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新瞳眼科VI设计

新瞳博雅

新瞳眼科

行业背景

Sightour是国内少有的专注于高端眼科手术的医院之一，目前在中国上海、杭州、成都等知名城市具有分支机构。Sightour不仅引入眼科领域最新的科技医疗设备和技术，三甲医院金字塔尖的眼科专家，还有一群秉持医疗本质的”Sightour man” ，以此传递医疗温度，期待医疗改变生活。

Industry Context

One of the few institutions in China that specializes in sophisticated eye surgery is Sightour, which has offices in well-known Chinese cities like Shanghai, Hangzhou, and Chengdu. In addition to introducing the most advanced medical technology and equipment in the ophthalmology field, Sightour also employs a group of ophthalmologists from tertiary hospitals at the top of the pyramid and a group of "Sightour people" who uphold the fundamentals of medical care, conveying the urgency of medical care and expecting medical care to transform lives.

新瞳眼科

新瞳眼科VI设计

挑战

长期以来Sightour为众多新中产高净值人群提供了高品质的服务，他们清楚自己具有独特而领先的优势。但在品牌建设，尤其是品牌形象上缺乏标准化管理，缺少一套可复制和统一化的视觉语言对内增强文化认同感，对外诉说自己独特的品牌故事，造成各地视觉执行混乱，面临到很大的管理难度。Sightour团队期待可以通过整体品牌设计的焕新，建立与目标人群的审美认同、情感认同和身份认同，将品牌植入人心，为实现品牌愿景而准备。

Challenge

Sightour has been offering top-notch services to numerous new middle-class, high-net-worth clients for a very long time, and they are without a doubt the greatest in the business. However, the absence of standardized management in brand building, particularly in terms of brand image, and the absence of a replicable and unified visual language to enhance cultural identity internally and tell their unique brand story externally have caused confusion in visual execution around the world and faced significant management challenges. The Sightour team anticipates being able to forge an aesthetic, emotional, and identity, ingraining the brand in consumers' hearts and laying the groundwork for the brand vision to come to fruition.

新瞳眼科

解决方案

整体品牌视觉围绕“科技改变医疗、医疗改变生活”的品牌愿景展开。全新的logo以三层递进的箭头作为核心表达，由左到右代表科技、医疗和生活：前沿的医疗科技是基石和引领，高品质的医疗服务是创新和动力，改变生活是Sightour Man的持续追求。中间的箭头即代表医疗，又代表Sightour“以患者为中心”的医疗服务理念，与患者心心相连，提供有温度的服务。三层箭头组成的外轮廓作为系统语言的核心符号，代表“专业眼科手术共享平台”的创新模式，以此阐述Sightour将汇聚行业上下游优质医疗资源，为患者提供更匹配、更专业的资源和服务。为患者带来健康的呵护和治愈，回归医疗初心是Sightour始终的坚持，在色彩方面，我们选择具有健康属性和内敛的绿色作为品牌颜色，我们把它定义为“远山绿”，它是来自苍翠遥远山峰的颜色，自然和亲切，对患者的眼睛具有友好的舒适度。同时我们也搭配了一系列舒适自然、低饱和的颜色以适应不同接触点的落地，让整体更加丰富。

Idea

The slogan "technology changes healthcare, healthcare changes life" is key to the entire brand idea. From left to right, the new logo's central expression is a three-level progressive arrow that stands for technology, healthcare, and life: cutting-edge medical technology is the innovation and leader, high-quality medical services are the driving force, and changing lives is Sightour Man's constant pursuit.Sightour's "patient-centered" medical service philosophy, which aims to connect with patients and deliver services with a loving heart, is represented by the arrow in the centre. The primary symbol of the system is the outline of a three-layer arrow, which represents the novel concept of a "professional ophthalmic surgery sharing platform" and shows how Sightour will combine top-notch medical resources from both the upstream and downstream of the industry to offer more matched and qualified resources and services for patients.
We described "remote mountain green" as the color from the lush and distant mountains, which is natural and amiable, with a nice and comfortable color for patients' eyes. We selected this color as the brand's primary hue because it is healthy and contemplative. To further enhance the overall richness, we combined it with a variety of cozy, organic, low-saturation hues to match the landing's many touch points.

新瞳眼科

结果

全新的视觉体系，是Sightour不断成长与积淀的过程中，不断创新和发展的比我表达，也将是Sightour向未来更好传达品牌价值的生动窗口，Sightour将始终秉持初心和专业关怀，为创造价值的人，创造更多价值。

Results

The new visual system is an expression of Sightour's ongoing process of growth, accumulation, innovation, and development. It also provides Sightour with a striking window through which to better communicate the brand's value in the future. Sightour will continue to uphold its original heart and professional care in its pursuit of value creation and value expansion.

新瞳眼科

始终坚持打造菁英团队，保持专业

找最棒的人，做最棒的事

Do The Best

新瞳眼科

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