Zemax, a leader in optical design software, was launching a brand new business unit, LensMechanix, to reach a new customer base: mechanical engineers. LensMechanix is a powerful software add-in for SOLIDWORKS 3D CAD design software. Part of the work entailed developing unique feature icons for LensMechanix that would appear in SOLIDWORKS.
Using the same typeface as their flagship product, OpticStudio, a mark was created to reflect the parent brand using it's signature navy color, and introduced a unique green for the new LensMechanix software.
To maximize usability, simple icons were created that could easily be read at 16-64 pixels and reflect the functionality of the feature. Where possible, familiar shapes indicated certain functions. From a branding standpoint, add-in UI was created to seamlessly connect visually with the SOLIDWORKS UI, while standing out using the unique brand color palette and icon style.
The brand identity includes a new style of imagery showcasing product prototypes on simple backgrounds and clean layouts on all marketing collateral created such as brochures and exhibits. This quickly demonstrates how LensMechanix validates lens designs within the products built by mechanical engineers.
