guidelines copy

Adlens ® brand identity style guide 2014 

ever evolving

Adlens Brand identity style guide 

The new marque 

The bevelled edge gives the logo a 3 dimensional 

appearance epitomising the 3D world in which we live 

that becomes visible though the adlens product 

The form of the a and d combining 

shows a fluidity and continuum which 

supports the continuous adjustability 

of the products. 

The gloss silver effect shows a 

confidence in the brand as well as a 

practical use in reproducing the logo 

to give it standout.


The brand described... 

adjustable focus eyewear


Evolving the brand 

The Adlens brand identity has evolved. 

From the original branding created at its 

inception the adlens brand has moved on 

to embrace a more dynamic attitude. 

With the introduction of many new brands over recent times, 

the adlens logo has been challenged to work alongside 

these new sub brands which contain a colour range suiting 

the product type. New graphic elements have also been 

introduced to help convey the cutting edge 

creativity and scientific precision that defines 

us. This identity is designed to engage our 

audience with renewed life and appeal, 

consistently across all touch points and 

markets.


The adlens manifesto remains true: 

“ 

We see 

endless possibilities 

for variable focus 

lens technology 

I believe 

we are just at the 

beginning of a journey 

that will transform people’s vision 

“ 

James Chen 

Co-Founder, Owner and 

Board Member of Adlens


In 2004, James Chen, 

businessman and 

philanthropist was introduced 

to a new invention, Fluid- 

Injection lens technology. 

He recognised its potential to 

change the world of optics and 

the value it could bring to the 

developing world. 

In 2005 he founded Adlens, 

a commercial business with a 

social soul. 

The story has moved on. 

Continuously adjustable 

eyewear using the Alvarez 

sliding lens technology was 

introduced. 

The next generation is 

Variable Power Optics (VPO), 

the most dramatic advancement 

in optics in over 50 years. 

Adlens variable focus eyewear is now on sale around the world.



Contents


Adlens has developed an extensive toolkit 

of elements to consistently communicate 

the corporate and product brands. 

The Adlens corporate identity provides 

the foundation for a cohesive visual 

identity that can be recognised and 

understood around the world. 

The identity comprises the following key 

elements: 

• Our brands 

• Our language 

• Typefaces 

• Imagery 

I wear adlens 

adjustable focus 

eyewear 

ABCDEFGHIJKLMNOPQRSTUVWXYZ 

abcdefghijklmnopqrstuvwxyz 


abcdefghijklmnopqrstuvwxyz 


eyewear


Intellectual property 

Registered trademarks: ® 

In order to protect our brands and 

associated logotypes we have 

endeavoured to obtain trademarks and 

registered trademarks. 

All logos must always appear with their 

relevant markings. 

Trademarks: TM 

Registered trademarks ® 

Adlens ® 

Hemisphere ® 

Trademarks TM 

Adlens Sundials TM 

Adlens Adjustables TM 

Emergensee TM 

Adlens SeePlus TM 

Adlens Interface TM 

Adlens John Lennon TM 

AdlensFocuss TM 

CustomFocuss TM 

The ‘Nested O’ symbol 

VPO TM 

Innovation is in nite. 

See our innovations 

and how we are changing 

the way people view the world. 

Visit us at VEW, booth 22095. 

TM 

Vision with a mission TM 

A Different Way To See The World. TM 

The Infinity Image 

TM


Protecting our intellectual property 

In order to protect our brand identity and 

intellectual property, all documentation 

referencing Adlens and/or Adlens brands 

should always be accompanied by 

appropriate trademarks and copyright 

information. 

The first appearence of a trademarked 

brand in a document must always be 

accompanied by its relevent markings. 

Copyright information must appear on 

every document. 

Trademarked brands: 

Adlens ® 

Hemisphere ® 

Example: 

Adlens Sundials TM 

Adlens Adjustables TM 

Emergensee TM 

Adlens SeePlus TM 

Adlens Interface TM 

Adlens John Lennon TM 

AdlensFocuss TM 

CustomFocuss TM 

The ‘Nested O’ symbol 

VPO TM 



A Different Way To See The World. TM 

The Infinity Image 

Adlens ® is the global leader in Variable Focus Eyewear. Adlens’ latest product launch is 

Adlens Sundials, the worlds first adjustable sunwear. With a range of -6 to +3 dioptre, 

Adlens Sundials are suitable for over 90% of eyeglass and contact lens wearers who do 

not have astigmatism. 

Where only a particular brand is referenced 

the copyright text may be abbreviated 

to only include the brand or brands 

mentioned. 

Copyright information: 

Where all brands are referenced: 

©Adlens Ltd 2014. ADLENSFOCUSS, 

VPO, ADLENS ADJUSTABLES, 

ADLENS SUNDIALS, EMERGENSEE, 

HEMISPHERE ® , A DIFFERENT WAY TO 

SEE THE WORLD and the ‘Nested O’ 

symbol are trademarks of Adlens Ltd. 

Where only a particular brand is referenced: 

©Adlens Ltd 2014. ADLENS ADJUSTABLES 

is a trademark of Adlens Ltd.


Intellectual property notice 

Adlens is eager to support Distributors in 

promoting Adlens products. 

For instances where Distributors wish to create 

their own promotional materials Adlens asks that 

they seek final approval from the Marketing team 

to ensure that Adlens brands are communicated 

consistently and accurately around the world. 

Adlens is the owner or licensee of any intellectual property rights in 

the marketing material supplied to the Distributor and any use of this 

material must have Adlens’ specific written permission in advance of 

publication. 

Distributors are obliged to seek Adlens’ written approval for any 

marketing material they wish to publish, giving Adlens at least 3 days / 

72 hours to approve or reject it. 

The material provided by Adlens is supplied on the understanding that 

this obligation to seek approval also applies to translations of existing 

material, which are commissioned by the Distributor. 

The Distributor’s usage of the material provided by Adlens will be 

taken as acknowledgement of this.


Partnerships 

Aside from the main Adlens brand, there 

are partnership, product and feature brand 

marks to consider. 

Partner brands 

The Vision for a Nation 

Foundation ® 

Vision with a mission 

John Lennon 

The Vision for a Nation 

Foundation may be referred to 

as Vision for a Nation or VFAN 

in upper case. 

Vision with a mission is a 

programme and may be 

referred to as VWAM where 

appropriate. 

Please note: wherever the John Lennon 

branding is used the following copyright text 

must appear in the document: 

Eagle Eyewear, Inc. Is the exclusive creator and master 

eyewear licensee of The John Lennon Eyewear Collection. 

© Yoko Ono Lennon. Licensed exclusively by Bag One Arts. 

Lennon and John Lennon are Trademarks of Yoko Ono 

Lennon. Reproducing copyrighted and trademarked materials/ 

images is prohibited.


Text applications 

Other related messages such as our 

technologies should appear in either 

headings, captions or paragraph text 

as shown opposite. 

A Different 

Way 

To See 

The World 

Variable Power Optics 

adjustable focus eyewear 

Fluid-Injection 

Alvarez 

See well, do good 

VPO 

Vision with a mission 

The John Lennon Collection


Adlens logo 1 

At the heart of the corporate identity 

is our corporate logo. It captures 

the concept of infinite innovation by 

combining the circular elements of the ‘a’ 

and ‘d’. 

The complete logo - 3D reflective 

MONO BLACK 

100K 

The full logo incorporates the descriptor 

explaining the technology together with 

the essence of our ethos. 

The logo should be used in its entirety 

where possible. 

Where the 3D reflectve logo is not reproducable (very small, screen printing, stamp printing etc.) 

FULL BLACK 

50 40 30 100 

then a flat version should be used. 

MONO BLACK 

100K 

FULL BLACK 

50 40 30 100 

black 

white 

pantone silver 877c 

pantone 429C grey 

foil block silver 

50% process black


Protecting the corporate logo 

In order to protect the logo an exclusion 

zone has been determined which 

prevents other graphic elements 

imposing on its space. This allows the 

logo to be discernible. 

The logo can be displayed on a 

background providing it does not 

compromise the legibility of the logo. 

X = 1/2 

height of ‘a’ 

X 

Exclusion zone 

X 

X 

X 

The logo should never be stretched or 

squashed, skewed or distorted. 

4 8 

8


Typography 

Helvetica Neue LT is specified for use 

with brand material. 

It is a refined and clear typeface that 

provides exceptional legibility at a range 

of sizes and weights - a crucial feature for 

a vision brand. 

Arial typeface should be used as a 

substitute in all media where Helvetica 

Neue LT is not available. 

As a rule of thumb, it is best to select 

fonts that are at least two weights apart if 

using headings and body text, 

ie: Bold and light, Black and Medium 

Print fonts 

Helvetica Neue LT 95 Black 


abcdefghiklmnopqrstuvwxyz 

1234567890 

Helvetica Neue LT 75 Bold 



1234567890 

Helvetica Neue LT 65 Medium 



1234567890 

Helvetica Neue LT 55 Roman 



1234567890 

Helvetica Neue LT 45 Light 



1234567890 

Helvetica Neue LT 35 Thin 



1234567890 

Digital fonts 

Arial Bold 



1234567890 

Arial Regular 



1234567890


Colour palette - Primary 

Adlens’ brand personality is conveyed 

through an extended colour palette. 

The core brand palette must always be 

present in design applications. 

Primary palette 

Black 

50%C 40% M 30%Y 100%K* 

Pantone black 

R0 G0 B0 

HEX #000000 

Dark grey 

70%K 

Pantone 430 

R113 G113 B112 

HEX #717170 

Uses: 

Pantone SOLID COATED 

• Screen printing 

• Lithographic printing 

CMYK colour values 

• Digital printing 



RGB values 

• Online graphics 

• Powerpoint presentations 

• Anything presented on screen 

HEX values 


• HTML 

PMS 424 

70%K 

R77 G77 B77 

HEX #4D4D4D 

* This is the recommended CMYK mix as it creates a 

rich neutral black and many of the the adlens toolkit 

items are produced with this as the background, so if 

you are extending backgrounds etc. this will ensure a 

perfect match. 

Any other combination of CMYK tints may result in a 

mismatch and create patches of varying black shades. 

Silver 

Pantone 877C (spot colour) 

silver foil (for block printing) 

This is the recommended colour for 

bodytext as it takes the wight out of solid 

black text. However care must be taken if 

text id being reproduced smaller than 8pt. 

as it may result in a slight furriness of the 

lettering. 

PMS Cyan 

100%C 

R0 G174 B239 

HEX #00FFFF 

This is the primary accent colour which 

can be used when a sub brand colour is 

not featuring. Cyan should be substituted 

when a sub brand is being promoted on 

the article -ie: Lennon Yellow, Adjustables 

Orange etc.


Colour palette - secondary 

The secondary palettes are derived from 

the sub brands and should be used to 

add clarity to the design and provide 

extra character, increasing impact and 

visual appeal. 

Adjustables Orange 

50%C 40%M 30%Y 100%K* 

Pantone black 

John lennon Yellow 

20%M 100%Y 

Pantone 116 

Uses: 

Pantone SOLID COATED 



CMYK colour values 

• Digital printing 



RGB values 


• Powerpoint presentations 

• Anything presented on screen 

HEX values 


• HTML 

Sundials Blush 

80%M 

Pantone 

Focuss Peacock 

50%C 40% M 30%Y 100%K* 

Pantone black 

SeePlus Steel 

10%C 3%Y 16%K* 

Pantone black 

Sundials Citrus 

20%C 100%Y 

Pantone 375 

Interface Blue 

65%C 10%M 2%Y 

Pantone 298


Graphic elements - the curve 

Extra visual appeal is created by the 

application of artistic detail. 

The dynamic curve is a graphic element 

that depicts adjustablity and takes the 

squareness out of any design. 

STOCK OFFERS 

great offers on adlens product lines 

great opportunities for your dealers 

Black frame emergensee glasses 

quantity 400 

ready to dispatch 

now only US$25 

DISCOUNT CODE : EM25 . EMAIL: STOCK@ADLENS.COM 

25% 

DISCOUNT 

TRADE PRICE 

Revolutionary fluid injection technology 

adjustable near to distance 

set and seal lenses 

mixed tints with clear frames 

quantity 800 



DISCOUNT CODE : JL20 . EMAIL: STOCK@ADLENS.COM 

20% 

DISCOUNT 

TRADE PRICE 

Variable Focus Eyewear mimics 

the eye’s natural dynamic 

behaviour, enabling better vision 

quality and control. Read more 

DISCOUNT CODE : HE50 . EMAIL: STOCK@ADLENS.COM 

The original fluid injection technology 

adjustable near to distance 

set and seal lenses 

optical clear lens - mixed frames 

quantity 1000 

sun lens - mixed frames/mixed tints 

quantity 700 



HALF 

PRICE 

TRADE PRICE 

TAKE ADVANTAGE OF THESE GREAT STOCK OFFERS BEFORE THEY GO!


Graphic elements - dynamic imagery 

Extra visual appeal is created by the 

application of artistic detail. 

Dynamic imagery can be used to support 

or demonstrate the essence of the brand 

and support the messaging. 

VPO seminar 

invitation 

Graphic elements can be used in 

conjunction with text to emphasis 

statements and headings. 

Innovation is in nite. 

See our innovations 

and how we are changing 

the way people view the world. 

Visit us at VEW, booth 22095. 

Adjustable 

focus eyewear 

a visual 

extravaganza


Fluid-Injection 

Hemisphere 

The John Lennon Collection

fluid injection 

eyewear 

The original fluid injection eyewear offering instant focus 

adjustability, set for any distnace.


Hemisphere Logo / typography / colour 

The Hemisphere logotype always appears 

in capitals, incorporating the registered 

trademark and should not be used without 

this element intact. 

X = 1/2 height of ‘a’ 

X 


X 

In text ‘Hemisphere’ must appear with an 

uppercase ‘H’. 

X 

The logo can be used on background 

colours or imagery providing the legibility of 

the logo is not impaired. 

The first instance of the brand referenced 

in a document must be followed by the 

registered trademark. 

Helvetica Neue LT is the preferred typeface 

for Hemisphere. For instances where 

Helvetica is not available Arial should be 

used instead. 

Pure cyan is the primary brand colour. 

Adlens corporate colours can be used to 

complement the primary brand colour. 

PMS Cyan 

100%C 

R0 G174 B239 

HEX #00FFFF


Hemisphere 

Graphic elements / photography / language 

Photography should represent the varying 

distances the glasses can be used for. 

Customise for your activity 

Where possible, arrows should be used to 

represent the motion of the dials. 

The full Adlens logo should always be used 

in association with this brand. 

Near Intermediate Distance 

Available in both clear and sun, Hemisphere 

lightweight and durable eyewear, provides instant 

vision and immediate dispensing at near, intermediate 

and far distance. 

Set a clear pair for reading and computer 

work and sun for outdoor activities.

fluid injection 

eyewear 

The first fashio fluid injection eyewear offering instant focus 

adjustability, set for any distance.


John lennon Logos and assets 

The John Lennon logo is the actual 

signature of John lennon himself and 

out license gives us the rights of usage. 

The logo is always accompanied by its 

trademark. 

The correct terminology for use in headings 

and text is ‘The John Lennon Collection’ - 

all beginning with capital letters. 

This maybe shortened to John Lennon 

when appropriate. The first instance of the 

brand name in a document must always 

be accompanied by its trademark. This 

appears after ‘Lennon’, before ‘Collection’. 

Primary usage 

100% Black 

50% Black 

Secondary usage 

100% White 

50% Black 

The official John Lennon 

Signature and John Lennon 

sketch, drawn by Yoko Ono, 

can also be used as an 

endorsement of the official 

John Lennon brand assets.


Typography / colour 

Due to the nature of the imagery and logo 

style, the Futura font has been selected to 

suit the John Lennon branding and should 

be used wherever possible on any stand 

alone marketing material. 

If the Lennon branding and imagery is 

being used in conjunction with other Adlens 

products then the main corporate typeface, 

Helvetica Neue LT should be used. 

The Lennon yellow is the same as Adlens 

corporate yellow. 

Futura Light 



1234567890 

Futura LT Pro 

FGHIJKLMNOPQRSTUVWXYZ 


1234567890 

Futura Bold 



1234567890 

John Lennon’s iconic look would not be 

complete without his distinctive round 

shaped glasses. Inspired by his work, his 

life and his style, Adlens has created a 

new range of variable focus eyewear, The 

John Lennon Collection. Imagine modern 

technology meets legendary styling with a 

social conscience. 

WE HOPE SOMEDAY YOU’LL JOIN US. 

PMS 7409 

20%M 100%Y 

R255 G204 B0 

HEX #FFCC00 

PMS 2766 

50%C 40%M 

30%Y 100%K 

R0 G0 B0 

HEX #000000 

INSTANT 

EYEWEAR 

Only use Lennon Yellow 

when text appears on 

black or other dark 

backgrounds.


Graphic elements 

The John Lennon illustration has been 

produced uniquely for the Adlens brand. It 

can be used in either its original monotone 

form or used in more abstract ways such 

as pop art etc. 

The preferred treatment with this branding 

is to design with a black background 

and use the reversed out logo in 

conjunction with the image. 

INSTANT 

EYEWEAR 

John Lennon graphic based on the original photo by Iain MacMillan 1971. 

Eagle Eyewear, Inc. Is the exclusive creator and master eyewear licensee of 

The John Lennon Eyewear Collection. 

© Yoko Ono Lennon. Licensed exclusively by Bag One Arts. Lennon and John Lennon are 

Trademarks of Yoko Ono Lennon. Reproducing copyrighted and trademarked materials/images 

is prohibited. 

The following copyright statement must 

accompany all uses of the John Lennon 

illustration: 

John Lennon graphic based on the original photo by 

Iain MacMillan 1971. 

The following copyright statement must 

accompany all John Lennon branded 

materials, including web: 

Eagle Eyewear, Inc. is the exclusive creator and master 

eyewear licensee of The John Lennon Eyewear 

Collection. © Yoko Ono Lennon. Licensed exclusively 

by Bag One Arts. Lennon and John Lennon 

are Trademarks of Yoko Ono Lennon. Reproducing 

copyrighted and trademarked materials/images is 

prohibited.


Photography / language 

The association with John Lennon allows 

a more fashionable approach to the brand 

photography. 

The John Lennon Colleciton is always 

refered to as ‘Instant eyewear’. 

The language of the Lennon brand revolves 

arround the association with John Lennon’s 

icon style and the parrallels between his 

philanthropic ideologies and that of Adlens.


Alvarez technology 

Adjustables 

Sundials 

John Lennon 

Interface 

SeePlus


eyewear 

The original Alvarez eyewear offering instant focus adjustability for 

near, intermediate and distance - all at the turn of a dial.


Logo / typography / colour 

The logotype always appears in lowercase 

and must appear with the trademark. 

X 


X 




In copy ‘Emergensee’ must appear with 

an uppercase ‘E’ with the first instance in a 

document accompanied by its trademark. 


X 

The logo reproduces in Adlens Cyan and 

black unless reversed out. 

For mono reproduction the ‘emergensee’ 

become greyscale. 

Additional Adlens brand colours can be 

used to enhance messaging and add 

impact on branded materials. 

PMS 2766 

100%C 90%M 

R0 G8 B135 

HEX #000887 

PMS Cyan 

100%C 

R0 G174 B239 

HEX #00FFFF


Graphic elements / photography / language 

Where possible imagery of the product 

should always be accompanied by arrows 

demonstrating the rotation of the dials. 

Emergensee is described as 

‘adjustable focus eyewear’. 

The eyewear is functional and practical and 

should be represented as such, with plenty 

of clean space. 

The full Adlens logo should always be used 

in association with this brand. 

Emergensee is instantly customisable for your vision 

correction. Simply turn each dial to glide the overlapping 

lenses to create different prescriptions in seconds. They are 

easily adjusted for a wide range of powers from -6 to +3D, 

correcting over 90% of spherical prescriptions.


eyewear 

A range of eyewear offering instant focus adjustability for 

near, intermediate and distance - all at the turn of a dial.


Adlens Adjustables logo 

X 


X 

Adjustables should not be used without 

Adlens proceeding it. This applies to all 

uses including logo form, headlines or body 

copy. Adlens Adjustables must always be 

written with two uppercase ‘A’s. The logo is 

all lowercase. 

The first instance of Adlens Adjustables as 

text in a document should be accompanied 

by its trademark. 


X 

Colour logo on white 

The logo should, wherever possible, 

appear in its colour form. 

The logo can appear in its monochrome 

form where necessary. 




Mono logo on white 

Helvetica is the chosen brand font. 

The first reference to the brand in a 

document must always be accompanied 

by it’s trademark. 

Mono logo on black


Adlens Adjustables Colour palette 

Adlens orange is the primary brand colour 

for Adlens Adjustables 

Primary palette 

Black 

50%C 40% M 30%Y 100%K* 

Pantone black 

R0 G0 B0 

HEX #000000 

Dark grey 

70%K 

Pantone 430 

R113 G113 B112 

HEX #717170 

PMS 424 

70%K 

R77 G77 B77 

HEX #4D4D4D 








Silver 

Pantone 877C (spot colour) 

silver foil (for block printing) 

Adjustables Orange 

PMS 151 

70%M 100%Y 

R243 G112 B33 

HEX #FF4D00


Photography 

Photography should reflect the simplicity of 

the product and the lifestyle opportunities 

that good eyesight can facilitate. 

Where possible the subject should be 

shown turning one of the dials, illustrating 

the USP. 

Hero photography should be accompanied 

by practical lifestyle imagery demonstrating 

the product in use. Again, where possible 

the subjects should be shown adjusting the 

glasses.


Graphic elements 

Alvarez Dials 

have been specially selected as the primary 

graphic elements to accompany new 

Alvarez products. 

The shapes represent the dials at either 

end of the temple arms and signify the 

technology at the heart of the product 

range. Cogs for Adlens Adjustables can 

only be used in the Adlens Adjustables 

orange or grey/silver. 

Dioptre arrows 

Represents the movement of the dials. 

Perspective arrow 


Elsie 

Demonstration visuals to help with ‘try on’ 

pairs in store and IFUs. 

Dioptre eye 

Informs the reader of the 

adjustable lens range 

-6D +3D


Language 

Adlens Adjustables is always referred to as 

‘adjustable focus eyewear’. 

All artwork must be accompanied by a call 

to action. 

The dioptre range of the product must 

always be included, along with the words 

Near, Intermediate and Distance, in order to 

communicate the power of the lenses. 

Artwork should reflect the lifestyle 

opportunities that good eyesight can 

facilitate. As such materials should, where 

possible, be accompanied with a list of 

tasks that could benefit from the use of the 

glasses. 


eyewear 

TRY IT NOW! 

Instantly adjustable for 

Near • Intermediate • Distance 

All at the turn of a dial! 

-6 to +3 Dioptres 

reading | watching TV | computer work | sports | holiday | concerts | camping 

theatre | sightseeing | running | first aid kit | house work | car maintenance | gaming 

arts and crafts | DIY | a day at the beach


Inspiration


sunwear 

All the features of the Adlerns Adjustables 

with the addition of tinted lenses 

offering UVA and UVB protection.


Sundials Logo 

X 


X 

The Adlens element of the Sundials logo 

must always appear with the Sundials 

element and accompanied by its 

trademark. 

The Adlens Sundials logo can appear in 

black or white only, on black, white or a 

pop colour background. 


X 


The first instance of Adlens Sundials as text 

in a document should be accompanied by 

its trademark. 

The exclusion zone should be 

observed where possible 

however the logo can be 

used on background colours 

or imagery providing its 

legibility is not impaired. 

Mono logo on black


Sundials colour palette 

Adlens Sundials brand colours utilise the 

pop colours of the product temple arms 

with an added yellow to represent the sun. 

Primary palette - logo colours 

Black 

50%C 40% M 30%Y 100%K* 

Pantone black 

R0 G0 B0 

HEX #000000 

Sundials Yellow 

PMS 7404 

10%M 100%Y 

R255 G230 B0 

HEX #FFDD00 








Secondary palette - product colours 

PMS 213 

80%M 

R255 G51 B255 

HEX #EF5AA0 

PMS 375C 

24%C 100%Y 

R194 G255 B0 

HEX #CDDB28 

PMS 286C 

100%C 72%M 

R0 G71 B255 

HEX #0058A8


Sundials product photography 

Product photography is prodcued on pur white 

backgrounds to enhance and display the frame 

colours. 

Each frame in each lens tint is produced: 

• Straight on with temple arms folded behind 

• Straight on with arms open 

• Three quarter angle with arms open


Sundials Photography 

Hero photography should appear on block 

pop colour backgrounds. Where possible 

the subject should be shown turning one of 

the dials, illustrating the USP. 

Hero photography should be accompanied 

by practical lifestyle imagery demonstrating 

the product in use. Again, where possible 

the subjects should be shown adjusting the 

glasses. 

Photography should reflect the fun and 

simplicity of the product and the lifestyle 

opportunities that instantly adjustable 

sunwear can facilitate.


Sundials graphic elements 

Dials or ‘cogs’ have been specially selected 

as the primary graphic elements to 

accompany Alvarez products. 




range. These can be used with or without 

a fill. 

Cogs representing the Adlens Sundials 

brand are in a range of vibrant colours, 

utilising the colour pallet. 



Elsie 



Dioptre eye 

Informs the reader of the 

adjustable lens range. 

-6D +3D


Sundials Language 

Where possible, Adlens Sundials artwork 

must always incorporate the following 

elements: 

• Product logo 

• ‘adjustable focus eyewear’ descriptor 

• Hero imagery 

• The dioptre range 

• A call to action 

• URL 

• Dials 

• Lifestyle imagery


eyewear 

The designer range of Alvarez featuring 

metallic temple arms and tinted lenses.


Adlens John Lennon Logo 

X 


X 

The Adlens element of the John Lennon 

signature logo must always appear with the 

Lennon element and accompanied by its 

trademark. 

The Adlens John Lennon logo can appear 

on balck or white backgrounds but the 

yello signature should only be used on the 

black background for legibility. 


X 


The brand should be refeered to as Adlens 

John lennon Collection and the The first 

instance as text in a document should be 

accompanied by its trademark - 

Adlens ® John lennon Collection 

Mono logo on black 


observed where possible however the logo 

can be used on background colours 

or imagery providing its legibility is not 

impaired. 

The official John Lennon 

Signature and John Lennon 

sketch, drawn by Yoko Ono, 

can also be used as an 

endorsement of the official 

John Lennon brand assets.


Adlens John Lennon imagery 

To embrace the Alvarez John Lennon 

eyewear, a new John Lennon graphic has 

been created. 

This image can only be used with Alvarez 

technology eyewear. 

It is based on the original photograph by 

XXXXXXXXXX and should be used on all 

marketing material. 

the metallics collection 

adjustable focus eyewear


eyewear 

This product has been produced specifically as a 

low power range eyewear ideally suited for near 

to intermediate use such as reading and laptop 

operation.


Adlens SeePlus Logo 

X 


X 

The Adlens element of the SeePlus 

signature logo must always appear with the 

SeePlus element and accompanied by its 

trademark. 

The Adlens SeePlus logo can appear on 

black or white backgrounds but the steel 

colour varies dependent on the backgound 

colour. 


X 

Logo on white 

The brand should be referred to as Adlens 

SeePlus and the first instance as text in a 

document should be accompanied by its 

trademark - 

Adlens ® SeePlus 





impaired. 

SeePlus light Steel 

10%C 3%Y 16%K 

SeePlus dark Steel 

20%C 6%Y 32%K


Adlens SeePlus graphic elements 








a fill. 



Elsie 



Dioptre eye 

Informs the reader of the adjustable lens 

range. 

Uage icond 

Informs the reader of the uses for the 

product - reading, writing/drawing, texting 

etc. 

+0.10D 

+2.75D


eyewear 

This product has been produced specifically for 

computer use as the lenses have been designed with 

a blue reduction filter which reduces screen fatigue.


Adlens Interface Logo 

X 


X 

The Adlens element of the Interface logo 

must always appear with the SeePlus 

element and accompanied by its 

trademark. 

The Adlens SeePlus logo can appear on 

black or white backgrounds but the steel 

colour varies dependent on the backgound 

colour. 


X 

Logo on white 

The brand should be referred to as Adlens 

SeePlus and the first instance as text in a 


trademark - 

Adlens ® SeePlus 

Interface Blue 

PMS 298 

64%C 10%M 1%Y 





impaired.


Adlens Interface assets 








a fill. 

ai icon 

the favicon for adlens interface. 



Elsie 



Dioptre eye 

Informs the reader of the adjustable lens 

range. 

Uage icons 

Informs the reader of the uses for the 

product - mobile, tablet, computer 

noir 

clear 

Alvarez Lens Technology 

Specifically tuned focusing power 

improves detail for clearer vision. 

Blue Light Lens Filter 

Filters out harsh artificial light 

to reduce eye strain and 

improve contrast. 

1 

2


Adlens Interface photography


VPO technology 

AdlensFocuss 

CustomFcuss


Logo - Adlens Focuss 

Focuss should never be used without 

Adlens proceeding it. This applies to all 

uses including logo form, headlines or 

body copy. AdlensFocuss must always be 

written with an uppercase ‘A’ and ‘F’ and 

be joined together to create one word. 

AdlensFocuss should never be wrapped 

over more than one line. AdlensFocuss 

should never be referred to as FOCUSS, 

Focuss, Focus, Adlens Focuss, Adlens 

Focus or AdlensFocus. 

The first instance of AdlensFocuss in a 


trademark. 

The gradient on the AdlensFocuss logo will 

not transfer to one colour printing, in which 

case a vector version may be used. 

The logo can be black, white or silver/grey. 

CustomFocuss is exclusively available from 

LensCrafters. All branding criteria applies 

in the same way with ‘Adlens’ substituted 

for ‘Custom’. 


X 


X 

X


Colour Palette 

AdlensFocuss uses a very simple 

monochrome pallet. Colours are introduced 

with the use of photography. 

The VPO blue can be used to add 

emphasis to headings and statements. 

Primary palette - logo colours 

Black 

50%C 40% M 30%Y 100%K* 

Pantone black 

R0 G0 B0 

HEX #000000 

Grey 

PMS 428 

50%K 

R128 G128 B128 

HEX #808080 








PMS 315 

100%C 8%M 38%K 

R0 G114 B161 

HEX #00919E 

Silver 

PMS 877c


Graphic elements - focuss 

This graphic device signifies the technology 

behind AdlensFocuss. 

Primarily the graphic device can be used 

on black or white. 

The graphic device can be used on 

backgrounds and over images providing 

there is no loss of clarity to the device. 

Care must be taken if cropping into the 

device. The text inside of the blue portion 

must either be wholly visible or cropped out 

completely. The device should not obstruct 

vital graphic elements - such as the dail 

inside in the AdlensFocuss temple arm, or 

text. 


Correct use of the device 



Incorrect use of the device 



Variable Power Optics


focuss photography - lifestyle 

Aspirational imagery has been produced 

as duo-tones to create a unique feel and to 

tie in with the blue inner circle of the VPO 

graphic. 

The duotone is produced using black and 

PMS 315. This then needs converting into 

CMYK for print or RGB for web usage.


focuss photography - product 

Aspirational product imagery has been 

produced as to create a quality and luxury 

feel. 

Importantly the images also major on the 

discreet dial on the inside of temple arm 

showing not only the practicality of the 

feature but also how the outward aesthetic 

is not compomised by the technology.


Language 

Unlike other Variable Focus Eyewear 

AdlensFocuss can only be sold as a 

prescription product, therefore the 

language of instantly adjustable eyewear is 

not suitable for this product. 

The language should reflect the benefits of 

Variable Power Optics over conventional 

progressive lenses. 

‘Dial with Style’ should always have a 

presence on any marketing item produced 

for AdlensFocuss. This can appear either 

all in capitals to make a statement line or 

with a capital ‘D’ and ‘S’ when used as a 

heading or in body copy: Dial with Style. 

The strapline should NEVER appear all 

lower case. 

DIAL WITH STYLE 

Dial with style 

custom made adjustable focus eyewear 

prescription adjustable focus eyewear 

Variable Power Optics (VPO) is a 

unique technology that mimics the 

eye’s natural dynamic behaviour. It is 

the most dramatic advancement in 

optics for over 50 years. 

AdlensFocuss is the customer’s 

distance prescription combined 

with VPO and a stylish frame. It’s 

a complete pair of custom made 

adjustable glasses, for distance, near 

and everything in between. All at the 

turn of a dial. 

‘Custom made adjustable focus eyewear’ 

and should always have a presence 

on any marketing item produced for 

AdlensFocuss. This can appear either all 

in capitals to make a statement line or with 

a capital ‘C’ when used as a heading or in 

body copy. This should NEVER appear all 

lower case. 

4x more visible area 

than the best no line bifocal 

AT THE TURN OF A DIAL


Examples


Logo - VPO (Variable Power Optics) 

X 


X 

The VPO and VPO Priority Club should 

mainly be used on either black or white 

backgrounds for maxuimum clarity. 

TM 

When VPO and VPO Priority Club are used 

in bodytext the VPO should always appear 

in Capitals and Priority Club should 

The first instance of AdlensFocuss in a 


trademark. 


X 

TM 

The gradient on the AdlensFocuss logo will 

not transfer to one colour printing, in which 

case a vector version may be used. 

The logo can be also be reproduced in 

solid black, white, pantoner silver, grey or 

foli blocked when the tonal logo can’t be 

reproduced due to printing menthods. 

PRIORITY 

CLUB 

PRIORITY 

CLUB 

TM


Graphic elements - VPO 

This graphic device signifies the technology 

behind Variablew Power Optics. 

Primarily the graphic device can be used 

on black or white, graduating from 100% 

Black to 0% or 100% White to 0%. 

The graphic device can be used on 

backgrounds and over images providing 

there is no loss of clarity to the device. 

Care must be taken if cropping into the 

device. The text inside of the blue portion 

must either be wholly visible or cropped out 

completely. The device should not obstruct 

vital graphic elements - such as the dial 

inside in the AdlensFocuss temple arm, or 

text. 



Variable Power Optics


Examples


Multibrand marketing


Multibrand marketing 

By using a unified brand/subrand format and standardising the typefaces, 

discriptions and icons, we succeed in producing an identity that will work when 

promoting more than one of our product groups together. Examples would be 

adlens corporate brochures, exhibition stands, website etc. 

I wear adlens adjustable focus eyewear. 

Imagine being able to adjust your eyewear lenses to focus on everything from near to distance? 

You can now. In an Instant. 

With adlens instantly adjustable eywear you simply rotate the dials until you’re focussed on whatever you want 

to see - be it near, distant or anywhere in between. So now you can now focus on your day..


we do what others don’t, 

so we need to... 

wow! 

excite 

entice 

surprise 

educate 

make 

people 

desire 

them


Be creative 

with your work 

be considerate 

to the guidelines 

If in doubt contact: 

Adlens Marketing Department 

Adlens Global Headquarters 

King Charles House 

Park End Street Oxford 

OX1 1JD United Kingdom 

Tel: +44 1865 980 400 

email: marketing@adlens.com 

©Adlens Ltd 2014. 

ADLENSFOCUSS, CUSTOMFOCUSS, VPO, ADLENS ADJUSTABLES, ADLENS SUNDIALS, EMERGENSEE, HEMISPHERE ® , ADLENS SEEPLUS, 

ADLENS INTERFACE, A DIFFERENT WAY TO SEE THE WORLD, THE INFINITY GRAPHIC and the ‘Nested O’ symbol are trademarks of Adlens Ltd.

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