corporate colors of blue and green have been reinterpreted in modern hues that suggest water, moisture and ecology. In developing the symbol, Scher was inspired by the blue and green pharmacy signs found in France.

The program includes a corporate icon that functions as a simple, recognizable B + L. This monogram can be applied in various treatments and will be embossed on packaging. The new Bausch + Lomb logotype is set a proprietary font called Nobel BL, based on Nobel. The font is also used as a secondary typeface in all Bausch + Lomb communications.

The existing mark, known as the ‘pathways’ logo.
The new logotype can also be rendered in one color or in black and white.



The identity is easily rendered in other languages, here in Taiwanese-Chinese.

The new corporate identity was officially announced yesterday and will be phased in over the next 18 to 24 months. It will eventually appear on all of Bausch + Lomb’s products and packaging, marketing and promotional materials, and signage and corporate environments.

The new identity applied to stationery.
The plus sign appears inside a B + L press kit.

VA 301 bit pazarı (2nd hand and design store) corporate identity project, sketches










bit 4




Corporate Identity: City Guide Website

NFT (not for tourists)







NFT is an annually city guide for the US. There are different city guides for each city. It is obvious that it is not for the tourists, but for the citizens. However, I have to admit that it is attractive for the tourist too. It has also an iphone app.

I like NFT’s motto, because it is attractive for eveyone. The book and iphone app’s interface design seems simple and cool.




glasgow4 is a touristic city guide website for Glasgow. You can search the events according to date and types. You can also make a reservation for  the flight to Glasgow, or hotels and restaurants in Glasgow.

I like the layout of the website, it is cool and userfriendly; and I like the dark colors that seperates it from the other city guide websites.







This is a city guide website for Bern, Switzerland. Its design is simple and userfriendly. When you write date interval and the certain type of the event that you want, it gives you a list of the events that match your criteria. It has also an city guide ipod application that you can buy. This is a touristic city guide.






11 is similar to, but it is belong to government. Event search method is the same. It also gives information about the city and places to go. You can download the brochures of the events, too.

Its design is simple and I think it is boring.

Corporate identity: 2nd hand and design boutique

By Retro







By Retro is one of my favourite 2nd hand boutique in Istanbul. The interior design reminds me the flea market in Geneva. You can have sunglasses, bags, dresses, ties and even old radios or grammaphones. Prices are variable.

They have 2 tailors; and cloth rent service for the series and cinema sector.

Although the store has a large area, it is very congested, and all of the products are hanging over you when you are walking in the corridors. This is a place that you can find anything vintage.



Edo is another great boutique from Istanbul. It is a product of coloboration of turkish and japanese entrepreneurs. Most of the designed products are imported from Japan, and they reflects Japanese street style clothing. Although the store is small, it is very airy and white color is dominant in its interior design. Prices are high.

Unfortunately I couldn’t find any good photos on web that reflects the soul of the store, but I will try to go there and take some photos.


Shop Interior01

Shop Interior02

Shop Interior04


Shop Interior03


“With husband Philip Start (founder of Woodhouse), buyer Brix Smith-Start co-owns three excellent boutiques nestled next to each other on Rivington St, EC2. With standalone men’s and women’s boutiques stocking Comme des Garçons, Stella McCartney and Jil Sander alongside Philip Lim and Karen Walker.”

Time Out London

“42-44 Rivington Street hosts an array of new and established luxury labels, from local British designers such as Stella McCartney and Richard Nicoll to international pieces from Phillip Lim and Chloe, amongst others. And while we stock the most highly regarded ready-to-wear collections, we also make it our mission to search for emerging brands before they become household names.”

Start’s official website

I wrote these quotations, because I had no idea about Start before I read them. This is obvious that they avoid becoming household brand, so their corporate identity should be original and elite. The interior design is simple, but bold colors are conspicuous.









Cochinechine is another design boutique from London. I took screenshots from its official website. I really like the products.

The interior design is a combination of vintage objects and elegant architecture with some lovely illustrations on the walls. I like it , because the contrast between elegance and the illustrations are not disturbing, conversely it is a nice touch. Designing the corporate identity of a store like this can be interesting.

corporate identity: chinese restaurant

I think we should analyze the restaurant’s interior design to give a decision about its corporate identity.

Here are some basic information about chinese interior design taken from Savvy Decorating:

Basics of Chinese Interior Design

One of the most basic aspects of Chinese Interior Design is the screens which are used for room decoration and privacy. Traditionally the screens were lattice frames with translucent fabric or paper providing privacy and design. Screens are now made of more elaborate materials including beautifully carved woods and bamboo with ivory and fine metal inlays. These screens create a sense of mystery while adding considerable beauty. Many people now use these screens even with other types of interior design.

Another basic of Chinese Interior Design is keeping a room very simple with rich and elegant objects skillfully placed for maximum affect. The Chinese tradition is that rather than have many mediocre objects in a room that one or two fine quality objects are the focal point. This focus dictates that the rooms will remain simple, airy and light.

Bar Shu

Bar Shu 1 (600 x 416)

Bar Shu 2 (600 x 394)

Bar Shu 3 (600 x 434)

Bar Shu 4 (600 x 394)

Bar Shu 8 (254 x 138)

These photos are taken from

Bar Shu is one of the famous chinese restaurants located in London, and it is never cheap. It has a light and not congested interior design. I like wooden furnitures that are displaying simple, elegant and nature oriented design of the restaurant.

I think that the corporate identity design should be subtle and airy with reference to Bar Shu’s interior design; it has to contain subtle colors and large white space.

Shanghai Blues

shanghai blues 1

shanghai blues 2

shanghai blues 3

shanghai blues 4

shanghai blues 5

shanghai blues 6

shanghai blues 7

shanghai blues 8

shanghai blues 9

These photos are taken from the official website of Shanghai Blues.

Shanghai Blues is another expensive and plush chinese restaurant from London. It has also a subtle(?) interior design, but it is darker and more congested. Dimly lighting and dark colored furnitures require repressive use of dark colors in identity design.

Çin Büfe






Çin Büfe is a middle standard chinese restaurant in Istanbul. It is not very expensive, but also not cheap.

The interior design of it is comfortable, and it seems OK. There some chinese figures and feng-shui mirrors on the walls with reference to chinese interior design, but the logo has a bolder design. I think it is in somewhere between elegant restaurants and fastfood restaurants.

Wok to Walk

These photos are taken from google images.

Wok to Walk is chain of chinese fast food in Netherlands. I have eaten there in a couple times, and it was delicious. You can have take away or eat in there, and this is cheap in compare with other restaurants.

The interior design of Wok to Walk is similar to the other fast food restaurants. Boldness is the main element of its design.

Nu Noodle


nu noodle

These photos are taken from google images.

Nu Noodle is the turkish version of Wok to Walk. The concept is same. It is also a chinese fast food restaurant, but not a chain corporation. Additionally there are bar chairs and a wall-integrated table, beside take-away service.

It has also bold interior design that seems nice.

VA 301: corporate identity design project

Our new project is corporate identity design, so we should create a new brand.

I want to design a corporate identity for a new contemporary art gallery that has a gift shop, thus there will be wide opportunities on designing objects:


business cards


nylon bags for the gift shop

pen and pencil