LOGO DESIGN FOR RETINSIGHT. MADE BY BLOOM

As well as Hemovent, Bloom Nürnberg is now providing support for a further client in the medical technology sector. The start-up RetInSight, located in Vienna, is launching innovative OCT-analysis software for screening and monitoring retinopathies. The benefit: in future, AI algorithms will be able to evaluate OCT images automatically, quickly and accurately, facilitating earlier detection and substantially better treatment of retinopathies. Ophthalmologists can then spare themselves the time-consuming manual analysis.

So it’s a product with major market potential. But the new software company was lacking a professional-looking brand image that did their ambitious business idea justice. So our first project for RetInSight was to develop the corporate logo. Good logos are able to communicate both the visual identity and the brand or company’s DNA. So the brand specialists at Bloom needed to package RetInSight’s USP – the evaluation of threedimensional (OCT) images using AI – into a visually unique logo.

Bloom developed several initial ideas in a multi-step design process and ultimately realised the final draft in close cooperation with the customer. And the results are nothing to sneeze at.

The image mark’s semi-sphere represents a stylised eye. The suggestion of space immediately and clearly demonstrates the USP: three-dimensional analysis. The design of the small, coloured points is reminiscent of an iris, and similar dots are used in the software application. The word mark’s special typography of mixed capital and lower-case letters clearly highlights the “Retina” and “Insight” elements in the name, thus communicating the main benefit. The cursive font also emphasises the company’s dynamic innovative capabilities. A further integral element of the logo is the claim developed in-house at RetInSight: “AI to Eye”. It concisely describes what makes RetInSight so special: the use of artificial intelligence for eyes.

The new corporate logo will be used for the first time on the RetInSight business cards, where it will demonstrate its power to make a creative statement and its many possible uses as a central element of the brand image. The word and image marks on the front of the business card make a strong impression. The logo on the back is confidently presented on a deep black background, reflecting the way the young company wants to appear and be perceived – as a company with conviction.

... and of course we tested how the logo Bloom developed works on current communications channels like Instagram and delivered it in the relevant formats straight away.