Pentagram partner Paula Scher created the new corporate identity for the Bausch + Lomb eyecare brand. The new logo seeks to incorporate the broadening reach of B+L, which originally established its reputation in eyecare instruments and lenses but over the years has expanded its reach to pharmaceutical and surgical areas.
The ID's new color palette of light blues and greens is meant to suggest ecology, water and moisture. Their transparency also conveys vision and the liquid solutions that make up a significant part of the company's product line. The ampersand of the previous logo becomes a medical plus symbol to represent the company's commitment to partnering with the medical community.
The new identity, created in the proprietary Nobel BL font, can easily be rendered in black and white, as well as other languages.