BY Armin

Danger-Proof Logo

There are a few reasons why I thought covering this redesign would be helpful, since it falls somewhat outside of our regular coverage: It’s for a brand few of us have probably heard of, for a product we likely don’t need, and it wasn’t done by a fancy design firm. ESS, or Eye Safety Systems for long, is an 11-year-old company that “creates advanced eye protection systems for military, law enforcement, and fire/rescue professionals.” Definitely not your hip aviator sunglasses. This past January they launched their new identity, designed in-house and led by Ian Griffiths, who was brought on board to redesign the whole brand and its related materials.

One of the reasons I wanted to post this was to show that sometimes a gradient-decked, image-based logo is the most appropriate. In this case, the metal and hardcore texture of the logo really brings to life the bad-assedness that these glasses must be, and communicates that they are tough, durable and can withstand any sort of pressure. A black and white logo sometimes simply can’t do that. And as you can see in the packaging shots below, it can look pretty crisp. There is a 1-color application for the new logo and it works just fine too.

Before and after of three different products.

I would describe this as a really encouraging redesign; it just breathes new life into what was really a poor logo and identity, giving ESS a very appropriate look.

Afghan Police/soldiers (the good guys) with a banner of ESS.

\n\nThere are a few reasons why I thought covering this redesign would be helpful, since it falls somewhat outside of our regular coverage: It's for a brand few of us have probably heard of, for a product we likely don't need, and it wasn't done by a fancy design firm. ESS, or Eye Safety Systems for long, is an 11-year-old company that \"creates advanced eye protection systems for military, law enforcement, and fire/rescue professionals.\" Definitely not your hip aviator sunglasses. This past January they launched their new identity, designed in-house and led by Ian Griffiths, who was brought on board to redesign the whole brand and its related materials.

Many thanks to our ADV @ UnderConsideration Partners