Dipple & Conway
Brand identity design | Logo design | Brand guidelines | Signage design | Branding
A brand update for Norfolk’s oldest and most reputable Opticians
Clinical excellence in eye care since 1916
Since 1916, Dipple & Conway has been committed to clinical excellence in eye care. To meet evolving customer demands, they have expanded their services to include audiology as a complementary offering.
For those familiar with the brand, completely removing the existing ‘Glasses’ icon may seem bold. However, this decision was essential to shift the focus from optical care to the inclusion of audiology. The new identity features a distinguished serif font inspired by the original signage of their Norwich store, incorporating a small ‘AND’ word mark. This is paired with a modern serif font, creating a blend of heritage, history, and experience with cutting-edge clinical healthcare and technology.
The evolution of an icon
The brand update represents an evolution rather than a complete change. Our objective was to integrate audiology while staying true to the core values and characteristics of the Dipple & Conway brand. Central to the update is a circular design feature inspired by Dipple & Conway’s historical optometry archive. This element beautifully reflects their ongoing passion for precision and enhances all design applications, including updates to the brand’s iconography.
Past, present and future
The logo has been simplified to its most essential elements, allowing it to function effectively across both digital and print formats. The removal of the ‘Glasses’ icon shifts the focus from optical care to highlight audiology. A secondary sans serif font conveys a modern and sophisticated feel, beautifully complementing the serif typeface and representing a blend of heritage, experience, and state-of-the-art clinical healthcare and technology. The off-white colour reflects the front-of-store palette, while the previous black has been updated to a dark navy, enhancing the sophistication of Dipple & Conway’s brand.
The original Norwich signage inspired the new simplified word mark logo, replacing all upper-case letters with lower-case to enhance readability and evoke a sense of friendliness.
Application of branding, and a new fresh coat of paint, to the Norwich store on Castle street.
Brand application examples to website, in-store literature including updating service icons and design of carrier bags.
“We loved working with Naked. They took on board everything we wanted and delivered a great re-brand on time. We’re very happy with the results!”
Mathew Conway, Managing Director.
