I wanted to create a unique minimal and timeless design that incorporated both the teardrop and an eye. Specifically, here you can see the teardrop, and the top lid of the eye about halfway down to depict the abstract 'eye'. The blue is included not only to reference the blue of the eye, as well as the blue of aqua for moisture, but it further communicates the professional and clean environment that the clinic will provide to their target market. This abstract approach, not only allows the brand to stand out from the clinical and cold identitites that most optometrists use, but allows it to become more approachable and 'easy on the eye' communicating the brand aesthetic and building the relationship with the customer before they walk through the door.